Starbucks
Coffee Creamer
Marketing Plan
Lauren Frischman
Abbie Thiebaut
Breanna Amico
New Opportunities
 According
to the New York Times, 67% of
coffee drinkers add creamer
 Vanilla Bean, Peppermint Mocha, Carmel
Macchiato, and Pumpkin Spice
 Generate more Starbucks loyalists
Channels of Distribution
 Target
Stores
 Starbucks
Cafe
SWOT Analysis
Strengths
• Established
brand
• Sought after
product
• Popularity of
natural
ingredients
Weaknesses
Opportunities
Threats
• Higher price
• Lack of
availability
for
consumers
• Limited
flavor
offerings
• Reach a new
market
segment
• Entice new
consumers
with a new
product
• Continual
brand
awareness
• Convenience
factor
• Existing
competition
• Missing out
on market
segments
based on
price
• Consumers’
brand loyalty
to
competitors
• Lack of mass
retailing
Target Markets
Target
Shoppers
40%
15%
15%
30%
Students
aged 18-24
Adults aged
35-54
Starbucks
Loyalists
Market Demographics

Starbucks Loyalists



Adults (35-54)




Make up 42% of coffee consumers
Can afford a higher price
Coffee is a part of their daily routine
Students (18-24)



73% of coffee drinkers make coffee at home
Starbucks holds 15% of this industry
10% increase in coffee drinkers in the past 2 years
76% of adults began drinking coffee at this time
Target Shoppers


Care about value
Want upscale, trendy products
*Statistics are from IBISWorld
Financial Objectives
 First


Year Goals
To gain 10% of the coffee creamer industry
To raise corporate revenue by 2.5% from the
sales of the coffee creamer, or to increase
corporate revenue by $30,000,000
 Goals

for the next five years
To raise corporate revenue by an additional
2.5%, making the total revenue from coffee
creamer sales 5% of net revenue
Price Break-Down
Ingredients
2% Milk
Estimated
Cost
.15
Heavy Cream
.35
Flavoring Ingredients
.50
Packaging and Production
1.00
Total Cost:
$2.00
Retail Price:
$3.49
Profit per bottle:
$1.49
Break-Even Analysis
1000000
800000
600000
400000
200000
Break Even Analysis
0
-200000
0
200000
400000
600000
800000
1000000
-400000
-600000
Average per-unit revenue
$3.49
Average per-unit variable
cost
Estimated monthly fixed
costs
$2.00
$500,000.00
Monthly units to break even
335,570
Monthly revenue to break
even
$1,171,130.93
First Quarter Sales Forecast
900000
800000
700000
600000
500000
400000
300000
200000
100000
0
Peppermint Mocha
Vanilla Bean
Caramel Macchiato
Pumpkin Spice
Promotion
 TV
ads
 Print AdsTarget
magazines
 Facebook Ads
 Interactive social
media
Conclusion
 Goal:
Increase company revenue by 5% from
the sale of coffee creamer
 Barriers to success:



The higher price
Lack of mass retailing
Existing Competition
Citations
"Industry Market Research: Coffee Production." Major Companies
n.pag. IBISWorld Where Knowledge is Power. Web. 16
Nov 2013.
<http://clients1.ibisworld.com/reports/us/indu
stry/majorcompanies.aspx?entid=272
"Industry Market Research: Coffee & Snack Shops." Major
Companies n.pag. IBISWorld Where Knowledge is Power.
Web. 16 Nov 2013.
<http://clients1.ibisworld.com/reports/us/industry/maj
orcompanies.aspx?entid=1973>.
Newman, Andrew, Adam. "Media & Advertising." Coffee Creamer
Brand Focuses on Simplicity and Identity. The New York
Times, 01 Aug 2012. Web. 16 Nov 2013.
<http://www.nytimes.com/2012/08/02/business/media
/coffee- creamer-brand-focuses-on-simplicity-andidentity.html?_r=2&>.