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Starbucks Ice Cream - Product Launch

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An approach to the extension of Starbucks portfolio through the introduction of the Ice Cream product line.

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Starbucks Ice Cream - Product Launch

  1. 1. STARBUCKS ICE CREAM Product Launch Campaign ACP MARKETING TOSHI MAURICIO YULIA YAMINATuesday, April 26, 2011
  2. 2. AGENDA MARKET ANALYSIS MARKETING STRATEGY SWOT REVIEW P.O.O.R. S.T.P 4Ps The Advertising Platform Financial PlatformTuesday, April 26, 2011
  3. 3. A BIIIIIIG MARKET... $ 22bi and consolidated market Have you watched the weather forecast for this year? The people love ice cream! 90% of households and 42 pounds/yearTuesday, April 26, 2011
  4. 4. How are we going to sell? S O SWOT Analysis -Brand -Positioning: coffee = -Associations with Starbucks chains : side product -Starbukss ambiance -Customer ready to try -Creative flavours new products -Quality -Loyal customer W T -Many competitors -Self cannibalization -Gossip about the -Not achieve the pressure on team work expectations of customers -ExpensiveTuesday, April 26, 2011
  5. 5. How are we going to sell? P O O R -New product -The Brand -Make it known by -Explain customers it shop the only coffee shop wich Starbucks customer/ and give them samples -Slow growing market make ice cream catch non starbucks (collect feedback) creatives flavours customer -Strong competitors (tradeworks and patents) -Communication strategy : favorite taste in ice cream -Catch up the market share web-marketing and by Haagen Dazs and Ben & facebook JerrysTuesday, April 26, 2011
  6. 6. How are we going to sell? Product Steak: Premium Ice Cream Convenience Stores Place Starbucks Stores Golf Clubs Cinemas Standard Size Mini-Cup Price Starbucks Store $4.00 $2.50 Convenience Store $6.00 $3.00 Cinema $5.00 $3.00 Golf Club $6.00 $3.00 Promotion Sizzle: The Starbucks XPTuesday, April 26, 2011
  7. 7. How are we going to sell? Strategy Timing Target Groups S Starbucks Consumers S Starbucks “Knowers” T Ice Cream Eaters T Not everyday consumers “A New Way to Have Your P Preferred Starbucks Taste” P “Have a Starbucks pause”Tuesday, April 26, 2011
  8. 8. The Advertising Platform WebMarketing www.StarbucksIceCream.com Directed website explaining the products, expressing the benefits and showing the flavors. Facebook.com - 7.7 million Facebook fans of StarbucksWHEN:April 2011 - TBDHOW: - Information about product - Announcements and invitations - Comments and "like"s - Competitions and prizesTuesday, April 26, 2011
  9. 9. The Advertising Platform What: Public Relations When: April - September 2011 How: - Press Releases about new product - Additional PR for "Starbucks Ice-Cream kiosk" What: Big event for press When: September 2011 How: - The idea of the event is to call some kind of celebrity in the health industry to tell about the health benefits of a premium product like the ice cream. - Press Releases to major newspapers, blogs and websites.Tuesday, April 26, 2011
  10. 10. The Advertising Platform 1. “A New way to have your preferred STARBUCKS taste” Where: TV, Outdoors, Busdoors, All Starbucks stores, Web ads When: April - September 2011 2. “Have a STARBUCKS pause” Where: TV, Radio, Outdoors, Golf Clubs, Cinemas, Convenience Stores and Starbucks Stores When: September ’11 - April ’12 The Starbucks KiosksTuesday, April 26, 2011
  11. 11. Implementation Controls WebMarketing Google Analytics: Measuring and Detailing. PR After each action, phase and event. Ads Campaigns Monthly by ROITuesday, April 26, 2011
  12. 12. Pro-Forma Channel April May June July August September October November December TotalsStarbucks Store $105,270,933.00 $106,323,642.33 $107,386,878.75 $318,981,454.08Mini-Cups $25,128,000.00 $25,379,280.00 $25,633,072.80 $76,140,352.80Standard Size Cups $80,142,933.00 $80,944,362.33 $81,753,805.95 $242,841,101.28Convenience Stores $5,778,780.00 $5,836,567.80 $5,894,933.48 $5,953,882.81 $6,013,421.64 $6,073,555.86 $6,134,291.42 $29,477,585.73Mini-Cups $825,540.00 $833,795.40 $842,133.35 $850,554.69 $859,060.23 $867,650.84 $876,327.35 $4,211,083.68Standard Size Cups $4,953,240.00 $5,002,772.40 $5,052,800.12 $5,103,328.13 $5,154,361.41 $5,205,905.02 $5,257,964.07 $25,266,502.06Cinemas $60,696.00 $61,302.96 $61,915.99 $62,535.15 $63,160.50 $63,792.11 $64,430.03 $309,610.60Mini-Cups $43,836.00 $44,274.36 $44,717.10 $45,164.27 $45,615.92 $46,072.08 $46,532.80 $223,607.66Standard Size Cups $16,860.00 $17,028.60 $17,198.89 $17,370.87 $17,544.58 $17,720.03 $17,897.23 $86,002.94 $348,768,650.42Tuesday, April 26, 2011
  13. 13. STARBUCKS ICE CREAM Product Launch Campaign ACP MARKETING TOSHI MAURICIO YULIA YAMINATuesday, April 26, 2011

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