Starbucks: Creative Digital Marketing Plan, Target Market, and Success

This report presents a digital marketing plan for Starbucks, emphasizing the importance of social media marketing for reaching target customers and boosting sales. It outlines SMART objectives, including increasing brand awareness and attracting customers, while adhering to safety and hygiene precautions. The plan focuses on segmentation, targeting, and positioning within the proposed target market. Innovative ideas are explored through the marketing mix, including attractive activities and prioritizing customer health. Measuring campaign success involves tracking same-store sales growth. The timeline suggests analyzing results quarterly, with continuous social media presence for sustained customer attraction. The report concludes that social media marketing is crucial for attracting customers and generating revenue, particularly in light of sales decreases due to lockdowns.

Digital Marketing Plan

Table of Contents
 Introduction
 Smart Objectives
 Proposed Target Market
 Innovative and Creative Ideas
 Measuring the Success of Campaign
 Time Scale
 Conclusion
 References

Introduction
Social media marketing can be considered as the most adaptable and cost effective marketing as it
helps the business organization in reaching at the target customers in order to boosting the sales. It
is found as more effective because now a days, the customers are spending more time on social
media channels. From a recent data, it is found that 70% of people of United Kingdom has one
social media profile. The customers are found more receptive of the message when it is provided
through social media.

Smart Objectives
 Increasing Brand Awareness and attract the
customers
 To undertake the precautions regarding safety and
hygiene

Proposed Target Market
 Segmentation
 Targeting
 Positioning

Innovative and Creative Ideas
There are different marketing strategy which
may be used by Starbucks in order to convert
the creative and innovative idea into the reality.
The company may use Marketing mix in order
to do so. These ideas include the following-
 Conducting various attractive activities
 Giving importance to health aspect of
customers

Measuring the Success of Campaign
They are one of the significant drivers in the restaurant industry and an important
valuation metrics. They are accounted by measuring a percentage change in the revenue
generated by existing location over the same period in the previous year.
Across the world, Starbucks reported a growth in same store sales by 6% for its
10,515 company operated stores.

Time Scale
The above mentioned campaign will work in an effective manner and the result can be seen
by the increase in the customers after lock down. The result of these campaign can be
analysed in a quarter or 3 months but the continuous availability of organisation on social
media leads to the constant attraction of customers.

Conclusion
From the above report, it is concluded that the social media marketing can be considered as
the best effective factor which is used by the organisations for the purpose of attracting the
customers and generating revenue. It is found that that the sales of Starbucks has been
decreased because of lock down as people were not coming out from their homes.

References
 Ben Youssef, K., Leicht, T. and Marongiu, L., 2019. Storytelling in the context of
destination marketing: An analysis of conceptualisations and impact
measurement. Journal of Strategic Marketing, 27(8), pp.696-713.
 Cai, Y.J. and Lo, C.K., 2020. Omni-channel management in the new retailing era:
A systematic review and future research agenda. International Journal of
Production Economics, 229, p.107729.
 Galati, A., Tinervia, S., Tulone, A. and Crescimanno, M., 2019. Drivers affecting
the adoption and effectiveness of social media investments: The Italian wine
industry case. International Journal of Wine Business Research.
 Gwadabe, M.L., 2021. Adoption of web 2.0 marketing: An exploratory study
about the Nigerian SME's. In Research Anthology on Strategies for Using Social
Media as a Service and Tool in Business (pp. 810-827). IGI Global.

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