Starbucks IMC campaign planning project
Başlık çevirisi mevcut değil.
- Tez No: 516184
- Danışmanlar: Dr. KLEOPATRA KONSTANTOULAKI
- Tez Türü: Yüksek Lisans
- Konular: Halkla İlişkiler, Reklamcılık, İşletme, Public Relations, Advertising, Business Administration
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 2017
- Dil: İngilizce
- Üniversite: University of Westminster
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: Belirtilmemiş.
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 129
Özet
Özet yok.
Özet (Çeviri)
In this report, the integrated marketing communication campaign for the Starbucks will be developed. Starbucks is a company operating in the coffee shop industry, with more than 17,000 shops in over 50 countries of the world. The focus of this study will be the operations of the company within the UK. It is evident that the company has a weaker position than its main competitors, exemplified with the lower profit margins, slow growth and damaged brand reputation. In this report, the main marketing objectives were developed that are relying on three core marketing communication objectives. These are related to the increase of awareness of the target customers, higher retention of clients and development of their loyalty. IMC campaign is developed as a response to the number of brand issues, in order to build stronger relationships with the customers with the use of all forms of communication in synergy affects their behaviour. The message that is developed is“Never settle for the second best”, accenting the value of the brand and with supporting messages the underlying benefits sought by three main target customer segments, students, young professionals and travellers. The company will use push marketing strategy to incentivize retailers to place their products at more visible parts of their establishments, however, the main aspects of the campaign refer to the pull strategy. It consists of different forms of advertising (social media and magazine), sales promotion, direct marketing and interactive marketing, events and experiences and public relations. This campaign is set to last one year, starting at 1st of February 2017, and will require budget of about £2.6 million.
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