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StarbucksNew Product for Thailand Market
Company History   1971 – Starbucks was founded in Seattle   1982 – Howard Schultz joined company   1986 - Howard Schult...
Figures and facts    Starbucks is the largest coffeehouse    company in the world 18,887 stores 55 countries US$ 11 bil...
Locations
Starbucks Products   Drinks                             ◦ Ice Cream    ◦ Brewed Coffee                    ◦ Yogurt Parfai...
Localized Products for Thailand    Market   Green Tea Frappuccino®   Mango Passion Fruit Frappuccino®mango and passion f...
New product idea for Thailand MarketCoconut flavoured espresso beverages   Coconut Mocha Frappuccino $3,5   canned Cocon...
Price and Target audience   Prices compared to local competitors:    ◦ A Starbucks latte or frappucciono is $3.50 -      ...
Advertisement Campaign                       Promotion Channels:   Posters – central city area, sky train, shopping mall,...
Marketing budget’s allocation               10  35                10                         10   posters                 ...
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Starbucks

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Starbucks

  1. 1. StarbucksNew Product for Thailand Market
  2. 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. 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. 4. Locations
  5. 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. 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. 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. 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. 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. 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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