3. Brand Permissions
•
•
•
•
•
•
More
than
a
new
product,
about
experience
Use
product
in
store
so
demand
for
it
Goes
well
with
current
Starbucks
products
Popular
brand
in
a
low
compe>>on
market
Moving
towards
a
home
brewing
systems
Fits
well
with
brand
values
– Experience
– Quality
– Part
of
neighborhood
community
4. Competition
The
Real
Cream
Difference
-‐
Experience
the
sound
of
joy.
Experience
real
cream
goodness.
Not
your
mother’s
whipped
topping
–
Truly
exci>ng,
true
ingredient,
Truship.
Cool
Whip
and
dessert
–
It’s
love
Sweet,
fresh
and
always
delicious
Store
Brands
6. Product Roadmap – Current State
RTD BEVERAGES
DRINKWARE
EQUIPMENT
COFEE BEANS & TEA
FOOD
Segments
Needs
Adults
New
products
@
home
Enrich
experience
New
market
OTHERS
Gaps
Compe>>on
Experience
@
home
Marke>ng-‐WOM/Social
Cultural Momentum
There
is
a
need
in
consumers
to
leverage
their
home
experience
with
convenience
and
quality
products
Opportunities
Market
Trend
Diversifica>on
Elevate
Experience
7. Product Roadmap – Future State
RTD BEVERAGES
FOOD
EQUIPMENT
COFEE BEANS & TEA
New
Coffee
Peppermint
Mocha
OTHERS
DRINKWARE
Flavors
Caramel
Pumpkin
Spice
This
new
product
line
will
allows
Starbucks
diversify
its
porbolio,
leveraging
exis>ng
Starbucks
branded
offerings
and
bringing
indulgence
to
home
experience
Cinnamon
Dolce
Mocha
Java
Chip
Strawberries
and
Crème
8. Starbucks Whipped Cream
Product
Purpose
• Don’t
have
to
leave
trusted,
loved
brand
• Vanilla
flavor
compliments
beverage/ice
cream
• Convenience
of
home
• Accessibility
Product
Features
• Smooth
• Light
• Real
cream
• Low
calorie
and
fat
• Recyclable
can
• No
mess
cap
• Starbucks
flavor
9. Starbucks Whipped Cream
User
Profiles
• Males
and
females,
18+
• Ac>ve
and
always
on
the
go
• Disposable
income
• Love
coffee
• Enjoy
“me”
>me
• Care
about
their
perceived
image
• Tech
savvy
Product
Principles
• Quality
topping
• Experience
driven
• Connec>vity
11. Positioning
For
those
who
appreciate
a
lille
indulgence,
Starbucks
Whipped
Cream
is
the
one
perfectly
flavored,
smooth
and
sweet
topping
that
will
uplim
not
only
your
treats,
but
your
mood
by
bringing
you
enjoyment
at
the
speed
of
your
life
and
the
comfort
of
your
home.
12. Core Messaging Strategy - Problem
• Having
to
go
to
a
coffee
shop
or
bakery
to
get
a
truly
indulging
and
quality
treat
• Expanding
Starbucks
home
experience
13. Engrained in Customer’s Life
We
are
bringing
coffee-‐house-‐quality
whipped
cream
to
your
home,
allowing
you
to
indulge
without
having
to
walk
beyond
your
refrigerator.
14. How are you creating a relationship?
Leveraging
the
exis>ng
Starbucks
brand
equity
Focus
on
superior
quali>es
(taste,
ingredients)
Concentra>ng
on
convenience
without
sacrificing
taste
Emphasize
on
how
product
compliments
other
exis>ng
Starbucks
products.
• Appeal
to
adult
audience
•
•
•
•
15. How are you overcoming objections?
Stages
I want whipped
cream
I should buy
whipped cream
I should be
canned and
organic
I should buy
Starbucks
whipped cream
Audience
Anyone with a sweet
tooth
Anyone with the facility
to buy it
Practical
Food conscious
Good Taste
Quality
Flavor variety
Objections/ Barriers
- I can have regular cream or milk
- It has fat and sugar
- I can skip the topping
- I can make my own
- The store is far away
- I’ll never finish the whole can
- I can just get something with whipped
cream and not buy the whole can
- It’s less filling than other types of WC
- It will spoil faster
- The can can loose pressure
It has to be refrigerated
-
- Why not buy RediWhip?
- Too expensive
- Don’t they make coffee?
- My grocery store doesn’t carry the brand
16. Marketing Plan
Strategies
ObjecDve
Introduce
Starbucks
Whipped
Cream
product
into
market
by
leveraging
exis>ng
Starbucks
branded
offerings
Goals
–
FY13
Revenue:
Incremental
revenue
of
an
es>mated
$500K
will
be
generated
from
this
launch
Incremental
Units:
Gain
15%
of
market
share
in
first
year.
Key Tactics
UDlize
current
brand
equity
to
reach
targeted
segments
at
key
trigger
points
Leverage
research
and
Starbucks
learnings
to
introduce
product
and
key
messages
Align
product
offering
to
convenience
of
home
Show
how
this
product
will
compliment
other
Starbucks
products
already
in
the
home
Communicate
relevance
to
adult
audience.
Test
marke>ng
media
to
iden>fy
most
effec>ve
acquisi>on
levers
•
In-‐store
tas>ngs
•
In-‐store
collateral
•
Leverage
exis>ng
marke>ng
efforts
•
Leverage
social
proper>es
•
Bundle
promo>ons
•
Message
with
other
Starbucks
products
•
Crea>ve
messaging
that
emphasizes
how
products
compliment
each
other
•
Create
online
marke>ng
videos
•
Test
combina>on
of
rich
media,
educa>onal,
and
targeted
content
site
marke>ng
levers
•
Communicate
indulgence
in
marke>ng
messages
20. Success Story
For
years
you
have
been
coming
into
ours
stores
and
by
now
you
know
exactly
how
much
mocha
to
put
in
your
lale,
how
much
vanilla
crème
makes
your
frapuccino
perfect
and
how
many
shots
of
espresso
you
really
need
to
get
through
your
day.
We’re
honored
to
be
an
important
part
of
your
days
and
we
know
some>mes
you
can’t
come
to
our
stores,
so
you
need
to
be
your
own
barrista.
Now,
you
have
our
roasted
coffee
in
you
cupboard,
you
have
our
frappucinos
in
your
fridge,
you
use
our
Verismo
brewer
to
make
the
perfect
espresso,
and
your
Starbucks
mug
is
always
present
in
every
dishwasher
load.
You
only
need
one
more
thing
to
become
your
own
best
barrista,
the
Starbucks
final
touch,
Starbucks
Whipped
Cream
is
now
available
in
a
store
near
you.
Total
indulgence
is
here,
and
you
can
take
it
home.
