Transcript Starbucks Chocolate

Starbucks
Chocolates
HUI YAN YI KATHY
LAU HOI LING JOANNE
LAU YAN LING JENNY
TO CHIN PANG BEN
WONG WA CHUN RYAN
Content

Retail sales mix by product type

Segmentation & Targeting

Sales Management Strategy

Retailing
- 4P
- Push-Pull Strategy

Internet Marketing

Reference
Retail sales mix by product type
Packaged Others
coffee and 5%
tea
4%
Sales
Food
18%
Beverage
(Coffee+noncoffee)
73%
Lifestyle
Sourced by Starbucks Fiscal Annual Report 2014
Segmentation & Targeting
Lifestyle
The need for
change or newness
Psychographic
Serious Coffee
Drinkers
Quality of Coffee
Social Conscious
CSR and Fair-trade
Men and Women
Well-educated
Demographic
Non-coffee Drinkers
Still want to be part of
social environment
Food item buyers
Become second main
revenue stream
Chocolate
Bakery
Cake and dessert
Food Item
Sales Management Strategies
 Starbucks
Implementation of
sales strategy
Sales force
management
Formulation of
sales strategy
Sales
Management
Strategies
Employee

Creating the Starbucks
Experience to customers.

Delivering legendary customer
service.

Modeling and acting in
accordance with Starbucks
guiding principles.
Source: http://www.starbucks.com.hk/aboutus/become-a-partner/retail-careers
Sales Management Strategies
 Personal
Customer
Satisfaction
Selling
 Advantages
in promoting and
selling our new product –
Chocolate.
effectively when
customers are on the verge of
making a final decision and
committing themselves.
Well
Chocolate
Knowledge
Consultant
 More
Core
Value
Promotion
Retailing – Marketing Mix Strategy 4P
Product – Starbucks Chocolates
Features:

Taste: Rich, Smooth & Fluid filled

Unique Starbucks Coffee Flavours
Price – Premium Price

Skimming Pricing Strategy (Positioning of Branding)

High price-high quality Strategy (Cocoa bean, Hand-make chocolate)

Set Price: $15-18 (Competitors: Agnes B: $20/pc, Godiva: $30/pc)

Box set: 6 /12 /18 pcs
Source: (McCarthy, 1960)
Retailing – Marketing Mix Strategy 4P
Promotion

Pre-launch: Free Tasting for Starbucks Members

Seasonal: Limited Flavours Box Edition
- E.g.: Christmas Red Chocolate box matching with new design of coffee cup

Off Season: Cross Selling with beverage, increase revenue strategy

Special Promotion: Member Birthday, Starbucks Rewards
Place

Exclusive Distribution Strategy
- Only in the Starbuck Coffee Shops
- Maintaining High Hand-made quality
Source: (McCarthy, 1960)
Push - Pull Marketing Strategy
Push Strategy

Advertisements in Coffee Shop E.g.: Poster or Banner

Direct Selling to Customers E.g.: Introducing by the Staff

Displaying other products for attracting the customers to buy at the same time
E.g.: Coffee Mugs
Pull Strategy

Advertisements on Print Media E.g.: Magazine, Newspaper, Leaflet

Pulling customers into stores to try the promoted product

Highly visible brand, encourage customer seek out the product
Source: (Fahy & Jobber, 2006)
Internet marketing strategies

Internet management strategies:

E-retail is Sale of goods and services
via the Internet or electronic channels
for the personal or household use by
end users. Transactional.
 Website:
Cannot purchase any
products but eGift card to someone.
Source: http://www.starbucks.com.hk/
coffeehouse/merchandise
Internet marketing strategies

Focus on E-marketing: company
and products information,
promotion etc.
Website has the Manu, company info,
promotion, new products and introduce
CSR policies to enhance image.
 Facebook: interacting in Facebook
community with customers
 YouTube: advertising video
eg Christmas.

Source: https://www.facebook.com/
StarbucksHongKong/?fref=ts
Internet marketing strategies
 Starbucks
uses e-marketing to present
the image and information in the
Internet. It attract customers to visit
store to see the Chocolate.
Reference

Fahy, J., & Jobber, D. (2006). Foundations of marketing. London, United Kingdom:
McGraw-Hill Education.

McCarthy, E. J. (1960). Basic Marketing: A Managerial Approach. Illinois, USA.:
Richard D. Irwin.

Starbucks Hong Kong. (2015). Fanspage. Retrieved 15 November 2015, from
https://www.facebook.com/StarbucksHongKong/?fref=ts

Starbucks Hong Kong. (2015). Merchandise. Retrieved 15 November 2015, from
http://www.starbucks.com.hk/coffeehouse/merchandise

Starbucks Hong Kong. (2015). Retail Careers. Retrieved 15 November 2015, from
http://www.starbucks.com.hk/about-us/become-a-partner/retail-careers