starbucks ice cream - product launch
DESCRIPTION
An approach to the extension of Starbucks portfolio through the introduction of the Ice Cream product line.TRANSCRIPT
STARBUCKS ICE CREAMProduct Launch Campaign
ACP MARKETINGTOSHIMAURICIOYULIAYAMINA
Tuesday, April 26, 2011
AGENDA
MARKET ANALYSIS
MARKETING STRATEGYSWOT REVIEWP.O.O.R. S.T.P4PsThe Advertising Platform
Financial Platform
Tuesday, 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/year
Tuesday, April 26, 2011
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
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
Tuesday, April 26, 2011
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
Tuesday, April 26, 2011
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
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
Tuesday, April 26, 2011
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.
Tuesday, April 26, 2011
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
Implementation ControlsWebMarketing
Google Analytics: Measuring and Detailing.
PRAfter each action, phase and event.
Ads CampaignsMonthly by ROI
Tuesday, April 26, 2011
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
STARBUCKS ICE CREAMProduct Launch Campaign
ACP MARKETINGTOSHIMAURICIOYULIAYAMINA
Tuesday, April 26, 2011