Scenario / Story

Starbucks Specialty menu item target audience

Purpose

This section defines and describes the target audience in detail, including their geographics, demographics, psychographics, and behaviors. It helps to identify the most effective ways to connect with and engage the target audience through tailored messaging and relevant communication channels.

Ideas/tips to consider

Things to consider as you complete your target audience information for your own menu item:

Conduct research to understand your geographics, demographics, psychographics, and behavior.

How does a target audience consume media and how it has changed over the last several years by answering here and then answer the below:

1. After reading Chapter 6, share how you think Starbucks uses reach and frequency for media planning.

2. In what ways do you feel digital media have made a positive versus negative impact on delivering advertising? How well does Starbucks balance their digital marketing?

3. Do you think it is important for Starbucks to use mobile marketing as part of an IMC program, do they track you?

4. Discuss Wilson and Till’s idea of fixed versus mobile (Percy, p. 129) and how it is important for IMC media selection for Starbucks? What about the target audience are they fixed or mobile? Give an example and share a fixed and mobile example of a product and a person.

Example (using Pumpkin Latte)

The primary target audience for Starbucks Pumpkin Latte includes young adults in Western Massachusetts {geographic}, aged 18-34{demographic}, particularly those who enjoy seasonal beverages {psychographic} and have a preference for specialty coffee drinks {behavior}. Secondary target segments may include families, professionals, and coffee enthusiasts.

YOUR Tasks to complete

• Identify and define your target audience segments for your speciality menu item based on your geographic, demographic, psychographic and behavioral research.
• Share how you think Starbucks uses reach and frequency for media planning and describe how you will implement it for your item.
• Share how well Starbucks balances their digital marketing? Are there any negative or positive impacts that will apply to your menu item?
• Identify if your target audience is fixed or mobile and how they will find your new menu item (using Wilson and Till’s idea)
• Explain how your menu item meets their needs and how your campaign will resonate with them.

Purpose

The SWOT analysis section examines the company’s internal strengths and weaknesses, and external opportunities and threats. It provides an assessment of the internal and external factors that can impact the success of the IMC plan. By understanding these factors, the IMC plan can capitalize on strengths, address weaknesses, leverage opportunities, and mitigate threats.

Example

Below is the SWOT analysis for Starbucks Pumpkin Latte

By considering these factors in the integrated marketing communications plan, Starbucks can leverage its strengths, address weaknesses, seize opportunities, and mitigate potential threats to successfully promote and sell the Pumpkin Latte during the fall season.

YOUR Tasks to complete

• Conduct a comprehensive analysis of your product’s strengths, weaknesses, opportunities, and threats.
  • Present using the below table to create the graphical representation of the SWOT for your menu item

SWOT ANALYSIS

• Assess how these factors impact your marketing communications plan.
  • Present the SWOT Analysis Summary

Choose the most critical SWOT items, and present strategies to capitalize on strengths, overcome weaknesses, seize opportunities, and mitigate threats.