Starbucks casestudypowerpoint

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Starbucks casestudypowerpoint

  1. 1. Starbucks Case Study: Canada“Notes for Notes”<br />By: Clark Ingram and Caitlin Worley<br />
  2. 2. Swot Analysis<br />
  3. 3. Starbucks Entertainment<br /><ul><li>Consumers become marketers of the product
  4. 4. Music has an effect on ones emotions
  5. 5. Provides positivity without taking away from the core product</li></li></ul><li>“Notes for Notes”: Influences<br />A concerted effort by Starbucks to reclaim the coffee house aura once present in its coffee houses<br />A mandate by Starbucks to maintain customer focus on the coffee itself<br />A strong sense of national pride among Canadians<br />Types of music conducive to the coffee house atmosphere coinciding with the favorite types of music in Canada<br />Coffee and music both elicit feelings from their consumers<br />
  6. 6. “Notes for Notes”: The Campaign<br />Music pairings for the coffee will be suggested both by baristas and in-store advertisements<br />The coffee and music will be paired according to style and feelings elicited<br />The “Notes for Notes” frequent buyer card<br />
  7. 7. “Notes for Notes”: The Music<br /><ul><li> The most popular types of music in Canada are Indie Rock, Adult Contemporary, Jazz, Singer/Songwriter, and Standards
  8. 8. These types of music are often synonymous with the coffee house atmosphere Starbucks is trying to recreate
  9. 9. All music featured and sold as part of the “Notes for Notes” campaign is by Canadian artists
  10. 10. Music will be sold in both digital download and CD compilation format</li></ul>Downloads and CD’s will be offered as pairings to types of coffee drinks and marketed in five basic coffee drink categories<br />
  11. 11. Breakfast Blend/Mild<br />Adult Contemporary, Jazz, and Standards<br />
  12. 12. Bold/African<br />Newer Indie Rock, Singer/Songwriter<br />
  13. 13. House Blend/Asian<br />Acoustic Classic Rock<br />
  14. 14. Espresso<br />90’s Pop and Rock<br />
  15. 15. Frappuccino<br />Acoustic 80’s Pop and Rock<br />
  16. 16. Expected Sales Revenues<br />Modest 4% increase in music sales expected<br />Based on number of stores and previous sales figures, sales in Canadian Starbucks account for roughly 25% of the company’s international sales<br />Average yearly sales= $1,300,000<br />Total 5-year sales= $6,500,000<br />

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