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Advertising Creativity
Name: Geuan Khim Kooi
Student ID: SCM 014 562
Major: Diploma In Advertising Design.
Lecture: Ken Goh
Assignment 1 : Creative Brief.
Product: Starbucks
Creative Brief
Background
Starbucks started operations in 1971 by opening its first retail store in Seattle and by
2003 had grown to be the world’s leading retailer, roaster and brand of specialty coffee. This lead to an ever increasing business risk as it expanded internationally.
Objective
To establish Starbucks as the most recognized and respected brand in the world.
Target Audience
Gender: equally divided.
Age: consumers 35 years and older tend to consumer coffee more often than the 18 - 25 age group.
Income Level: mid-income levels were frequent buyers, grew substantially after $75K was reached.
Education level: majority of consumers had some level of higher education experience Starbucks does not choose their locations based on the demographic profiles of the area.
Competitor
McDonalds
1,000 McCafes; planning to introduce 14,000 more. Mc Cafe offers lattes, mochas, cappuccinos, coffee and iced drinks. Cheaper: charge $1 less per cup than Starbucks
Positioning
A product’s position is the way the product is defined by consumers on important attributes such as price, quality, competitor, product class, application and so on. Starbucks tried to position their products in such a way as to distinguish themselves from the competitors and give them the greatest strategic advantage in the target market.
Price
Amount of money a buyer must give to the seller for a specific quantity of the product is the price of that product and usually consumers use this as an indicator of quality. Price and quality determines the value of the product. Starbucks was expensive and was positioned in accordance with that, because they always tried to deliver the high value promised to the consumers.
Promotion
Starbucks used to organize a big community event prior to the opening of its
Name: Geuan Khim Kooi
Student ID: SCM 014 562
Major: Diploma In Advertising Design.
Lecture: Ken Goh
Assignment 1 : Creative Brief.
Product: Starbucks
Creative Brief
Background
Starbucks started operations in 1971 by opening its first retail store in Seattle and by
2003 had grown to be the world’s leading retailer, roaster and brand of specialty coffee. This lead to an ever increasing business risk as it expanded internationally.
Objective
To establish Starbucks as the most recognized and respected brand in the world.
Target Audience
Gender: equally divided.
Age: consumers 35 years and older tend to consumer coffee more often than the 18 - 25 age group.
Income Level: mid-income levels were frequent buyers, grew substantially after $75K was reached.
Education level: majority of consumers had some level of higher education experience Starbucks does not choose their locations based on the demographic profiles of the area.
Competitor
McDonalds
1,000 McCafes; planning to introduce 14,000 more. Mc Cafe offers lattes, mochas, cappuccinos, coffee and iced drinks. Cheaper: charge $1 less per cup than Starbucks
Positioning
A product’s position is the way the product is defined by consumers on important attributes such as price, quality, competitor, product class, application and so on. Starbucks tried to position their products in such a way as to distinguish themselves from the competitors and give them the greatest strategic advantage in the target market.
Price
Amount of money a buyer must give to the seller for a specific quantity of the product is the price of that product and usually consumers use this as an indicator of quality. Price and quality determines the value of the product. Starbucks was expensive and was positioned in accordance with that, because they always tried to deliver the high value promised to the consumers.
Promotion
Starbucks used to organize a big community event prior to the opening of its
References: http://www.voteforus.com/starbucksmarketingstrategy.html http://www.articlesbase.com/coffee-articles/starbucks-coffee-the-history-and-background-of-starbucks-coffee-285998.html