Social Mktg
MKTG309: Social Marketing and Sustainability
Individual Assignment
Starbucks social marketing campaign
Name: FEI XUE
ID: 42498155
Contents
Background, Target Audience & Behavior Change 3 Behavior change model 7 First 6 of the 16 tips for success analysis: 8 Conclusion and Recommendation 10 Reference List 11
Before describe and discuss prior social marketing campaign, we understand that social marketing is the focus on behavior, not awareness or attitude change. Besides, social marketing results in benefit to individuals or society, not just focus on organization benefit and profits. Organization runs social marketing campaign try to change behavior, improve personal welfare and benefits the society.
Background, Target Audience & Behavior Change
Starbucks is an international chain of coffeehouses. (The New York Times, 2012) For Earth Day 2011, Starbucks tells everyone an exciting event. On April 22, Starbucks inviting everyone to join their campaign: bring a reusable mug get a free drink (coffee or tea, hot or iced). That is a big surprised happened in the USA and Canada store. That is the prior social marketing campaign I will discuss next.
Before running the social marketing campaign, organization should define the problem and goals. The objectives of Starbucks social marketing campaign contain several points. * Environment issues: obviously, Starbucks adopt this social marketing campaign aim for deal with recycle issues. Plastics are the most common rubbish item at present. At the same time, government adopts many ways to improve plastic recycle. However, the results have not met expected. Starbucks social marketing campaign is a good example of combine personal welfare with the social environment issues. * It is not necessary to give customer surprise, but they love it! Customers want to spend less money and get more
Individual Assignment
Starbucks social marketing campaign
Name: FEI XUE
ID: 42498155
Contents
Background, Target Audience & Behavior Change 3 Behavior change model 7 First 6 of the 16 tips for success analysis: 8 Conclusion and Recommendation 10 Reference List 11
Before describe and discuss prior social marketing campaign, we understand that social marketing is the focus on behavior, not awareness or attitude change. Besides, social marketing results in benefit to individuals or society, not just focus on organization benefit and profits. Organization runs social marketing campaign try to change behavior, improve personal welfare and benefits the society.
Background, Target Audience & Behavior Change
Starbucks is an international chain of coffeehouses. (The New York Times, 2012) For Earth Day 2011, Starbucks tells everyone an exciting event. On April 22, Starbucks inviting everyone to join their campaign: bring a reusable mug get a free drink (coffee or tea, hot or iced). That is a big surprised happened in the USA and Canada store. That is the prior social marketing campaign I will discuss next.
Before running the social marketing campaign, organization should define the problem and goals. The objectives of Starbucks social marketing campaign contain several points. * Environment issues: obviously, Starbucks adopt this social marketing campaign aim for deal with recycle issues. Plastics are the most common rubbish item at present. At the same time, government adopts many ways to improve plastic recycle. However, the results have not met expected. Starbucks social marketing campaign is a good example of combine personal welfare with the social environment issues. * It is not necessary to give customer surprise, but they love it! Customers want to spend less money and get more