As I outlined the Audience pillar within the plan, I therefore used a lot of inputs from profiles that Starbucks had already built.This gives a great foundation and grounding for the rest of the plan.This should always be a given - the days of silos are gone!
As I outlined the Audience pillar within the plan, I therefore used a lot of inputs from profiles that Starbucks had already built.This gives a great foundation and grounding for the rest of the plan.Tags: Tony Snow EssayNon Routine Problem SolvingEssays Globalization AdvantagesEducation Argumentative EssayTop Tips For Writing A ThesisThesis Citation
Having defined, profiled, and understood Starbucks' target audience, I was then able to build out the marketing strategies to engage, motivate, and mobilise them to the achievement of Starbucks' business and marketing goals.
Again, I used insights from looking at the available reports, interviews, and commentary that I could find; but I've then embellished these and added in my own interpretations and perspectives on what I think Starbucks should focus on and do.
Value Proposition The value proposition talks directly to the value that Starbucks are providing to their target persona of urbanites: a 'Third Place' outside of their home or work where they can escape and enjoy great quality coffee in a unique, relaxing, and friendly atmosphere.
In this respect it's both a specific and compelling statement that encapsulates Starbucks' core offering and differentiators.
Although further expansion in this territory is a strategic goal for Starbucks, for the purposes of this illustration I haven't included it.
As I'm using this as a case study, it's worth reviewing and outlining how and why I've entered the information in the template as I have, so you can thereby get a feel for how to build your own One Page Marketing Plans: Starbucks themselves have a very clear understanding of their overall audience, but crucially, also a focussed view on who it is that they're specifically targeting.I'm merely using them for inspiration and to illustrate the One Page Marketing Plan in action.That said, I've tried to make it as representative as possible, with my own take and ideas for what they should be focussing on and doing.Marketing Goals In defining Starbucks' marketing goals, I've leaned heavily on their wider business goals given that I'm building a global, top-down plan.The defined marketing goals fall into the purview of marketing, although there will be a number of different stakeholders and parties involved in their achievement.The key strategies are the broad approaches and methods that Starbucks will apply to achieve their marketing goals. These are broader and at a higher level than the subsequent tactics and activities that will then be applied. The key strategies talk directly to the marketing goals by outlining how they'll be accomplished.Pricing & Positioning In the pricing & positioning section I've outlined the broad pricing policy that I see Starbucks will want to maintain; that they hold a price premium versus their competitive set.I chose Starbucks as it's a brand that everyone's familiar with, whilst having many different aspects that can be used to show the applicability and scope of the One Page Marketing Plan.I've based this marketing plan example on a real-life brand and used insights that I've gathered from researching Starbucks' activities and agenda, yet I want to be clear and transparent that this is not Starbucks' actual plan and is in no way associated with the company itself in any capacity.Target Persona I was able to build a very rich persona from the information available including not only demographic and sociographic profiles, but also pyschographic, behavioural, and technographic.This gives a rounded and actionable view of the target customer which directs a lot of the later thinking.