starbucks integrated marketing communication campaign

INTEGRATED MARKETING COMMUNICATION CAMPAIGN

PRESENTED BY-GROUP 1

AANCHAL SAXENA –PGMF1501

ADITI GUPTA -PGMF1502AMIT CHAUHAN-PGMF1505

ANKIT KUMAR SINGH-PGMF1507

PRASOON PALLAV- PGMF1529SAMEER KHAN- PGMF1556

INTEGRATED MARKETING COMMUNICATION CAMPAIGN

• INTEGRATED MARKETING COMMUNICATION CAMPAIGNS (IMCC) COMBINE NEW, AND TRADITIONAL MEDIA MARKETING TOOLS AND TACTICS TO CONNECT WITH CONSUMERS ACROSS MULTIPLE PLATFORMS.

• THE GOAL OF AN IMC IS TO INTEGRATE BRAND MESSAGING ACROSS CHANNELS (MESSAGES ARE NOT PLATFORM-SPECIFIC), AND TO INCREASE MARKET AND BRAND AWARENESS, EVENTUALLY RESULTING IN FINANCIAL BENEFITS.

Tools of IMC

• STARBUCKS CORPORATION, DOING BUSINESS AS STARBUCKS COFFEE, IS AN AMERICAN COFFEE COMPANY AND COFFEE HOUSE CHAIN BASED IN SEATTLE, WASHINGTON.

• CEO: HOWARD SCHULTZ

• FOUNDED: MARCH 30, 1971, WASHINGTON, UNITED STATES

• CAME TO INDIA IN COLLABORATION WITH “TATA GLOBAL BEVERAGES” IN JANUARY 2011.

• THERE ARE 20,000 OUTLETS IN 64 COUNTRIES.

• ON AN AVERAGE, STARBUCKS OPEN 2 NEW STORES EVERY DAY.

SOURCE: Wikipedia

Company profile

INTEGRATED MARKETING COMMUNICATION CAMPAIGN

Starbucks uses an integrated marketing plan based on social media implementation with several working parts, keeps customers involved and informed.

BLOGS: IMPROVE THE CUSTOMER IN-STORE EXPERIENCE BY LAUNCHING MYSTARBUCKS-IDEA.COM TO LEARN FROM CUSTOMERS AND EMPLOYEES WHAT THEY LIKED AND DID NOT LIKE, AND WHAT STARBUCKS COULD BE DOING BETTER- REACHED 100,000 IDEAS.

Media Marketing and Promotion

TWITTER: ANSWER QUESTIONS, SHARE INFORMATION, LISTEN TO CONSUMERS.

YOUTUBE: SHARE COMMERCIALS, AND INFORMATIONAL VIDEOS ABOUT VOLUNTEER EFFORTS AND INGREDIENTS.

FACEBOOK: INVITE FANS TO STARBUCKS EVENTS, SHARE COMMENTS, POST PICTURES AND COMMUNICATE.

CURRENT PROMOTIONAL STRATEGIES

Clusters of Coffee Shop

Adding Value

Great Offers

Getting Personal with the Customers.

Free Wi-Fi for customers.

Mobile Apps

MOBILE APP WI-FI

FUTURE PROMOTIONAL IDEAS

DEALING IN FOOD PRODUCTS ONLINE ORDER EXPERIENCE GEO LOCATIONS CARD FACILITY OFFER NEW DISHES, NEW FLAVORS ( LIKE

CHOCOLATE MINT FOR PEOPLE WHO DON’T LIKE COFFEE)

SET A SUITABLE MINIMUM CHARGE TAKE PART IN SOCIAL ACTIVITIES (BY MAKING

INVESTMENTS THAT BENEFIT COFFEE PRODUCERS, THEIR FAMILIES AND COMMUNITIES, AND THE NATURAL ENVIRONMENT)

CONCLUSION• WHEN IMPLEMENTING AN INTEGRATED MARKETING

COMMUNICATION PLAN REMEMBER TO KEEP IN MIND THE FOLLOWING:

CAMPAIGN GOAL(S) MUST BE COMMUNICATED, AND UNDERSTOOD THROUGHOUT THE COMPANY AND ACROSS DEPARTMENTS IN ORDER TO BE SUCCESSFUL.

ACTIVELY WORK TO KEEP COMMUNICATIONS COHESIVE AND CONSISTENT; USE TECHNOLOGY TO KEEP ALL EMPLOYEES ON THE SAME PAGE AND COMMUNICATE WITH CUSTOMERS WITH THE CORRECT, CLEAR MESSAGE.

CONSIDER PRIVATE BRANDED COMMUNITIES, USE NEW FACEBOOK FEATURES “QUESTIONS” AND “PRIVATE GROUPS” TO DELVE DEEPER INTO THE MINDS OF THE CUSTOMER.