Understanding and Promoting a Business

Assignment 1 – Group Presentation

Group Members Jay Doolan

Michelle Hodsdon Prasanna Muthu Catherine Pert

Our chosen product was Starbucks Discoveries (Coffee from the chilled cabinet in supermarkets)

Ready to Drink Coffee Market Globally in 2011 the market (including ready to drink tea) was worth $70 billion and was expected to reach $125 billion in 2017. The demand is expected for these drinks was also expected to rise further in North America and Europe due to an increase in consumer awareness about health benefits of these products over other soft drinks.

Our chosen product was Starbucks Discoveries (Coffee from the chilled cabinet in supermarkets)

Further in the UK in 2013 the market grew by 20% in value and 34% in volume, with it’s value being £26.5 million and just under 4 million litres in volume. The leading players in the market are both Starbucks and Emmi, Starbucks with 43% and Emmi with 28% of the market. A growing presence of smaller players into the market seems to have affected Starbucks’ share in volume terms rather than Emmi

Key price point £1.30-1.60 Key competitor – Emmi (price point £1

Our chosen product was Starbucks Discoveries (Coffee from the chilled cabinet in supermarkets)

Ready to Drink Coffee Market Globally in 2011 the market (including ready to drink tea) was worth $70 billion and was expected to reach $125 billion in 2017. The demand is expected for these drinks was also expected to rise further in North America and Europe due to an increase in consumer awareness about health benefits of these products over other soft drinks.

Research

Segmented the market size of the market trends and data

Details from Cathy’s research

Ideal Customer Profile – Target Market

Dave/Sienna (Early 20’s)

Student but with reasonable personal allowance

Dave wears hoody. Sienna has long flowing hair

Dave is shy and clumsy. Sienna is demanding

They both have Twitter accounts and follow what’s trending

They are regular Starbucks coffee house users

Ideal Customer Profile – Target Market

Dave/Sienna (Early 20’s)

Dave really fancies Sienna

They both study late into the night – on the same course

They both want a caffeine boost

They feel that a RTD coffee is better than an energy drin

StoryboardSienna and Dave….

Link from Posters

• Opening screen linked from small posters and online presence

#whoisDave&Sienna?

Study group/the idea

• Dave and Sienna are just about to start a study session.

• Sienna has long flowing hair (eg Starbucks logo). Dave is dressed all in black – hoody and back pack.

• Sienna is tired and thirsty. Dave has an idea and leaves the room, bumping into the door on the way out.

• A –no music, acting, raise curiosity for a story

It’s a spoof

• Milk Tray music starts loud. Fast slow sequencing also starts. Slow. Dave misses the lift door. Fast. Runs down the stairs, jumping down the last few. Slow. He has a minor trip just as he gets outside to the street.

• Interest….recognition of the music/interesting action sequencing fast/slow. It’s a spoof

…..backpack

• Fast. Dave running across the road. Slow. Trips over his own feet. Close up of back pack with SB discrete but obvious logo. Fast. Dave finds the shop and heads over to it.

• A – still curious • I – where is Dave going? • A – He’s going to the

local convenience shop/supermarket

At the shop

• Fast. Dave enters the shop. Slow. Dave locates the Seattle Latte on the chilled shelf, grabs it and takes it to the till. Fast Dave tries to pay and drops the money on the floor. He picks them up and pays.

• A – poor Dave, he’s trying to buy the latte and drops the money

• I - Dave is nice, clumsy – average young man – empthy

• D – maybe I could do this for someone it like?

• A – the Latte can be found in my local convenience store/supermarket

Near miss

• Fast. Dave runs back across the road, but trips over an obstacle. Slow. He saves the latte though. Phew!

• A – obvious now he’s taking the latte to Sienna

• I – He’s fallen over, missed lifts and dropped money, going through this why…..does he like Sienna?

• D – The latte must be good to go to all that trouble

• A – maybe I should get one for someone I like?

“love from Dave”

• Fast. Dave puts the latte on the corner of Sienna’s desk. Slow. Her hand reaches out to the latte……close up of the cup – there’s writing on the cup “love from Dave”. (just like they do in Starbucks)

• D – there’s hint that this love story could develop – maybe even reveal there will be an “episode 2” at the end of the ad. Want to see what happens next….want to try a chilled latte.

Final screen

• Next screen…….voice over “…all because the lady loves a chilled latte!”

…. All because the lady loves a chilled latte!

A – pre-advert awareness campaign based on Yo u Tu b e w i t h l i n k s f r o m Tw i t t e r #whoisSienna&Dave? and Facebook and Instagram Who is Sienna & Dave? Small simple posters displayed in Starbucks stores close to universities, Student Union Bars and on university buses, simple message #whoisSienna&Dave?

Advertising Model

I – G o o g l e s e a r c h e n g i n e t o s e l e c t #whoisSienna&Dave? For any “dave” searches. The blank posters and Twitter/FB/Instagram presence sends multiple messages to target customers….they will also see it via an Email campaign, targeting them at various times during their day - simple white screen with the hashtag in both the subject and the link to YouTube advert

Advertising Model

D –The blank posters, emails and Twitter/FB/Instagram presence sends multiple messages to target customers….they will see it at various times during their day – on the bus on their way to university, in the coffee shop and online. This familiarity with the “who is” concept is designed to create a desire to click through Twitter etc to the YouTube Advert to see what it’s all about

Advertising Model

A – Once the audience has clicked onto the advert they will see the advert shows that they can go and buy a chilled Seattle Latte from any convenience store or supermarket – maybe even for someone you love

Advertising Model

The story of Sienna and Dave Link here

Our Digital Advert

#whoisSienna&Dave? Posters #whoisSienna&Dave? Twitter page Sienna and Dave Facebook page Sienna and Dave Instagram page Place the ad on Snapchat – how target etc???

Digital Promotional Tools for this campaign

Harvard referencing AIDA Model https://www.boundless.com/marketing/textbooks/boundless-market ing-textbook/integrated-market ing-communication-12/introduction-to-integrated-marketing-communications-81/aida-model-406-4060/ accessed 27/1/15 RTD Coffee Market www.marketsandmarkets.com Ready to Drink Tea and Ready to Drink Coffee Market Report published November 2012. accessed Jan 2015 www.euromonitor.com Report into RTD Coffee in the UK published in May 2014. accessed Jan 2015

References

References Harvard referencing

AIDA Model https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/integrated-marketing-

communication-12/introduction-to-integrated-marketing-communications-81/aida-model-406-4060/ accessed 27/1/15

RTD Coffee Market www.marketsandmarkets.com Ready to Drink Tea and Ready to Drink Coffee Market Report published November 2012. accessed

Jan 2015 www.euromonitor.com Report into RTD Coffee in the UK

published in May 2014. accessed Jan 2015