Starbucks Ice Cream - Product Launch
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An approach to the extension of Starbucks portfolio through the introduction of the Ice Cream product line.
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Starbucks Ice Cream - Product Launch
- 1. STARBUCKS ICE CREAM Product Launch Campaign ACP MARKETING TOSHI MAURICIO YULIA YAMINA Tuesday, April 26, 2011
- 2. AGENDA MARKET ANALYSIS MARKETING STRATEGY SWOT REVIEW P.O.O.R. S.T.P 4Ps The Advertising Platform Financial Platform Tuesday, April 26, 2011
- 3. A BIIIIIIG MARKET... $ 22bi and consolidated market Have you watched the weather forecast for this year? The people love ice cream! 90% of households and 42 pounds/year Tuesday, April 26, 2011
- 4. How are we going to sell? S O SWOT Analysis -Brand -Positioning: coffee = -Associations with Starbucks chains : side product -Starbuks's ambiance -Customer ready to try -Creative flavours new products -Quality -Loyal customer W T -Many competitors -Self cannibalization -Gossip about the -Not achieve the pressure on team work expectations of customers -Expensive Tuesday, April 26, 2011
- 5. How are we going to sell? P O O R -New product -The Brand -Make it known by -Explain customers it shop the only coffee shop wich Starbuck's customer/ and give them samples -Slow growing market make ice cream catch non starbucks (collect feedback) creatives flavours customer -Strong competitors (tradeworks and patents) -Communication strategy : favorite taste in ice cream -Catch up the market share web-marketing and by Haagen Dazs and Ben & facebook Jerry's Tuesday, April 26, 2011
- 6. How are we going to sell? Product Steak: Premium Ice Cream Convenience Stores Place Starbucks Stores Golf Clubs Cinemas Standard Size Mini-Cup Price Starbucks Store $4.00 $2.50 Convenience Store $6.00 $3.00 Cinema $5.00 $3.00 Golf Club $6.00 $3.00 Promotion Sizzle: The Starbucks XP Tuesday, April 26, 2011
- 7. How are we going to sell? Strategy Timing Target Groups S Starbucks Consumers S Starbucks “Knowers” T Ice Cream Eaters T Not everyday consumers “A New Way to Have Your P Preferred Starbucks Taste” P “Have a Starbucks pause” Tuesday, April 26, 2011
- 8. The Advertising Platform WebMarketing www.StarbucksIceCream.com Directed website explaining the products, expressing the benefits and showing the flavors. Facebook.com - 7.7 million Facebook fans of Starbucks WHEN: April 2011 - TBD HOW: - Information about product - Announcements and invitations - Comments and "like"s - Competitions and prizes Tuesday, April 26, 2011
- 9. The Advertising Platform What: Public Relations When: April - September 2011 How: - Press Releases about new product - Additional PR for "Starbucks Ice-Cream kiosk" What: Big event for press When: September 2011 How: - The idea of the event is to call some kind of celebrity in the health industry to tell about the health benefits of a premium product like the ice cream. - Press Releases to major newspapers, blogs and websites. Tuesday, April 26, 2011
- 10. The Advertising Platform 1. “A New way to have your preferred STARBUCKS taste” Where: TV, Outdoors, Busdoors, All Starbucks stores, Web ads When: April - September 2011 2. “Have a STARBUCKS pause” Where: TV, Radio, Outdoors, Golf Clubs, Cinemas, Convenience Stores and Starbucks Stores When: September ’11 - April ’12 The Starbucks Kiosks Tuesday, April 26, 2011
- 11. Implementation Controls WebMarketing Google Analytics: Measuring and Detailing. PR After each action, phase and event. Ads Campaigns Monthly by ROI Tuesday, April 26, 2011
- 12. Pro-Forma Channel April May June July August September October November December Totals Starbucks Store $105,270,933.00 $106,323,642.33 $107,386,878.75 $318,981,454.08 Mini-Cups $25,128,000.00 $25,379,280.00 $25,633,072.80 $76,140,352.80 Standard Size Cups $80,142,933.00 $80,944,362.33 $81,753,805.95 $242,841,101.28 Convenience Stores $5,778,780.00 $5,836,567.80 $5,894,933.48 $5,953,882.81 $6,013,421.64 $6,073,555.86 $6,134,291.42 $29,477,585.73 Mini-Cups $825,540.00 $833,795.40 $842,133.35 $850,554.69 $859,060.23 $867,650.84 $876,327.35 $4,211,083.68 Standard Size Cups $4,953,240.00 $5,002,772.40 $5,052,800.12 $5,103,328.13 $5,154,361.41 $5,205,905.02 $5,257,964.07 $25,266,502.06 Cinemas $60,696.00 $61,302.96 $61,915.99 $62,535.15 $63,160.50 $63,792.11 $64,430.03 $309,610.60 Mini-Cups $43,836.00 $44,274.36 $44,717.10 $45,164.27 $45,615.92 $46,072.08 $46,532.80 $223,607.66 Standard Size Cups $16,860.00 $17,028.60 $17,198.89 $17,370.87 $17,544.58 $17,720.03 $17,897.23 $86,002.94 $348,768,650.42 Tuesday, April 26, 2011
- 13. STARBUCKS ICE CREAM Product Launch Campaign ACP MARKETING TOSHI MAURICIO YULIA YAMINA Tuesday, April 26, 2011