Starbucks offers specialty coffee drinks, tea, and foods. Their mission is to inspire people one person at a time. Their target market is people ages 18-40 with middle to higher incomes. Starbucks has the largest market share of coffee houses at 38% in the US. They aim to be more environmentally friendly and increase customer turnover. Their marketing strategy focuses on high status products, value pricing that raises 1% annually, promotions around sustainability, and streamlined store placement.
Coldwave Social Marketing Strategy. The ColdWave is the ultimate beverage cooler. Pour in any hot beverage, insert the frozen placer, and instantly enjoy your flash-chilled drink.
Coldwave Social Marketing Strategy. The ColdWave is the ultimate beverage cooler. Pour in any hot beverage, insert the frozen placer, and instantly enjoy your flash-chilled drink.
The Product Development course requires students to create a new product and an analysis to determine if the product created should, or should not, move forward. This was then presented in front of the professor and the entire class.
How to Feed Your Feed: Case Study with ChobaniDigiday
Staying authentic to your audience while growing a brand on social, in high-pressure situations, from the perspective of Chobani's vp of brand communications Josh Dean.
Starbrucks Group - An insight about Starbucks group, history, global presence, value proposition, services, competitors, product innovation, service innovation, success factors, consumer profile
Our Pace EMBA consulting group has been hired to help PepsiCo figure out strategies to revitalize the hydration beverage category and to recommend a new product in this category based on consumer research. We researched hydration industry trends, consumer perceptions of PepsiCo hydration brands, consumers perceived needs in this category, consumer behavior with respect to hydration products, and competing products and companies. From this research, here is our recommendations to PepsiCo regarding the company’s hydration strategy.
The Product Development course requires students to create a new product and an analysis to determine if the product created should, or should not, move forward. This was then presented in front of the professor and the entire class.
How to Feed Your Feed: Case Study with ChobaniDigiday
Staying authentic to your audience while growing a brand on social, in high-pressure situations, from the perspective of Chobani's vp of brand communications Josh Dean.
Starbrucks Group - An insight about Starbucks group, history, global presence, value proposition, services, competitors, product innovation, service innovation, success factors, consumer profile
Our Pace EMBA consulting group has been hired to help PepsiCo figure out strategies to revitalize the hydration beverage category and to recommend a new product in this category based on consumer research. We researched hydration industry trends, consumer perceptions of PepsiCo hydration brands, consumers perceived needs in this category, consumer behavior with respect to hydration products, and competing products and companies. From this research, here is our recommendations to PepsiCo regarding the company’s hydration strategy.
This plan was developed within a group of five NYU students during the 2013 fall semester. We elaborated a complete (integrated) marketing plan covering from the market analysis to the marketing tactics selected to reach ours business goals and objectives.
The first Starbucks opened in Seattle, Washington, on March 30, 1971,
By three partners who met while they were students at the University of San Francisco
English teacher Jerry Baldwin
History teacher Zev Siegl, and
Writer Gordon Bowker
The three were inspired to sell high-quality coffee beans and equipment by coffee roasting entrepreneur Alfred Peet after he taught them his style of roasting beans.
This marketing project is to rebrand Maxwell to attract Millenials who are in lower- or middle- class within urban/suburban areas. (MKT 300- School of Business at UW-Madison)
2. Product/Service
• Specialty drinks, coffee, tea & foods
• Complementary products
• In store & Online ordering
Mission statement:
“To inspire and nurture the human
spirit. One person, one cup and one
neighborhood at a time.”
Complimentary
8%
Coffee
34%
Specialty Drinks
50%
Tea
8%
Popularity of Items
3. Market Segmentation
The Students
• High school to
college
• A place to do
school work
and hangout
The Business
Professionals
• No spare time
• Fast quality
service
• Drive through
or the app
The Mothers and
Care takers
• In a hurry or
looking for a
break
• Wants the
quick escape
from busy life
Retirees
• Adults 40+
• Relax with a
coffee
• Escape from a
busy week
4. Target Market
• Gender: Males and Females
• Age: 18-40
• Occupation: Students, Business
Professionals, Mothers and Retirees
• Benefit Segmentation: A place to do
work, quick service, and have the
luxury status
• Income: Middle to Higher Income
($40,000-$125,000)
Males 10-39
19%
Females 10-39
45%
Males 40+
22%
Females 40+
14%
Consumer Demographics By Gender
and Age
6. S.W.O.T. Analysis:
Strengths: Weaknesses:
• Not having Tea mastered
• Time customers spend in store
• Low sales of complementary
goods with a drink
• Selling and promotion
• Loyal customers
• Ease to getting a coffee
• Locations
• Brand recognition
7. S.W.O.T. Analysis:
Opportunity's: Threats:
• Local coffee shops
• High Prices
• Cheaper alternatives
• Quiet/work rooms
• Live music
• Redesigning of the stores
• Sustainability
• Promotions
8. Marketing objectives
• Being more environmentally friendly
• Compostable cups
• Reduce our waste by 70%.
• Increase customer turnover rate
• Double arch drive-thrus
• Increase our turnover speed by 25% .
• Increase public recognition
• “There for Life's Big Moments”
• Increase our brand presents by 3%.
9. Marketing Strategy
Product
• High social
status
products
• Refillable
tumbler
Pricing
• Value based
• Raise prices
by 1%
annually
• Improve sales
per sq. ft.
Promotion
• Saving the
planet, one
cup at a time
• There for life's
big moments
Placement
• Streamlined
• Hubs based on
manufactured
location
• Keep on
keeping on
