Your Weekly Expectations

Starbucks is introducing its seasonal product, PRODUCT XYZ (NAME), to capitalize on the growing consumer demand for specialized menu item. This integrated marketing communications plan aims to create awareness, generate excitement, and drive sales for Product XYZ (product name) menu item through a comprehensive and cohesive approach across various marketing channels.

Scenario

• You are an IMC Marketing Expert at a Marketing Agency – you can make up the name of the agency
• Your client is Starbucks
• Your IMC plan will detail the integrated marketing elements of a new product, your new specialty menu item.

The examples provided in this workbook (aligned to this icon) use Starbucks Pumpkin Latte as the product. The Pumpkin Latte example is well-known, therefore you should be familiar with the application of the concepts