Starbucks Shot

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Information about Starbucks Shot

Published on January 27, 2008

Author: raluca

Source: slideshare.net

Description

The idea of introducing a new ready-to-drink Starbucks coffee in Romania

Starbucks Shot

About the company Opened in 1971 – in present 13.168 coffee shops worldwide Is committed to offering the highest quality coffee and the Starbucks "Experience” Current typical user: Women 25-49 years old, college educated $50. 000 / year income From 1996, Starbucks introduced their products in grocery stores and supermarkets  the Starbucks experience was extended also at home In Romania Starbucks is considered to be an expensive coffee , which addresses usually to people with incomes over 500 $ - 1200$ / a month.

Opened in 1971 – in present 13.168 coffee shops worldwide

Is committed to offering the highest quality coffee and the Starbucks "Experience”

Current typical user: Women 25-49 years old, college educated $50. 000 / year income

From 1996, Starbucks introduced their products in grocery stores and supermarkets  the Starbucks experience was extended also at home

In Romania Starbucks is considered to be an expensive coffee , which addresses usually to people with incomes over 500 $ - 1200$ / a month.

Market overview The biggest players: Elite Kraft Foods Romania Supreme Imex 90% local coffee market Nestle Alca Co Panfoods The coffee products are the 5 th most bought products in Romania Romania in EU  removal of the taxes  increase of over 50% of the market in the next 4 years

The biggest players:

Elite

Kraft Foods Romania

Supreme Imex 90% local coffee market

Nestle

Alca Co

Panfoods

The coffee products are the 5 th most bought products in Romania

Romania in EU  removal of the taxes  increase of over 50% of the market in the next 4 years

Coffee drinks segments The biggest segment is the natural fried coffee The segment of instant coffee increased with 50% in the last year

The biggest segment is the natural fried coffee

The segment of instant coffee increased with 50% in the last year

The concept of coffee ready-to-drink Types of instant and coffee mixes that include all in one : sugar, milk and coffee According to a study realized by AC Nielsen one of 3 Romanians has with him (on the desk, at the office, in the bag, in their car) a sachet of instant coffee I t takes little time to prepare it and also it decreases the time spent in the morning to prepare the coffee Coca Cola HBC i introduced in May 2005 the Nescafe Xpress product who marked the launch of a new category of coffee : the ready-to-drink coffee.

Types of instant and coffee mixes that include all in one : sugar, milk and coffee

According to a study realized by AC Nielsen one of 3 Romanians has with him (on the desk, at the office, in the bag, in their car) a sachet of instant coffee

I t takes little time to prepare it and also it decreases the time spent in the morning to prepare the coffee

Coca Cola HBC i introduced in May 2005 the Nescafe Xpress product who marked the launch of a new category of coffee : the ready-to-drink coffee.

Core value statement Starbucks Shot ready-to-drink coffee is the ideal solution for the dynamic young people, who want to use their time as efficient as possible.

Starbucks Shot ready-to-drink coffee is the ideal solution for the dynamic young people, who want to use their time as efficient as possible.

Competitor analysis – coffee ready to drink Nescafe Xpress by Coca Cola HBC - leader of this category in Europe 2 assortments: Cafe Late and Latte Macchiato Strong points Nescafe Xpress: the positive awareness of the Nescafe brand, quality of the product, modern packaging, collaboration with Ogilvy Action in Romania for advertising the product Weak point - positioning only as a summer coffee drink

Nescafe Xpress by Coca Cola HBC - leader of this category in Europe

2 assortments: Cafe Late and Latte Macchiato

Strong points Nescafe Xpress:

the positive awareness of the Nescafe brand,

quality of the product,

modern packaging,

collaboration with Ogilvy Action in Romania for advertising the product

Weak point - positioning only as a summer coffee drink

Consumer analysis Primary target market – Young students They are interested in their academic results Work in student organizations, do volunteering or have a part time job. T hey participate at cultural, sport or other kind of events They have a big group of friends and always need an extra plus of energy The main words that characterizes these people: proactivity and initiative. Secondary target market P e ople of any age that are active , don’t have too much free time and they grab a ready-to-drink coffee on their way.

Primary target market – Young students

They are interested in their academic results

Work in student organizations, do volunteering or have a part time job.

T hey participate at cultural, sport or other kind of events

They have a big group of friends and always need an extra plus of energy

The main words that characterizes these people: proactivity and initiative.

Secondary target market

P e ople of any age that are active , don’t have too much free time and they grab a ready-to-drink coffee on their way.

Marketing objectives Within 6 months, STARBUCKS Shot will become the number one choice for young people when it comes to ready-to-drink coffee Within 6 months to achieve sales of 1 224 000 $ (total number of students in Iasi 65 000. Half of them- 30 000 will drink 4 cans/months therefore we have 30 000*4*6months*1.7$ - 1 224 000 $)

Within 6 months, STARBUCKS Shot will become the number one choice for young people when it comes to ready-to-drink coffee

Within 6 months to achieve sales of 1 224 000 $ (total number of students in Iasi 65 000. Half of them- 30 000 will drink 4 cans/months therefore we have 30 000*4*6months*1.7$ - 1 224 000 $)

Marketing mix Product – a chance to test Starbucks One type of product – NO product line Short, slender can Italian Roast coffee with milk It can be enjoyed anywhere 2. Price Above other coffee products, in order to position itself as a product with a higher quality, but less as a premium product 1.7 $ /4 RON.

Product – a chance to test Starbucks

One type of product – NO product line

Short, slender can

Italian Roast coffee with milk

It can be enjoyed anywhere

2. Price

Above other coffee products, in order to position itself as a product with a higher quality, but less as a premium product

1.7 $ /4 RON.

Marketing mix 3. Placement L arge supermarkets like Carrefour, Kaufland Billa and Gmarket M any small stores around the campus and university 4. Promotion The main idea is to promote the product wherever young people can be found  integrated marketing communication strategy conventional media (newspapers and magazines) unconventional media (restrooms advertising, electronic displays) online interactive campaign dedicated to this product (website and promotions on specific forums and blogs).

3. Placement

L arge supermarkets like Carrefour, Kaufland Billa and Gmarket

M any small stores around the campus and university

4. Promotion

The main idea is to promote the product wherever young people can be found  integrated marketing communication strategy

conventional media (newspapers and magazines)

unconventional media (restrooms advertising, electronic displays)

online interactive campaign dedicated to this product (website and promotions on specific forums and blogs).

Advertising objectives Within 6 months, 80% of the target audience will know that Starbucks products are available in Iasi Within 6 months, 60% of the target audience will consider the Starbucks brand the first choice when it comes to ready -to-drink coffee

Within 6 months, 80% of the target audience will know that Starbucks products are available in Iasi

Within 6 months, 60% of the target audience will consider the Starbucks brand the first choice when it comes to ready -to-drink coffee

Creative strategy The role of advertising Let people know the fact that Starbucks has entered the market of Iasi with a new product Deliver the brand personality: dynamism, energy and self confidence. Key benefits to be transmitted: The main idea that will be promoted is the fact that the Starbucks product will help young people to feel more fresh, active and with more energy. With more energy, in the same amount of time, people will do more things.

The role of advertising

Let people know the fact that Starbucks has entered the market of Iasi with a new product

Deliver the brand personality: dynamism, energy and self confidence.

Key benefits to be transmitted:

The main idea that will be promoted is the fact that the Starbucks product will help young people to feel more fresh, active and with more energy.

With more energy, in the same amount of time, people will do more things.

Description of the prints Creative idea: “Days are now longer” The idea is to transmit the fact that the cuckoo has to go out more times, now that the days are longer and have more hours.

Creative idea: “Days are now longer”

The idea is to transmit the fact that the

cuckoo has to go out more times, now

that the days are longer and have more

hours.

Description of the prints Creative idea: “Months are now longer” A calendar of the January month which has 47 days instead of 31.

Creative idea: “Months are now longer”

A calendar of the January month

which has 47 days instead of 31.

Scene 1 – a clock shows the hour 7:45 in the morning Scene 2 – A young boy enters a class . He’s fresh, the type of cool boy, that most probably owns an Ipod. He finds a free place and takes a sit . Scene 3 – Another boy comes near of him. He’s trying to say something but he’s talking in slow motion. Boy 1 tries to understand but he gets bored. The sound is like on a slow motion and everything seems to move very slowly, except Boy no. 1 Scene 4 – Boy 1 is bored and starts doing anything in order not to be bored anymore. So in 10 minutes he starts doing a lot of funny and time consuming activities that he finishes very fast. These images are showed one after another, and on the background you can hear Boy 2 voice in slow motion . Scene 5 – Boy 1 hands Boy 2 a Starbucks shot. He tastes it and he starts talking normal, and not in a slow motion anymore. Scene 6 – Time has now a new meaning. Move faster with Starbucks Shot Description of the video

Scene 1 – a clock shows the hour 7:45 in the morning

Scene 2 – A young boy enters a class . He’s fresh, the type of cool boy, that most probably owns an Ipod. He finds a free place and takes a sit .

Scene 3 – Another boy comes near of him. He’s trying to say something but he’s talking in slow motion. Boy 1 tries to understand but he gets bored. The sound is like on a slow motion and everything seems to move very slowly, except Boy no. 1

Scene 4 – Boy 1 is bored and starts doing anything in order not to be bored anymore. So in 10 minutes he starts doing a lot of funny and time consuming activities that he finishes very fast. These images are showed one after another, and on the background you can hear Boy 2 voice in slow motion .

Scene 5 – Boy 1 hands Boy 2 a Starbucks shot. He tastes it and he starts talking normal, and not in a slow motion anymore.

Scene 6 – Time has now a new meaning. Move faster with Starbucks Shot

Where will Starbucks Shot be promoted? Coffee shops/ Bars Most of the young people are more likely to be found there after 18:00 There will not be other special points of purchase (ex: a special fridge like in the case of Red Bull) Locations near the campus (Timeout, Pizza Magic) or in the centre of the City (No8 Café, Arte Café) The bars in Tudor : Pizza Pazzo, Manhattan and Pub 25 Way of promotion printed ad, commercial on the LCDs

Coffee shops/ Bars

Most of the young people are more likely to be found there after 18:00

There will not be other special points of purchase (ex: a special fridge like in the case of Red Bull)

Locations near the campus (Timeout, Pizza Magic) or in the centre of the City (No8 Café, Arte Café)

The bars in Tudor : Pizza Pazzo, Manhattan and Pub 25

Way of promotion

printed ad, commercial on the LCDs

Where will Starbucks Shot be promoted? Universities Students spend around 4 days per week in the university Posted the entrance in the university (at the billboard with news), the restrooms , and the library (on the desktop of the computers) The main objective is to reach all types of students Starbucks name will be promoted at every important event during the life of a student Way of promotion : printed ad on the billboards and on the desktops, flyers

Universities

Students spend around 4 days per week in the university

Posted the entrance in the university (at the billboard with news), the restrooms , and the library (on the desktop of the computers)

The main objective is to reach all types of students

Starbucks name will be promoted at every important event during the life of a student

Way of promotion : printed ad on the billboards and on the desktops, flyers

Where will Starbucks Shot be promoted? Malls The main mall s targeted here are Iulius Mall and Carrefour Way of promotion Printed ad, commercial on the LCDs, flyers Sales promotion – 6 product testing campaigns / during the weekends The man that will distribute the give away’s will be wearing a can as a costume Public relations - sponsor the usual concert organized by the Iulius mall in the Tudor campus, before Christmas.

Malls

The main mall s targeted here are Iulius Mall and Carrefour

Way of promotion

Printed ad, commercial on the LCDs, flyers

Sales promotion – 6 product testing campaigns / during the weekends

The man that will distribute the give away’s will be wearing a can as a costume

Public relations - sponsor the usual concert organized by the Iulius mall in the Tudor campus, before Christmas.

Ear covers Give away

Umbrella Give away

Where will Starbucks Shot be promoted? Supermarkets The ones where the product will be distributed There will be product testing and flyers distributed in order for the people to know where to buy the product. Outdoors The ones in the campus or near the supermarkets City lights are also a good option.

Supermarkets

The ones where the product will be distributed

There will be product testing and flyers distributed in order for the people to know where to buy the product.

Outdoors

The ones in the campus or near the supermarkets

City lights are also a good option.

In what local publications will Starbucks be promoted? City guides Free magazines that are distributed in bars and coffee shops: IS24FUN, Zile si nopti (Days and nights), Cityscape Student publications Opinia studenteasca (Student’s opinion), Fitzuica, B606

City guides

Free magazines that are distributed in bars and coffee shops: IS24FUN, Zile si nopti (Days and nights), Cityscape

Student publications

Opinia studenteasca (Student’s opinion), Fitzuica, B606

Online promotion Website - www.Starbucksshot.com “ Shoot with Starbucks shot” - the game’s objective is to throw as many Starbucks cans as you can, in 1 minute, in a man that moves around the screen. As the user throws cans at him he starts moving really fast A quiz – How sleepy are you? - the results will be delivered as Starbucks messages: “You are practically dreaming. Don’t know if this game is for real or only in your dreams. A Starbucks shot would give you an answer.” Avatars - “No hangover. I have my Starbucks shot” / “No boredom. I have my Starbucks shot”

Website - www.Starbucksshot.com

“ Shoot with Starbucks shot” - the game’s objective is to throw as many Starbucks cans as you can, in 1 minute, in a man that moves around the screen. As the user throws cans at him he starts moving really fast

A quiz – How sleepy are you? - the results will be delivered as Starbucks messages: “You are practically dreaming. Don’t know if this game is for real or only in your dreams. A Starbucks shot would give you an answer.”

Avatars - “No hangover. I have my Starbucks shot” / “No boredom. I have my Starbucks shot”

Other promotion activities Sponsorship Participate as a partner at University’s Olympics and at AIESEC (NGO) trainings . In this way the company will have access also to the elite students and young people that will become in future, because of their incomes, the target market for a Starbucks coffee shop.

Sponsorship

Participate as a partner at University’s Olympics and at AIESEC (NGO) trainings . In this way the company will have access also to the elite students and young people that will become in future, because of their incomes, the target market for a Starbucks coffee shop.

Advertising budget Element Expenses ($) Video production 15 000 Media space 27 500 Outdoors 7200 / 6 months Contracts with magazines 1450 Sponsorships 5000 Sampling 1000 In-store displays 4000 Website (production +hosting) 10 000 Total 80 650

Testing and Evaluation Pretesting of the prints – focus groups with people from the target market Post testing of the campaign – questionnaire in order to measure the awareness of people regarding the presence of the product in Iasi and the perceived quality by the consumers

Pretesting of the prints – focus groups with people from the target market

Post testing of the campaign – questionnaire in order to measure the awareness of people regarding the presence of the product in Iasi and the perceived quality by the consumers

Thank you!

Thank you!

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