Starbucks is 

one of the most recognizable brands in the world. Their brand recognition has reached epic
heights thanks to the strength of their marketing and their commitment to keeping their brand consistent.

Starbucks was founded in 1971 by Jerry Baldwin, Zev Siegl, and Gordon Bowker. At first, the coffee
company only sold coffee beans and didn’t offer the premium coffee drinks it's known for now. The
famous logo, inspired by Norse woodcutting that contained a siren, the mermaid-like figure has been with
the company since its inception (although it has undergone a few redesigns).

Starbucks has changed from the bean roaster of the 1970’s to the coffee inspired drink shop of today. The
original vision of Starbucks is reflected in their initial mission statement which was:

“Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our
uncompromising principles while we grow.”

Starbucks focuses on creating that personal connection between their customers, their baristas and their
organization. Starbucks is all about connecting with their customers. But who are their customers?
According to a research report done in April 2017, the target audience for Starbucks is men and women in
the middle to upper classes who can afford Starbucks higher priced beverages regularly.

So how do they convince people to fork over that kind of cash, when they could just have coffee at home?
They offer their target audience an experience when they come into their stores. By giving their
customers a place to be and interact, they make the price of the drink worth it in the eyes of their
customers. There is something comforting about ordering a good cup of coffee and being encouraged to
sit in the shop with your laptop and work. That’s the experience Starbucks provides.

As an internationally recognized brand, Starbucks needs to be consistent with their branding at all times.
This spans every message they send, every piece of branded collateral they create, and every aspect of
their in-store design and experience. Later on, the brand could potentially expand beyond coffee products.

From the atmosphere in their stores, to their digital content, to their advertising, everything looks, sounds,
and feels like Starbucks. Even the cups and tumblers you can buy in the store have a clean, modern design
to them. The experience you have with Starbucks always feels consistent, whether you’re reading a social
post, waiting in line, watching a TV ad, or interacting with their brand in any way, anywhere.

Starbucks’ product has to be high quality to get their target audience to justify buying it. You’re paying
for premium coffee which means it needs to taste better than the same iced macchiato that you could get
at a McDonald’s drive-through for less. It’s being able to craft a high-quality product every time that
keeps people coming back. Not to mention their barista promise, that if you don’t like your drink, they’ll
fix it.

Starbucks sells their coffee at a premium price, or at least 25% higher than value brands. In 1990, only
three percent of the coffee sold in the United States was sold at premium prices. By 2000, that number
rose to 40% in what the Harvard Business Review calls, “The Starbucks Effect.” By offering customers
exceptional drinks and food, Starbucks can charge more for them. Why? Because people are willing to
pay for it.

When you enter the store, you’ll also see it branded to promote their new coffee:

Every piece of content that was part of this campaign was flawlessly designed and matched perfectly.
From first touch to final purchase, the experience is consistent.
 Questions

Total marks: 6 x 5 = 30 points

Imagine- the world as it was before the ongoing global pandemic.

Now, Starbucks is planning to enter into Bangladesh and launch within Dhaka city, first. Your
group has been appointed as the “Creative Team” of this company. You have to answer the
following questions from that perspective.

1. Develop one major selling idea for Starbucks. Justify your idea in detail.
(Word limit:
500 words)

2. You need to appoint a Bangladeshi celebrity to endorse the brand. Who do you think would be
best suited? Justify in detail? (Relate your answer with source attributes)
(Word limit:
500 words)

3. Briefly outline the possible demography and characteristics of its potential target audience.
(Word limit: 500 words)

4. Name two IMC tools you would select to reach to this target audience. Justify your selection.
(Word limit:
500 words)

5. Which advertising appeal would be most effective to attract the potential consumers? Justify.
(Word limit: 500 words)

6. Which advertising execution style would be well suited with the ad appeal you have selected (in
the previous question)? Justify.
(Word limit: 500 words)

Important guidelines

1. Font style: Times New Roman

2. Font size: 12
3. Line spacing: 1.5
4. Margin on 4 sides: 1 inch
5. Cover page with: Full name, NSU Student ID, course, section and date of submission.
6. Answer all the questions in chronological order (such as, 1, 2, 3).
7. You must mention the secondary sources at the end of the answers under “References” if any
(like newspapers, magazines, electronic sources etc.)
8. Write your answers on a MS Word document.
9. Save the file with your group number from the member list I posted earlier (eg. Group 1).
10. Table of content is not required.
11. The submission deadline: Friday, 16th April 2021, 10:00 PM.
12. Upload the file on Google Classroom. No PDF please.
13. This is a group assignment.
14. Only 1 person from each group will submit.
15. Late submissions will not be accepted.