Advertisement refers to the non-personal way of communication the firm’s activities and products to the public. According to Chris fill all the organizations have a need and a reason to extend the discussion to stakeholders of different kinds. The communication would help in getting the materials as well as services necessary in carrying out the daily business activities. Again, as the businesses communicate, goodwill may come to exist with ease, and this is an assurance of continued growth; this is because as the business management speaks out, it tries the act of attracting customers to the firm’s products. The customers’ needs get identified by analyzing their reactions to the adverts made thereby attending to the same effect with a goal of meeting their satisfaction levels. The advertisement is one of the best ways of speaking out matters of interest in the said firm. With the evolving technology, it is worth noting that advertisement finds its acceleration in the temporary world. Media communication thus plays a vital role in ensuring that publication reaches the intended groups of people. Different platforms like YouTube, WhatsApp among others, are in place to facilitate the transfer of information from the producers to consumers of different products. Through the different platforms, companies have their advertisements go through. Costa and Starbucks are examples of such firms that have managed and developed the idea of publication over the media. This endeavor brings with it a competitive advantage in the market place. Chris fill affirms this by telling us that business communication differentiates brands of one firm from that of the rest in the same market (Cho, 2013).
1.1 Starbucks coffee campaign
Star back is one of the leading coffee campaigners in the United Kingdom. It uses different strategies to outshine the other producers in the same industry. The following captures highlight instances of media communication made by the organization to the public (Cho, 2013, p. 1133).
This advert is quite communicative of the Starbucks futuristic goals. From the glance of what is displayed above, one can be assured of the value the coffee from Starbucks adds to the consumers. By the fact that the company talks of the acceptability in the whole world, it is sufficient to conclude that the company is quite determined to give the best and overdo the competitors. The rewards the company talks of also is a competitive tool since it means some customers tested the product and approved of the quality services given (Cho, 2013, p. 1134)
From the above image, Starbucks made it clear that their coffee is the best to buy. The coffee produced gives the consumer boldness for doing the undertaking of the day without much fatigue. Individuals taking this product have a busy day and even as they interact with friends they do it vibrantly. Sometimes the product helps one to have a quiet moment where they meditate on the activities of the day. From the advert, it is of no doubt that Starbucks seems to give to the market one of the most quality coffee product. All attempts to communicate through the advert appears to capture the attention of many, and thus it is likely that the competitors will have to quit the market if at all they don’t have the guts to communicate vice versa or proof that their products are of more advantage to the consumers than that of Starbucks(Cho, 2013, p. 1135)
The above snapshot is from an advert made on YouTube by Starbucks company.it is a description of the background of the existence of the company (Starbucks). This media advert is a kind gesture that the company has quality products out of the determination to let the world know of the history behind the coffee they give to customers (Galve-Górriz and Salas-Fumás, 2009).
The above image is from a magazine that appeared to the public. The magazine explained in details the nature of the activities carried on by Starbucks. The main aim of the magazine was to a tool for competitive analysis. This way the customers would have a sense of confidence in the goods and services extended by this company(Starbucks) (Smith, 2018).
1.2 Costa coffee campaign
Costa competes for the same market with the Starbucks, and thus this researcher prompted an investigation of strategies employed by this company(costa). The competition is a good thing to have since it promotes a sense of quality production (Smith, 2018).
Costa has made it compete with its opponents favorably. It uses polite ways to communicate the quality of the coffee it brings to the market. Its campaign is well brought about by the nice cup it puts on the social media with a label of its (company’s) name. The cup is so attractive to the eyes of the customers that no one can assume the imagination of the level of quality created by the company. Even the color the company uses denotes a tasty coffee (Smith, 2018, p. 37).
The above shop came from YouTube where the costa company advert went on. The idea of meeting the public in the media, and especially on YouTube is of great importance since nowadays people are more sophisticated to the extent of visiting the web on an approximately daily basis. The coffee lovers would thus come across the advert with ease and appreciate the communications made for the product. Even the ones with no knowledge of the existence of this product would find themselves gaining interest in the same (Smith, 2018, p. 38).
The advert in the picture shows some customers enjoying a cup of Costa coffee at costa shop as they share pleasantries. By using such a post, the company communicates a lot about the service provided. The outlook of the building is very conducive making it a friendly place to take refreshments from.it is in every rational thinker’s knowledge that the way you present yourself to the public, the way you are perceived. The attractiveness of this premise makes customers extend goodwill to it, and hence a potential chance to outdo the competitors (Smith, 2018, p. 39).
Costa, yet on another advert, used television as the communicating media. The picture above-used monkeys with the idea that as much as people need to know of the news, they need entertainment as well. It is appealing in the eyes to have inmates politely portray the message, and thus the advert is an excellent tool enough to capture the attention of a wide range of consumers (Jia, 2008).
2.1 The objectives of the campaigns
Costa mainly carried out a campaign with the aim of creating awareness of its coffee to the targeted market; This is from the fact that the customers need to continually have a reminder or knowledge of all that in trading in this modern world. It should come out clear that not only the existing consumers need awareness but also the potential ones. Ideally, the awareness should target much on the potential customers to increase the number of consumers of the company’s product. The coffee is consumed almost in all areas of the world, and this prompted the company to use the media platforms in enhancing effectiveness in reaching the individuals from all corners of interest. Marketing and communication were the objectives that the company used to ensure that the purpose (awareness creation) was achieved (Adverts, 2014).
Here the organization aimed to increase the degree to which the brand got recognized in the market. It was in the mind that the more the recognition, the more the demand and hence the high the sales. The assumption was that more consumers would find their way to the company and disregard the products offered by the competitors. Again the shares of the company were thought to increase at the end of the day (Jia, 2008, p. 4).
The company aimed at passing the message on the increased customer service and blended coffee qualities. Again it looked forward to building the image of the company and change the mindset of the consumers in the following twelve months of operation (Jia, 2008, p. 10).
2.2 Starbucks objectives
Like the costa company, Starbucks aimed at creating awareness of the coffee it produced. The advert was specifically to the college community. Increasing fun is what triggered the Starbucks to act. The consumers would have a drink that keeps them moody throughout their weekends and holidays (Jia, 2008, p. 12).
The Starbucks wanted to communicate to the public that its premise is the best place to work at and thus the campaign was targeted to increase the number of excellent employees in the organization. Life would turn out much better with the best workers who work with the motivation of certain good operating environment (Macnamara, 2010).
2.3 The profile of the target markets
The target market profile is always in three segments namely demographic, geographic and psychographic segments. All these segments are crucial since they determine the probability that the product has a high demand or not. The two competitors, costa and Starbucks, have some similarities and differences in the segments as follows (Macnamara, 2010, p. 23).
Similarities occur in the demographic and the psychographic segment; This means that the gender and other aspects of the populations are the same. Also, the social classes that use the product have similar interest and characteristics (Vickers, 2006).
In their campaigns, costa and Starbucks targeted the individuals between the age of 18 and 45. The main reason for considering this as the target market is that the product must focus on meeting the needs of the grownups. Again this bracket is more of the working class that has a higher demand for Costa coffee. Important to note is that both costa coffee and Starbucks coffee are quite expensive and thus students were not an attractive target, although the two companies call for the college students to purchase the products if at all they can afford the same (Vickers, 2006, p. 5).
Under this segment, internet browsers are the primary targets. The college students and the youngsters who got employment in recent days take the best part of this segment. The market under this segment mostly gets attracted to places where WIFI is free, and thus the costa finds it an attractive sector. The two organizations have this segment as their target (Vickers, 2006, p. 7).
It is not practical to have the two competitors share the same geographical location of the target market. Thus this segment provided the difference between the costa and the Starbucks; This is as explained below:
The geographic profile was composed of the city dwellers. The main cities that gave the most attractive to the costa campaigns are Auckland City, Waitakere City, and Manukau City. All these cities are the places where most business people find their dwelling, and thus costa found them the best targets. For Starbucks, the target market is the institutions, big business outlets, malls, and other institutions. Starbucks principally targets the Indians (Vickers, 2006, p. 10).
2.4 Selection of a target market
A target market is defined as the group of people who share similar characteristics like gender, location, and so on. The reason as to where costa selected a target market was identical to that of the Starbucks in that both wanted to understand the specific needs of the end users of the coffee they produce. The customer is the king land. Therefore, a need was there to analyze the needs they have and attend to them effectively (Weinstein, 2014).
Methods for selecting the target market
There are three activities involved in choosing a target market which include segmenting, targeting and positioning. Different companies apply the three actions differently as per the cash held for the same purpose. The activities call for large amounts of money and therefore a difference in the effectiveness of the same in different organizations (Weinstein, 2014, p. 64).
The difference between the costa and Starbucks was brought about by the fact that Starbucks had huge capital to carry out the activities effectively, unlike the case of costa. Positioning the product was more effective for the side of Starbucks. The one with more cash will be most likely to outdo the other; Starbucks does this (Weinstein, 2014, p. 65)
2.5 The pull strategy
The pull strategy involves the communication by the customer about the needs he or she has to the retailers, retailers to wholesalers and finally whole sellers to producers. Both companies used this strategy in place of the push strategy. Starbuck found its way by first attending the customer needs where the idea was coming up with a high standard coffee. The customers would thus demand this product no matter the price charged, and this is how the company outdid its other competitor(s). Due to costs involved, the costa company would not successfully meet these conditions, and this led to high prices which the consumers would compare with the image created against the brand and make decisions in different dimensions (Purwanti, 2018).
2.6 The role of technology in the campaign
Technology is the use of humanity’s knowledge and tools in carrying out business activities like campaigns. Traditionally the adverts were slow out of the use of indigenous technology. With advancement in the same, the marketing industry realizes an upward move in its endeavors (Häkkinen, 2013).
With the advancement in technology, both Starbucks and Costa have found it easy to advertise their products more conveniently. They were able to reach consumers in the global market hence increasing the sales of the product. The rate at which the message could pass to the audiences earlier on when the traditional ways of adverts prevailed in great magnitude. The companies reached the different classes of individuals both the literate and illiterate; this was mainly through the use of different platforms in caring out the campaigns. The audio-visual gadgets helped a great deal to ensure each got the sense of the adverts (Purwanti, 2018, p. 163).
The difference between the two chains was that costa found it hard to finance the campaigns out of its insufficiency in terms of cash. Starbuck maneuvered its way quickly with the light of seeing its success since it was well established in the market. Starbuck could come up with ups that helped carry on the campaigns in a sweat-free manner (Purwanti, 2018, p.165).
2.7 The budget for the campaign
|THE STARBUCKS BUDGET FOR THE CAMPAIGN|
|Item No.||advertisement tool||amount per year ($)|
|COSTA COFFEE BUDGET FOR THE CAMPAIGN|
|Item No.||advertisement tool||amount per year ($)|
From the budgets above, it comes out clearly that both companies invest their most substantial amounts to the television platform; This can have resulted from the idea that many people use this gadget most frequently in their lives. Therefore, there is a high probability that the adverts would reach destinations with ease. Second in funds allocation is the internet, and the least allocated amounts were in the magazines and the newspapers. This least allocation may have come from the notion that people rarely use the magazines and newspapers.
The difference between the two competitors’ budget is that Starbucks had set budgeted for four million while the costa had planned for two million. This difference can have resulted from the strengths of each company in terms of the availability
From the report, Starbucks seems to have an outstanding character in carrying out the campaign. Different customers are for the coffee produced by Starbucks no matter the prices charged; this means that the coffee offered by this company is of high quality. The budget that Starbucks puts in the adverts shows that there is a spirit of devotion to quality production. Therefore, Starbucks seems to compete favorably with its competitors.
Adverts. (2014). Fitoterapia, 94, p.OBC.
Cho, J. (2013). Campaign Tone, Political Affect, and Communicative Engagement. Journal Of
Communication, 63(6), 1130-1152. doi: 10.1111/jcom.12064
Galve-Górriz, C. and Salas-Fumás, V. (2009). THE FAMILY BUSINESS: A UNIQUE
PROFILE OF BEHAVIOUR OR A PROFILE ADAPTED TO THE NEEDS OF THE FAMILY AND THE MARKET?. Corporate Ownership and Control, 7(2).
Häkkinen, P. (2013). Evolving Technologies for a Variety of Human Practices. Human
Technology, 9(1), pp.1-3.
Jia, P. (2008). The transition to farming in northeast China. Before Farming, 2008(4), pp.1-21.
Macnamara, J. (2010). ‘Emergent’ media and public communication: Understanding the
changing mediascape. Public Communication Review, 1(2).
Purwanti, A. (2018). PULL STRATEGY: A MARKETING STRATEGY PUBLIC
RELATIONS TO MAINTAIN CUSTOMER LOYALTY. Journal Apresiasi Ekonomi, 6(2), pp.162-169.
Smith, J. (2018). Coffee Landscapes: Specialty Coffee, Terroir, and Traceability in Costa Rica.
Culture, Agriculture, Food and Environment, 40(1), pp.36-44.
Vickers, J. (2006). Market Power in Competition Cases. European Competition Journal,
Weinstein, A. (2014). Target market selection in B2B technology markets. Journal of Marketing
Analytics, 2(1), pp.59-69.