2. Identify your target (PTM) What do they need, want, demand (NWD) What are they choices (competitors) Where is the opportunity (gap) How big is the market (3Cs) http://mariameft.blogspot.com/
3. Product Price Promo Place Generic Winning Strategy of Mix http://mariameft.blogspot.com/
4. 1. Describe the primary target market (PTM)* 25-44, Class AB, Working, Looking for third place except home and work Need a boost up during or after work. 1 to 3 times per day http://mariameft.blogspot.com/
5. Describe your PTM needs Need for control/Friendly employees Need for coffee http://mariameft.blogspot.com/
6. 2. PTM’s needs, wants & demands People need beverages and caffeine is one of them that cause physiological needs. Control of the drink and also being greeted by friendly people each day helps the esteem needs. Starbucks offers specialty coffee that can be personalized by each taste. Good taste, hot or cold, variety in taste and size and feeling more charged are things working adults are looking for when drinking a cup of coffee. http://mariameft.blogspot.com/
7. 3a. Direct and indirect products that address my PTM’s NWD Direct: Figaro, The Coffee Bean & Tea Leaf, Seattle's Best Coffee, McCafe of McDonalds Indirect: Nescafe brewed coffee, Instant coffee, Energy drinks, Milo and other hot drinks Variables: Taste, Price, Local Availability, The brand promises to give enjoyment in speed of life http://mariameft.blogspot.com/
10. 4. Identify the gap between customers and competition Starbucks has the most franchisee in Philippine. It is the only luxury coffee brand offering instant coffee. There is a significant opportunity in the Philippines marketplace for Starbucks VIA® Ready Brew (Taste Promise) since nearly 100 percent of retail coffee sales come from instant coffee. http://mariameft.blogspot.com/
11. Positioning There is nothing else like the Starbucks experience, a real indulgence, everyday. In an instant, you can enjoy the smooth, natural, gooey caramel taste that comes in Starbucks VIA® Flavored Coffee. From vanilla to coffee, we seem to know a thing or two about beans. There’s only one word to describe our all-natural Mocha flavor. Mmmmmm. Sweet and spicy. Now that’s a multi-talented flavor.( Caramel, Vanilla, Mocha, Cinnamon ) http://mariameft.blogspot.com/
12. Positioning Store Ambience Customer Service Advertising—The company spends very little on advertising and depends on word-of-mouth promotion. Involvement in the Community http://mariameft.blogspot.com/
13. 5a. Estimate the market size using competitor data Total Philippines consumption of coffee = 0.7 Instant Coffee = 99.4% = 0.6958 Specialty Coffee = 0.6% = 0.0042 Units: Kilograms per person per year ( according to nestle Philippine) http://mariameft.blogspot.com/
14. Estimate the market size using company data Starbucks/ 175 stores in Philippine Figaro/ 57 stores in Philippine The coffee bean and tea leaf/ 34 stores in Philippine Seattle's Best Coffee/ 16 stores in Philippine McCafe/ 17 stores in Philippine http://mariameft.blogspot.com/
15. Estimate the market size using customer data Starbucks Philippines/ 768,528 The Coffee Bean & Tea Leaf/ 32,554 McDonald's Philippines/ 2,375 Seattle's Best Coffee Philippines/ 1,787 (number of fans) http://mariameft.blogspot.com/
16. Decide on market size in pesos, not in number of people Competitor data= 182 Company data = 182 Customer Usage data = 184 (php per day per person) http://mariameft.blogspot.com/
17. 6a. Photo of product category http://mariameft.blogspot.com/
18. 6b. Product Description The Third Place concept informs the design of Starbucks shops. Commitment to grind and brew many coffee varieties to order, as well as to discard any coffee that has been brewed for more than thirty minutes. largest single buyer of Fair Trade certified coffee in the world http://mariameft.blogspot.com/
20. 8a. Which of these modes does your product use? 3 4 2 1 http://mariameft.blogspot.com/
21. Starbuck’s Get a more special coffee experience out of your day-to-day shopping. For a minimum single receipt purchase of P2,000 on your HSBC credit card, get a tall beverage of your choice from Starbucks, on us. The Limited Edition Starbucks Coffee Philippines 2011 planner Posters Get one free Starbuck’s Instant Coffee with purchase of every Starbuck’s Instant Coffee Starbucks employees are referred to as “partners.” http://mariameft.blogspot.com/
22. The coffee bean and tea leaf Swirl Rewards Card Discounts http://mariameft.blogspot.com/
23. Seattle’s Best Coffee The Standard Chartered Bank’s Instant Rewards at Seattle’s Best Coffee http://mariameft.blogspot.com/
24. 9. Place In every corner Most of the franchised stores are located in shopping malls and airports. Starbucks coffee brands are also marketed through grocery stores in the form of beans and even ice cream flavors. http://mariameft.blogspot.com/
25. 10. What is the generic winning strategy? “Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow. Apply the highest standards of excellence to the purchasing, roasting, and delivery of our fresh coffee “Starbucks is committed to a role of environmental leadership in all facets of our business. http://mariameft.blogspot.com/
26. 10. What is the generic winning strategy? To create a Starbucks experience that makes people come for the coffee, stay for the ambience and environment, and return for the connection To build an image separate from smaller coffee chains To clearly communicate the values and commitments of the Starbucks business to their customers, instead of only growth plans publicized in the media http://mariameft.blogspot.com/
28. Summary headline of your PTM and market Identify your target (PTM) What do they need, want, demand (NWD) What are they choices (competitors) Where is the opportunity (gap) How big is the market (3Cs) http://mariameft.blogspot.com/
29. Working people looking for third place Need beverages hot or cold personalized to their own taste. Can choose The coffee bean and tea leaf, Seattle's best coffee or Mccafe Near 100% of people use instant coffee. Market size is 0.7 kg per day per person that only 6% is the specialty coffee. http://mariameft.blogspot.com/
30. Summary headline of the marketing mix & strategy Product Price Promo Place Generic Winning Strategy of Mix http://mariameft.blogspot.com/
31. 6. Specialty coffee designed for each single taste. 7. The prices are between 5% to 45% more than other brands. 8. Experiences, promotions, word of mouth, ads 9. Nationwide 10. Uses the differentiation and niche. http://mariameft.blogspot.com/
