FOR EXCEPTIONAL PROFF ONLY

INTEGRATED MARKET CAMPAIGNS

Title

Name of student

Name of instructor

Date

Starbucks is a worlds renown brand and majorly known for its coffee brand. Starbucks tea is one of its other products but rarely known to most people. The tea that the company offers is mostly Teavana. It is basically green, black, herbal and chai teas. To improve its tea product it will introduce the lemon and the ginger brands.

The main brand problem that this product faces is that there is little awareness or no awareness at all about this product in the targeted market place. The reason for this is because the product is new to the company. Starbucks is renowned for its coffee hence the lack of knowledge to most people that it offers tea beverage too. This lack of awareness has led to sluggish sales which are only 7% of its total sales thus the need for an integrated marketing campaign to the targeted group of consumers.

The target market group for Starbucks new tea brand is the working office people and the younger generation. This is because they find pleasure in taking tea beverage breaks during their work hours and will create available customer base for the company. The younger generation nowadays sees it as the in thing to take hot beverages nowadays. Unlike coffee that has high levels of caffeine they prefer to taking tea to coffee.

Other similar brands in the same industry that is great competition to Starbucks include Dunkin’ Doughnut, McDonalds and Maxwell House. They offer coffee too as their major product.

However the Starbucks product differs a lot from that of its competitors. The others have not found it useful to specialize in the tea brand and are still heads on the coffee. The Starbucks added variety will offer preference of choice. The tea that the company offers also has more nutritional value as compared to other competitor’s brands.

The only question for the instructor I would have is on how the IMC (integrated marketing campaign) should be implemented for this product in all the stores the company has.

References

Gallaugher, J., & Ransbotham, S. (2010). Social media and customer dialog management at Starbucks. MIS Quarterly Executive, 9(4).

Patterson, P. G., Scott, J., & Uncles, M. D. (2010). How the local competition defeated a global brand: The case of Starbucks. Australasian Marketing Journal (AMJ), 18(1), 41-47.

Thompson, C. J., & Arsel, Z. (2004). The Starbucks brandscape and consumers'(anticorporate) experiences of glocalization. Journal of Consumer Research, 31(3), 631-642.