Marketing Campaign Analysis: Starbucks vs. Pret A Manger

This report offers a comprehensive analysis of the marketing communication strategies employed by Starbucks and Pret A Manger. It begins with an introduction to marketing communication and provides background information on both companies. Task 1 delves into the specifics of their advertising campaigns, including still images from TV adverts, billboards, social media pages, interviews, and transcripts of depth interviews. The analysis covers various aspects of the campaigns, such as how Starbucks provides information on ordering coffee and Pret A Manger promotes free coffee offers. Task 2 examines the objectives of each campaign, their respective target markets, the reasons for market selection, the nature of their pull strategies, the role of digital technologies and social media, and the allocated budgets. The report highlights the contrasting approaches of the two companies, analyzing how Starbucks focuses on customer experience and Pret A Manger uses promotional techniques to attract customers and increase market share. The report concludes with a summary of the key findings and references used in the analysis.

MARKETING
COMMUNICATION

Table of Contents
INTRODUCTION................................................................................................................................3
TASK 1.................................................................................................................................................3
1. Still images from any TV adverts (e.g. YouTube videos) for the campaign with brief comments
and explanations..............................................................................................................................3
2. Photo shots of billboards including 48-sheet posters, transit and print with brief comments and
explanations.....................................................................................................................................4
3. Screenshots of social media pages, website banners and affiliate website pages with brief
comments and explanations.............................................................................................................6
4. Other photographs such as those depicting interviews with either store managers, in house
teams or advertising agency staff where permitted, with brief comments and explanations..........7
5. Summary transcripts of any depth interviews with decision makers or campaign managers.....8
TASK 2.................................................................................................................................................9
1. The objectives of the campaigns..................................................................................................9
2. The profiles of the target markets................................................................................................9
3. The reasons for, and the methods used to select target markets for the campaign....................10
4. The nature of their PULL strategies...........................................................................................10
5. The role of digital technologies and social media platforms in creating and delivering the
message to target audiences...........................................................................................................10
6. The budget for the campaign, and how the budget was set and allocated.................................11
CONCLUSION...................................................................................................................................11
REFERENCES...................................................................................................................................12

INTRODUCTION
Marketing communication refers to making interaction of organisation with their
stakeholders, so that they can provide proper information about the products and services offered by
them. Along with this, making proper communication with employees, helps an organisation in
providing them knowledge about the roles and responsibilities which they have to play, so that
organisational goals and objectives can be achieved. This report is based on, Starbucks which is one
of the biggest coffee chain in the world, which has started their business form America. It was
founded on 31st March 1971, at Washington, U.S.A by Jerry Baidwin. Along with this, Pret A
manger is international coffee shop, started from United Kingdom. It was founded in 1983 by
Jeffery Hyman and they are headquartered at London, England, UK (Batra and Keller, 2016). This
report will help in gaining knowledge about the advertising champaign used by them for
communicating with their stakeholders. Along with this, a comparison between campaigns of both
organisations will also take place.
TASK 1
1. Still images from any TV adverts (e.g. YouTube videos) for the campaign with brief comments
and explanations.
There are different advertisement champaign used by both Starbucks and Pret A manger, for
attracting customers and providing information about the products and services offered by them.
Few of them are as follow :-
Starbucks champaign :-

The above given image is the brand image of advertisement, which Starbucks has used for
providing proper information that, How to order coffee at Starbucks. In this advertisement, they use
provide proper and complete information that, how a customer can go in Starbucks store and order
coffee. This will help their customers in making it easy to know that what they want have to meet
their requirements ( Fahy and Jobber, 2015). This advertisement is easy available on You Tube,
which was uploaded about 1 year ago. This is the currently running champaign of Starbucks, which
will help them in improving their customers experience with them, along with this, it help them in
reducing the problems of customers which they use to face while ordering coffee.
Illustration 1: Ordering coffee at Starbucks
Source : Ordering coffee at Starbucks. 2019

Pret A manger :-
The above given image is the, picture of champaign of Pret a manger, where they use to
provide free coffee to their customer. This is the strategy which is used by them for attracting ample
number of customers towards their coffee products. Along with this, it helps them in promoting the
product and services among customers ( Fill and Turnbull, 2016). The video of this facility is going
very much viral on internet, and people is going at different stores for enjoying free coffe.
2. Photo shots of billboards including 48-sheet posters, transit and print with brief comments and
explanations.
Billboards are the huge holding which are placed by organisation, so that they can make
advertisement of them and of their products to people, which are going from that path. There are
ample number of billboards which organisations like, Starbucks and Pret A manger, which help
them in providing advertisement of products and services offered by them. Along with this, it help
people in gaining knowledge, that what is better and different in their products.
Billboard of Starbucks :-
Illustration 2: Free Coffee at Pret a manger

Above given is the billboard of Starbucks, which is located at Northbound and Southbound.
This is presented there because it help people in getting direction, that taking which path will help
them in reaching to nearest Starbucks (Groeger and Buttle, 2014). Under this billboard, they use to
say that, the services provided by them to their customers are faster, and better then other. These
type of billboards generally placed by organisations on the side of roads which are very busy like
highways. This lead them in increasing the sales by attracting ample number of customers towards
their products and services.
Billboards of Pret a manger :-
Above is the image of billboard of Pret A manger, which is presented at Wood Green, al
norte de Londres, 2 de mayo de 2016. In this billboard, they use to provide information about the
Illustration 3: Billboards of Starbucks
Illustration 4: Billboard of Pret A Manger

store of them, which they are going to open. Along with this, they use to give information that they
use to provide organic coffee to their customers, and people love organic coffee love Pret A manger.
3. Screenshots of social media pages, website banners and affiliate website pages with brief
comments and explanations.
In today's world, each and every organisation have their social media page, which is used by
them for promoting their products and services (Killian and McManus, 2015). Along with this,
these pages and websites are used by them to make communication with their customers, so that
their problem can get solved easily. Beneath is the social media page of Starbucks and Pret a
manger :-
Social media page of Starbucks :-
Above given picture is the image of Twitter page of Starbucks. This page help them in
providing proper information about the products and service offered by them for their customers.
Also this will help their customers in providing feedback over the products of Starbucks, so that
other customers can judge products and services by reading that reviews (Luangrath, Peck and
Barger, 2017). Along with this, the list of products offered by them are also presented over here, so
that customers can decide at home that what they want.
Social media page of Pret a manger :-
Illustration 5: Twitter page of Starbucks

This image is the screen shot of the Twitter page of Pret a manger, where they use to provide
information about the products which are offered by them at the time of Christmas. This a
promotional technique, where they use to increase curiosity in customer's mind regarding that
products ( Rowles, 2017). This all lead the product to get good response from people, along with
this, it help them in gaining knowledge that what the response their product is getting, so that
production get increase or decrease accordingly.
4. Other photographs such as those depicting interviews with either store managers, in house teams
or advertising agency staff where permitted, with brief comments and explanations.
There are ample number of interviews which store mangers and other entities of
organisation use to give at the time of campaigning. This help them in providing information about
the campaign started by organisation. Beneath are the interview of those entities which were the
part of these campaign :-
Interview of Starbucks store manager :-
Illustration 6: Twitter
page of Pret a manger
Illustration 7: Interview of Starbucks CEO

Above image is of interview given by Kris Engskov, he is CEO of Starbucks. In this
interview, the information given by them was related to increase in their expenditure in their
advertisement ( Šerić, Gil-Saura and Ruiz-Molina, 2014). This will help them in improving their
promotional strategies, so that more customers come to visit organisation and go with a satisfaction.
They use to provide idea of video which will help customers in gaining information that how they
can buy Starbucks coffee.
Interview of store manager in Pret a manger :-
Above is the image of interview of Amy Lynes, People Support Manager, Lush Pret a
manger. She use to give information about the campaign running by them, where they use to
provide free coffee to their customers. This will help them in increasing their market share and also
help them in attracting ample number of customers.
5. Summary transcripts of any depth interviews with decision makers or campaign managers.
Beneath is the transcripts of depth interview with campaign manager of Starbucks :-
Interviewee : What steps will you take for improving customers experience?
Manager : For making improvement in customer's experience, we are going to detail them that how
they can order for their Starbucks coffee.
Interviewee : Okay, for doing so what technique will you are going to use?
Manager : For this, the affective technique is videos over online sources like You tube.
Illustration 8: Interview of Pret a manger People support manager, Lush

Interviewee : What type video it will be?
Manager : In this, we are going to provide a small video, where our representative will give detail
about different type of coffees, that can get ordered in Starbucks store.
Beneath is the transcripts of depth interview with campaign manager of Pret a manger :-
Interviewee : What strategies you are going to adopt for increasing your market share in coffee
industry?
Manager : For this we are going to apply different promotional strategies, which will help
customers in attracting towards coffee products offered by us.
Interviewee : Any special offer or discount you are going to offer to your customers?
Manager : Yes we are planning for providing free coffees to our customers.
TASK 2
1. The objectives of the campaigns.
Before starting any campaign, every organisation use to set their objectives, that what is the
main purpose of their campaign.
Campaign of Starbucks : The main purpose behind the campaign started by Starbucks, is to
provide proper information to their customers, that how they can order proper coffee in Starbucks.
This will help their customers in ordering what they want and also help them in getting product
which can fulfil their needs.
Campaign of Pret a manger : In campaign, they use to provide free coffee to their customers,
which help them in increasing the sale of their coffee ( Van Grinsven and Das, 2016). The main
objective of their policy was to increase the market share and also to attract ample number of
customers towards them.
2. The profiles of the target markets.
While making campaigning strategies or promotional strategies, it is very important for an
organisation to select some target in market, on which they have to make focus. This will help them
in making strategies more effective, on those selected market or group.
Target market of Starbucks : Starbucks is huge organisation and they use to make strategies
and campaigns according to their target market. This will help them in implementing those
strategies in very effective manner on customers, so that they can attain their goals and objectives.

The targeted market of Starbucks has main focus on their loyal customers, and the campaign of
providing information was for increasing the number of loyal customers.
Target market of Pret a manger : Pret a manger is make their strategies according to the
target market, which they want to attract. For his they have to decide that which item of them can
attract which target groups. The targeted market while making that campaign was the youth of
society.
3. The reasons for, and the methods used to select target markets for the campaign.
Starbucks use to make their loyal customers as target market, but for selecting this they need
to have some specific reason behind selection of this group ( Yadav, Joshi and Rahman, 2015). As it
is said by Starbucks that, if they can improve the experience of their loyal customers, then it will
become easy for them to improve their market share.
Where as, Pret a manger use to make campaign which will help them in attracting youth of
society. The reason for this is that, free coffee attract ample number of youth and help them in
providing their taste to young customers. This will help them in making long term loyal customers.
4. The nature of their PULL strategies.
PULL strategies are those which are used by organisations, so that they can attract several
customers towards their products and services. These strategies include, promotions, discount,
offers, coupons and other techniques.
There are several PULL strategies used by Starbucks for attracting ample number of
customers towards their products and service. This include promotions, discount offers, coupons
and many other. In the current campaign they use to provide proper information to their customers,
which help them in attracting them towards them.
Along with this, Pret a manger use different PULL strategies in their organisation, so that
they can attract targeted customers towards their products and service. In the current campaign they
use to provide free coffee to their customers, which increases the number of customers coming to
visit the organisation and have products. This help them in increasing the sale of other products
offered by them.
5. The role of digital technologies and social media platforms in creating and delivering the
message to target audiences.
In today's world, social media and digital technology is one of the most important part for

business. This help them in promoting their products and services and also help them in selling their
products to customers from out of the boundaries. Therefore the role of social media and digital
technology in in delivering and creating messages for targeted market and audiences is very
important. Starbucks use social media platform, where they use to provide information about the
products offered by them to their customers. This help their customers in ordering food item
without going to their stores. Also Pret a manger use digital technologies like official websites,
where they use to provide facilities like online ordering of food to their customers. These all has
improve the sales of organisation and also help them in providing accurate information about the
products offered by them. Therefore, it is said that the role of digital technology and social media in
growth of organisations is very big and they use to provide a strong platform, by which the
working, sales and profitability of them can get improved.
6. The budget for the campaign, and how the budget was set and allocated.
Budget is the plan which is very important for an organisation, where they use to make plans
and strategies regarding funds which are required for their operations and campaigns. This is the
finance which use to give prior knowledge that what and how much funds are required, for each and
every step of organisation.
Starbucks use to make videos and play them on online websites like You tube and social
media, along with this, they use to give advertisement of it on TV. Therefore, for this it is very
important for Starbucks to make proper budget plans, and it is estimated that about $100,000 were
required by them to complete the task. As for making video along with advertisement organisation
fee and other resources the amount required is £30,000, where as for launching and playing the
video the amount required by them is about £70,000.
While on other hand, the funds required by Pret a manger for providing free coffee to their
customers is about £200,000. This is the estimated production cost of their coffee if they provide
free coffee to 10,000 customer of them.
CONCLUSION
From the above report, it has been concluded that, there are different campaigns
organisations uses for promoting their products, so that their revenue and profitability get improved.
Along with this, there are different entities of organisation higher authority which play important
role in making plans for these campaigns. Also, it is very important for an organisation to make
proper budget, so that they can manage their funds to perform activity in proper manner.