Term Paper on "Business Marketing Promotion and Price Analysis Paper"
Term Paper 4 pages (1198 words) Sources: 1+
[EXCERPT] . . . .
Business MarketingPromotion and Price Analysis Paper
For purposes of this analysis, Starbuck's Coffee messaging is analyzed from a promotion and pricing analysis perspective, with specific attention to television, Internet and point-of-purchase media strategies. Starbucks' promotional messaging is analyzed in the context of each media strategy the company has chosen to use, including how the company positions its products for its target markets. There is also analysis of how Starbucks handles products at each stage of their product lifecycles, which by definition are rapid and marked with high levels of innovation, as this competitive strategy has worked well for the company. The rapid rate of innovation in product lifecycles is critical in the coffee business, as there is no shortage of competitors.
The total number of coffee shops in the U.S. increased by 70% between 2000 and 2005, bringing the total to 21,400 or one coffee house for every 14,000 Americans. Mintel Research, 2005 believes that the number of shops could well continue to rise until there is a coffee shop for every 10,000 Americans.
Messaging Analysis
As this analysis is being written in June, 2006 the messaging that Starbucks' is concentrating are iced coffees and Frappacino in flavors not sold in the U.S. before. The messaging positions a Starbucks iced coffee drink and/or Frappacino as an affordable and cool dessert that is also exotic and good for you. The reward, uniqueness, and health conscious mature of the messaging around the cold drinks is central to the messaging for the summer months. Starbucks test marketed this messaging in Aust
download full paper ⤓
Starbucks wisely supplants this "reward yourself" messaging with a focus on their core demographic of coffee drinkers looking for the caffeine to excel at their many activities, both professional and personal. This is readily apparent in their TV spots showing the young professional going off to work with a Double Shot in their hand. This is a motivating spot in that there is a marching band behind the young professional and even a cheering section when he gets to his desk. Clearly, caffeine sells. This specific commercial was called "Eye of the Tiger" as the band itself follows him through his morning routine and out the door to work. This has since become a cult classic of advertising and can be viewed at this link. The best measure of any advertising is its rise above the many messages in the market and the attainment of being entertainment. Starbucks accomplished this with the Double Shot commercial.
Analysis by Media Strategy
In terms of analyzing these two core message strategies of having a cool, exotic reward of a drink (Frappacino) or getting a caffeine boost for a job (Double Shot), Starbucks chooses their media strategies wisely. Presented here are their strategies by television, Internet, and point-of-purchase.
Television - Over-the-top graphics and humorous approaches to telling the benefits of both exotic and reward-driven exotic drinks and the high powered caffeine of Double Shot and its role in making a person ready to face their jobs are dual messages the company continues to stress. Notice in the link for the television spot the humorous role of the rock singer and his enthusiastic and over-the-top approach to encouraging the young professional. What is implicit in this messaging is that you're not only getting a healthy dose of caffeine with Double Shot you're also getting ambition and drive, determination and focus. Those emotional intangibles are… READ MORE
Quoted Instructions for "Business Marketing Promotion and Price Analysis Paper" Assignment:
Promotion and Price Analysis Paper
Pick a product or service. Find examples of how this product or service is being promoted via at least three of the following sources:
a. Print
b. Television
c. Radio
d. Internet
e. Point of purchase
f. Direct mail
g. Telemarketing
h. Publicity
identifying the promotional message(s) and provide a detailed description of how this message(s) is being conveyed via the selected sources. In addition, analyze how the message(s) positions the product or service to appeal to its target audience. Also, identify where the product or service is in its product life cycle and describe how this life cycle stage affects the pricing strategy
How to Reference "Business Marketing Promotion and Price Analysis Paper" Term Paper in a Bibliography
“Business Marketing Promotion and Price Analysis Paper.” A1-TermPaper.com, 2006, https://www.a1-termpaper.com/topics/essay/business-marketing-promotion-price/9459615. Accessed 5 Oct 2024.
Related Term Papers:
Promotion and Price Analysis Term Paper
Promotion and Price Analysis
Hewlett-Packard (HP) provides technology solutions to consumers, businesses and institutions on throughout the world. The product offerings of the company extends printing and imaging, IT infrastructure,… read more
Term Paper 3 pages (1122 words) Sources: 1+ Topic: Advertising / Marketing / Sales
Marketing Plan for Miller Inc. Marketing Management Term Paper
MARKETING PLAN for MILLER INC.
Marketing Management
Product or Service Idea: Bread
Is your product or service offered by:
__X__an existing company?
____a new company imagined for the assignment?
Explanation:… read more
Term Paper 20 pages (6075 words) Sources: 10 Topic: Business / Corporations / E-commerce
Marketing Plan for a Company Marketing Plan
Marketing Plan
This marketing plan is for Starbucks, to guide the company to its revenue and growth objectives. The plan focuses on the cash cow market on the United States… read more
Marketing Plan 15 pages (4494 words) Sources: 5 Topic: Advertising / Marketing / Sales
Business Plan for an Imaginary Software Company Business Plan
business plan for an imaginary software company, Techno soft which aims to enter South Asian market as a part of its international business expansion strategy. The paper is divided into… read more
Business Plan 16 pages (5030 words) Sources: 16 Topic: Business / Corporations / E-commerce
Marketing Decisions and Strategies Embraced Business Proposal
Marketing Decisions and Strategies Embraced in Marketing
Marketing Mix and Marketing Strategy
Product Strategy
Pricing strategy
Promotional Strategy
Market Targeting
Companies have to come up with marketing strategies consistent with… read more
Business Proposal 6 pages (1836 words) Sources: 6 Topic: Advertising / Marketing / Sales
Sat, Oct 5, 2024
If you don't see the paper you need, we will write it for you!
We can write a new, 100% unique paper!