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Integrated Marketing Communication Plan for Starbucks

Keywords: starbucks imc, starbucks included marketing communication

Ongoing exchange of ideas is one of the essential elements of an effective business. Because of this kind of exchange, a marketing communication plan is substantive. The process of included marketing communication includes coordination of different promotional elements and other marketing activities that in turn assist in connecting with customers (Armstrong & Kotler, 2006). Here, in this paper a Marketing Communication plan will be developed for Starbuck Company that is experienced in espresso.

Now, the company is introducing Starbuck's caffeine in holland with the objective of understanding and integrating the needs of local Dutch market with the Starbucks business tactics. The city selected for targeting is Amsterdam and the target customers are students. For effectively connecting with its focus on customers, the company requires an efficient designed marketing communication plan. On this newspaper, the IMC plan will be developed combined with the consideration of varying elements of IMC and a variety of applications.

Integrated Marketing Communication Plan

The idea of marketing is changing from traditional to interactive, consumer motivated and interpersonal marketing. In regards to all these, the idea of IMC is also producing that is known as Integrated MARKETING AND SALES COMMUNICATIONS (Armstrong & Kotler, 2006). Integrated marketing communication is the online marketing strategy that combines all the promotional mixture of a company like personal selling, sales promotion, promotion, direct marketing and advertising. It is directed to communicate in regards to a product or brand. Proper aim of a firm's IMC plan is to establish long term bond using its specific marketplace (Lancaster & Reynolds, 2005).

With the assistance of IMC, marketers combine communication announcements throughout all accessible marketing programs into an continuous brand experience. Being truly a part of a successful integrated online marketing strategy, IMC incorporates public relations, advertising, online, social media, etc; and various other communications elements into one unified entity all providing the identical message (Clow, n. d. ). It is a cross efficient process directed to execute all types of vital jobs for the business such as marketing, functional, financial and development.

An effective IMC plan facilitates a company in transforming itself and demonstrating its presence in global market (Lancaster & Reynolds, 2005). In present most of the organizations are adopting the idea of IMC. Instead of splitting up marketing and sales communications into distinguished communities that seldom communicate; organizations is now able to integrate all marketing aspects under one umbrella. IMC is a viable methodology for asserting competency in the designed market. Using the development of a powerful IMC plan, a corporation can easily communicate the desired note to its current and possible client (Armstrong & Kotler, 2006).

Development of Integrated Marketing Communication Plan

Development of a marketing communication plan is not as easy as it appears. It is an all inclusive process which includes some specific steps. The Starbuck's also has to check out all vital recommendations for the kick off of their caffeine in Netherland. The business can effectively develop an IMC Plan by pursuing an appropriate collection (Armstrong & Kotler, 2006). Without this, it could not be easy for the company to connect and bring in its brand effectively.

Subsequent is the process by which Starbuck's can form an IMC arrange for conversing with local Dutch market:

Review the Marketing Plan:

The marketing plan of the company evidences that Seattle-based Starbucks Corporation is the leading coffeehouse chain throughout the world. The company presently has operations in more than 44 countries. Now company is planning to open its store in Netherland. It desires to offer local Dutch market and its own youthful technology with standardized products by means of caffeine, tea and other vast assortment of snack foods and sandwiches (Vecht, 2006). Because of this launch, the objective of the business is to bring in Starbucks in holland by starting a test store in Amsterdam. This store of the company will be handled by modifying to the needs of the local customers while holding the core Starbucks strengths essential.

The targets of company's start are also quite effective in regards to the prospective market environment. The business must operate regarding to its marketplace environment that depicts that Dutch care a great deal about the surroundings and consider sociable responsibility as an imperative factor of any company. The prospective market picked is not having a coffee-house culture even they like espresso a lot. Aswell, the Dutch do not spend cash easily on food and drinks and they value good service (Vecht, 2006). They like exceptional savings even if it is merely for a specific group like students.

According to the prospective market environment, the online marketing strategy adopted by the business should be well-developed and focus on operating in sensible manner. The marketing mixture of the company should be all-inclusive as it needs to be developed based on characteristics' of target market (Belch, Belch, Kerr & Powell, 2009). The merchandise offered by Starbuck's can be split into tangible and intangible products. Generally, tangible products offered by Starbuck's include espresso, other beverages, treat, coffee mugs and music etc. Intangible products include its services and homely environment to its customers.

At enough time of adding Starbuck's location in Amsterdam, the band of Starbucks products should stay restricted and it is because of basic ethnic and behavioural dissimilarities among Dutch and other country people. Dutch people are tiny bit closed and they consider their breakfast time and lunch occasions as private occasions. Offering snacks with coffee would work as a hold-up for the business much like this their sales may decrease (Vecht, 2006). Furthermore to offering espresso, the Dutch customers should discover some savings or add-ons as there nearly every chain makes use of bonus and keeping system.

The company may offer caffeine at premium pricing aggregated with reduced name. The place through which caffeine will be dished up is company's espresso store that needs to be situated in city or at the place that will not have any negative effect on the thoughts of Dutch customers. For the advertising of its store, the business need to offer all the things that Dutch customers want (Vecht, 2006).

They need to make sure that products and services of Starbuck's charm them compared to other coffee places. They can be seduced by offering different likes and sizes (Marketing Communications, 2009). Aswell, they may be drawn by evidencing that Starbuck's have comfortable chair, good music, enough lights and possibility to use internet. In this manner, Starbuck's can easily with Dutch culture.

All these marketing mix elements have to be taken care of by the Starbuck's as the competition in the Amsterdam is quite effective. It is a big city and is also always crowded with diverse people. Its variety can vary with students, visitors, ethnic groupings and entrepreneurs. This variety of the location attracts tons of businesses that are also applicable in case there is caffeine chains. Starbuck's also has to contend with existing as well as new entrants (Kurtz, MacKenzie & Snow, 2009). The existing competitors of the company are Caffeine Company and Bagels & Coffee beans. Both these companies are successful and have attained an efficient position.

Promotional Program Situation Analysis:

Internal Evaluation:

The company is presently functioning in 44 countries that proof its ability to determine its occurrence in global market segments. The business is having all essential strengths for promoting Starbuck's in Netherlands. The company employs a number of professional marketing managers that assist it with its different promotional campaigns. Across the world, everyone knows Starbuck's as the company has established itself as an internationally brand (Belch, Belch, Kerr & Powell, 2009). The Dutch market is also not unaware using its popularity and the majority of the folks have an optimistic attitude in concern to the future intro of Starbucks in Amsterdam.

The company has already established its existence that now can be appealed with effective promotional promotions and elements. The business also integrates certain aspects that yet not have been included by its rivals (Developing an Integrated marketing Communication Plan, 2010). If offers a substantial variety of quality coffees with an appropriate and cosy environment. The business have all essential strengths through which it may easily establish an efficient promotional plan for starting its store in Amsterdam and targeting students (Starbuck's SWOT, 2010).

External Evaluation:

In compare to company's internal ability to develop promotional programs, the exterior environment of the business is also favourable. By analyzing the needs of its Dutch customers and students that are targeted, the company can develop a successful promotional program (Roy, 2004). The target customers of the company are students and Amsterdam is a genuine student's city. In this city, different kind of education is so long as vary from diverse academic institutions to diverse education levels in various fields. In addition to this, diverse students' societies are also founded in Amsterdam. In all day every day, variety of students travel through the town to go from one spot to other.

The students are usually communal and they choose to hang out, chat and also have some drink in outdoors to their residency premises. These students can go to Starbuck's that provides them with comfortable environment to talk and discuss their research related issues (MARKETING AND SALES COMMUNICATIONS, 2009). The needs of these students provide Starbuck's with an opportunity to establish its existence in Amsterdam and additional in Netherlands with other concentrate on groups.

The company can certainly establish its promotional programs by making use of segmentation, targeting and positioning. The segmentation can be done based on demographic, psychographic and behavioural segments (Kotler, 2002). Goal marketing strategy that may be adopted for effective promotional program is undifferentiated marketing. This may be most appropriate just as Amsterdam the product that emerges to all concentrate on customers is exclusive that is coffee.

In addition to segmentation, focusing on the company may also make its promotional program effective with the development of positioning. When company begins it marketing campaign, it should focus mainly on building the Starbucks and for this, it'll be positioned generally in respect to its market (IMC Plan Outline, n. d. ). The main goals at original stage will be creating brand recognition and attracting more and more customers. When, it'll be established, the business can concentrate on different target organizations.

Communication Process Analysis:

Next substantial part of the way of expanding an IMC plan is to analysis communication process where company's marketing as well as communication objectives are examined along using its budget willpower. The unveiling of Starbuck's Caffeine store in Netherlands is supposed to attain pursuing marketing & Communication targets:

Marketing Aims:

Attain earnings of 450, 000 in its first year.

Maintain first season operating expenses significantly less than 300, 000.

Earn revenue in the next operational time.

Attain 15% market share in first calendar year.

Communication Targets:

Successfully kick off Starbuck's in Netherlands.

Open its first store in Amsterdam.

Gain consciousness among target market with the help of various IMC tools.

Communicate with target customers about Starbuck's and its own location.

The budget of included marketing communication plan is $50000 which will be divided significantly on the list of all the promotional combination tool decided on for IMC plan.

Development of Integrated Marketing Communication Program:

The last however, not the least step of IMC plan is the development of involved marketing communication program that you can do by making use of different promotional blend elements (Holm, 2006). For creating consciousness among target customers, Starbuck's can make use of advertising and pr. Once it efficiently establishes its presence in Amsterdam can adopts more promotional combination elements to increase its presence in Netherlands. Subsequent is the structure in which the company can use selected promotional blend elements:

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IMC Planning Process


For accomplishing the above discussed communication targets, the company can utilize advertising. It could adopt different kinds of advertising like posters, internet and newspapers as its communication channels (Eagle & Kitchen, 2000). The business can advertise its caffeine by creating a note like:

"Starbucks is a spot to study, chat, relax and loaf around with a comfortable and cosy environment in Amsterdam. "

In the above discussed communication programs, to begin with the business should focus on the use of posters that can be used on the public transportation system. In Amsterdam the greater part of students use open public transportation to go from one place to another in city. Large and attractive posters can be positioned at big channels of the location with the metro stations and at stops of the trams (Vecht, 2006). These posters should be at appropriate places so that can attract everyone's attention.

In addition to posters, other communication route that can be used to advertise about Starbuck's is internet. The business can advertise about its opening with popular sites utilized by students in metropolis like Hyves and school sites. This web site can be used by students to find old friends which is identified that 75% students of the city utilize this site (Vecht, 2006). Aswell, kick off of Starbuck's can even be advertised by school papers and newspapers. In Amsterdam every school or school distribute its own paper that is an effective medium to make sure they are aware of Starbuck's unveiling in the city.

Subsequent to the willpower of message and multimedia strategy, it is vital that the company take decisions about mass media channels frequency, budget and flighting (Eagle & Kitchen, 2000). The campaign should start 4-6 weeks before the store starts. The campaign should be made interesting by delivering little bit information about the store in starting weeks and gradually and gradually they should be uncovered with the genuine name and its distinctive attributes.

In the utilization of internet a single exclusive message should be designed so that students don't get confused and it should be presented in the form of banners on students' sites. The adverts placed in university papers and newspapers should also be synchronized with other advertising mass media so that only an individual message is sent (Vecht, 2006). The budget of $50000 need to be allocated among three mass media that you can do in the following manner:

Posters - $35000 due to huge reach

Internet - $12000

Print advertising - $8000

For all the selected mediums, posters, internet, and print out advertisements, the flighting will be equivalent.

Public Relationships:

Another substantial promotional tool that may be used by the company is public relations. The business can maintain its introduction by associating its functions with environment and community. The on-going students' related activities and special occasions can be sponsored by the Starbuck's. This will assist the business in creating its positive image in the minds of city students that in turn will help in successful introduction of its store (Holm, 2006). By creating pr the company can certainly and effectively attain all its marketing and communication objectives.

Monitor Evaluation and Control:

The previous significant step in the IMC planning process is to keep an eye on, control and measure the included marketing communication program. All areas of communication program need to be controlled and monitored on regular basis so that if almost any change is required can be adopted in timely manner (Christensen, Firat & Torp, 2008). This is actually the last step but the most important in the whole IMC plan.

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