A campaign that focuses on the unique beverages Starbucks has to offer. 

During my Marketing Strategies course at Humber College my group members (Anna Antul, Brianna McLaughlin, Loyd Van Oenen) and myself created a marketing plan for Starbucks.      Our Marketing plan uses a SWOT analysis to create an effective advertisement campaign.

The purpose of this SWOT analysis was to address internal and external forces that influence how the company is perceived, and use those to our advantage, to help build a stronger brand perception through our marketing plan. After analyzing the company and the consumers, we came to the conclusion that the main pain point was that their menu did not include most of the hidden frappuccinos that you find on Instagram.  

A strength that we chose to focus on was the fact that Starbucks menu items such as Frappuccinos are incredibly customizable. When a customer orders a Frapp from Starbucks, they can add or subtract ingredients as they please, and even create their own flavours. These hacks are known by many as “Starbucks Secret Menu Items”. The popularity of these drink hacks shows just how valuable of an asset the customizable drinks are at Starbucks.

To solve this weakness, we made the secret menu a well known and valued aspect of the Starbucks experience. By advertising the fact that you can have whatever flavour you want, and make it completely customizable, we are raising awareness of this excellent feature. We have found a great opportunity to fill customers in on all the excitement that they may have been missing out on.

For this assignment I was given the task to create the overall advertisement including the illustrations. Our team came together to make decisions on type and colour as well as which flavours we would focus on. I also have shown how our campaign works within different mediums such as social media, bus advertisements and billboards/posters. 

We also wanted to use similar features that represent Starbucks such as a chalkboard and hand written text. This helped create an advertisement that still represents Starbucks as a whole. Our presentation was effective as many students did not know about many of the hidden flavours that Starbucks offers. We were able to provide information to those who enjoy frappuccinos.

Advertising, Illustration, Marketing

March 2016

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