![“…strengthen [the] brand’s association with hot coffee, increase [its]
visibility at grocery stores around the country, and ultimately drive more
hot coffee sales when consumers visit [its] restaurants.”
- John Costello, Dunkin’ Brands’ President, Global Marketing
and Innovation](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Starbucks enters coffee creamer market
- 2. “…strengthen [the] brand’s association with hot coffee, increase [its] visibility at grocery stores around the country, and ultimately drive more hot coffee sales when consumers visit [its] restaurants.” - John Costello, Dunkin’ Brands’ President, Global Marketing and Innovation
- 3. Coffee Creamer Market SWOT Analysis Choice Drivers Market Entrance Recommendations EXECUTIVE SUMMARY
- 4. 1971 1992
- 5. FORCES AFFECTING COFFEE CREAMER MARKET Sociocultural: 54% Focus on home brewing Technological: 50% Advanced brewing systems Economic: 1.6% Future of declining input costs
- 6. S W TO • Expansive network • Drink variety • Brand recognition • My Starbucks IDEA • Higher priced items • Social stigmas • Brand dissolution • Number of competitors • Diversify product offerings • Foreign market expansion • Partnerships • Mobile technology • Competitor market position • Production costs • New product acceptance • Low margin business
- 7. STARBUCKS CHOICE DRIVERS Favorability of STARBUCKS Probability to Purchase STARBUCKS 9.357 R2 = .173 Quality STARBUCKS Brand R2 = .225 TASTE Variety of Flavors R2 = .520
- 9. ATTRIBUTE PERFORMANCE 4.87 4.91 3.61 5.17 4.59 4.86 4.37 5.77 5.79 4.13 3.35 5.28 5.91 5.64 TASTE VARIETY OF FLAVORS QUALITY PRICE NUTRITIONAL CONTENT PACKAGING BRAND Dunkin' Donuts Starbucks
- 10. PRICE FREQUENCY $1.00-3.00 $3.00-4.00 $4.00-5.00 $5.00-6.00 $6.00-7.00 $7.00-8.00 $8.00 and above DEMOGRAPHIC FACTORS Dunkin’ Donuts Gender Education Age Favorability towards DD 0.421 0.957 0.625 Probability of Purchasing DD Coffee Creamer 0.706 0.932 0.403 Max Price willing to pay for DD 0.194 0.343 0.956 Starbucks Gender Education Age Favorability towards Starbucks 0.932 0.602 0.148 Probability of Purchasing Starbucks Coffee Creamer 0.635 0.305 0.655 Max Price willing to pay for Starbucks 0.585 0.410 0.901
- 11. $4.99
- 12. STARBUCKS Should Enter Coffee Creamer Market Willingness to Pay Higher Price Pre-established Distribution Channels Outperforming DD on Key Metrics Logical Product Extension ✔ ✔ ✔ ✔
- 15. It’s AFFOGATO AFFOGATO Signature! MARKETING CAMPAIGN