DESIGNER

Skye Higuchi

PROFILE/DESCRIPTION

Starbucks is a widely recognized multinational coffeehouse chain. It is the world’s large​​st coffeehouse chain with over 30,000 stories in 80 countries. The company sells coffee and non-coffee beverages, like tea, refreshers, and smoothies, also food and merchandise. This advertisement will just focus on the starbucks refreshers for the upcoming spring and summer seasons. Their mission is to inspire and nurture the human spirit. They want to provide a respectful work environment, embrace diversity, deliver highest standards of excellence in their coffee and customer service, and contribute to the community positively.  Starbucks wants to provide a service where people can enjoy coffee outside of their homes.

Target market is Los Angeles County, California, with the main audience being targeted ranges from teenagers to college students to influencers. Starbucks is slightly on the pricier side, so they want to reach people with good income/spending money since they have the money to afford daily drinks. Also to people who live fast paced lifestyles and need a refreshing energy boost. A market segment group that resides there are connected bohemians, ages ranging from 25-44 with midscale income (average household income $60k) that are early adopters who want to go out and try new things.

Brand advantages: friendly service, consistent, easily accessible, wide variety
Brand attributes: high quality, reliable, convenient, trendy
Brand experience: refreshing, tasty, energizing, satisfying

GOALS

I want people to know that Starbucks is easily accessible and that there are drinks that are refreshing and perfect for the warm weather during spring and summer. Also want them to think it is unique and something they would want to try.