Student Names and ID's

Simon J. K. Grabham - 15093302

Josiah Furnival - 15117809

Matthew Barker - 15080382

Harri Taylor - 14043530

Aminur Choudhury - 15087191

Blog Post No.4 - References

Bosomworth, D., 2015. Mobile marketing statistics 2015. [Online]  Available at: http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/ [Accessed 16 December 2015]. 

Carrier, H., 2015. Your restaurant NEEDS a mobile App. [Online]  Available at: https://www.appmakr.com/blog/starbucks-mobile-app/ [Accessed 15 December 2015]. 

Lella, A., 2014. 25-34 year-olds are the heaviest mobile App users in U.S. [Online]  Available at: https://www.comscore.com/Insights/Data-Mine/25-34-Year-Olds-are-the-Heaviest-Mobile-App-Users-in-US [Accessed 15 December 2015]. 

O'Farrell, R., 2013. Who is Starbucks' target audience?. [Online]  Available at: http://smallbusiness.chron.com/starbucks-target-audience-10553.html [Accessed 2015 December 2015]. 

Perez, S., 2015. Starbucks’ Mobile Order & Pay Now Live Nationwide, Delivery Service In Testing By Year-End. [Online]  Available at: http://techcrunch.com/2015/09/22/starbucks-mobile-order-pay-now-live-nationwide-delivery-service-in-testing-by-year-end/ [Accessed 15 December 2015].

Blog post No.3 - Reflection

When choosing which client to create a marketing campaign for, we researched the various brands which essentially matched our ideas the best. We finally settled on Starbucks, we knew that the best course of action would be a mobile marketing campaign as previous research showed that Starbucks already utilize a successful mobile application. Proof of the applications success is shown with its sales record, 3 years after the apps release it was announced that 16% of total sales came through the Starbucks application (Carrier, 2015). 

We found that using the mobile platform was extremely intuitive given that the amount mobile users increasing substantially worldwide. 2015 was an important year for marketers due to the fact that mobile internet access overtook desktop usage (Bosomworth, 2015). 

 Mobile is the perfect platform for a Starbucks marketing campaign as their current application has amassed over 16 million active users a month on iOS and android devices (Perez, 2015).  

As a group, we believed that our creative ideas were suitable for the mobile app platform; apps are becoming an increasingly popular method to communicate with target audiences due to their ease of use and accessibility. We believed creating an additional app that interacted with audiences would help more people connect with the brand. The success of gaming apps that other companies have incorporated as a means of communicating with consumers has provided sufficient evidence to suggest that integrating a product with a game could essentially broaden Starbucks customer base.  

Providing that the app will be available on both the Apple ‘App Store’ and the Android ‘Market place’ we will be reaching audiences on a variety of different platforms. This will effectively maximize Starbucks’ customer base which in turn will boost their profits. Starbucks primary target market is men and women aged 25-40, they account for almost half of their total business (O'Farrell, 2013). This correlates well, given that ‘25-34 year olds are currently the heaviest mobile application users’ (Lella, 2014).  

We expect that with the new campaign, Starbucks’ main target audience will become heavily intrigued with the mystery that the idea has to offer. It has never been done by any competitors therefore we feel that there is a potential gap in the market for this type of promotion. we understand that the campaign will only last for 1 month however, we firmly believe that the app will not only create a hype around Starbucks but it will maximize their sales in the short term.   

We considered that their may be one limitations with the app. For example, customers may want to take part in the mystery box feature, but may lack the technology to do so. The app is only available on recent technology, meaning that some people of an older generation may not be included, and therefore can’t play the game. 

Blog Post No.2 - Pitching A Campaign To Starbucks

From using google trends, we have been able to gather a vast amount of information based on Starbucks key searches in the UK. Undoubtedly ‘Starbucks’ had the highest search value therefore we narrowed down the searches to find a more comparative result. What we found was quite interesting.

We originally compared; Starbucks coffee, Starbucks drinks, Starbucks menu, Starbucks latte and Starbucks jobs.

This is what we found:

 

Nearly all of the ‘peaks’ for each search tended to be in the months of November/December. This is probably due to the cold weather influencing the interest of a warm cup of coffee.

In July 2011 ‘starbucks jobs’ hit a peak search mainly in Wales. This may be due to students wanting jobs over the summer. However recently ‘costa jobs’ have become a more popular search in the UK.

Another search we conducted on google trends was for the products that starbucks sell. From the results below you can see that the Latte is Starbucks most popular searched product. Although the frapuccino is a close contender. Especially in May when it hits its peak every consecutive year. We also found that the mocha only became popular in May 2010; this may be due to its introduction.

 



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