Media Plan: StarbucksMichael Spinella, Marisa Del Priore, Donavan Farrish, Stacee Becker, Elizabeth Pawlowski

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Media Objectives

Reinforce brand image in consumer’s mind

Develop a media strategy that involves advertising Starbucks specialty coffees in both traditional and non-traditional media outlets

Increase Starbucks’ Profitability

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Media Strategies

To build the brand in mediums which will involve consumers more actively in the process of marketing Starbucks

To extend amount of mediums to portray brand quality

To gain maximum exposure to result in gain in revenue

To build brand awareness to guarantee subsequent purchase of product

The media plan will generate interest by connecting to the public

Target Audience Analysis

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Demographics

Gender

Male 18-49 24.2%

Female 18-49

23.9%

Total Population Size

15-29 30-39 40-49

64,728,191 40,141,741 43,141,741

20.9% 13% 14.2%

Median Household Income

Householder under 25 years

$24,143

Householder 25-44 years

$54,024

Householder 45-64 years

$60,683

Family Households

Families 77,538,296 66.4%

Average Household Size 2.58

Average Family Size 3.14US Census Bureau American Fact Finder, Profile of General Population and Housing Characteristics: 2010 Demographic Profile Data Median Household Income Past 12 Months2010 American Community Survey

More than 150 million Americans (18 and older) drink coffee on a daily basis, with 65 percent of coffee drinkers consuming their hot beverage in the morning.

51.4 million Americans living in multigenerational homes.

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Recommendations

Television

Broadcast Cable

NBC USA

ABC TNT

TBS

FX

ESPN

Magazines

Allure

Cosmopolitan

Elle

Glamour

GQ

InStlye

InTouch

Lucky

Rolling Stone

Newspaper

New York Post

Page Size Magazine

Wall Street Journal

WWD

The New York Times

Outdoor

Billboards

Bus

Taxi

Subway/Train

Internet

Facebook Engagement Ads

PerezHilton

Simmons Spring 2010 NCS Adult Survey

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Rachel Brynes 24, New York NY

- Meet Rachel. She is a confident individual who is graduating with a master’s degree. She considers herself a tech savvy individual. She is a “media guru” and keeps her self updated through online news, magazines and various social medias.

David Martin, 35, Los Angeles CA

-Meet David. He is an ambitious individual who is just starting his own restaurant business. He believes its very important to have a strong knowledge of his market. He likes to stay informed using a variety of medias such as newspapers and TV news.

Theresa Clark, 45, Ft. Lauderdale FL

-Meet Theresa. She is a hard working mom that juggles a career and family. She lives in a multigenerational household, which includes her college age son and mother. She enjoys watching shows on prime time television and also keeps herself informed by early morning TV news.

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Magazine Rationale

InStyle Median age 36HHI income $50,000 + 72 %

EducationGrad college + 75 %Employed 71 %

Median HHI income $77,993Managerial position 31 %

Own home 64 %Married 46 %With children 50 %

Glamour

*Readers of these magazines are highly employed in professional and managerial careers high HHI which permits the purchase of expensive coffeeOur target audience also matches the ages of these readers

Total audience aged 18-49 81 %

Education any college 67 %

Median HHI $63,594

Employed 65 %Managerial 26 %

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GQ Magazine

GQ

Total audience 18 49 83 %

Professional position 49 %

Median HHI $100,000Education/college 70 %

Allure

The target for Starbucks 18-49 has a 195 Simmons Index to get at the top of their career readers of these magazines have a high household income enabling them to purchase expensive coffee target readers also match the age of our target audience

Magazine Rationale

Median age 32.5

Median HHI $66,386

Education/College 66.6 %

Employed 68.3 %

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Magazine Rationale

Rolling Stone

Audience Adults aged 18-54

Employed 72 %Professionals 23 %Managerial 23 %

HHI $50,000 + 61 %HHI $150,000 + 14 %HHI income $100,000

College grads 64 %Grad college 28 %Attending college 14 %

Lucky

Median age 35.3

Education College graduate 44 %

Median HHI income $82, 293

Employed 53 %Professional 36 %

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Magazine Rationale

Elle

Total audience 6,302,000

Median HHI $71,927HHI income $75,000 + 44.4 %

Median age 34.2Ages 18-34 51.7%Ages 25-49 55.4 %

Any college 70.0 %

InTouch

Median age-32 years old

Women 85 %Men 15 %

Total audience 7.9 million

Median HHI $67, 496

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Magazine Index Numbers

Magazine MRI Index Simmons

Glamour 175 205

GQ 104 170

InStyle 168 222

InTouch 129 186

Lucky 111 176

Allure 199 196

Cosmopolitan 157 168

Rolling Stone 103 174

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Newspaper Rationale

Research* has shown that Starbucks core customers enjoy getting their news from national newspapers.  Additionally, trends show that people prefer to get their news from more sources.

“Starbucks customers have a high level of interest in staying current in national and global affairs and often look to newspapers as their way to stay connected.”

Additionally we chose news papers with college educated readers with high income who would be more likely to purchase Starbucks coffee.

USA Today on sale in Starbucks nationwide. Press Room. http://www.usatoday.com/marketing/media_kit/pressroom/2010/releases/031510_usatoday_and_starbucks.html

Women’s Wear Daily Circulation 56562

Total Audience

192,311

Median Age 42.5

Mean HHI $214,000

Education-College Degree

82%

Wall Street JournalAffluent Readers

2,881,000

Paid Circulation

1,613,062

College Degree or higher

88%

Age 25-54 35%

Average HHI

257,100

Page Six Magazine25-54 69%

Attended College

64%

Household Income over $65K

51%

Above $100K

32%

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•Broadcast higher viewership

•Network less money

•Tried to cover all aspects of television and chose time when the target is watching the most.

Viewership Among TV Stations- Ra-tionale

Today Show/NBC (5.49 million)

GMA/ABC (5.14 mil-lion)

ESPN (554,500)

USA (555,700)

Daytime (1,626,000)

Today Show: Morning shows are best to reach the audience. This is when they are preparing themselves for day. This is the time of day that coffee is purchased therefore the best time to reach the target.•6 months out of the year (May-July, October-December) •These months are when Starbucks coffee is purchased the most due to new flavors and •30 spots each three month segment

GMA: 2, Two Month segments (25 Spots each), February-March, October-This is when fall flavors are being released as well as promotional cups.

Daytime: Chose times when ratings would be high. Such as times when new shows are being released. (April-May, September-October)

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Television Spending

NBC/T

oday

Sho

w

ABC/G

MA

USA TBS FX

ESPN

$0 $500,000

$1,000,000 $1,500,000 $2,000,000 $2,500,000 $3,000,000

NBC/Today ShowABC/GMAUSATBSFXESPN

Total: $11,275,325• Number of spots are evenly spread

• Higher costs- Ratings, Rates • For USA,TBS, and ESPN we chose the summer months. Because of the summer programming there is high viewership. Furthermore, most sports

are in the midst of big games during these times. On FX we advertise during the times of year where other TV advertising is scarce or non

existent.

Out of Home Rationale

•Given data from Simmon’s research, it can be seen that both male and female Starbucks drinkers pay a good amount of attention to out of home advertising.

•Even though it can not be measured exactly who sees these Ads, we know that a large amount of people are exposed to it within the top 20 DMAs.

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Outlets Males 18-49

Females 18-49

Buses 149 152

Large Billboards

108 123

Subways 118 140

Taxis 155 143

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Internet Rationale

Website Visitors

Facebook.com 50 Million Daily

PerezHilton.com 408,258,454

Starbucks currently has a very active presence on social media websites for they hold accounts on sites such as FaceBook, Twitter, Instagram, YouTube, Tumblr, and FourSquare.

Currently, we plan on just advertising on Facebook with engagement ads and Perez Hilton to stay within budget constraints.

In future years we plan on advertising more with digital newspapers and magazines.

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Product Seasonality

Heavy Advertising will be done during: The summer months promoting summer

time beverages such as frappuccinos, lemonades, and smoothies.

The fall months promoting beverages such as the Pumpkin Spice Latte.

The Christmas/Holiday season promoting their signature red holiday cups filled with beverages such as Christmas Blend Coffee, Gingerbread Latte, Spicy Eggnog Latte, Caramel Brulee Latte and Peppermint Mocha Latte as well as seasonal treats.

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Budget Allocation

Recommended Media Selection and Cost

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Magazines

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Newspapers

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Out of Home

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Television

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Internet

http://www.nickunsworth.com/wp-content/uploads/2011/01/Nick-Unsworth-FB-Ad-Blueprint.pdf

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Flow Chart

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Other Tactics Considered But Not Recommended

Advertise during prime time television Late in the evening consumers are no longer in the mind set to

purchase caffeinated beverages (morning purchase).

Advertise to coffee consumers in niche magazines Although in our target market, a Starbucks AD would feel out of

place among very specific niche product ADs.

Advertise on the front or back cover of magazines. Very expensive with a high price on CPM forcing Starbucks to

advertise less frequently in the magazines.

Advertise on the radio Many of the people we are trying to reach do not pay attention to

radio ads and use more satellite radio stations with minimal commercial interruptions.

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Alternative Plans with Fluctuation in Budget

Increase in Budget: Internet: advertise on electronic forms of magazines and

newspapers. Use of product placement into television shows and movies. Advertise more on TV Advertise on the radio

Decrease in Budget: Advertise in the same magazines less frequently. Buy smaller sized ads in newspapers. Advertise on smaller billboards in the 20 DMAs.

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Decision Dates

With flexible time schedule we can move around when we are planning on advertising.

Cancellation of advertising should be done as soon a possible . Magazines go to printing a month before publishing so

cancellation should follow accordingly.

The most flexible movement of advertising is in newspapers for they go to printing only a few hours before publishing.

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Response to Client Concerns