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Starbucks
Starbucks
Starbucks
Starbucks
Starbucks
Starbucks
Starbucks
Starbucks
Starbucks
Starbucks
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  • 1. StarbucksNew Product for Thailand Market
  • 2. Company History 1971 – Starbucks was founded in Seattle 1982 – Howard Schultz joined company 1986 - Howard Schultz started Il Giornale 1987 - Howard Schultz bought Starbucks and rebranded it 1990s – 2000s – a new tor every work day
  • 3. Figures and facts Starbucks is the largest coffeehouse company in the world 18,887 stores 55 countries US$ 11 billion revenue 149,000 employees
  • 4. Locations
  • 5. Starbucks Products Drinks ◦ Ice Cream ◦ Brewed Coffee ◦ Yogurt Parfaits ◦ Espresso Beverages ◦ Frappuccino  Coffee at home: ◦ Chocolate Beverages ◦ Whole bean coffee ◦ Teas ◦ Instant coffee (“VIA Ready brew ◦ Smoothies Coffee”) ◦ Bottled Drinks ◦ Portion packs Coffee and Tea Food  Mugs and tumblers ◦ Bakery ◦ Petites  Starbucks-brand ice cream and ◦ Bistro Boxes coffee (are offered at grocery ◦ Hot Breakfast stores). ◦ Salads ◦ Sandwiches, Panini & Wraps
  • 6. Localized Products for Thailand Market Green Tea Frappuccino® Mango Passion Fruit Frappuccino®mango and passion fruit juice, blended with Tazo PassionTM tea and ice Coffee Jelly Frappuccino®a Coffee Frappuccino® poured over coffee jelly made from Starbucks exclusive recipe Iced Coffeeespresso poured over ice and coffee jelly
  • 7. New product idea for Thailand MarketCoconut flavoured espresso beverages Coconut Mocha Frappuccino $3,5 canned Coconut Jelly Iced Coffee* $1 bottled Coconut Mocha Frappuccino* $1,7*available in stores
  • 8. Price and Target audience Prices compared to local competitors: ◦ A Starbucks latte or frappucciono is $3.50 - $4 ◦ Independent Thai coffee shop latte is 55 baht ($1.60)*The average salary in Thailand is around 240 baht a day (or $7 a day) Target audience:middle-class, tourists, college students
  • 9. Advertisement Campaign Promotion Channels: Posters – central city area, sky train, shopping mall, university campus and stores Newspaper and magazines inserts Online social networking sites Coupons distribution In-store sampling CouponsProposal: With this coupon you’ll be able to save 50% on our Coconut Mocha Frappuccino.Distribution channels: newspapers and magazines print coupons from website starbucks.com distribution – central city area, sky train, shopping mall, university campus
  • 10. Marketing budget’s allocation 10 35 10 10 posters newspaper and magazines inserts online social networking sites in-store sampling 35 coupons distribution

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