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Milestone Three

Final Project Milestone Three: Marketing Strategy

Lydia Harris

MKT 345

Southern New Hampshire University

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A. Overall marketing campaign

1. Goals

One goal for my marketing campaign is to attract my consumer segment to the coffee

product that I am promoting and to see an increase in its sales by 30% in the first month of its

release. This is a significant goal because if people come in to try it, this can lead to additional

sales, as well as the possibility for word-of-mouth buzz coming from the consumers who tried

the product. Word-of-mouth is a very powerful and authentic advantage to have because the

recommendation is coming from a peer or a consumer rather than from a company itself (Kardes,

Cronley, & Cline, 2020). Another goal for my marketing segment would be to raise engagement

on social media platforms by 25%. This would show a great amount of success, as well as

display that Starbucks is on the right track with its marketing strategies. This would be

instrumental to the Starbucks brand because the sense of loyalty and connection between the

consumer and brand will only grow stronger when they interact more with Starbucks’ social

media platforms. My last goal is to increase the number of mobile orders by 15%, especially

since each purchase gets consumers closer to a new reward or special offer. These discounts and

stars that consumers earn are really great incentives to keep them coming back every day.

2. Channels

There are two main channels that I will be using to market my coffee product for

Starbucks. The first channel that I will use is the social media channel of Facebook. This is a no-

brainer as studies show that 90.4% of millennials seem to be active there, who are included in
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Starbucks’ consumer segment (Choudhury, 2020). Starbucks also has 36.6M likes on this

platform, which shows how significant of a reach they have here and how it needs to be utilized

to spread promotions for the brand (Starbucks Facebook, n.d.). Companies can post a lot of

targeted advertisements on this platform, as well, which allows users to see ads that are relevant

to them (Choudhury, 2020). The second channel that I will employ is the social media platform,

Instagram. This makes a lot of sense because 59% of millennials have active accounts on here,

which is another great way to market the new coffee product towards our consumer segment

(Choudhury, 2020). They also have 18M followers on their account on this platform, so any

promotions displayed here would influence quite a lot of people (Starbucks Instagram, n.d.).

Another great advantage about utilizing Instagram is that there are many areas to post

advertisements including on a user’s feed and in between their friend’s IG stories.

3. Messaging Strategy

The messaging strategy for Facebook regarding the new product will be one of the most

important out of all the channels since their page has so many likes and so many people from our

consumer segment using this platform. In order to get people intrigued and want to come in to try

the drink, a sample message could be “If you come in today from 3-6pm and buy any size of our

new Iced Blueberry Cold Brew, you will get another beverage of the same size free”, paired with

a picture of the drink. This type of message will be a great motivator to bring in this consumer

segment to try out the drink—especially if they see they can get a free drink if they try our new

product. On Instagram, there should be a different messaging strategy since this platform is more

focused on pictures, videos and aesthetics. The strategy for this platform is to post aesthetically

pleasing and artistic videos of the new coffee flavor available to inspire consumers and make
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them want to try it. A sample message for Instagram would be “We have a new addition to the

Starbucks family and just in time for some warmer weather. #IcedBlueberryColdBrew

#TheBerrierTheBetter”, paired with an artistic video or picture of the drink. The punny caption

fits in perfectly with other ads they have posted on Starbucks before, which is exactly what their

audience likes from them.

B. One-to-one marketing campaign

1. One-to-One Marketing

One-to-one marketing is when a company provides personalized marketing offers and

experience that differs from each customer to maintain that relationship with loyal customers

(Marketing Schools, 2020). Starbucks’ customer segment includes extremely loyal consumers

who love to be rewarded with coupons and special offers. Perceptively, Starbucks has already

begun including one-to-one marketing in 2016 on their Starbucks Reward app by providing each

reward member with their own individual coupons and offers based on their past purchases

(Melody, 2016). Regarding my campaign, I will continue to leverage this great feature by

advertising the ability to earn exclusive deals and offers through the use of the Starbucks app.

This will be an essential aspect in bringing back repeat customers, especially with all the deals

and incentives consumers can earn. By promoting the fact that the Starbucks Rewards app helps

consumers to earn their own individual deals, hopefully that will then also encourage more

people to utilize the mobile app to order more often, which was one of my goals.

2. Stages
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There are two stages in the consumer buying process that I believe would best lend itself

to one-to-one marketing. The first stage that could really benefit from one-one marketing is

during the purchase decision, which can help customers to choose your brand rather than a

competitor. Offering compelling incentives specific for the consumers to use during their

purchase decision provides a better chance for a sale, as well as a positive attitude towards the

brand. The second stage one-to-one marketing could be useful during is the post-purchase

evaluation stage. This stage is crucial in bringing back previous customers, so again, providing

more offers to each consumer is a great motivator in order to complete another sale and to have

consumers think positively about the brand.

3. Strategy

A one-to-one marketing strategy that would work for purchase decision is to provide a

coupon to consumers who are on the Starbucks app for a while to help motivate them to decide

to buy a product at Starbucks. The coupon can even have a time limit to further incentivize them,

such as saying “get 15% off your next mobile order purchased within the next 5 minutes”. The

one-to-one strategy that would work for post-purchase decision is to provide coupons to past

consumers throughout the week including buy one grande size beverage, get another grande free,

or offering a free pastry along with the purchase of a beverage. These deals for both the buying

stages are perfect for this consumer segment because they love being loyal to a brand, but also

having that brand recognize their faithfulness with all of these additional deals helps to keep

them coming back time and time again. Starbucks’ consumers realize there are cheaper options

out there, but by Starbucks offering these special deals for each customer, they realize the quality

of the products and treatment they get from the brand makes their commitment worthwhile.
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Reference:

Choudhury, P. (2020, December 23). 5 Most Effective Social Media to Reach Millennials in 2021.

Retrieved from https://wpmanageninja.com/5-most-effective-social-media-to-reach-

millennials-in-2021/.

Kardes F., Cronley M., & Cline T. (2020). Consumer Behavior. [MBS Direct]. Retrieved

from https://mbsdirect.vitalsource.com/#/books/9781305161689/.

Marketing Schools. (2020, November 24). One-to-One Marketing. Retrieved from

https://www.marketing-schools.org/types-of-marketing/one-to-one-marketing/.

Melody. (2016, February 01). What is My Starbucks Rewards one-to-one marketing? Why did

my friend get a different offer than me? Retrieved from

http://www.starbucksmelody.com/2015/01/30/starbucks-one-to-one-marketing/.

Starbucks Facebook. (n.d.). Retrieved from https://www.facebook.com/Starbucks.

Starbucks Instagram. (n.d.). Retrieved from https://www.instagram.com/starbucks/.