1. Starbucks Coffee Creamer Marketing Plan
Lauren Frischman Abbie Thiebaut
Breanna Amico

2. 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

3. Channels of Distribution
Target Stores
Starbucks Cafe

4. SWOT Analysis Strengths Established brand Sought after product
Popularity of natural ingredients
Weaknesses
Higher price
Lack of availability for consumers
Limited flavor offerings
Opportunities
Reach a new market segment
Entice new consumers with a new product
Continual brand awareness
Convenience factor
Threats
Existing competition
Missing out on market segments based on price
Consumers’ brand loyalty to competitors
Lack of mass retailing

5. Target Markets

6. Market Demographics Starbucks Loyalists Adults (35-54)
73% of coffee drinkers make coffee at home
Starbucks holds 15% of this industry
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)
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

7. Financial Objectives First Year Goals Goals for the next five years
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

8. Flavoring Ingredients Packaging and Production
Price Break-Down
Ingredients
Estimated Cost
2% Milk
.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

9. Break-Even Analysis Average per-unit revenue $3.49
Average per-unit variable cost
$2.00
Estimated monthly fixed costs
$500,000.00
Monthly units to break even
335,570
Monthly revenue to break even
$1,171,130.93

10. First Quarter Sales Forecast

11. Promotion TV ads Print Ads- Target magazines Facebook Ads
Interactive social media

12. 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

13. Citations
"Industry Market Research: Coffee Production." Major Companies n.pag. IBISWorld Where Knowledge is Power. Web Nov < stry/majorcompanies.aspx?entid=272
"Industry Market Research: Coffee & Snack Shops." Major Companies n.pag. IBISWorld Where Knowledge is Power. Web. 16 Nov < orcompanies.aspx?entid=1973>.
Newman, Andrew, Adam. "Media & Advertising." Coffee Creamer Brand Focuses on Simplicity and Identity. The New York Times, 01 Aug Web. 16 Nov < /coffee- creamer-brand-focuses-on-simplicity-and- identity.html?_r=2&>.