STARBUCKSBy Lydia Pavach

GENERAL BACKGROUND

Personalization in many ways…

TARGET AUDIENCE: “STROLLER MOMS”

Who are they? Why are they such an important market?

KPI-HOW’S IT ALL GOING TO WORK?

Measuring success:

Large goal: changing pre-existing consumer beliefs to view Starbucks as not only a delicious, but healthy option

Measure increased sales per region in order to gain better insight to target market.

SO… WHAT’S THE BIG IDEA???

What are the biggest concerns of stroller moms? Getting rid of stubborn baby weight without cheating

on their diet Sacrificing sweet in order to meet nutrition needs. Not having enough “me” time.

You can have your coffee and drink it too.

Make life a little sweeter.

TOOLS AND TECHNIQUES

30-second commercial

Woman baking her kids cinnamon rolls

Main Idea: “You don’t have to cheat on you diet.”

Group engagement: tweet what flavor coffee drink you want to begin a new healthy Starbucks beverage.

#ASweeterStarbucks

Youtube Twitter

AND SOME MORE SOCIAL MEDIA PLATFORMS…

Six favorite current low-calorie drinks each get own Facebook page - become buyer personas

One with most “likes” receives a 20% off coupon

Encourage moms to take pictures capturing moments where they need coffee the most

Creating a new sense of community

Facebook Instagram

BUDGETING… IT’S ALL ABOUT THE BENJAMIN’S

Avg. consumer Starbucks purchase: $4.00

89% of U.S. uses coupons 8 million daily U.S. Starbucks

customers = 7.12 million coupon users

Two months of planning, two and a half months of execution = ~400 hours of agency work, or $180,000

Avg. cost of commercial: $210,000Cost to produce and market new beverage: $300,000

TO SUM THINGS UP…

With the budget amounting to less than 7% of the company’s annual budget, what’s not to lose?

To all the Stroller Mom’s, and all our mothers who work hard at what they do, Starbucks wants to say:

Treat yourself. You deserve it.

THANK YOU.