Milestone #1 Project Super Coffee

SUPER COFFEE Case

Due to exclusive campus agreements with large beverage providers, fulfillment on college campuses can be difficult. While we’ve been able establish a foothold in the grocery, C-store, club, online, Walmart, and Target locations off campus, we want a unique approach to target the new collegiate lifestyle; wherever that is these days due to COVID. Since this is a digital competition, and since COVID has continued to change the collegiate new norm, we’re looking for you to move beyond the too often used brand ambassadors and pop-up tents no longer happening at collegiate events, and show us what digital ideas can break through the clutter to target Carrie (their key persona), wherever she is these days.

Your role for this business is to design a marketing strategy, plan, identify the marketing channels and develop a 12-month marketing calendar for the company to help them grow this consumer target/segment. You’ll need to help really define their target markets, buyer persona demographic and psychographics, and perform strong industry, competitor, and company analysis using a SWOT, PESTLE, or Porter’s Five Forces as part of your research, you can even use the BCG matrix to assess the current product portfolio. You’ll complete a well written paper and then deliver your own presentation.

BRAND GUIDELINES: Super Coffee has also graciously provided their brand guidelines (14 MB PDF file) which includes downloadable image files of their logos, signage, and products for you to use. AS A COURTESY to Super Coffee, please do not share this document with anyone outside of your team, don’t contact Super Coffee directly through the links in the document or any other method, or post your work online for others outside of the competition to view (see competition rules): 

https://www.digitalmarketingcompetition.com/files/Guidelines_072220.pdf