Starbucks Campaign final 2

Starbucks Campaign final 2 - Starbucks Campaign 1 Starbucks...

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Starbucks Campaign 1 Starbucks Campaign: A Campaign Guide to Aid Increasing  Awareness and Customer Base for Starbucks
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Starbucks Campaign 2 Mark Radcliff November 29, 2007 Table of Contents:  A Campaign Guide to Aid Increasing  Awareness and Customer Base for Starbucks Introduction .................................................................................................................................. 3 Research .................................................................................................................................. 5 Secondary Research ............................................................................................................................. 5 Methodology ....................................................................................................................... 5 Audience Analysis
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Starbucks Campaign 3 ....................................................................................................................... 5 Situation Analysis ....................................................................................................................... 6 Primary Research ............................................................................................................................. 8 Methodology ....................................................................................................................... 8 Survey Summary ....................................................................................................................... 9 Conclusion/Application ....................................................................................................................... 11 Action Plan ....................................................................................................................... 12 Strategies and Tactics ............................................................................................................................. 12
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Starbucks Campaign 4 Timeline ............................................................................................................................. 14 Budget Summary ............................................................................................................................. 15 Evaluation ............................................................................................................................. 16 Appendix ............................................................................................................................. 18 A: Survey Handout ............................................................................................................................. 18 Campus Dining has been serving the students of Grand Valley State  University for many years now.  Both the Allendale and downtown Grand Rapids  campuses are served by Campus Dining.  The downtown campus is however a  special situation.  Due to the expansion of residents on the downtown campus  there has been a need for a socializing location with an environment to study. 
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Starbucks Campaign 5 This is especially needed late at night.  Coffee seemed like the logical choice as  it would not only cater  to the college age individuals but also to the more  sophisticated staff and local business professionals.   As well it would be the only coffee shop close to Grand Valley State  University’s downtown campus.  The nearest coffee shop is a few blocks walk  away.  This is why Campus Dinning decided to build a new coffee shop fon the  downtown campus.   During the summer of 2007 Starbucks was built in the  common room of the DeVos building and was completed in the early part of the  fall semester.  According to the client this new build is in response to more than  two years of comments asking for a place to hangout downtown by students  living in the Winter and Sechia halls.   Starbucks brings complications that might not have been needed to be  addressed   otherwise   with   a   Campus   Dining   owned   Java   City   coffee   shop  therefore   the   strategies   to   promote   such   a   business   must   change   as   well.  Starbucks brings a need to pay royalties to the Starbucks Company as well as  extremely strict advertising and promotional restrictions.  Another weakness that  comes along with this campaign is the inability to use coupons to promote the  coffee shop due again to Starbucks restrictions.  
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Starbucks Campaign 6 The goal of this campaign is to do the following:   make more money,  break even financially, make people happy, and most importantly inform people  about the new coffee shop and its new late night hours the results of these  effects will be a ten percent increase in sales and revenue.  These results will be 
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