Post on 21-Aug-2015
Brand Permissions • More than a new product, about experience • Use product in store so demand for it • Goes well with current Starbucks products • Popular brand in a low compe>>on market • Moving towards a home brewing systems • Fits well with brand values – Experience – Quality – Part of neighborhood community
Competition The Real Cream Difference -‐ Experience the sound of joy. Experience real cream goodness. Not your mother’s whipped topping – Truly exci>ng, true ingredient, Truship. Cool Whip and dessert – It’s love Sweet, fresh and always delicious
Store Brands
Market Potential
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2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Sales (in millions)
Year
Whipped Cream Market Size
Product Roadmap – Current State
Adults New products @ home Enrich experience New market
Compe>>on Experience @ home Marke>ng-‐WOM/Social
Segments Needs Gaps Opportunities Market Trend Diversifica>on Elevate Experience
There is a need in consumers to leverage their home experience with convenience and quality products
FOOD COFEE BEANS & TEA DRINKWARE
EQUIPMENT RTD BEVERAGES
Cultural Momentum
OTHERS
Product Roadmap – Future State
FOOD DRINKWARE OTHERS
EQUIPMENT RTD BEVERAGES
This new product line will allows Starbucks diversify its porbolio, leveraging exis>ng Starbucks branded offerings and bringing indulgence to home experience New Flavors
Caramel Coffee Cinnamon Dolce Mocha Peppermint Mocha
Strawberries and Crème Pumpkin Spice Java Chip
COFEE BEANS & TEA
Starbucks Whipped Cream Product Purpose • Don’t have to leave trusted, loved brand • Vanilla flavor compliments beverage/ice cream • Convenience of home • Accessibility
Product Features • Smooth • Light • Real cream • Low calorie and fat • Recyclable can • No mess cap • Starbucks flavor
Starbucks Whipped Cream User Profiles • Males and females, 18+ • Ac>ve and always on the go • Disposable income • Love coffee • Enjoy “me” >me • Care about their perceived image • Tech savvy Product Principles • Quality topping • Experience driven • Connec>vity
Pricing Strategy Approaches • Internal -‐ marke>ng objec>ves, costs
– Product quality leadership • External -‐ nature of market/demand, compe>>on
– Oligopolis>c compe>>on
Strategies • Demand Oriented
– Target – Bundle Pricing
• Compe>>on Oriented – Above-‐, At-‐, Below-‐Market Pricing
Suggested Price: $4.29
Positioning For those who appreciate a lille indulgence, Starbucks Whipped Cream is the one perfectly flavored, smooth and sweet topping that will uplim not only your treats, but your mood by
bringing you enjoyment at the speed of your life and the comfort of your home.
Core Messaging Strategy - Problem • Having to go to a coffee shop or bakery to get a truly indulging and quality treat
• Expanding Starbucks home experience
Engrained in Customer’s Life We are bringing coffee-‐house-‐quality whipped cream to your home, allowing you to indulge without having to walk beyond your refrigerator.
How are you creating a relationship? • Leveraging the exis>ng Starbucks brand equity • Focus on superior quali>es (taste, ingredients) • Concentra>ng on convenience without sacrificing taste • Emphasize on how product compliments other exis>ng Starbucks products.
• Appeal to adult audience
I want whipped cream
Anyone with a sweet tooth
- I can have regular cream or milk - It has fat and sugar
- I can skip the topping - I can make my own
I should buy whipped cream
Anyone with the facility to buy it
- The store is far away - I’ll never finish the whole can
- I can just get something with whipped cream and not buy the whole can
I should be canned and
organic
Practical Food conscious
- It’s less filling than other types of WC
- It will spoil faster - The can can loose pressure
It has to be refrigerated -
I should buy Starbucks
whipped cream
Good Taste Quality
Flavor variety
- Why not buy RediWhip? - Too expensive
- Don’t they make coffee? - My grocery store doesn’t carry the brand
Audience Objections/ Barriers Stages
How are you overcoming objections?
Marketing Plan
UDlize current brand equity to reach targeted segments at key trigger points Leverage research and Starbucks learnings to introduce product and key messages Align product offering to convenience of home Show how this product will compliment other Starbucks products already in the home Communicate relevance to adult audience. Test marke>ng media to iden>fy most effec>ve acquisi>on levers
Strategies
• In-‐store tas>ngs • In-‐store collateral • Leverage exis>ng marke>ng efforts • Leverage social proper>es • Bundle promo>ons • Message with other Starbucks products • Crea>ve messaging that emphasizes how products compliment each other • Create online marke>ng videos • Test combina>on of rich media, educa>onal, and targeted content site marke>ng levers • Communicate indulgence in marke>ng messages
Key Tactics
ObjecDve Introduce Starbucks Whipped Cream product into market by leveraging exis>ng Starbucks branded offerings Goals – FY13 Revenue: Incremental revenue of an es>mated $500K will be generated from this launch Incremental Units: Gain 15% of market share in first year.
Success Story For years you have been coming into ours stores and by now you know exactly how much mocha to put in your lale, how much vanilla crème makes your frapuccino perfect and how many shots of espresso you really need to get through your day. We’re honored to be an important part of your days and we know some>mes you can’t come to our stores, so you need to be your own barrista. Now, you have our roasted coffee in you cupboard, you have our frappucinos in your fridge, you use our Verismo brewer to make the perfect espresso, and your Starbucks mug is always present in every dishwasher load. You only need one more thing to become your own best barrista, the Starbucks final touch, Starbucks Whipped Cream is now available in a store near you. Total indulgence is here, and you can take it home.