Brand Background

Starbucks has revolutionized the coffee shop industry since its inception in 1971. Originating
as a single coffee bean store, it evolved into an iconic brand recognized globally. With over
30,000 locations, Starbucks has set itself apart by offering a third-place experience that sits
between home and work, a concept largely unexplored by competitors.

Product or Service Overview & SWOT Analysis

Strengths:
 Brand Equity: Starbucks has incredible brand loyalty, which has helped it sustain its
premium pricing.
 Product Range: Not limited to just coffee, they offer teas, smoothies, sandwiches,
and various snacks. This diverse range caters to a wider audience.
 Ethical Practices: Through ethical sourcing and sustainability, Starbucks caters to a
growing demographic that values corporate responsibility.
Weaknesses:
 Pricing: The premium price point may not be accessible to all, which limits market
share in price-sensitive regions.
 Market Saturation: With the abundance of Starbucks locations, especially in the
U.S., there is a risk of cannibalizing its own sales.
Opportunities:
 Emerging Markets: Countries like India and China offer significant expansion
opportunities.
 Product Diversification: Extending the product range or moving into adjacent
markets, like home-brewing kits, could be beneficial.
Threats:
 Competition: Competitors like Dunkin' Donuts and local coffee shops are
increasingly aggressive.
 Economic Fluctuations: Economic downturns may lead customers to opt for cheaper
alternatives.

Business Problem & Goal

Business Problem: The increase in home-brewed coffee culture has resulted in fewer in-store
visits.
Goal: Reinvigorate in-store experiences to increase footfall by 15% within a year.
Target Audience Identification (Persona Method)
Preferences: Seeks high-quality, ethically-sourced coffee and an ambience that supports both
relaxation and remote work.
Behaviors: Social media savvy, brand conscious, and prone to spend more for quality and
convenience.
Challenges: Finding a balance between work and leisure in the same setting, and aligning
personal values with consumer choices.

Competition & SWOT Analysis

Strengths: Dunkin' Donuts has established itself with lower prices and quicker service.
Weaknesses: Less focus on the in-store environment, making it less appealing to those who
wish to linger.
Opportunities: Menu customization to appeal to a younger, health-conscious demographic.
Threats: Independently-owned coffee shops and cafés are emerging as strong competitors.

Message Construction
Tone of Voice: As a brand that champions inclusion, community, and environmental
responsibility, the tone should be warm, inviting, and inspiring.
Insight: “In our digital age, human connections are more important than ever. Rekindle them
at Starbucks.”

Visuals
Emotion: Community, inclusion, and warmth.
Colors: Earthy tones like browns and greens to complement the brand's commitment to
sustainability, accented by brighter hues for a sense of vibrancy.
Imagery: Use photos and videos that feature a diverse and inclusive clientele, enjoying
themselves or working diligently in a Starbucks location.

Media Plan
Digital Marketing: Utilize data analytics to target our persona through social media ads.
Influencer Collaborations: Strategic alliances with influencers focusing on sustainability,
work-life balance, and community engagement.
Loyalty Programs: Implement a tiered reward system, incentivizing frequent visits and
social shares.
List of Deliverables
 A series of promotional videos
 Social media campaign templates
 Event banners and collateral
 Updated loyalty program application and guidelines

Parameters of Success
 A 15% increase in in-store foot traffic
 At least a 10% increase in social media engagement metrics
 Positive customer feedback regarding community events and new loyalty program
features
 An increase in loyalty program registrations and active participation.