2. Company Information
• Mission Statement:
– To inspire and nurture the human spirit – one person, one
cup and one neighborhood at a time
• Key Principle:
– When we are fully engaged, we connect with, laugh with,
and uplift the lives of our customers – even if just for a few
moments. Sure, it starts with the promise of a perfectly
made beverage, but our work goes far beyond that. It’s
really about human connection
• Overarching goal of improving the lives of their
customers
– Promoting healthier food and drink options literal
interpreation of improving the “human spirit” and
“[uplifting] lives’
3. Challenges and Goals
Challenge:
• Known for sweet, savory drinks and treats
– Often associated with being high-calorie
Goal:
• In the minds of customers, be thought of as a
healthy food and beverage establishment
– Reach out and gain a new demographic of
customers (healthy eaters)
4. Theme for Strategy
• Market all of Starbucks healthy drink and food
options
– Low-calorie
• Most food selections are under 500 calories
– “Skinny”
– Reiterates company’s mission and principles
• Improving lives
• 3 components to overall strategy:
– Social media, Internet marketing, Mobile
marketing
5. Target Market
• Healthy eaters
• Weight-conscious individuals
• Fit and athletic people
• Ages 22-35
– Specifically (or more geared towards) women
6. Part 1: Social Media
• Successful Facebook, Twitter, LinkedIn
– Leverage by making daily posts referencing lower
calorie drinks and food options
• Healthier ways to order (ex: “skinny”)
• Offerings
• Specials
• Blog posts
7. Part 2: Internet Marketing
• Google AdWords and Facebook Ads
campaigns
– Keywords to target target market
– Proposed advertisement:
Delicious Drinks Without the Guilt
No Taste Lost, Only Calories
www.Starbucks.com/skinny-coffee
8. Part 3: Mobile Marketing
• New app for smart phones
– Dedicated solely to the promotion of healthy
items available at Starbucks
• Daily healthy option, coupon, etc.
– Promote purchase or raise awareness
• Customer-wide text message program
– Eligible after purchase of 3 low-calorie items
– Coupon
– Do not have to have a smart phone
9. Metrics of Success
• Social Media
– Likes, comments, Tweets and Retweets, Friends,
Follows
– Links clicked on
• Internet Marketing
– Facebook and Google built in analytics
• Mobile Marketing
– Tracking of coupon usage, app downloads, text
message program sign up, periodic surveys
10. Budget and Timeline
• Total Budget: $1,775,000
– Social media: $200,000
– Internet marketing: $700,000
– Mobile marketing: $875,000
• Timeline:
– Launch in late winter, early spring
– Launch all strategies around same time,
complementary
![Company Information
• Mission Statement:
– To inspire and nurture the human spirit – one person, one
cup and one neighborhood at a time
• Key Principle:
– When we are fully engaged, we connect with, laugh with,
and uplift the lives of our customers – even if just for a few
moments. Sure, it starts with the promise of a perfectly
made beverage, but our work goes far beyond that. It’s
really about human connection
• Overarching goal of improving the lives of their
customers
– Promoting healthier food and drink options literal
interpreation of improving the “human spirit” and
“[uplifting] lives’](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)