starbucks in the chinese market
TRANSCRIPT
The Introduction of the NEW Authentic Tiramisù in China
Contributors:
Marco Cersosimo Emma Barlese Gabriel Pressman Emmanuele Berto Sara Ravagnan Carmine Ciringiò
Our Mission: Devise a Strategy To Sell
Authentic Italian Tiramisu In Starbucks
Market testing research
October 16, 2014 Venice and Padua
• Two focus groups • Eight participants in total • Four girls – Four boys
Focus groups organization
- some introduction information to educate the participants on the project;
- tiramisu tasting and the filling out of questionnaires;
- discussion and brainstorming;
Focus groups samples
First focus group: All participants arrived in Italy within two weeks before the survey, so their influence from Italy was minimal.
Second focus group: All the people arrived in Italy some years ago and now are studying or working here.
Symbols of Italy
pizza, pasta, gondola, Torre di Pisa, Ferrari, Vespa, football and the
Colosseum.
Origin: They knew that it the
desert was Italian because in the restaurants and cake shops where they bought it
the country of origin was always indicated.
Goal
They didn't want to purchase a cake, they want to undertake an experience, possibly associating it to a
story linked to the origins. of tiramisù..
Do you know which ingredients are in tiramisù?
0
2
4
6
8
coffee eggs sugar mascarpone lady fingers cocoa powder cream
Feelings about normal recipe
0,4
0,55
0,7
0,85
1
visual sensation taste sensation olfactory sensation overall emotion purchase intention
Feeling about recipe with less sugar
0
0,25
0,5
0,75
1
visual sensation taste sensation olfactory sensation overall emotion purchase intention
Feelings about recipe with less coffee
0
0,25
0,5
0,75
1
visual sensation taste sensation olfactory sensation overall emotion purchase intention
Scores of three recipes
Recipe Points obtained Points total Score
Normal recipe 446 640 0.697
Recipe with less sugar 444 640 0.693
Recipe with less coffee 344 640 0.538
Score of the three dominant smells
Dominant smellRating
Points obtained Times Score
1 2 3 4 5
Mascarpone cream 2 6 2 3.000
Coffee 4 2 14 6 2.333
Chocolate 2 8 4 2 38 16 2.375
Branding
Tiramisù “The Taste of Love”
The Love Story
During the Second World War, an Italian soldier had to leave his homeland for battle. His wife wanted to prepare some dessert for him,
however, there was little food in their house, so she had to make a dessert using the remaining biscuits, bread and coffee. She folded the ingredients one layer after another and named the desert “tiramisù,”
which means "pick me up" in Italian. In the end, the soldier took away not only the tiramisù, but also the deep love from his wife.
Packaging
Packaging
Packaging
Packaging Designs
Packaging Designs
Signage
Internet as a means of interaction
- Accessible from all platforms and devices - In line with Starbucks’ business model - Link to promoting tourism in the Venetian region
• Poster Design: €150
• Promotional video: €15,000
• Website development and upkeep costs: €2,500 for initial development, SEO and updating: €2,000/year
• Limited-time promotional in-store deal for the first three weeks: purchase a tiramisù at 29 RMB and receive a coffee for 1 RMB more
In keeping with Starbucks’ tradition of relying on in-store advertising:
Conclusions
Why should Starbucks sell the original Tiramisù instead of the one it is selling now?
Tiramisù in China is popular, it can be found everywhere.
In Starbucks you find the ORIGINAL one.
• High quality standards.
• Fresh Italian ingredients.
• Like an Homemade dessert!
• Italian experience.
Differentiation