Transcript marketingpresentation_2

Learning Team A
Marketing Plan
Jennifer Bodine, Shannon James, Tyler Thomas. Sherrell Cook
and Teron Brooks
Mission Statement
• To inspire and nurture the human spirit – one person,
one cup and one neighborhood at a time.
Starbucks Sensation
• Sugar - free
• Will provide mental and physical stimulation
• Will be sold in bulk
SWOTT Analysis
• Strengths
• Weaknesses
• Opportunities
• Threats
• Trends
Marketing Research
•
Consumer analysis
– Demographics
– Psychographics
– Behaviors
– Geographical considerations
Segmentation
• Identify your target market
– the buyers and consumers
• Marketing strategy
– factors that affect your marketing strategy
• Current competition
Starbucks’ Primary Target Market:
• Men and women aged 25
to 40
• Young adults aged 18 to
24
• College students
Competition
• Red Bull
• Rockstar
• Monster
Differentiation and positioning
• How the new energy drink will differentiate from its
competitors
• Product positioning
• A positioning strategy
Product life cycle
Places to Promote
• Social networking sites
– Facebook
– Twitter
– Instagram
• In-store locations
– Sampling
– Coupon on receipt to come back
• Grocery store displays
– Cardboard displays that draw attention
– Coupons
Promotional Strategies
• Push Strategies
• Pull Strategies
•
•
In-store sampling
– Offer samples of
Sensation to customers
•
– Send product launch
information & coupons
to registered customers
Give samples at events
– Marathons – give
samples to participants
E-mails
•
Advertisements
– Use social networking to
entice people to come
in
– Let customers upload
photos of them drinking
& giving testimonials.
Initial Sales Promotion Schedule
•
January 2014 - Starbucks will hold
During the next two months have
product to the employees and the
samples to distribute to Starbucks
goals of advertising the new
stores and local grocery stores.
•
July 1, 2014 to September 30,
February 2014- The advertising
2014- Product will be launched into
plan and budget will be put into
select stores.
place with the production and
advertising team, CEO and the
•
Starbucks Sensation will be in
March 2014- The goal during this
month is to begin promoting the
product on different sites, such as
Facebook, Twitter, and Instragram.
October 1, 2014- November 30,
2014- Full production of the
President of the company.
•
April 1, 2014 to June 1, 2014-
its first meeting to introduce the
product.
•
•
effect.
•
December 1, 2014- An event will be
held for the launch of the new
product to investors, companies and
employee’s of the company.
Advertising Plan
• Full Page Ads in popular magazine ads
– Celebrities and average Joes
– Website that includes a printable discount coupon
with access code
• Text Message
– Gym
– College Campus’
– Athletic Venue
Public Relations
Process of Building Positive Relationships with the Public
• Newspaper article
– Explanation of Starbucks Sensation product and
features
– Issue in local and national news outlets
• Sponsor Extreme Sport events
– Energy drinks are the main sponsors
• Open and Honest with the public
– Communicate effectively on any issues, complaints or
government inquiries
Channel Management
• Organizing marketing techniques to distribute Starbucks
Sensation to the most customers at the correct locations
and at the correct time
• Starbucks Sensation sold through direct and indirect
distribution channels
• Different flavors sold at different geographical locations
Distribution
• Starbucks will coordinate distribution through the Supply
Chain Department
– Monitor inventory levels and coordinate shipping
schedules
• Trucks will be used to ship inventory to distribution
centers and selling locations
– Most cost efficient method for geographical area
• Just-in-time (JIT) delivery system
– Cut down on storage costs
– Quicker arrival of inventory
Financial Plan
• Outline a high-level financial plan that defines your
financial model and pricing assumptions.
– This plan should include expected annual sales and
profits for the next three years.
– Use several slides to cover this material
appropriately.
Elements for Monitoring, Evaluate and
Control
• Access codes
• Use of coupons
Conclusion
• Starbucks products will continue to grow because the
company has taken the necessary steps to launch their
products successfully by creating and marketing the
products correctly.
References
•
Business Dateline (2009). Restaurants, Coffee Shops and Other Food Retailers Can now create
professional loyalty clubs affordable online: New service allows small businesses to benefit
from marketing practices once reserved only for the largest players. Business Dateline.
Retrieved August 20 ,2013
•
Vass, K. (2005, April) A Solid Marketing Plan Begins with SWOT. Textile World. Pg.
18.Retrieved August 23 ,2913 from Pro Quest database.
•
O'Farrell, R. (n.d.). Who is Starbucks' Target Audience? Retrieved from
http://smallbusiness.chron.com/starbucks-target-audience-10553.html
•
Perreault, W. D., Cannon, J. P., & McCarthy, E. J., Jr. (2011). Basic marketing: A marketing
strategy planning approach (18th ed.). New York, NY: McGraw-Hill.
•
Reid, R.D. and Bojanic, D.C. 2009. Hospitality Marketing Management. 5th ed. s. l.: John Wiley
•
Starbucks Pricing Strategy | Chron.com. (n.d.). Retrieved September 6, 2013, from
http://smallbusiness.chron.com/starbucks-pricing-strategy-10544.html
Starbucks to jolt consumers with Refreshers energy drink USA TODAY.com. (n.d.). Retrieved
September 6,2013 from http://usatoday30.usatoday.com/money/industries/food/story/2012-
03-21/starbucks-energy-drink-refreshers-red-bull/53693616/1