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mm marketing plan

mm marketing plan--group assignment

Ng Fu Min

on 7 December 2012

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Transcript of mm marketing plan

Address Starbucks Starbucks Customer Relations
Berjaya Starbucks Coffee Company Sdn Bhd,
Lot 10-04, Level 10, Berjaya Times Square,
No.1, Jalan Imbi, 55100 Kuala Lumpur,
Malaysia. Telephone 603 - 2052 5888 Fax 603 - 2052 5889 E-mail Facebook customer@starbucks.com.my www.facebook.com/StarbucksMalaysia Presented by:
How Yong Sern
Ng Fu Min
Chau Inn Sen
Lim Wei Lun
Yeoh Huey Yng Starbucks Marketing Plan 203862
204943 Website www.starbucks.com.my 1971 1987 1992 2011 Company Background Changes of Starbucks Logo Established in 1971 in Seattle by 3 partners which are Jerry Baldwin, Zev Siegl and Gordon Bowker.
First store in Seattle’s historic Pike Place Market.
First Starbucks locate outside North America opened in Tokyo, Japan in 1996.
First Starbucks retail store in Malaysia was located at KL plaza, Jalan Bukit Bintang, Kuala Lumpur.
Berjaya Starbucks Coffee Company Sdn Bhd is jointly owned by Starbucks Coffee International and Berjaya Corporation Berhad.
Now, the company has over 115 stores all over Malaysia. Mission Vision To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time. To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow. Macro Environment Micro Environment Technological Social Demographics Political Economic Natural Intermediaries Customers Publics Competitors Company Suppliers Allow Starbucks to offer the higher standard quality products.
Introduction of the Starbucks Card.
Almost all Starbucks location have WI-FI for consumer needs.
Its computerized roasters allow the company to create unique computerized curves in roasting coffee beans. Participating and organizing activities such as neighborhood clean-ups and walk-a-thons.
Consumer preferences could shift from coffee to other beverages.
Achieving 2% target of customers using Starbucks reusable mug over paper or plastic cup in 2009. People ages 15 until 64 make up the largest percentage of the Malaysia population
Targets both males and females, mainly 18-30 year olds, but really does cater for everybody's needs.
Starbucks customers are mainly in their final years of high school, in university or just starting to work. As Starbucks is expanding internationally, trade restrictions, tariffs, tax policies and employment laws of related to their business countries have influence upon Starbucks.
Starbucks has to take into account very different political situations in countries from which it buys coffee and countries. Financial intermediaries to the Starbuck had been a foundation for raising investment capital through bank loans and purchase of investment assets for the company. The customers are very loyal to their Starbucks brand.
They love the products and enjoy the laid back and relaxing appeal that Starbucks has to offer.
Many Starbucks customers have common interests of their products and atmosphere. The Company’s primary competitors for coffee beverage sales are quick-service restaurants and specialty coffee shops.
Example: Coffee Bean, Oldtown White Coffee
The Company’s whole bean coffees and ground packaged coffees compete directly against specialty coffees sold through supermarkets, club stores and specialty retailers. Berjaya Starbucks Coffee Company Sdn Bhd is jointly owned by Starbucks Coffee International and Berjaya Corporation Berhad.
The company operates Starbucks stores throughout Malaysia and is committed to offering the world’s finest coffee while enriching Malaysians’ lives one cup at a time. Starbucks makes sustainable relationship with their suppliers especially farmers by supporting supplier development.
Suppliers can refer to manufacturer, distributor, wholesaler, dealership and merchant in supplying products. Product Promotion Place Price 4P's SWOT Analysis trength S W eakness O pportunities T hreat Company's Logo and Tagline "Smooth out your day, everyday." Marketing Objectives To create a Starbucks experience that makes people come for the coffee, stay for the ambience and environment, and return for the connection.
To build an image separate from smaller coffee chains.
To clearly communicate the values and commitments of the Starbucks business to their customers. Financial Objectives Increase the profit margin.
Have each store reach a targeted sales level.
Achieve a high growth rate every year.
Open new stores with lower store-opening costs. Target Markets Malaysia’s population, as of July 2010, is estimated to be 28,250,500, which makes it the 44 th most populated country in the world.
The Malaysian population continues to grow at a rate of 2.4% per annum and about 34% of the population is under the age of 15.
Starbucks should target those customers who fit in its high-end market and appreciate the "Starbucks experience". Target Markets (Cont.) Potential target customers are :
Coffee drinkers.
Age ranging from 18 to 60.
People living in urban areas, especially large cities.
People working in professional and executive positions.
University students.
People with relatively medium or higher income. Positioning Positioning (Cont.) Store Ambience
Goal : To make customers want to linger.
Social Appeal :
- Offer a sense of community, a place where people can come together.
Physical layout:
- Seating areas to encourage lounging.
Sound :
- Play soothing CDs in the store.
- Often offer live music. Customer Service
Direct link between customer satisfaction and customer loyalty.
Employee satisfaction leads to customer satisfaction.
Employees are trained to connect with customer.
- Greet customers with a smile.
- Welcome customers into the store.
- Establish eye contact.
“Just Say Yes” policy, in order to keep the customer happy.
- Always compensate dissatisfied customers with a Starbucks coupon entitling them to a free drink. Thank You!!! Product & Brand Consideration Product Offering Leveraging Brand Consideration Packaging Consideration Service Policy Product & Brand Consideration Premium Product
- Committed to sourcing the highest quality coffee around the world.
- It only purchases coffee that have been grown and processed by the suppliers who meet strict environmental, social, economic and quality standards.
Broad Product Differentiation
- Depending upon competence and innovation, Starbucks establishes its longer-lasting and move profitable competitive advantages by broadly differentiating its coffee and coffee related. Brand Image
- Combines its merchandising strategy with its marketing programs to create and reinforce a distinctive brand image for its coffee.
- The company’s brand image is reflected in its product mix, producing, sales and educational materials. Product & Brand Consideration (Cont.) Product Offering Starbucks Iced Coffee and Tea Leveraging Brand consideration Multiple channels of distribution
- Starbucks has set up cafes and carts in hospitals, bank, office buildings, supermarket and shopping centers.
- Other distribution agreements have included office coffee supplier, hotels and airlines.
Brand Extension
- In 1996, Starbucks launched a line of packaged and prepared teas in response to growing demand for tea-house and packaged tea.
- Making its way onto grocery shelves with carefully planned series of joint ventures. Packaging Consideration Service policy Be welcoming
- Forges a bond that invites customer back to visit again and again.
Be genuine
- To connect, discover and respond. Listening is just one part of creating connection with customers.
Be considerate
- Is less about polite and more about being mindful of needs of others while creating win-win situations.
Be knowledgeable
- Share your knowledge with other and strive to educate customers about coffee quality. Product Strategy Pricing Strategy Pricing Objective Competitor Price Analysis Marketing Program Best value-Offering Strategy
- By pricing its coffee competitively with the prevailing high-end coffee prices, Starbucks represent an attractive combination of price, features, high quality, good service and other attribute customer find attractive. Distribution- mainly the direct-to-consumer method.
- Media like television, newspaper, magazines etc
- Posters
- Website Clean, welcoming, and easily located.
Market leader in Malaysia.
Perceived a premium quality brand.
Enjoys a strong corporate image.
Product diversification.
Established logo, developed brand, copyrights, trademarks, website and patents.
High visibility locations to attract customers.
Valued and motivated employees, good work environment.
Extremely high prices for their specialty coffees.
Lack of direct experience in managing the supply chain for instant coffee distribution.
Price sensitivity in the instant coffee market.
Starbucks may be perceived as a highly priced brand compared to other local brands. Improvement includes offering online ordering for customers.
Offer catering and/or delivery systems for larger parties.
Implement certain stores with party rooms to increase their popularity.
Technological advances.
New products.
Distribution agreements.
Brand extension. Decline in customers because he or she wants to make healthier choice.
Extension of the product line into a new market may also cause a loss of focus on the core business.
Competition (restaurants, street carts,supermarkets, other coffee shops, other caffeine based products).
Negative publicity from poorly treated farmers in supplying countries.
Consumer trends toward more healthy way sand away from caffeine.
Fragile state of worldwide production of specialty coffees.
Alienation of younger, domestic market segments.
Volatile coffee and dairy product.

The taste and convenience aspects of the product will be critical.
Should understand what features do consumers prefer.
Quality control, they carefully monitored each and every step of coffee production. Premium coffee tends to be of the “roast and ground” variety.
Price skimming strategy with an emphasis on setting a price that is high enough such it complements the high quality. In a time of inflation when the purchase of non-essential items is down, Starbucks is feeling the effects.
For example, in response to competition and imitators, Starbucks now offers the “bottomless” $1.00 coffee in US.
The Starbucks business depends on economic factors in developing countries, where it buys the coffee beans. Starbucks purchases and roasts high-quality whole bean coffees and sells them along with fresh, rich-brewed, a variety of pastries and confections, and coffee-related accessories and equipment.
Starbucks nature of business is franchise that deals mostly with coffee bean products. Starbucks customers come to the stores simply for the atmosphere.
Their many loyal employees, customers and even stock holders have contributed to this success. They offer many benefits including insurance for even part-time employees. Good relationships with suppliers.
Customer base loyalty.
Product is the last socially accepted addiction.
Widespread and consistent.
Knowledge based.
Strong board.
Strong financial foundation.
S trength (Cont.) W eakness (Cont.) Size.
Lack of internal focus (too much focus on expansion).
Ever increasing number of competitors in a growing market.
Product pricing (expensive).
Over dependency on coffee and coffee related products.
Cross functional management. Starbucks give discount to customers who purchase the container Starbucks provided.
Artworks were designed to boas teach city’s personality, and it was used on commuter mugs and T-shirts. Selected highly visible locations and opened stores as clusters.
A place that can have a break from the worries outside, a place where you can meet with friends.
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