Promotional Campaign for Starbucks' Bubble Tea Launch

Starbucks is launching Bubble Tea and needs a new promotional campaign to increase sales, brand value, and expand in the market. The target market includes teenagers, students, professionals, and coffee and tea lovers. The Bubble Tea has a unique taste and can be marketed with keywords like 'youngster's choice' and 'Taste of Taiwan'. The promotional campaign includes advertising, public relations, and sales promotion, with a budget of $120,000. The effectiveness of the campaign will be measured by turnouts and ROI.

BUBBLE TEA
A taste that will make you relax
STARBUCKS

INTRODUCTION
• Starbucks is one of the
biggest coffee shop
companies and is launching
its product ‘Bubble Tea’.
• It is essential that company
makes new kind of
promotional campaign for
launching this product.
• It is crucial that company
understands its target market
and make their promotional
campaign accordingly.

Objectives
• Increasing sale
• Brand value
• Expand in market.

Target market of Starbucks
There various variables
using which this company
makes its target market in
the society. Some of the
variables are:
• Demographics
• Attitudinal

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Demographics
• Starbucks has been using this variable for making
their target market.
• In this they have been using age (Teenage),
occupation (students and professionals), cultural
(Coffee lovers from different cultural backgrounds),
educational background (Average and highly
qualified people) and gender (Men and women) as
the variable for making their target market.

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Attitudinal
• This is another variable using which they are
making segments in the market.
• In this they have targeted life style
(Fashionable, regular coffee and tea lovers, high
and average life leading people, strugglers),
motivational (High and low motivated people),
Attitude (brand loyal, easy going and careless).

Need of the target market
The basic need of this target market are:
• To have the taste in the beverage that could make
them stress-free.
• Provide them with the taste that could relax them.
• In terms of attitude, occupation and life style,
their primary target market are the people that
student as well as coffee and tea lovers.
• The basic need of this target market is to enjoy
the taste in a peaceful environment.

Characteristics relevant to
‘Bubble Tea’
The basic characteristic of this tea are:
• Company can target is that it is having a very different kind of taste
which is not available in other markets.
• It is having a special kind of tea that is capable of luring the taste buds
of the people.
The keywords that would help in selling the product are:
• ‘youngster’s choice’
• ‘Taste that will make you sit’
• ‘Taste of Taiwan’
• ‘Bubble enjoyment’
• ‘From cup to heart’
• ‘Sip that makes your mind quiet’.

Information channels
Their primary target
market take use of
following information
channels:
• Broadcast channels
• Social channels
• Internet channels

Promotional campaign
The campaign will have
following points:
Promotional Mix
• Advertising
• Public relations
• Sales promotion

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Promotional message
‘Drink Bubble, stay out of
trouble’ can be one of the
promotional messages
that can be used for this
campaign.

Promotional Budget
Promotional Budget
Advertisement channels Investment in $
Social Media Marketing
Facebook 8,000
Twitter 7,000
Youtube 9,000
Google 5,000
Total Social Media 29,000
Direct Marketing 4,000
E-mail Marketing 4,000
Internet Marketing 18,000
SEO Marketing 6,000
Total 32,000
Print Media 9,000
Others 1,000
Promo codes 9,000
Offers and discounts 10,000
Total 29,000
Events and Sponsorships 30,000
Total Required Budget for Promotion 1,20,000

Promotional effectiveness
• It is essential that
Starbucks understands
the effectiveness of their
promotional campaign.
• For this various
monitoring and
evaluation measures
must be taken.
• This can be done with
the help of
measurements like the
turnouts, ROI etc.

Conclusion
• Starbucks is launching ‘Bubble Tea’ which is having very different
kind of taste.
• This company aims to make teenagers as their primary customers.
This is because the taste that is given by the Bubble tea is different
from the ones that are actually present.
• Teenagers love innovations and they also like to spend their time
in the coffee shops.
• The promotional campaign consists of the video that represents
people from the same age group and shows how this taste can
blow their minds.
• It is also crucial that company checks the turnouts due to their
promotional campaign by various metrics.

REFERENCES
• Ruzich, C. M. (2008). For the love of joe: The language of
Starbucks. The Journal of Popular Culture, 41(3), 428-442.
• Gallaugher, J., & Ransbotham, S. (2010). Social media and customer
dialog management at Starbucks. MIS Quarterly Executive, 9(4).
• Huang, H. C., Chang, Y. T., Yeh, C. Y., & Liao, C. W. (2014). Promote the
price promotion: The effects of price promotions on customer
evaluations in coffee chain stores. International Journal of
Contemporary Hospitality Management, 26(7), 1065-1082.
• McCluney, C. L., Roberts, L. M., & Wooten, L. P. (2017). It Takes
Courage: Lessons Learned from Starbucks’# RaceTogether Campaign
Case Study. In Developing Leaders for Positive Organizing: A 21st
Century Repertoire for Leading in Extraordinary Times (pp. 95-108).
Emerald Publishing Limited.