Starbucks Marketing Campaign

As part of my Marketing unit at Bournemouth University I was required to carry out an analysis of Starbucks in the UK to evaluate the state of business at present and make recommendations on how to improve sales and increase growth throughout the UK.

On the assumption that the technicalities of my business report may be fairly weak – business was never my strong point – I concluded that adding some creativity into my recommendations may make up for my lack of economical knowledge. As a result I sketched 8 new ideas for carry-out cups that Starbucks could hypothetically introduce to their UK stores for consumers to choose from. After analysing (albeit probably not very well) that Starbucks had lost their fashionable edge and the exclusiveness that the brand once stood for, I wanted my designs to reincoporporate the element of fashion into drinking coffee and attracting a younger demographic. Below are my 8 ideas for new cups, drawn with coloured artist pencils and black pen which were then scanned into the computer so that each slogan could be added.

‘The Original’

My first sketch was simply a cup that held the original design that has been a part of Starbucks since it first began. It seemed imperitive to me to keep this design to appeal for the members of the market who were happy with Starbucks just the way it was.

‘The Green One’

 

This design was created on the basis that Starbucks need to regain an edge over competitors on the ‘Fair Trade’ side of things. As Fair Trade becomes more and more common throughout the world, companies are required to make an effort to show that their business has ethical grounds. This cup would also allow the consumer to feel like they are doing a good deed, and a green and brown colour scheme was used to tie in with the environmentally friendly side to this choice.

‘The Classic’

‘The Classic’ used a blend of the trademark colours that are associated with Starbucks to create a new and sophisticated carry-out cup for consumers to choose from. The prominence of the dark green gives this choice an elegant edge. It was also recommended in the report that Starbucks used subtle celebrity-endorsement, with the idea that if certain celebs were ‘papparazzied’ holding the cup of their choice, their fans would follow suit. This cup would look good in the hands of a male, sophisticated actor, suggesting a fashionable twist to the already cemented colours of Starbucks.

‘The Striped One’

Following the idea of celebrity-endorsement, the idea was proposed that the minute a female celebrity known for having immense fashion sense, such as Cheryl Cole or Kate Moss stepped out wearing an outfit that matched this carry-out cup, everyone would want one. The nautical theme makes this choice an excellent one for summer and really brings the fashion element back into the coffee drinking experience.

‘The Red One’

 

This red cup was supposed to bring a romantic feel to the choice available to consumers. As a passionate colour this cup would be easy to market in terms of romance and love, and would appeal to younger consumers who are dating but are unable to go to pubs or bars. As a single, bold colour it also offers the chance to make a fashion statement with your cup of coffee.

‘The Leopard Print One’

 

This design was the quirkiest of the lot and really relies on consumers expectations of a sense of fashion and exclusiveness from the coffee drinking experience. Being marketed as a ‘wild’ design also enabled this idea to mention the effort they put in to sourcing the best coffee beans from around the world.

‘The Black One’

This simple sketch shows another idea that is meant to ooze elegance, and the colour black hopefully would appeal to a male demographic as much as a female one.

‘The Cosy One’

This design was my ultimate favourite of the 8, based on the classic print of pyjamas this cup gives consumers the choice of a relaxed, chilled out drink in or out of the Starbucks restaurants.

Overall I was proud of my designs for the new Starbucks range of cups. Knowing that the business element to my report perhaps wasn’t as strong as I had hoped, I at least wasn’t ashamed at my efforts to draw my ideas. Personally, I’d definitely visit Starbucks more often if their cups looked like this! But then, I am a lover of the coffee shop chain anyway, and also, I am biased…

Celebrity style made possible from student wardrobe

A picture-story compiled to get your creative juices flowing with your very own wardrobe.

It is a well known fact between women of many ages that if you wanted to avoid feeling disgusting and ugly you should strongly avoid publishing yourself on the internet in direct photo comparison with Cheryl Cole. Therefore no person in their right mind would do it. Which is why I can only conclude that I was not in my right mind when I did this. However, the original point of this madness was to see if I could recreate the styles of some of the best dressed celebrities from my very own wardrobe, without looking like a desperate wannabe. I personally think the styles came off quite well, I will leave the desperate wannabe deduction up to you.

I chose five celebrities that – A) I think are beautiful and B) I can imagine would spend a bucket load of money on each of their day to day outfits. I then rifled through my own clothing collection to find similar items, roped my housemate Jasmin into helping me, and set to work on recreation. And as I know you are dying to see how I got on, here they are:

Cheryl’s figure is so annoyingly to die for that anything looks good on her, this outfit is just one of many that oozes sophistication as well as sex appeal. To re create it we teamed wet look leggings with a cream ruffle t-shirt and a black boob tube, finished by simple black heels. We know we are no Cheryl…but we think we did pretty well here. Plus, her outfit probably cost her a fortune. This costs £56 all together. Lovely.

Cream ruffle top – H&M, £15; Black boob tube – New Look, £6; Wet look leggings – Topshop, £20; Black heeled shoes – New Look, £15

Another Chezza beaut. Simple and casual in a t-shirt and blazer. Matched by my wardobe with a folded-up t-shirt dress and finished off with wet looks. Total cost of mine: £58

T-Shirt – H&M, £8; Blazer – H&M, £10; Wet Looks – Topshop, £20; Bag – Brighton Market, £20

I LOVE this. Cheryl’s really pulling off the all black look. Admittedly, I’m not pulling it off quite so well, but the style is a near perfect match. The leather jacket sexes the look up and the grey heels finish it perfectly. Love it, £125 for mine. (I know this seems alot, I’m sorry, but compared to Chezza’s we’re probably making a MASSIVE saving.)

Wet looks – Topshop, £20; Shoes – Office, £40 (sale); Vest – Zara, £5; Jacket – Miss Selfridge, £40; Bag – Brighton Market, £20

Next, to Katy Perry. I’m undecided as to whether I like this look or not, but the fact is, it’s working for Katy. Jas pulls it off in her own knee high socks, thigh length grey vest and cream bobble hat. Total cost of outfit – £60

Knee highs – New Look, £4; Hat – Miss Selfridge, £8; Vest – Topshop, £12; Jacket – Miss Selfridge, £40; Bag – New Look, £6

This is one K-Perry style I am sure of and I was V. excited to find items of my own to pull it off. Even better, the total outfit was a New Look hattrick, and being such a good value store, it totalled at £37.

Crop top – New Look, £6; Skirt – New Look, £6; Shoes; New Look, £25

From K-Perry to K-Moss, and Kate looks bangin’ (pardon the slang) in this sophisticated yet casual number. Considering her super model status we don’t expect anything less, we also don’t expect her outfits to anything but extortionate in price. I, however, did find this nifty little combination in my wardrobe which imitates Kate’s look pretty well. The boots were a bit of a killer for the bank balance but the whole outfit still only cashes in at £195. Actually now that I’ve written it down that doesn’t seem so cheap, but pretty none the less.

Blazer – River Island, £40; Vest – Zara, £5; Scarf – H&M, £10, Jeans – Topshop, £20; Boots – River Island, £75

Keeping with the model theme and moving to Sienna Miller. The fur jacket in this picture is what caught my eye, and Jas shows off her own as we match our clothes with Sienna’s. I dread to think how much money Sienna is wearing here, but Jasmin’s outfit comes together at just £119. Not bad for the super model image.

Fur Coat – MuuBaa, £25; Beige Cropped Jumper – Topshop, £28; Black Vest – New Look, £6; Wet Looks – Topshop, £20; Boots – New Look, £25, Bag – New Look, £15

And finally we come to Vanessa Hudgens in one of my all time favourite looks for summer; an over sized white shirt and brown accessories. I absolutely adore this and am proud to say I’ve recreated it almost exactly. Vanessa’s probably came with a hefty price tag, whereas mine rolled in at £75. Absolute bargain.

White Shirt – Primark, £7; Shoes – New Look, £50; Belt – Topshop, £18

So it seems it truly is possible, you really can emulate your favourite celebrity without having to aquire a small loan from the bank. (Unless, perhaps, if your favourite celebrity is Lady GaGa.) I’m proud of my efforts, and will be walking around with permanent sunglasses attached to my face, shouting ‘NO PICTURES’ to random strangers from this moment on.