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Starbuck Advertising Plan for its new flavorful Avocado beverages Executive summary To face off the stiff competition in the beverage industry and ensure that its customers remain loyal and satisfied, Starbucks has introduced a flavorful Avocado beverage in the market. This is also based on the need by Starbucks to expand its product line. Being a global beverage company that is geared towards expansion of its market share, Starbucks strengths include prestige image, high revenue, strong ethical values and innovation.

The company has the opportunity to attract consumers enjoying holidays and to create strong loyalty among its consumers. One of the major weaknesses of the company is that some consumers will hesitate to try the new product. Similarly, Starbucks faces various threats that include stiff competition, increased prices for avocado and reduced sales in the US retail outlets. Starbucks market segmentation includes males and females between the ages of 25-40 years old as well as generous and charitable individuals and organisations.

Notable events that Starbucks has sponsored include Special Olympics, hip Lilith Fair music festival, Chicago Jazz Festival, International Film Festival in Washington DC as well as Museum of Contemporary Art in LA. The new flavorful Avocado beverage target market includes Starbucks consumers as well as adults aged between 25 to 40 years. Besides, the high purchasing power and the demand for technology among the young adults are key aspects that make Starbucks company to use internet in its marketing strategies.

This entails using of social sites including Facebook and Twitter. Likewise, the new product target kids and teen whose parents value avocado Frappuccino among other products. In order to effectively penetrate the market, Starbucks is aimed at emulating marketing mix that encompasses the 4Ps (product, promotion, price and place). For example, the new product which is of a high quality has been as a result of the innovation that the company has embarked on. In terms of pricing, the company will adopt a competitive pricing method.

In this way, it will effectively face off its competitors including Dunkin Donuts that is renowned for using social mobile strategy and McDonalds famous for production of premium roast coffee. In its promotion techniques, Starbucks is focused at using word of mouth, free samples, newspapers, Sport TV in addition to discounts. The new flavorful Avocado will be distributed along with other Starbucks products in all its outlets worldwide. Main objectives of Starbucks in introducing the new product are to improve the sales, product differentiation and enhancing consumer’s attitudes.

To ensure that consumer’s awareness is achieved Starbucks aims at adopting strong marketing communication techniques that will persuade existing and new customers to try the new avocado flavors. Major communication media that the company will utilize includes magazines and cable TV. Other media that Starbucks will adopt includes radio and print media. In this way, the company will achieve its communication objectives that include raising awareness among its consumers and informing its customers.

Based on the need by Starbucks to effectively control its consumers during their purchasing patterns, the company will emulate various advertising messages. For example, a new phrase “AvocadoCoffee? Only here at Starbuck!!” will significantly enhance the image of the new product among the Starbucks consumers.