vita cup presented by connect advertising. our goal is to serve 25 percent of beverages in reusable...
TRANSCRIPT
![Page 1: Vita Cup Presented by Connect Advertising. Our goal is to serve 25 percent of beverages in reusable cups by 2015. “ ” - Starbucks Shared Goals](https://reader030.vdocuments.mx/reader030/viewer/2022032600/56649daa5503460f94a97cc4/html5/thumbnails/1.jpg)
Vita CupPresented by
Connect Advertising
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Our goal is to serve 25 percent of beverages in reusable cups by
2015.
“ ”- Starbucks Shared Goals
![Page 3: Vita Cup Presented by Connect Advertising. Our goal is to serve 25 percent of beverages in reusable cups by 2015. “ ” - Starbucks Shared Goals](https://reader030.vdocuments.mx/reader030/viewer/2022032600/56649daa5503460f94a97cc4/html5/thumbnails/3.jpg)
Introducing the Vita Cup
Collapse Reuse Connect
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How It Works
KATIE SMITH
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o 25% in reusable cups by 2015o Standardize cupsoDecrease wasteo Social media presenceoBreak even on cost
Objectives
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Primary Market
18 – 45 years old, white-collar
United States
Coffee drinker, supportive of environmentally friendly businesses
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Secondary Market
College students and professionals
Urban areas
Wi-Fi accessible place to study and socialize, want “coffee on-
the-go”
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Advertising MediaUnits Unit Costs Total Cost Reach Notes
Print Advertising
Buses 100 $10,000 per month $1,000,000 27.5 million
One bus per city in the top 100 most populated U.S. cities for one month.
Magazines
O Magazine 2 $50,000 $100,000 2.6 million One full color page in two consecutive issues.
Natural Living 2 $2,500 $5,000 106,000 One full color page in two consecutive issues.
People 2 $274,800 $549,600 3.75 million
One full color page in two consecutive nationally-circulated issues.
Newspapers
The Wall Street Journal
6 $137,595 $825,570 1.7 million One half color page in six consecutive issues (once per day, Monday through Saturday).
In-store advertisements
25,667 posters and 14,667 boards
$0.66 per poster and $34 per electronic board
$515,618 5 million Two posters in each Starbucks store and one in each drive-thru in the U.S; all of the posters are 24” x 36”. One electronic board in each Starbucks store and one in each drive-thru in the U.S.
Online Advertising
Webcasts 4 pro ads and 15 vlogs
$40,000 per Starbucks webcast, $8 per Vita Cup for vloggers
$160,120 1.7 million Four professional webcasts published by Starbucks posted to YouTube and endorsements by the fifteen most subscribed YouTube vloggers.
Website banners 10 $2,000 per month (per site) $30,000 19.9 million
Two banners each for five websites for three months.
Social Media
Social networking N/A FREE $0 8.7 million Raise awareness of Vita Cup on Facebook, Twitter, and Foursquare pages.
Total Advertising Cost
$3,185,908
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Units Unit Costs Total Cost Reach Notes
Coupons 1 $1 $2,175,000 2,175,000 The coupons will be for one free syrup and an upgrade in drink size, totaling $1 per Vita Cup.
Total Sales Promotion Cost
$2,175,000
Sales Promotion and Total Cost
Sales Promotion Cost
$2,175,000
Advertising Cost
$3,185,908Campaign Cost
$5,360,908
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Advertising ScheduleMedia April May June
In-store advertisements
Magazines
Newspaper
Social networking sites
Webcasts
Buses
Website banners
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Sales Promotion ScheduleMedia April May June
Coupons
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Social Networking
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Number of Cups Saved
Track progress made collectively…
…and individually.
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Print Advertisements
Collapse. Reuse. Connect.© 2011 Starbucks Coffee Company. All rights reserved. Printed in
the USA.
Collapse. Reuse. Connect.© 2011 Starbucks Coffee Company. All rights reserved. Printed in
the USA.
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Transit Advertising
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o 25% in reusable cups by 2015o Standardize cupsoDecrease wasteo Social media presenceoBreak even on cost
Measurement of Goals
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Benefits
oUnder budget of $6 milliono 546% return on investmento Projected revenue of $17.4 milliono Strengthened consumer loyaltyoUnique link between Starbucks and
social networking/engagementoBenefits Starbucks, consumers,
and the environment
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Questions?