CX55410 - Introduction to Marketing: Bubble Tea Campaign Presentation

This presentation analyzes a promotional campaign for Starbucks' new Bubble Tea product. It begins with an introduction to Starbucks and the need for a new promotional campaign, outlining objectives such as increasing sales and expanding market presence. The presentation identifies the target market, including demographics (teenagers, students, professionals) and attitudinal variables (lifestyle, motivation). The needs of the target market are discussed, emphasizing the desire for stress-free and relaxing beverages. The unique characteristics of Bubble Tea are highlighted, focusing on its distinctive taste. Keywords such as 'youngster's choice' and 'Taste of Taiwan' are suggested for promoting the product. The presentation details information channels like broadcast and social media. The promotional campaign includes advertising, public relations, and sales promotion. A promotional budget is allocated across social media, direct marketing, print media, and other channels. The presentation emphasizes the importance of monitoring and evaluating promotional effectiveness through metrics like turnouts and ROI. The conclusion reiterates the focus on teenagers as the primary customers and the use of innovative promotional strategies to capture their attention.

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.