Starbucks Hot Alcoholic Drinks Kirk Kaubish Suzanne Souva Chris Tagliavia Leina Rabanal 5-7-13.

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Presentation transcript:

Starbucks Hot Alcoholic Drinks Kirk Kaubish Suzanne Souva Chris Tagliavia Leina Rabanal

Agenda O Products O Market Needs/Trends O Target Market O Market Size/Growth O Positioning O Competition O Marketing Mix O Financials O Conclusion

Take a Look Video

New Products O The Irish Coffee O Spiked Hot Chocolate

Market Needs O The Starbucks “experience” O Liquor demand O Where our product is offered

Market Trends O Market Trends O What our product does for existing trends O Starbuck’s and it’s differentiation

Target Market

Market Growth O Growth within the coffee industry and its marketplace O Correlation between coffee and alcohol O Evenings Menu O Continuing market growth

Marketing Objectives O Survey results O Goal

Marketing Mix Distribution Pricing Marketing Communication

Distribution O Starbucks builds relationships with its distributors O Using this strategy, Starbucks’ distribution channel is:

Pricing O Spiked Hot Chocolate $6.00 O 70% profit margin O Cost $1.78 (raw materials) O Irish Coffee $6.25 O 60% profit margin O Cost $2.49 (raw materials)

Spiked Hot Chocolate Raw MaterialPortion SizeCalculationCost Per Portion ($) Baileys Irish Cream2.5 oz.1 oz. = $0.54$1.35 Milk6 oz.1 oz. = $0.03$0.18 Fontana Bittersweet Chocolate Mocha Sauce 3 tbsp. (1.5 oz.) 1 oz. = $0.11$0.17 Whipped Cream2 oz.1 oz. = $0.04$0.08 Total:$1.78

Irish Coffee Raw MaterialPortion SizeCalculationCost Per Portion ($) Baileys Irish Cream 3.5 oz.1 oz. = $0.54$1.89 Coffee6.5 oz.1 oz. = $0.08$0.52 Whipped Cream 2 oz.1 oz. = $0.04$0.08 Total:$2.49

Promotion O Starbucks does not use national advertising campaigns O There will be one party at each location O Each location will create hype O Starbucks will provide sale incentives

Product Position O More for the same O Competitors cannot match

Competitors

Spiked Hot Chocolate Price Per Unit$6.00 Number of Units Sold2850 Total Sales$17,100100% Less: Variable Production Costs$5, % Less: Variable Selling Costs$00% Total Variable Costs$5, %$1.78 Contribution Margin$12, % Less: Fixed Production Costs$00% Less: Fixed Selling and Administration Costs $00% Total Fixed Costs$00%$0 Income Before Taxes$12, %$4.22

Irish Coffee Price Per Unit$6.25 Number of Units Sold2850 Total Sales$17,813100% Less: Variable Production Costs$7, % Less: Variable Selling Costs$00% Total Variable Costs$7, %$2.49 Contribution Margin$10, % Less: Fixed Production Costs$00% Less: Fixed Selling and Administration Costs $00% Total Fixed Costs$00%$0 Income Before Taxes10, %$3.76

Finance O Goal = sell 300 hot alcoholic drinks O There are no fixed costs O Design and produce new mugs O We expect sales to grow quarterly

Sales Forecasts Measuremen t of Time Beginning on:Units SoldSales 1 st QuarterJune 1, ,26062, nd QuarterSeptember 1, ,97073, rd QuarterDecember 1, ,68083,790 4 th QuarterMarch 1, ,39094, nd YearJune 1, ,400418,950 3 rd YearJune 1, ,400418,950

Thank you Any Questions Comments