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StarbucksDigital Marketing Strategy Proposed by: Shannon Moore April 16, 2012
Company Information• Mission Statement: – To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time• Key Principle: – When we are fully engaged, we connect with, laugh with, and uplift the lives of our customers – even if just for a few moments. Sure, it starts with the promise of a perfectly made beverage, but our work goes far beyond that. It’s really about human connection• Overarching goal of improving the lives of their customers – Promoting healthier food and drink options literal interpreation of improving the “human spirit” and “[uplifting] lives’
Challenges and GoalsChallenge:• Known for sweet, savory drinks and treats – Often associated with being high-calorieGoal:• In the minds of customers, be thought of as a healthy food and beverage establishment – Reach out and gain a new demographic of customers (healthy eaters)
Theme for Strategy• Market all of Starbucks healthy drink and food options – Low-calorie • Most food selections are under 500 calories – “Skinny” – Reiterates company’s mission and principles • Improving lives• 3 components to overall strategy: – Social media, Internet marketing, Mobile marketing
Target Market• Healthy eaters• Weight-conscious individuals• Fit and athletic people• Ages 22-35 – Specifically (or more geared towards) women
Part 1: Social Media• Successful Facebook, Twitter, LinkedIn – Leverage by making daily posts referencing lower calorie drinks and food options • Healthier ways to order (ex: “skinny”) • Offerings • Specials• Blog posts
Part 2: Internet Marketing• Google AdWords and Facebook Ads campaigns – Keywords to target target market – Proposed advertisement: Delicious Drinks Without the Guilt No Taste Lost, Only Calories www.Starbucks.com/skinny-coffee
Part 3: Mobile Marketing• New app for smart phones – Dedicated solely to the promotion of healthy items available at Starbucks • Daily healthy option, coupon, etc. – Promote purchase or raise awareness• Customer-wide text message program – Eligible after purchase of 3 low-calorie items – Coupon – Do not have to have a smart phone
Metrics of Success• Social Media – Likes, comments, Tweets and Retweets, Friends, Follows – Links clicked on• Internet Marketing – Facebook and Google built in analytics• Mobile Marketing – Tracking of coupon usage, app downloads, text message program sign up, periodic surveys
Budget and Timeline• Total Budget: $1,775,000 – Social media: $200,000 – Internet marketing: $700,000 – Mobile marketing: $875,000• Timeline: – Launch in late winter, early spring – Launch all strategies around same time, complementary