Learning Team A Marketing Plan

Jennifer Bodine, Shannon James, Tyler Thomas. Sherrell

Cook and Teron Brooks

Mission Statement

• To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.

Starbucks Sensation

• Sugar - free

• Will provide mental and physical stimulation

• Will be sold in bulk

SWOTT Analysis

• Strengths

• Weaknesses

• Opportunities

• Threats

• Trends

Marketing Research

• Consumer analysis

– Demographics

– Psychographics

– Behaviors

– Geographical considerations

Segmentation

• Identify your target market

– the buyers and consumers

• Marketing strategy

– factors that affect your marketing strategy

• Current competition

Starbucks’ Primary Target Market:• Men and women aged

25 to 40

• Young adults aged 18 to 24

• College students

Competition

• Red Bull

• Rockstar

• Monster

Differentiation and positioning • How the new energy drink will differentiate from

its competitors

• Product positioning

• A positioning strategy

Product life cycle

Places to Promote• Social networking sites

– Facebook

– Twitter

– Instagram

• In-store locations

– Sampling

– Coupon on receipt to come back

• Grocery store displays

– Cardboard displays that draw attention

– Coupons

Promotional Strategies• Push Strategies• In-store sampling

– Offer samples of Sensation to customers

• Give samples at events

– Marathons – give samples to participants

• Pull Strategies• E-mails

– Send product launch information & coupons to registered customers

• Advertisements

– Use social networking to entice people to come in

– Let customers upload photos of them drinking & giving testimonials.

Initial Sales Promotion Schedule • January 2014 - Starbucks will

hold its first meeting to

introduce the product to the

employees and the goals of

advertising the new product.

• February 2014- The advertising

plan and budget will be put into

place with the production and

advertising team, CEO and the

President of the company.

• March 2014- The goal during

this month is to begin promoting

the product on different sites,

such as Facebook, Twitter, and

Instragram.

• April 1, 2014 to June 1, 2014-

During the next two months

have samples to distribute to

Starbucks stores and local

grocery stores.

• July 1, 2014 to September 30,

2014- Product will be launched

into select stores.

• October 1, 2014- November 30,

2014- Full production of the

Starbucks Sensation will be in

effect.

• December 1, 2014- An event will

be held for the launch of the new

product to investors, companies

and employee’s of the company.

Advertising Plan

• Full Page Ads in popular magazine ads

– Celebrities and average Joes

– Website that includes a printable discount coupon with access code

• Text Message

– Gym

– College Campus’

– Athletic Venue

Public RelationsProcess of Building Positive Relationships with the Public• Newspaper article

– Explanation of Starbucks Sensation product and features

– Issue in local and national news outlets

• Sponsor Extreme Sport events

– Energy drinks are the main sponsors

• Open and Honest with the public

– Communicate effectively on any issues, complaints or government inquiries

Channel Management

• Organizing marketing techniques to distribute Starbucks Sensation to the most customers at the correct locations and at the correct time

• Starbucks Sensation sold through direct and indirect distribution channels

• Different flavors sold at different geographical locations

Distribution

• Starbucks will coordinate distribution through the Supply Chain Department

– Monitor inventory levels and coordinate shipping schedules

• Trucks will be used to ship inventory to distribution centers and selling locations

– Most cost efficient method for geographical area

• Just-in-time (JIT) delivery system

– Cut down on storage costs

– Quicker arrival of inventory

Financial Plan

• Outline a high-level financial plan that defines your financial model and pricing assumptions.

– This plan should include expected annual sales and profits for the next three years.

– Use several slides to cover this material appropriately.

Elements for Monitoring, Evaluate

and Control

• Access codes

• Use of coupons

Conclusion

• Starbucks products will continue to grow because the company has taken the necessary steps to launch their products successfully by creating and marketing the products correctly.

References• Business Dateline (2009). Restaurants, Coffee Shops and Other Food Retailers Can now create

professional loyalty clubs affordable online: New service allows small businesses to benefit from

marketing practices once reserved only for the largest players. Business Dateline. Retrieved

August 20 ,2013

• Vass, K. (2005, April) A Solid Marketing Plan Begins with SWOT. Textile World. Pg. 18.Retrieved

August 23 ,2913 from Pro Quest database.

• O'Farrell, R. (n.d.). Who is Starbucks' Target Audience? Retrieved from

http://smallbusiness.chron.com/starbucks-target-audience-10553.html

• Perreault, W. D., Cannon, J. P., & McCarthy, E. J., Jr. (2011). Basic marketing: A marketing strategy

planning approach (18th ed.). New York, NY: McGraw-Hill.

• Reid, R.D. and Bojanic, D.C. 2009. Hospitality Marketing Management. 5th ed. s. l.: John Wiley

• Starbucks Pricing Strategy | Chron.com. (n.d.). Retrieved September 6, 2013, from

http://smallbusiness.chron.com/starbucks-pricing-strategy-10544.html

Starbucks to jolt consumers with Refreshers energy drink USA TODAY.com. (n.d.). Retrieved September 6,2013 from

http://usatoday30.usatoday.com/money/industries/food/story/2012-03-21/starbucks-energy-drink-refreshers-

red-bull/53693616/1