Starbucks Case Study

Shelby Kristoff ARTS 224-001

Market Research

Section 1: Jonesboro, Georgia Starbucks Overview

Background of local and corporate Starbucks

Starbucks originates as a coffee roaster in Seattle, Washington. The company has expanded to include thousands of shops across the world. They seek to provide jobs and be a people oriented company that serves coffee. With this in mind, they have expanded to not only include coffee shops, but also those with the intent of reaching communities.

The Jonesboro, Georgia Community Starbucks is the first and only one in their area. This Starbucks was created with the intent of furthering much needed economic development in the Jonesboro area.1

Mission of local and corporate Starbucks

The mission of Starbucks at both the local and corporate level is to create community. Their goal is to “support the community by creating new jobs, engaging minority-owned businesses and collaborating with local nonprofits to support and create needed opportunities for the community.” The corporate level seeks to come alongside communities in order to support them, while also providing resources for them to flourish. Locally, the Jonesboro Starbucks has the opportunity to provide a meeting space for those in the community, as well as provide jobs and highlight their diverse culture. This mission beautifully aligns with Starbucks’ passion to inspire and nurture the human spirit - one person, one cup, and one neighborhood at a time.”2

Local target demographics

The demographics for the Jonesboro, Georgia area are targeted most specifically to a younger and middle aged bracket. According to the U.S. Census Bureau, the median age is around 30 years old. Marital status in the area is 30%, as well as over 50% of families that also have children.1 Community outreach to unite those in the area is a key component of the community Starbucks that would tie in these demographics well. Additionally, the community has a low population of college attendees and degree recipients. Education of those who received a high school diploma is at a percentage of 42.5, according to the U.S. Census Bureau. Because of the younger demographic that is present in the area, Starbucks has a great opportunity to connect with the community through the use of social media and other community events. Another factor to consider is the type of work most prevalent in the community, as well as the means by which community outreach can take place in accordance with these results. According to Data USA, the most common jobs in the area include those in education, customer service, and sales workers.2 This is important to keep in mind, as Starbucks seeks to provide job opportunities for the community.

1 11, J. (n.d.). Starbucks opens community store in Jonesboro, GA.. Starbucks Stories. Retrieved September 12, 2022, from https://stories.starbucks. com/press/2019/starbucks-opens-community-store-in-jonesboro-ga/

2 About us: Starbucks Coffee Company. About Us: Starbucks Coffee Company. (n.d.). Retrieved September 12, 2022, from https://www.starbucks. com/about-us/

1 Areavibes. (n.d.). Jonesboro, GA demographics. Jonesboro, Georgia Population & Demographics. Retrieved September 12, 2022, from https://www. areavibes.com/jonesboro-ga/demographics/ 2 Jonesboro, GA. Data USA. (n.d.). Retrieved September 12, 2022, from https://datausa.io/profile/geo/jonesboro-ga#civics

Local unique selling points

Starbucks has a variety of unique selling points to opening a shop in Jonesboro, Georgia. One being that this will be the first Starbucks to open in the area. This is unique because there is a lot of opportunity to provide a spot for all kinds of people to come to. They have the opportunity to create the environment in a way that is entirely unique. Another selling point is that there are not many other coffee shops in the Jonesboro area. Because of that, Starbucks has the benefit of being a household name, while still being able to create a local, community feel within this store. Lastly, the community in this area is very diverse, meaning Starbucks can create a feeling of inclusion for every person that walks through the doors. They have a great opportunity to make a significant impact on the community in Jonesboro.

Local competitors

Local competitors in the Jonesboro area include the Fig Tree Café, Dunkin, and McDonalds. Each of these competitors offer something different from Starbucks, yet also have similarities that makes them be competitors. However, the Jonesboro, Georgia area does not have many local competitors in the café realm. Starbucks will be the first café of its kind in the area. They will be the only shop to serve coffee while also working with the communi ty at the extent that they are.

Local and corporate strengths and weaknesses

Strengths of Starbucks at the corporate level include already having successful community stores in other areas across the world. They view their employees well and as partners, according to Starbucks.1 They work well with their employees and are able to communicate effectively. It also has the necessary resources to be able to open more community stores, as well as support their partners with benefits such as health care and the opportunity to earn a degree.2 Weaknesses at the corporate level include the possibility of not being able to connect as easily on the local level. Not being on the ground at the Jonesboro, Georgia Starbucks could cause a disconnect.

The local Starbucks in Jonesboro, Georgia has the opportunity for a variety of strengths and weaknesses. Key strengths include the diverse community in Jonesboro, providing the opportunity to bring that into the environment of the Starbucks. Another strength is that this will be the first Starbucks in the Jonesboro area. There is a lot of freedom that the local Starbucks has to be unique and to best fit the needs of the community. The excitement in creating a communal space for the community in Jonesboro is another strength at the local level. Additionally, Opening a Starbucks in this location also comes with its weaknesses. Being the first in the area gives room for missing key elements. They need to understand the community well to best be able to connect with their target audience.

1 About us: Starbucks Coffee Company. About Us: Starbucks Coffee Company. (n.d.). Retrieved September 12, 2022, from https://www.starbucks.com/ about-us/ 2 11, J. (n.d.). Starbucks opens community store in Jonesboro, GA.. Starbucks Stories. Retrieved September 12, 2022, from https://stories.starbucks.com/ press/2019/starbucks-opens-community-store-in-jonesboro-ga/

Section 2: Visual Audit

Starbucks

The goal of this advertising was to promote Starbuck’s fall pumpkin flavored drinks. The theme of the fall drinks for this season at Starbucks is “for the love of fall,” so the company aimed to represent this within the ad. The ad depicts the drinks front and center with pumpkins and falling leaves in the background to show just a few of the things that people love about the season.

The design of this ad is in line with the objective to promote their fall drinks. The ad is fairly simple in its design, yet very clearly shows what is being promoted without the use of words. This is important because people can recognize the ad without needing to read anything, making their branding effective.

The objective of this advertisement was to promote that Starbucks offers nondairy milk options. The concept of the ad was to display several of their most popular drinks, but with the non-dairy alternatives. The key message is that their non-dairy drinks are still just as delicious as the originals.

The design of the ad was simple, yet effective. It clearly depicts what is being advertised, while still maintaining an aesthetic feel. It is informative, yet beautiful. The concept of showing different drinks with the non-dairy milk options is effective marketing because it shows the many options that are still available to its customers.

This Starbucks advertisement was created to promote their holiday drinks. Specifically being their White Chocolate Mocha drink, Starbucks creatively displayed this within the ad. The concept here was to display the drink, while focusing on the details of it. At first glance the background appears to be tile, but when looked at more closely it is actually white chocolate. Additionally, the widely known Starbucks’ red cup is holding the drink as a means to emphasize the holiday season.

The tactics within this ad, such as the red holiday cup and the details of the background are effective in displaying what the ad is for while also maintaining a design that incorporates every aspect of the drink.

Local Competitors

Fig Tree Cafe’s advertisement set out to promote their new drink. They did so by showing the drink being held. The goal in this promotional tactic was to show the best aspects of the drink in order for their customers to want to try it. The concept was simple yet targeted to the product’s appeal.

The design was straight to the point yet effective in showing off the drink. It was appealing to the eye and incorporated fonts and images that aided in this. Overall the execution of this ad was effective while still being creative.

This McDonalds ad was created to promote their different coffee options. The message of the ad is that they offer simple, yet delicious coffee.

The design of the ad incorporated hierarchy of text to draw the viewer in by using both large and smaller text. They also showed a variety of the coffees they offer, which is effective in leading customers to want to order their drinks.

This Dunkin’ advertisement was created to promote their fall specialty products. The concept was to show each of the items.

The design of the ad was simple, yet clearly shows what is being advertised. They used hierarchy in the images, as well as the font choices to emphasize that they are promoting their pumpkin products.

Project Brief

Goal of the Project

Our community store seeks to come alongside and support the community of Jonesboro, Georgia. We want our customers and employees to know that we support them. For this reason, we want to create a promotion that will reflect the holidays and show our love for the community. Unity is at the heart of this promotion, as well as being able to serve the people in the community in meeting their needs.

Theme

This promotional project will be for the Thanksgiving holiday, reflecting the values that the day holds.

Tone

The tone of this advertisement is to feel welcoming and communal. The feeling of the ad and how it is depicted should invoke feelings of warmth and invitation within the viewer.

Message

The message of the advertisement is to promote a community potluck that will take place at the local Jonesboro, GA Starbucks. The ad will make this clear as well as provide specifics, such as date, time, and location. Through this advertisement, the viewer should feel a sense of Starbucks’ desire to bring the community together, support those within it, and to celebrate the Thanksgiving holiday.

Style

To get the tone of the advertisement across, the style of the ad will visually have warm tones and a welcoming, homey feel. The style will be kept simple to reflect the marketing of Starbucks as a whole, but it will also incorporate the uniqueness of the Jonesboro, GA Starbucks specifically. That means including the local artistry that is present within the building, as well as small town, community feel of Jonesboro.

Concepts

I have developed three concepts that could best work for this promotion.

The first is to promote a community potluck that would be held at the community store in Jonesboro. The idea for this event is to invite the community to come together in sharing a meal reflective of the holiday. In having this event at the Starbucks store, they would be promoting their own company, while also offering up their meeting space in order to bring the community together. Each person that attends would bring a meal or some sort of dish to share and the event would take place in the community space.

The second concept is to have a buy one get a free drink and pastry to share promotion. This would emphasize the community being able to interact with one another. Having a pastry be apart of the promotion would reflect the idea of sharing a meal together.

The last concept is to put on a food drive where those who participate and bring items in would receive fifty percent off of their purchase. The idea is to bring the community together to support one another, as all of the items donated would be given to those in need within the Jonesboro community.

The most effective concept is likely the first option. This is because hosting an event in the community space is a great way to utilize it for the community. Additionally, since Jonesboro is a small town, having an event where people can come and be together is a great way to bring unity within the town.

Competitor Tactics

Final Solution

Thumbnails

The thumbnails for this poster were simple sketches of possible poster ideas. The objective was to keep them simple, yet to reflect the company’s brand and the city of Jonesboro, GA through a cohesive advertisement. Coffee and community were the theme throughout.

Roughs

I had two concepts for the roughs: coffee and fall greenery. The first are more simple designs, reflective of Starbucks and community as a whole. The second focused more on the holiday.

Comps

The comps were a more simple computerized design for the poster. They show the general design and overall layout of the poster. Within these, I finalized where each item would be placed as well as the background color.

The final draft of the poster is a combination of the fall theme and more simple coffee theme. The goal was to keep it within the traditional Starbucks advertising feel, while also adding some character that falls in line with Jonesboro, GA.

Works Cited

11, J. (n.d.). Starbucks opens community store in Jonesboro, GA.. Starbucks Stories. Retrieved September 12, 2022, from https://stories.starbucks.com/press/2019/starbucks-opens-communitystore-in-jonesboro-ga/

About us: Starbucks Coffee Company. About Us: Starbucks Coffee Company. (n.d.). Retrieved Sep tember 12, 2022, from https://www.starbucks.com/about-us/

Areavibes. (n.d.). Jonesboro, GA demographics. Jonesboro, Georgia Population & Demo graphics. Retrieved September 12, 2022, from https://www.areavibes.com/jonesboro-ga/demo graphics/

Bureau, U. S. C. (n.d.). Explore census data. Retrieved September 12, 2022, from https://data.cen sus.gov/cedsci/profile?g=1600000US1342604

Burnett, L. (n.d.). McDonald’s - “McCafé madness”. AdForum. Retrieved September 13, 2022, from https://www.adforum.com/creative-work/ad/player/34567558/mccafe-madness/mcdonalds

Jonesboro, GA. Data USA. (n.d.). Retrieved September 12, 2022, from https://datausa.io/profile/ geo/jonesboro-ga#civics

YouGov AD of the month – US: Dunkin’: WARC. WARC An Ascential Company. (n.d.). Retrieved September 13, 2022, from https://www.warc.com/newsandopinion/opinion/yougov-ad-of-themonth--us-dunkin/en-gb/3815