Marketing - Case Study PPT

The “We Proudly Serve” (WPS) Logo and what it represents The Starbucks brand is one of the most recognized and admired in the world. We believe our people and our products form the foundation for our marketing strategy. The uncompromising quality of our products and our focus on making a genuine, personal connection with our customers have enabled us to create uplifting experiences that currently define and differentiate us. And this has enabled us to inspire moments of connection that create a brighter outlook for ourselves and our world. That is the brand promise of Starbucks and the heritage entrusted to those who market the brand.

Brand Guidelines We are pleased that you have chosen to serve Starbucks® coffee or beverages to your customers, and delighted that you wish to use your time and resources to promote our coffee. To help you, we have created a Marketing Tool Kit, complete with Logo guidelines and usage along with frequently asked questions. Note: Whether you customize templates from the Foodservice Marketing Tool Kit or design your own art, remember your Starbucks Branded Solutions team must review and explicitly approve all artwork prior to production. Please email all artwork submissions to your Supplier’s Representative. This is to ensure you’re taking full advantage of your association with us as well as to help you avoid any incorrect and/or inappropriate usage of the Starbucks Trademarks and brand identity. For further details: As per your Starbucks Foodservice Agreement, the Supplier reserves the right to decline the use of any Starbucks Trademarks or Marketing Materials in any situation the Supplier deems inappropriate for any reason even if the WPS logo usage meets these guidelines. Please remember that anything the Supplier’s team doesn’t expressly approve in writing is considered not approved. The Supplier may also require you to recall and/or reprint any Marketing Materials that do not meet with current SCI brand standards.

Engage and promote When your customers choose to buy Starbucks coffee they’re not just buying a quality and premium High Street coffee offer, from the world’s leading coffee brand, but are also helping to create a better future for coffee farmers and coffee communities – 100% of Starbucks Espresso Roast beans are Fairtrade certified. We have highlighted this all over with our new point of sale material to ensure your customers know that every hand crafted beverage you serve them has a direct impact on the livelihoods of those farmers who produce our coffee. We offer a robust marketing and merchandising programme that will help bring the power of our brand to your operation. All our support practices are aimed at providing you with the expertise that ultimately delivers the perfect Starbucks collaboration.

• A brand/logo recognized around the world that you can use in your operation. • Messaging and marketing tactics proven across our retail stores • Marketing ideas to drive sales and trial/repeat purchase. • Full line of branded cups (hot and cold) to get the “word out” on your offering.

• Marketing materials can be customized to meet your individual operation’s needs.

Frequently Asked Questions

1. What marketing support can my business expect from the Supplier?

We aim to provide you with Marketing Materials to ensure the coffee offering in the Premises is fully branded with the new WPS logo where appropriate

along with other materials such as A-stands or banner stands. Its main objective remains to create awareness and drive sales. This core branding kit will

be supplemented with promotional activity throughout the year but these core items must always be kept in a secure place when not in use. The core

branding kit for the Premises is decided keeping in mind the size, volume and concept of the Premises.

2. As part of the marketing plan, can we expect a promotional calendar from you? Yes. We build and offer a full quarterly marketing calendar, which is in line with our retail business. For example:- • New Year / Spring – featured drinks e.g. Caramel Macchiato, Vanilla Latte etc • Summer – Iced drinks & Cold Coffee featured beverages • Into Autumn – Usually Mocha’s and Hot Cocoa drinks • Xmas Season – limited edition favorites such as Toffee Nut Latte etc.,

3. Are we allowed to use the Starbucks Trademarks in our menus and brochures?

Yes, you may include our logo and brand name on various materials such as menus/brochures/flyers/ mobile apps/online posts/ press releases designed by your team. However, the primary message of any such material must be about your café/lounge. Please note the Starbucks Trademarks and Marketing Materials are there to support the quality of the coffee within your concept and therefore must show up as secondary supporting brand to your own, not the centre of the concept. Hence, any artwork must reflect your brand values with our logo being at least 1/3rd the size of yours. Our team MUST sign off every time you use a Starbucks Trademark at the Premises or on any of your material. For a review of your project allow at least 6 working days for a written approval from us.

4. Why can we not get the external Starbucks logo (back-lit) like the retail stores? The external back lit logo is exclusively used for the retail stores around the world but there is a large variety of other logos at your disposal, please contact your Supplier’s Representative for options.

5. What are the Starbucks logo guidelines? We would like to design our menus keeping those in mind. Please find the logo guidelines on page 5. Should you require the Starbucks logo on your menus or table tents, etc, you will be provided with a low res logo for the initial draft. Once we approve the artwork, you will be sent the high res file to be used for publication.

6. Within how much time can we expect to receive the marketing material in? All core Marketing Material will be delivered to the Premises within the 1st week of your launch. For any bespoke material or special requests please allow for 4 weeks after approval for delivery.

7. Why can we not have all the Marketing Material together on the day we launch the Premises?

Given that you are the primary brand, our team will adapt to your cafe design and concept and decide how best we can fit in to your space. Only once we get a better understanding of your design our team will come back to you with a brand proposal to best suit your needs.

8. How can we receive additional Marketing Materials for our Premises? Our team will assess your site and have the approved Marketing Materials delivered to the Premises basis our brand guidelines. Should you require any additional Marketing Materials, you can send in your requests, our team will re-assess your requirements and come back with an appropriate solution to help drive your sales. Please be aware that if your Marketing Materials are damaged you will need to discuss a replacement with our team and you may incur some replacement costs.

9. Installation of Marketing Materials? Unless discussed otherwise please note, installation of Marketing Materials such as door transfers, menu boards or A-boards should be arranged by your team and only in places that your Supplier’s Representative approves.

10. We have an existing mobile app for our menu at the Premises. Can we include the Starbucks beverages we sell with images on this app? Yes, you can have your agency coordinate with our team and we will provide them with images and approved beverage names for the appropriate section of your app.

11. Can we issue a press release or an online post with reference to serving Starbucks at our Premises? First and foremost, all press releases/ online posts MUST promote YOUR OWN BRAND VALUES. The primary message should be about your concept and can briefly mention the fact that you ‘Proudly Serve Starbucks’ with our logo being secondary to yours. As mentioned, all artworks with the Starbucks Trademarks must have our prior written approval before it is used.

12. Once we send you our leaflets or table tents for approval with the Starbucks Trademarks, how long do you take for approvals? Approvals require 6 working days from the day you send us the artwork.

13. What if mine is a new Premise and we are in the design phase, and would like to know where we can use your menu boards or other branding collaterals? Sure, you can send us a 3D rendering of your design and we can propose where best the Starbucks Trademarks would fit in.

14. Since I ‘Proudly Serve Starbucks’ can I make the Premises look like a Starbucks Store? The Premises CANNOT look like a Starbucks retail store in ANY WAY. There must be no similarities between the Premises design and that of a Starbucks retail store, except as approved or supplied by us. This includes the use of confusingly similar signage, menu boards, similar décor or staff uniform at the. When in doubt please contact our team.

Logo Usage and Guidelines

PLEASE ALSO NOTE THAT THE STARBUCKS COFFEE LOGO MAY NEVER BE USED INDEPENDENT OF THE “WE PROUDLY SERVE” TEXT.

STARBUCKS TRADEMARKS

• The Client shall use the Starbucks Trademarks and Marketing Materials in accordance with the WPS Brand Guidelines and only in connection with the sale of the Starbucks Products. The Client shall not modify the Marketing Materials in any way, except for the inclusion of Client’s prices for the coffee products and other necessary insertions as expressly set forth in such Marketing Materials and/or WPS Brand Guidelines. Any other use of the Starbucks Trademarks, or Marketing Materials is a violation of SCI's (and its affiliates’) and the Supplier's rights.

• The Supplier may periodically modify the Starbucks Trademarks and/or Marketing Materials and shall give the Client reasonable notice of any such modification.

• Should the Client wish to use Starbucks Trademarks for any singage, menu, advertising, offer or other materials the required Starbucks Trademarks will

be sent to the Client after the Supplier has approved the usage of the Starbucks Trademarks. Please contact the Supplier’s Representative to obtain said approval. For the avoidance of doubt, the Client shall not use any Starbucks Trademarks on materials that have not specifically been approved by the Supplier.

• The Client acknowledges and agrees that all rights of ownership or licence of the Starbucks Trademarks and the goodwill symbolized thereby, shall belong exclusively to and inure solely to the benefit of SCI and its affiliates. Client shall not at any time acquire any rights, title, licence or interest in the Starbucks Trademarks by virtue of any use Client may make thereof or otherwise.

• The Client recognises that the Starbucks Trademarks are registered trademarks and that the use of these the Starbucks Trademarks reflect upon SCI and the Supplier brand image. The Supplier and SCI reserve all rights to take action against any Client misuse of the Starbucks Trademarks or Marketing Materials.

• Any proposed use of the Starbucks Trademarks in Client-owned or produced Marketing Materials, advertising, websites, social media sites or any mobile/web/other apps or other promotional materials must be approved by the Supplier prior to use. Continuous acceptance must be obtained in writing. Should the Client require a logo or any other Starbucks Trademark for use in their own marketing materials, advertisements or other promotional material they are to contact the Supplier’s Representative and will not use one obtained from anywhere else.

• Any menu boards which are purchased through the Supplier or a Supplier appointed supplier that contain Starbucks Trademarks may only be used in connections with the Supplied Products. Upon expiry or early termination of your Starbucks Foodservice Agreement, the Client will cease use of ALL Marketing Material, and will remove or cover any Starbucks Trademarks and dispose of any Starbucks Trademarked materials in accordance with the Supplier’s instructions.