Our brand extension is Starbucks’ “Be You”.

For its promotion, Starbucks shall engage with

its customers by communicating the value of the item effectively and build customer
relationships thereafter. In other words we need two things in promotion: an effective
message and a method on how to get that message across.

So first, the message. (steps 1-3)

“Be You” intends to get its message to the working class, its target market. The identified
consumer need or gap is that they need some motivation and empowerment while stuck at
home. Now the thing is, what should we TELL the working class for them to buy from “Be
You”?

First we consider that they are in the awareness stage of buying since we are introducing
new items. But, more on this later. Next, for a message to stick with them, an emotional
appeal can be used in association with the target market’s need.

With that, the brand extension’s message is basically about providing motivation and
empowerment for working consumers at home.

Now, on how to get the message across. (step 4)

Sales promotion, which entails short-term incentives to entice buyers with reasons to buy
an item now can be used to get Be You’s message to consumers.

It can make use of vouchers as short-term incentives. Again, since customers are at the
awareness stage of buying, information about “Be You” should be discussed to them in
detail:

Purchasing an item on the “Be You” product list has a corresponding voucher combo.
Something notable here is that earning these vouchers would also enable customers to feel
some sense of motivation and empowerment — this is the emotional appeal.

For example, a voucher of free home delivery or a free drink on your birthday would make
you feel happy and motivated to work. Or a voucher which allows you to arrange a delivery
for someone for free or to donate to the starbucks foundation would make you feel
empowered.