1. Starbucks Chocolates Hui yan yi Kathy Lau hoi ling joanne
Lau yan ling jenny
To Chin Pang Ben
Wong wa chun ryan

2. Content Retail sales mix by product type Segmentation & Targeting
Sales Management Strategy
Retailing
- 4P
- Push-Pull Strategy
Internet Marketing
Reference

3. Retail sales mix by product type
Lifestyle
Sourced by Starbucks Fiscal Annual Report 2014

4. Segmentation & Targeting
Lifestyle
The need for change or newness
Psychographic
Serious Coffee Drinkers
Quality of Coffee
Social Conscious
CSR and Fair-trade
Non-coffee Drinkers
Still want to be part of social environment
Food item buyers
Become second main revenue stream
Chocolate
Bakery
Cake and dessert
Food Item
Men and Women
Well-educated
Demographic

5. Sales Management Strategies
Formulation of sales strategy
Implementation of sales strategy
Sales force management
Starbucks Employee
Creating the Starbucks Experience to customers.
Delivering legendary customer service.
Modeling and acting in accordance with Starbucks guiding principles.
Source: us/become-a-partner/retail-careers 

6. Sales Management Strategies
Consultant
Chocolate
Customer
Satisfaction
Promotion
Core Value
Well
Knowledge
Personal Selling
Advantages in promoting and selling our new product – Chocolate.
More effectively when customers are on the verge of making a final decision and committing themselves.

7. Retailing – Marketing Mix Strategy 4P
Product – Starbucks Chocolates
Features:
Taste: Rich, Smooth & Fluid filled
Unique Starbucks Coffee Flavours
Price – Premium Price
Skimming Pricing Strategy (Positioning of Branding)
High price-high quality Strategy (Cocoa bean, Hand-make chocolate)
Set Price: $15-18 (Competitors: Agnes B: $20/pc, Godiva: $30/pc)
Box set: 6 /12 /18 pcs
Source: (McCarthy, 1960)

8. Retailing – Marketing Mix Strategy 4P
Promotion
Pre-launch: Free Tasting for Starbucks Members
Seasonal: Limited Flavours Box Edition
- E.g.: Christmas Red Chocolate box matching with new design of coffee cup
Off Season: Cross Selling with beverage, increase revenue strategy
Special Promotion: Member Birthday, Starbucks Rewards
Place
Exclusive Distribution Strategy
- Only in the Starbuck Coffee Shops
- Maintaining High Hand-made quality
Source: (McCarthy, 1960)

9. Push - Pull Marketing Strategy
Push Strategy
Advertisements in Coffee Shop E.g.: Poster or Banner
Direct Selling to Customers E.g.: Introducing by the Staff
Displaying other products for attracting the customers to buy at the same time E.g.: Coffee Mugs
Pull Strategy
Advertisements on Print Media E.g.: Magazine, Newspaper, Leaflet
Pulling customers into stores to try the promoted product
Highly visible brand, encourage customer seek out the product
Source: (Fahy & Jobber, 2006)

10. Internet marketing strategies
Internet management strategies:
E-retail is Sale of goods and services via the Internet or electronic channels for the personal or household use by end users. Transactional.
Website: Cannot purchase any products but eGift card to someone.
Source:
coffeehouse/merchandise

11. Internet marketing strategies
Focus on E-marketing: company and products information, promotion etc.
Website has the Manu, company info, promotion, new products and introduce CSR policies to enhance image.
Facebook: interacting in Facebook community with customers
YouTube: advertising video eg Christmas.
Source:
StarbucksHongKong/?fref=ts

12. Internet marketing strategies
Starbucks uses e-marketing to present the image and information in the Internet. It attract customers to visit store to see the Chocolate.

13. Reference
Fahy, J., & Jobber, D. (2006). Foundations of marketing. London, United Kingdom: McGraw-Hill Education.
McCarthy, E. J. (1960). Basic Marketing: A Managerial Approach. Illinois, USA.: Richard D. Irwin.
Starbucks Hong Kong. (2015). Fanspage. Retrieved 15 November 2015, from
Starbucks Hong Kong. (2015). Merchandise. Retrieved 15 November 2015, from
Starbucks Hong Kong. (2015). Retail Careers. Retrieved 15 November 2015, from