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Vita CupPresented by
Connect Advertising
Our goal is to serve 25 percent of beverages in reusable cups by
2015.
“ ”- Starbucks Shared Goals
Introducing the Vita Cup
Collapse Reuse Connect
How It Works
KATIE SMITH
o 25% in reusable cups by 2015o Standardize cupsoDecrease wasteo Social media presenceoBreak even on cost
Objectives
Primary Market
18 – 45 years old, white-collar
United States
Coffee drinker, supportive of environmentally friendly businesses
Secondary Market
College students and professionals
Urban areas
Wi-Fi accessible place to study and socialize, want “coffee on-
the-go”
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
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
Advertising ScheduleMedia April May June
In-store advertisements
Magazines
Newspaper
Social networking sites
Webcasts
Buses
Website banners
Sales Promotion ScheduleMedia April May June
Coupons
Social Networking
Number of Cups Saved
Track progress made collectively…
…and individually.
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.
Transit Advertising
o 25% in reusable cups by 2015o Standardize cupsoDecrease wasteo Social media presenceoBreak even on cost
Measurement of Goals
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
Questions?
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