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Starbucks Back to the Basics
Promotional Strategy What model does Starbucks use?Push Model Pull Model Current marketing/promotion strategy Analysis of promotion strategy Future marketing recommendations
Starbucks Marketing ModelPush Promote to wholesaler Pull Promote directly to consumer Starbucks Utilizes a Pull Strategy
Current Marketing/Promotion StrategyHoward Shultz returns to CEO position Refocusing on the “Third Place”
Promotional Mix Advertising Personal Selling Public RelationsSales Promotion
Advertising Starbucks 1.4% of revenue Coke spends 11% of revenueXM Radio
Personal Selling Passionate BaristasReturning focus to Customers Service Create the Perfect cup of coffee
Public Relations Parties Nationwide Coffee Break Public PerformancesBig, Juicy Paintings Trump Tower Nationwide Coffee Break Public Performances Charitable Contributions
Sales Promotion Holiday Ad Pass the Cheer Short Cups Holiday web siteViral video’s Sample vans Ads Newspapers, Magazines, Radio, and Billboards Short Cups
Buyer Readiness Awareness Knowledge Appreciation Preference ConvictionPurchase
Recommendations Advertising Personal Selling Public RelationsSales Promotion
Advertising Increase from 1.4% to 3% by 2009 Radio TV Billboards
Personal Selling Baristas must continue to be the very bestStarbucks must create an incentive to retain and reward baristas
Public Relations Continue: Change: Green initiativesPhilanthropic endeavors Change: Run promotions in conjunction with contributions
Sales Promotion Return of incentive cards Daily coffee breakTie in with public relations Loyalty program Daily coffee break
Back to the Basic’s Best Baristas Best Coffee Best EnvironmentAnd a Campaign to attract and retain customers
Thank You Mark NewMyer Charles Fox Alex Kelsay Kyle FullerTashina Davis
Promotional Strategies Developing a Promotional Mix.
Promotional Mix The combination of promotional activities that an organization uses to communicate its message and sell its products. Possible Activities.
SALES PROMOTION Marketing Co-Op. Sales Promotion All marketing activities – other than person selling, advertising, and public relations – that are.
Marketing Objectives. What do you want to accomplish What marketing problems do you have? Quadfest examples??:…..
PROMOTIONAL MIX Marketing Management Session 11 November 18, 1998.
Promotional Concepts & Strategies
Unit 6 Promotion Chapter 17 Promotional Concepts and Strategies
Copyright © 2004 South-Western. All rights reserved.14–1 Learning Goals Explain promotion benefits. advertising personal selling sales promotion. public.
Marketing Definition of Marketing (it’s not just selling) Marketing is… … the strategy of bringing consumers and products together… …from product development.
Slides prepared by Joe Rosagrata
Promotion. Product Promotion Institutional Promotion.
Promotion Terms promotion Product promotion Institutional promotion Advertising Sales promotion Public relations News release Publicity Promotional mix.
SETTING YOUR TARGET MARKET. Setting the Target Market The target market for a product is the type of person you are hoping to attract to buy your product.
JEOPARDY!!!!! Round Don’t Change That Channel! Ad-ing Up Ad-Lib Give.
Virtual Business Sports Media Planning. Promotion All activities used to inform & persuade consumers to buy products & services.
Product Trial The way a business persuades customer to try a new product or service. Can also build brand loyalty and repeat purchase.
Promotion and Promotional Mix
© 2000 South-Western College Publishing Slide #1 Marketing Management 2nd Edition Chapter 12: Designing Effective Promotion and Advertising Strategies.
Microsoft Tag for Consumer Packaged Goods Add the growing power of mobility to your marketing mix.
Sales Promotion Short term incentives, offered to customers to encourage buying.
Promotion and the Promotional Mix. What is promotion? Promotion is one of the four P’s of the Marketing Mix Promotion is persuasive communication to inform.
Chapter 28 Promotion and Place Name 12 SAM.
Sales Promotion Marketing Co-Op.
ADVERTISING, PR, SELLING Internet marketing Prof. Glen L. Urban Spring 2001.
Chap 16: Integrated Marketing Communications Overall objectives: Help generate _____________ Communicate _________ Promotion Tools (p. 304; 309): Advertising,
What are these all types of?. What is the purpose of advertising? To attract new buyers and try to expand customer base To compete in the market To create.
Product Trial. 1.Think about some examples of products that you have tried for the first time – these can be a new or existing product. What was it that.
Chapter 14Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved 1 Learning Outcomes: Chapter 14 Integrated Marketing Communications.
Fundamentals of Online Promotion. Personal Selling Personal Selling Personal Interaction, Relationship Building, Most Expensive Promo Tool Sales Promotion.
U SING E FFECTIVE PROMOTIONAL TECHNIQUE WEEK 13. Marketing Mix M ARKETING M IX Product Price P ROMOTION Place Customer Solution Customer Cost Communication.
The Promotional Mix Sports & Entertainment Marketing.
4.5 Promotion 4.6 Place Chapter 28. Promotion The use of advertising, sales promotion, personal selling, direct mail, trade fairs, sponsorship and public.
4.04Exemplify sales promotions. Sales promotion is… All the communications or activities used to stimulate sales other than advertising, public relations.
Sales Promotion Direct Response, Internet, and Database Marketing Marketing 340 Prof. Bill White.
> > > > Promotion and Pricing Strategies Chapter 14.
6.04Exemplify sales promotions. Sales promotion is… All the communications or activities used to stimulate sales other than advertising, public relations.
ADVERTISING: Out-of-home and Point-of-sale.
Promotion Means Effective Communications Marketing Chapter 15.
Promotional Mix Marketing Mix: Product Price Promotion Place
Marketing: An Introduction Integrated Marketing Communications: Advertising, Sales Promotion, and Public Relations Chapter Thirteen Lecture Slides –Express.
Promotion. Objectives: Promotion strategy options Define promotion and its role in marketing.
Advertising. Warm-up Discussion What are your impressions of advertising in daily life? What part has advertising played in your purchase or selection.
MARKETING COMMUNICATION Key Concepts
Marketing Mix. The marketing mix The marketing mix is also known as the 4Ps: Product Price Place Promotion.
Promotion. The marketing mix Promotion is just one part of the marketing mix, which is also known as the 4Ps: Product Price Place Promotion.
Promotions HSS 5263 Sport Marketing Brian Turner.
Chapter 17 promotional concepts and strategies Section 17.1
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