Download - Starbucks zaragoza
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INVESTIGACIÓN DE MERCADO
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ENCUESTA
ENTREVISTA
· 85% CONOCE STARBUKS
· 50% NO HA ESTADO NUNCA EN UNO
· 60% CONOCE LA LEYENDA URBANA
· PRESIDENTE ASOCIACIÓN CAFÉS Y BARES DE ZARAGOZA Y PROVINCIA
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OBJETIVOSDE LA
CAMPAÑA
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PRODUCTO
MERCADO
PUBLICIDAD
· STARBUCKS = TERCER LUGAR
· FLUJO ESTABLE DE CLIENTES
· INCREMENTAR PRUEBA DEL PRODUCTO
· CREAR EXPECTACIÓN, DAR A CONOCER LA MARCA Y TENER BUENA ACOGIDA
· CONSEGUIR RECUERDO PUBLICITARIO
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PUBLICIDAD
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ACCIÓN 1ERA CIERTO
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MUPIS
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ACCIÓN 2ZARAGOZACOFFEETOUR
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FIESTA DE INAGURACIÓN
ACCIÓN 3
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OBJETIVOS DE MEDIOS
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15.552 personasAUDIENCIA ÚTIL
36.288 personasAUDIENCIA DEL MEDIO
148.099 personasPÚBLICO OBJETIVO
674.317 personasUNIVERSO
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MEDIO EXTERIOR
83,84CRP
56,61CPM
147GRPs
10,5COBERTURA
14OTS
217.728IMPACTOS TOTALES
12.325COSTE
15.552AUDIENCIA ÚTIL
148.099PÚBLICO OBJETIVO
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PRESUPUESTO
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TIMMING DE LA CAMPAÑA
DICIEMBRE 2010
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PRESUPUESTO FINAL
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PUESTOS. PRUEBA DEL PRODUCTO
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PUESTOS TOTALES
IMPREVISTOS
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FIESTA DE INAUGURACIÓN
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REGALOS Y SORTEO VIAJE A NY
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PRESUPUESTO DE MEDIOS
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PRESUPUESTOSCoste de contratación de dos semanas……………………………………14.000€Coste de producción (sin dto.)..………......... 500€
Total (sin dto.)……..…………………………. 14.500€
Descuento aplicable……………….…………. 15%
Total de la campaña de cartelería……….… 12.325€
MUPIS
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MupisTotal de la campaña de cartelería………………………..… 12.325€
Zaragoza Coffee TourEspacio necesario: 28m2 por puesto (x6)Coste contratación de espacio..…………….................... 772,8€
Fiesta FinalEspacio necesario: 400 m2Coste contratación de espacio……………....................... 1.840€
PRESUPUESTO DE MEDIOS
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SERGIO DE BONA
TOMÁS ILIESCU
MIGUEL LÓPEZ
CAROLINA PARDO
ENRIQUE SALVO