PPT Starbucks

Part of a ppt about Starbucks for Fundamentals of Marketing class.

Marketing Plan Outline

I am choosing Starbucks to do my marketing plan outline. I am attracted to Starbucks marketing because it relies so heavily on social media. I am interested in the way that Starbucks has been able to increase sales with social media campaigns.  From the article Starbucks Gets Its Business Brewing Again With Social Media , “Chris Bruzzo, Starbucks' VP-brand content and online, said amassing Starbucks' 5.7 million Facebook fans and 775,000 Twitter followers could be tougher for a dental-floss brand. "Maybe we have an unfair advantage because in so many ways Starbucks and the store experience is like the original social network," he said. Consumers "come in, hang out and talk to our store partners. They sort of got to know us as a brand in a very social way."

Starbucks appeals to me because in addition to being able to increase sales with social media Starbucks has been able to influence other brands, for instance when McDonalds started its McCafe. 

About Us 
Heritage  Company  Starbucks Mission Statement

Marketing Mix
Starbucks Marketing Mix  Product Price Place Promotion Process Physical Evidence People

Strategic Analysis 
Starbucks a Strategic Analysis Past Decisions and Future Options
pdf 98 pages

Coffee Industry 
A Strategic Analysis Scholarly Research Paper, 2007, 37 Pages

Starbucks Experience 
Background and What is the Starbucks Experience?

 Marketing Plan
Examples of content includes SWOT Analysis Demographics Competition Price Place.....

Starbucks Background
Examples of content includes Product Line Employee Training Joint Ventures Competitors....
..

SWOT
Table of Contents• Introduction: Then and Now• Mission Statement (1990-2008)• Ethics• SWOT Analysis – Strengths, Weaknesses, Opportunities, Threat• Strategies, Competition, Charts• Mission Statement (2008-Present)• Action Plan & Recommendations• Conclusion Starbucks 10/31/2011

Business Analysis 
Examples of content includes SWOT Market Share and Rank Target Audience Competitors....
.

Customer Service  
Case Analysis of Starbucks customer service delivery and the Starbucks experience.

Target Audience  
Adults Young Adults Kids and Teens

Target Audience
Starbucks Coffee has been established as one of the most recognizable and successful coffee brands in the world. The coffee market is drastically changing on a daily basis and this section of the marketing plan is designed to show where Starbucks is in this current market
 

Starbucks Marketing
 Examples of content includes Situation Analysis Product Life Cycle Starbucks Commercial

Products 
Explore Our Menu

SWOT
Case Study: Starbucks  Industry Definition Porter’s Five Forces  SWOT Analysis Corporate Culture 

Online store
Shop Starbucks® Store online. Buy Starbucks® coffee, tea, brewers, gifts, drinkware and logo merchandise
 

Example coffee prices 
Freshly brewed Starbucks Iced Coffee Blend served chilled and slightly sweetened on ice, Tall $1.95 ... Starbucks Bottled Mocha Frappuccino Coffee Drink ...
 

Advertising
Starbucks Marketing Strategy Unconventionally Effective Points to Learn from the Starbucks Marketing Strategy

Advertising
Starbucks Print Ads  

Advertising
YouTube Channel

Social Media
Starbucks Social Media Guidelines for U.S. Partners

Social Media  
6 ways Starbucks excels at social media marketing

Starbucks By Marie Bussing-Burks
google book  
"StarbuckS" tells the story of how a single retail outlet opened in 1971 became the world's largest chain of coffeehouses, and for that matter, one of the largest ...

The Story of Starbucks By Sara Gilbert 
google book 
This book describes the founding and the development of Starbucks, from a company selling roasted coffee beans by the pound in 1971, primarily in the Pacific ...

Pour Your Heart Into It: How Starbucks Built a Company One Cup at a Time By Howard Schultz
google book 
In Pour Your Heart Into It, CEO Howard Schultz illustrates the principles that have shaped the Starbucks ... How Starbucks Built a Company One Cup at a Time ...

Initiatives
55 Starbucks Marketing Initiatives Examples Touchscreen Storefronts  Cheaper Afternoon Coffee Designer Keychain Coffee Cards

Competitors
How 5 Starbucks competitors have carved out their own niches ... 

Competitors
Dunkin’ Donuts and McDonalds vs. Starbucks….



Case Study
Current Status Value Chain Competetive Advantage

 

Strategic Brand/Marketing Plan Outline

Strategic Brand/Marketing Plan Outline

Part 1 - Brand Foundation

Brand Vision – What do you want to be?

** When you have a hard time determining the appropriate descriptors, employing the "Idea Mapping" tool can help.  Write the concept in a center space on a whiteboard and have all participants throw out words that relate best to the concept.  Then start putting best words together in phrases that reflect the basic concept - the phrases become the pieces of the sentences that will become the vision statement.

Brand Definition – What do you do?  In this, all products should be detailed as well as the sales model/strategy (how does the "brand" make money?).

Brand Positioning – Where do you want to be?

• In the marketplace
• In the mind of the consumer
• Against the competition

Brand Stakeholders – Who is affected by or affects the brand?

Stakeholder Analysis - Statement of understanding of the stakeholders, targets, and ways in which to communicate with these groups.  Any demographics are part of the analysis.

• Primary target(s)
• Secondary target(s)
• Priority influencers
• Competition

•   Product

•   Price points

•   Competitive marketing strategies and tactics

SWOT –  (Internal) Strengths, Weaknesses, (External) Opportunities, Threats

Prioritized SWOT -

How will you leverage strengths and opportunities in achieving marketing goals; how will you leverage strengths and opportunities to address/overcome weaknesses and threats?

Current Situation Analysis - Summary paragraph of the Brand Foundation, Stakeholders

Part 2 - Detailed Marketing Plan

Marketing Objectives - The marketing objectives are usually related to accomplishing market entry percentages, increases in market share, brand awareness percentage increases, and increases in sales.

1. Example - Objective 1 - Increase brand awareness across target consumer base
2. Example - Objective 2 - Increase market share in x, y, z market
3. Example - Objective 3 - Increase revenues by X% (in conjunction with sales activities and goals)

Marketing Strategies and Tactics

Strategies are things like Relationship Marketing, Event Marketing, Print Advertising, etc

Tactics are the actions under the strategies (some marketing leaders identify all the contact points with the target and identify the tactics as the ways in which to "touch" the consumer at the contact points).  For relationship marketing, examples would be direct sales, loyalty programs, or other ways to use data in building stakeholder and brand relationships; For even marketing, questions to ask would include what events should the brand be part of, when are they, what is the ROI, etc; For mass media marketing (which is generally print, radio, TV) one would evaluate what publications, TV programs, etc. should promote the brand.

Objective 1

Strategies and Tactics

Objective 2

Strategies and Tactics

Objective 3

Strategies and Tactics

Media Plan

Proposed Media Budget - includes all types of marketing tactics, the cost, estimated ROI based on AIDA at 10 to 15% audience conversion after 1 frequency.

Fundamentals of Marketing

This course presents the current intricacies of marketing, including product production, selling and marketing concepts; marketing-mix factors; decision-making on product distribution; purchasing processes; market segmentation and competition; and environmental forces.

My company is Starbucks. 

Assignments

1. Content Analysis on Media of Choice

Tasks

• Choose one form of media to analyze: radio, television (broadcast or cable), newspapers, magazines, or the Internet.
• Use the outlines that are provided in PDF format for this assignment.
• Fill in the information required in the outline, be careful not to delete the questions of your classmates will not be able to understand your responses.
• Of the outlines you download, remember that your assignment is to choose one type of media that you are familiar with to analyze. 

2. Project—Choose a Company and Provide a Rationale

 Each week of the course, you will be asked to complete a phase of a project that reflects your learning from that week. For this project, you will imagine that you are the company's Marketing Manager. The project will culminate in a complete Marketing Plan Outline
This week, your assignment is to choose a company that is a favorite of yours—a company that produces something you buy and use regularly. You will not be able to change companies, so choose very wisely.
In this week’s submission you will write a 250-450 word rationale explaining:

• What about the company’s marketing attracted you?
• Why does this company appeal to you?
• What do you think of when you think of this company?
• How often do you use this company’s products or services?

• The business model used
• The business to business side as well as the consumer side of the company if applicable
• Define what the company does, do they sell a product or service?
• Are there multiple brands associated with the company-focusing on the specific brand you will use for your project
• Is the company large or small, what is their corporate culture (how the company is run/ethics/company mindset)? 

3. Project—Define Main Products and Target Audience

 Create a simple PowerPoint presentation that represents the target audience of your selected company and the specific brand/product that you have chosen. Remember that you need a specific target market-usually a gender, age range of about 20 years, income range of  about 25K, marital status and education at minimum. You do not want to use subjective terms such as “wealthy” and “older” when defining your target market. 

 4. Project—Choose a Company and Provide a Rationale

Now conduct a SWOT analysis for your company and a Competitive Analysis for one of their key competitors. 

• Develop a SWOT analysis for your chosen company (specific to the brand/product chosen.)
• Review the format for a SWOT and pay close attention to Internal and External factors.
• Use bullet points to list each Strength, Weakness, Opportunity and Threat.
• Provide a minimum of five Strengths, five Weaknesses, five Opportunities and five Threats.
• Choose a key competitor and gather some data and research on this company. 

5. Project: Diving Deeper—Understanding Your Brand's Components

Using the techniques you have developed thus far in the course, research your company and:

• Explain the emotional and functional relationships your company’s products have with its target consumer base. Label each section clearly.
• You will have seen creative themes being implemented for this brand over time. Which of those themes do you think were effective? How did they effectively reach you, or not?
• Explain the 4Ps of one of your company’s products. Label a section for each of the 4P’s and describe each in relation to your chosen product. Be detailed in your discussion.
• Suggest at least one “creative strategy” that you think would lead to interesting and effective marketing campaigns.
• This means that you should think of themes that would appeal to your brand/product target audience – ideas include the “Dodge Different” campaign or the current “Nissan Shift” campaign.
• Explain how your theme should appeal to the consumer and what it is trying to represent about the brand.
• Be detailed in your explanation, include what the ads will look like, where they may be placed and what the message might be.

6. Project: Brand Foundation

• Research your company and develop your brand foundation of 750-1000 words. Include have each of the following sections:
  • Brand vision
  • Brand definition
  • Brand position
  • Brand stakeholders and target
  • SWOT analysis
  • Current brand situation
• Each section should have its own header and the brand foundation should include each of these sections presented in a professional way.
• Explain how you reached these conclusions and provide the sources upon which you've based your findings.
• A minimum of three sources beyond the company website must be used.

7. Summary: Using AIDA to Build Brand Awareness

• Write a brief summary (300–500 words) about how you could implement the AIDA process in building brand awareness, identity, loyalty and equity in your selected company.
• Clearly identify each section of AIDA: Awareness, Interest, Desire and Action, and the steps you would take to move a consumer through each stage.
• Consider what marketing techniques you would use and how they would best achieve your goals.
• In a 100- to 200-word summary, explain the five to seven times "rule" and how it relates to AIDA.
• Discuss how the five to seven times rule has been applied to your plan for AIDA

8. Summary: Planning Marketing Objectives, Strategies, Tactics

Part I
Consider your brand and research how they currently employ Integrated Marketing Communications (IMC). Consider what you have read about the sales process this week.

• Explain the relationship between sales and marketing at your chosen company, specifically relationship marketing—how does the marketing team support and encourage sales’ relationships with customers?
• How does the sales team support marketing? 
• Explain your findings in a 100- to 200-word submission

Part II
Determine basic objectives, and make suggestions for strategies and tactics—which may include direct marketing, event marketing, advertising, etc. Remember, this is an outline that presents your ideas for objectives, strategies and tactics.  Your submission should be 250-500 words

• Research your company and make suggestions for the following items in your Marketing Plan outline:

• At least two corporate objectives
• At least 2 strategies and 2 tactics to achieve these objectives

• Two marketing objectives
• At least 2 strategies and 2 tactics to achieve these objectives

Explain how you reached these conclusions and provide the sources upon which you’ve based your findings. Please provide a separate response to the subject in each of the bulletpoints.

9.  Project—Cultural Marketing in the United States

• Choose just one of the following: a state or region, an ethnic group or a gender
• Research  your choice in detail, examining their preferences, habits, the population of the audience, and any other key specifics related to the group you have chosen.(The Census Bureau information can be very helpful)
• Write a summary of 400-600 words, discussing the strategies and tactics you would use to market your chosen company’s products to this target audience.
• Explain how you reached these conclusions and provide the sources upon which you’ve based your findings. 

10. Project: Zero-Based Simple Budget and Initial Submission

A method of budgeting in which all expenses must be justified for each new period. Zero-based budgeting starts from a "zero base" and every function within an organization is analyzed for its needs and costs. Budgets are then built around what is needed for the upcoming period, regardless of whether the budget is higher or lower than the previous one. 

• Discuss how you would select the appropriate marketing tactics.
• Explain how you reached these conclusions and provide the sources upon which you’ve based your findings.
• Using the Excel spreadsheet provided at the link below, create a simple Zero-based budget for your selected company.
• You should research actual media costs, such as magazines, radio, etc. and use the rates located to help you develop your plan. Ask your instructor if you need help locating or understanding the rates needed.
• Use the strategies and tactics you already put into your marketing plan. Explain your rationale for the strategies and tactics you have selected and how they are represented in your budget.

11.  Project Final: Marketing Plan Outline Presentation

 

• Use the marketing plan you provided in W5: Assignment 2 as the basis for your presentation.
• Take each section of the marketing plan and put them into a simple PowerPoint presentation.
• Make any changes necessary based on feedback from W5: Assignment 2
• The idea is to present key elements in bullet forms but in a way that anyone going through the presentation can understand. This is an important practice in the real world.
• Include these elements from your marketing plan:
• Brand Foundation
• Corporate Objectives
• Strategies
• Tactics
• Marketing Objectives
• Strategies
• Tactics
• Creative Strategy
• Cultural Marketing
• Zero-Based Budget Spreadsheet
• Zero-Based Budget Written Explanation
• All sources in MLA format

Last 6

 Catalog description of classes I have left to take.Unfortunately at Ai what the catalog says is rarely what you learn. The (one) good professors have left the school and the ones left don't care what they are suppose to teach they end up teaching what they know which is usually very limited or outdated knowledge.






IMD410 E-Learning Applications
(Prerequisite: IMD330 E-Learning Design)
Through the course, students are introduced
to and gain experience in the design,
development, and evaluation of effective
e-learning programs. The course focuses on
theoretical foundations of e-learning, types
of authoring software, options for authoring
systems, principles of effective design,
instructional analysis, and production of
e-learning materials. Students design, build,
evaluate, and revise instructional applications
using industry standard authoring systems.

IMD432 Portfolio II
This course focuses on the completion of the
portfolio and enables students to begin their
career search. The student should come into
this course with work for the portfolio and
determine the quality of the work so those
enhancements can be made. The student will
also complete a professional résumé and begin
the job search.

INT419 Internship
(Prerequisite: CD400 Career Development)
Students apply educational experiences and
professional skills in a practical situation.
Students observe and participate in the
operation of successful businesses related to
the industry.

IMD321 Project Management
This course focuses on the Web Design &
Interactive Media project management process
and development of the project team as key to
the successful achievement of Web Design &
Interactive Media project goals. The process
examines the main elements required in every
proposal/plan, time frame, and budget. Key
areas of interactive design project teams serve
to support the fundamental approach that
every project team is tailored to achieve project
results efficiently and effectively.

IMD332 Fundamentals of Marketing
This course addresses the fundamental
concepts and principles of marketing. The
overview of marketing provided here will help
students place their knowledge in a framework
and understand how each component
contributes to the strength and utility of a
marketing plan. Students will also learn how
to identify the ways in which world events and
cultural assumptions influence marketing.

CD400 Career Development
In this course, students develop techniques and strategies for marketing themselves in their chosen field. Emphasis will be placed on students assessing their most marketable skills, developing a network of contacts, writing cover letters, résumés, and thank you letters for employment interviews and developing a professional appearance.

Soooo Close!!!!!!

Fall quarter is over! No more creative writing or making interactive infographics. Now I only have 6 classes left until I graduate! I am going to take 3 for the winter quarter and 3 for the spring quarter. Currently I am desperately looking for a job! Of course everyone wants to see a portfolio. I was not happy at all with the portfolio I did for Portfolio I. So I am taking time during the break to try to get a new portfolio done.  I have read alot of articles on how a portfolio for a web designer should look. Definitely trying to keep it simple since all I really want them to look at is my work no need for all kinds of irrelevant things.

My Last 6 classes

Winter Quarter
Fund of Marketing
Project Management
Career Development

Spring Quarter
Internship
E-Learning Applications
Portfolio II 


Look at all I have done!!!! WOW!!!!

Overall 180 Credits							OPEN
		GPA	Res GPA	Hours	Res Hours	Add Credits	Residency Requirements
	Required:	2.000	2.000	180.0	90.0		Take 0.0 of last 0.0 credits while in residency
	Completed:	3.600	3.600	166.0	145.0	0.0	You have taken 0.0 of your last 0.0 in residency

Web Design Inter BS SP08					OPEN
Sequence A		Courses to complete:		2	Sequences to complete:		1	OPEN
	Sequence A
Courses to complete:		2
	ART106	Design Fundamentals		ART106	SU09	3.0	A
	ART114	Color Fundamentals		ART114	SP09	3.0	A-
	IMD131	Intro to Scripting Languag		IMD131	FA09	3.0	A-
	IMD211	Intro to Authoring		IMD211	FA10	3.0	C+
	IMD221	Inter. Authoring		IMD221	SP11	3.0	C
	IMD230	Intro to User-Centered Des		IMD230	SP10	3.0	A
	IMD311	Usability Testing		IMD311	WI10	3.0	A-
	IMD320	Integrated Info Design		IMD320	FA12	3.0	B+
	IMD330	E-Learning Design		IMD330	SU11	3.0	A-
	IMD410	E-Learning Applications
	IMD421	Portfolio I		IMD260	SP12	3.0	A
	IMD432	Portfolio II
Sequence B		Courses to complete:		2	Sequences to complete:		1	OPEN
	Sequence B
Courses to complete:		2
	ART108	Observational Drawing		ART108	SP09	3.0	B
	IMD120	Programming Logic		IMD120	SU10	3.0	A-
	GD111	Typography-Traditional		GD111	WI10	3.0	B
	AP102	Fundamentals of Audio		AP102	WI10	3.0	A
	IMD222	Inter. Scripting Languages		IMD222	SP10	3.0	A-
	IMD231	Concepts in Motion Design		IMD231	SP11	3.0	A-
	IMD312	Interactive Motion Graphic		IMD312	SU12	3.0	A
	IMD321	Project Management		IMD321	WI13	3.0	N/A
	IMD331	Des. for Dynamic Websites		IMD331	SU11	3.0	B+
	IMD411	Professional Practice		RS100	AP09	3.0	TR
	GD416	Media Business Law		GD416	SP12	3.0	B+
	BWDELEC100	WDIM BFA Elective I		GD219	SP11		A
Sequence C		Courses to complete:		3	Sequences to complete:		1	OPEN
	Sequence C
Courses to complete:		3
	ART111	Perspective Drawing		ART111	SU09	3.0	A-
	GD101	Digital Illustration I		GD101	SU10	3.0	A-
	GD114	Concept Design		GD114	FA10	3.0	A-
	IMD213	Digital Visual Composition		IMD213	WI10	3.0	A
	IMD223	Desktop Video		DFVP111	SP12	3.0	B
	IMD232	Audio for Interactive Desi		DFVP411	SP11	3.0	A-
	IMD313	Animation Graphics		IMD313	SU12	3.0	A
	IMD323	Interactive Motion Scripti		IMD323	SU11	3.0	A
	IMD332	Fund. of Marketing		RS321	WI13	3.0	N/A
	IMD412	Des. for Server-Side Techn		IMD412	SU12	3.0	A
	CD400	Career Development		CD400	WI13	3.0	N/A
	INT419	Internship
Sequence D		Courses to complete:		1	Sequences to complete:		1	OPEN
	Sequence D
Courses to complete:		1
	CS104	Computer Applications		CS104	SU09	1.0	A
	ART109	Image Manipulation		ART107	FA09	3.0	A
	GD212	Digital Photog. for Design		PHOT101	SU09	3.0	A
	GD204	Layout Design		GD203	SP10	3.0	A-
	GD207	Advanced Image Manipulatio		GD205	SP10	3.0	A-
	IMD233	Adv. Scripting Languages		IMD233	FA11	3.0	A-
	IMD334	Writing for Interactive De		IMD334	SP12	3.0	A-
	BWDELEC200	WDIM BFA Elective II		RS345	SU12		B+
	MATH4332	Math for Decision-Making
	OR 1 of the following:
	ENVR1401	Environmental Science		ENVR1401	FA12	4.0	A
	ARTS1304	Art History II		ARTS1304	FA11	4.0	A
	SOCI1306	Social Problems		SOCI1306	WI12	4.0	A
	PSYC2319	Social Psychology
	OR 1 of the following:
	PSYC3019	Human Sexuality		PSYC3019	WI12	4.0	B
Sequence E		Courses to complete:		3	Sequences to complete:		1	OPEN
	Sequence E
Courses to complete:		3
	DC092	Develop. Composition
	OR 2 of the following:
	AUDT	ESSAY		05/08/09	.0	9
	AUDT	WRITING		05/08/09	.0	100
	ENGL1301	English Composition		ENGL1301	AP09	4.0	TR
	EOM090	Essentials of Math
	OR 1 of the following:
	AUDT	PREALGEBRA		05/08/09	.0	100
	FOM091B	Fund. of Math
	OR 1 of the following:
	AUDT	ALGEBRA		05/08/09	.0	100
	MATH1314	College Algebra		MATH1314	WI12	4.0	B+
	ARTS1303	Art History I		ARTS1303	FA11	4.0	A
	HIST1301	U.S. History I
	OR 1 of the following:
	HIST2321	World Civilizations I		HIST2321	FA10	4.0	A
	ENGL1302	Intro to Literature
	OR 1 of the following:
	ENGL2307	Creative Writing		ENGL2307	FA12	4.0	B
	SPCH1315	Public Speaking		SPCH1315	AP09	4.0	TR
	BIOL1308	Biology		BIOL1308	WI11	4.0	A-
	PSYC2301	General Psychology		PSYC2301	AP09	4.0	TR
Sequence F		Courses to complete:		0	Sequences to complete:		0	COMPLETE
	Sequence F
Courses to complete:		0
	CO101	College 101		CO101	AP09	2.0	P
Program Electives		Courses to complete:		0	Sequences to complete:		0	COMPLETE
	Program Elective
Courses to complete:		0
	*******	Graphic Symbolism		GD219	SP11	3.0	A
	*******	Fund. of Advertising		RS345	SU12	3.0	B+
_
		GPA	Res GPA	Hours	Res Hours	Add Credits	Residency Requirements
	Required:	2.000	2.000	180.0	90.0		Take 0.0 of last 0* credits while in residency
	Completed	3.600	3.600	162.0	145.0	0.0	You have taken 0.0 of your last 0* in residency