marketingplan_starbucks2

Marketing Plan 2015

Category Strategy
Executive Summary
Starbucks is the world largest coffee company. The company
Target Market now is worldwide but was born in Seattle, Washington.
Unique Selling Proposition
Starbucks doesn’t just sell coffee but refreshment items along
(USP) with entertainment and music. Now 16,858 cafes are operating
in 50 countries. Also 12,700 in United States, Canada and UK.
Adult men and women between eh ages 25 to 40. Also college
student between the ages 18 to 24.

A combination of high quality coffee, high quality service and
a cozy space to enjoy them.

Pricing & Positioning Strategy Price is regulated according to customer’s response. For having

one drink, you must have around $3 to $4 in your pocket.

Distribution Plan Wal-Mart, Barnes & Noble, Target, Colleges, Gas stations.

Your Offers to Customer  Free Pastry with drink purchase
 50% off Frappuccino blends.
 2 teas for 1

Marketing Materials Website, advertisements, business cards, catalogs, brand
campaign.

Promotion Strategy The company believes on one to one promotion rather than
electronic media advertisement. Seasonal induction of items are
considered main source of customer attraction. Beside that
cards are issued that promotes its popularity. Certain gift cards
are given on beverages that increase sales considerably

Online Marketing http://store.starbucks.com

Sales Strategy Grow the store portfolio, Create new occasions, Extend digital
engagement.

Service Strategy Available through all major box chains

Marketing Research Conduct customer audit and identify new market opportunities

Joint Ventures and A joint venture between the iconic international coffee brand
Partnerships and the 2nd largest branded tea company in the world. The
50/50 joint venture, named TATA Starbucks Limited.

Marketing Plan 2015

Referral strategy Ex- My Starbucks Rewards® Refer-a-Friend program.

http://www.forbes.com/sites/davelavinsky/2013/09/30/marketing-plan-template-exactly-what-to-
include/

http://marketingmixx.com/marketing-plan-2/162-starbucks-marketing-plan.html