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AGENDA MARKET ANALYSIS MARKETING STRATEGY SWOT REVIEW P.O.O.R. S.T.P 4Ps The Advertising Platform Financial PlatformTuesday, April 26, 2011
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/yearTuesday, April 26, 2011
How are we going to sell? S O SWOT Analysis -Brand -Positioning: coffee = -Associations with Starbucks chains : side product -Starbukss 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 -ExpensiveTuesday, April 26, 2011
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 Starbucks 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 JerrysTuesday, April 26, 2011
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 XPTuesday, April 26, 2011
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
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 StarbucksWHEN:April 2011 - TBDHOW: - Information about product - Announcements and invitations - Comments and "like"s - Competitions and prizesTuesday, April 26, 2011
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
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 KiosksTuesday, April 26, 2011
Implementation Controls WebMarketing Google Analytics: Measuring and Detailing. PR After each action, phase and event. Ads Campaigns Monthly by ROITuesday, April 26, 2011
Pro-Forma Channel April May June July August September October November December TotalsStarbucks Store $105,270,933.00 $106,323,642.33 $107,386,878.75 $318,981,454.08Mini-Cups $25,128,000.00 $25,379,280.00 $25,633,072.80 $76,140,352.80Standard Size Cups $80,142,933.00 $80,944,362.33 $81,753,805.95 $242,841,101.28Convenience 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 $29,477,585.73Mini-Cups $825,540.00 $833,795.40 $842,133.35 $850,554.69 $859,060.23 $867,650.84 $876,327.35 $4,211,083.68Standard 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 $25,266,502.06Cinemas $60,696.00 $61,302.96 $61,915.99 $62,535.15 $63,160.50 $63,792.11 $64,430.03 $309,610.60Mini-Cups $43,836.00 $44,274.36 $44,717.10 $45,164.27 $45,615.92 $46,072.08 $46,532.80 $223,607.66Standard 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 $348,768,650.42Tuesday, April 26, 2011