starbucks ice cream - product launch
DESCRIPTION
An approach to the extension of Starbucks portfolio through the introduction of the Ice Cream product line.TRANSCRIPT
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STARBUCKS ICE CREAMProduct Launch Campaign
ACP MARKETINGTOSHIMAURICIOYULIAYAMINA
Tuesday, April 26, 2011
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AGENDA
MARKET ANALYSIS
MARKETING STRATEGYSWOT REVIEWP.O.O.R. S.T.P4PsThe Advertising Platform
Financial Platform
Tuesday, April 26, 2011
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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
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TWOS
How are we going to sell?SWOT Analysis
-Many competitors -Self cannibalization-Not achieve the expectations of customers-Expensive
-Brand-Positioning: coffee = Starbucks-Starbuks's ambiance-Creative flavours-Quality-Loyal customer
-Gossip about the pressure on team work
-Associations with chains : side product -Customer ready to try new products
Tuesday, April 26, 2011
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How are we going to sell?
P O O R-New product
-Slow growing market
-Strong competitors
-The Brand the only coffee shop wich make ice creamcreatives flavours (tradeworks and patents)favorite taste in ice cream
-Make it known by Starbuck's customer/catch non starbucks customer
-Catch up the market share by Haagen Dazs and Ben & Jerry's
-Explain customers it shop and give them samples (collect feedback)
-Communication strategy : web-marketing and facebook
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How are we going to sell?
Product
Place
Price
Promotion
Steak: Premium Ice Cream
Sizzle: The Starbucks XP
Starbucks StoresConvenience StoresGolf ClubsCinemas
Standard Size Mini-CupStarbucks Store $4.00 $2.50Convenience Store $6.00 $3.00Cinema $5.00 $3.00Golf Club $6.00 $3.00
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How are we going to sell?Strategy Timing
Target Groups
S
T
P
Starbucks Consumers
Ice Cream Eaters
“A New Way to Have Your Preferred Starbucks Taste”
Starbucks “Knowers”
Not everyday consumers
“Have a Starbucks pause”
S
T
PTuesday, April 26, 2011
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The Advertising PlatformWebMarketing
www.StarbucksIceCream.comDirected website explaining the products, expressing the benefits and showing the flavors.
Facebook.com - 7.7 million Facebook fans of StarbucksWHEN:April 2011 - TBDHOW:
- Information about product- Announcements and invitations- Comments and "like"s- Competitions and prizes
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The Advertising PlatformWhat: Public RelationsWhen: April - September 2011How:- Press Releases about new product- Additional PR for "Starbucks Ice-Cream kiosk"
What: Big event for pressWhen: September 2011How:- 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.
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The Advertising Platform1. “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 KiosksTuesday, April 26, 2011
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Implementation ControlsWebMarketing
Google Analytics: Measuring and Detailing.
PRAfter each action, phase and event.
Ads CampaignsMonthly by ROI
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Pro-FormaChannel April May June July August September October November December Totals
Starbucks Store $105,270,933.00$105,270,933.00$105,270,933.00 $106,323,642.33$106,323,642.33$106,323,642.33 $107,386,878.75$107,386,878.75$107,386,878.75 $318,981,454.08
Mini-Cups $25,128,000.00$25,128,000.00$25,128,000.00 $25,379,280.00$25,379,280.00$25,379,280.00 $25,633,072.80$25,633,072.80$25,633,072.80 $76,140,352.80
Standard Size Cups $80,142,933.00$80,142,933.00$80,142,933.00 $80,944,362.33$80,944,362.33$80,944,362.33 $81,753,805.95$81,753,805.95$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
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STARBUCKS ICE CREAMProduct Launch Campaign
ACP MARKETINGTOSHIMAURICIOYULIAYAMINA
Tuesday, April 26, 2011