STARBUCKS ICE CREAM SANDWICHES Elizabeth Phillips Brooke Shelton Gina Ognoskie Ken Alexander

The Challenge How increase Starbucks Specialty Sales? Non-coffee revenues From Ice Cream to Starbucks branded products within Starbucks retail stores Tap into growing ice cream novelty sector with our established partnership with Dreyer’s 1997 began partnership—quickly became #1 Coffee Ice Cream in United States Largest U.S. specialty coffee retailer Largest U.S. ice-cream maker

Product Line Expansion Current Supermarket Offerings Tap into third highest growing ice cream sector with new product: STARBUCKS ICE CREAM SANDWICHES

Internal Environmental Analysis Marketing goals and objectives aligned with mission statement Current resources Current Nestle-Dreyer’s Merger

External Environmental Analysis Competitors Brand Competitors Blue Bell Sandwiches Healthy Choice Sandwiches Private label Brands Product Competitors Other novelty ice cream products Sherbet, fruit bars, etc. Ice Cream Pints Generic Competitors Other ‘comfort’ food (cookies, chips, candy) Industry Environment Compete on Brand Image, Quality, Flavor Selection, and price. Few barriers to entry

External Environmental Analysis www.dairyfoods.com Frozen Novelty Market total of $2.1 billion retail ice cream sandwiches accounted for $283.5 million second largest dollar share third fastest growth area at 19.8% vs.total novelty ice cream market growth of 7.1 %.

External Environmental Analysis Regulatory Impacts Current DOHA rounds Potential problem for Dreyer’s input prices Must be monitored by partnership Ice Cream Purchasing Trends Growth of sandwich sector September 11 Effects Seasonal Fluctuations

Purchasing Pattern Ice Cream Industry

Customer Environmental Analysis Current Customer Profile Starbuck’s Coffee Drinker 50 K Income Ages 25-44 4 Year + College Primarily Caucasian Potential Customer Profile Not a regular Starbucks drinker,but recognize brand Ice Cream consumer Purchasing Pattern Grocery Store Only branded coffee ice cream Potential non users dislike coffee Targeting snack user, not dessert consumer “Our Customers are people we know and those we are yet to meet.”

SWOT Analysis STRENGTHS WEAKNESSES OPPORTUNITIES THREATS Exclusive Marketing Rights High Brand Equity and recognition Reputation of high quality supports high price point Partnership with leading ice cream manufacturer/distributor WEAKNESSES Narrow Product line in super premium frozen dessert sector Coordination of quality assurance between partners OPPORTUNITIES Internet Promotion High Growth Segment of Sandwiches in frozen novelties Comfort food purchasing pattern THREATS Current Nestle Merger Economy decline Intense shelf space competition

Marketing Goals To capture significant market share in the frozen dessert novelty sector Increase total Starbucks ice cream sales through product line expansion Further establish Starbucks reputation for high quality products

Marketing Objectives Goal 1 – Market Share Capture 2% of the 13.5% sales share in the sandwich sector by 2005 (Year 1) Capture 2.75% of the 13.5% sales share in the sandwich sector by 2007 (Year 3) Goal 2 – Increase Starbucks Ice Cream sales Maintain minimum 10% sales growth per year of ice cream sandwiches Goal 3 – High Quality Product Establish 35% repeat purchase pattern

Action Plan

Product Life Cycle

Product Product line extension Sold in packages of six Filled with our 4 top selling ice creams Java Chip, Low-Fat Latte, Almond Fudge, Classic Coffee How will they compare to Blue Bell’s sandwiches? Size Premium ice cream

Price Prestige Pricing $1.79- $4.25 per box in supermarkets Blue Bell, Skinny Cow and Hill Country Fair How about Us? $4.99!! Wow, what a deal for a slice of heaven in the form of a sandwich!!!

Promotion Magazine Advertising Promotional calendar Pull Packaging print ads Starbucks Retail Store Advertising Print Advertisements FSI Magazine Advertisement Push Cooperative advertising Magazine Advertising Better Homes & Gardens Real Simple Bon Appetit Three ½ page B/W/1 color advertisements in national magazines

Our Message Indulgence Extension of current Starbucks Coffee Campaign Sit down, relax in indulgent, rich flavors Snack Highest Quality Product & Ingredients Creamy and Dreamy

Year 1 Promotional Calendar   Promotional Calendar JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Packaging Print Ads SB retail Store Adv. Print Advertisements  

Distribution Joint venture with Dreyer’s Located in Dreyer’s current distribution outlets in major metropolitan areas nationwide 10,000 outlets

Dreyer’s Distribution

Financial Analysis Joint Venture with Dreyer’s Sandwich sales projection 10,000 outlets 8.4 boxes/week/store (440 boxes/year/store) Total Sandwich Sales Year 1 = 4.4 Million Boxes Based on 2002 Dreyer’s Bar Sales

Financial Analysis – Year 1 Dreyer’s Gross Revenues $4.99 x 4.4 million boxes/year = $21,956,000 Starbucks Licensing Fee (Revenue) .3 x $21,956,000 = $6,586,800 Marketing Objective Year 1 Met? Yes! Year 1 sales are 2.3% of sandwich market share

Financial Analysis – Year 1 Revenue 6,586,800 Marketing Expenses: Print Advertising 922,152 Retail Store Advertising 230,538 Packaging Modification 691,614 Cooperative Advertising 1,152,690 Control Measures 1,613,766 Total Marketing Expenses 4,610,760 Net Income $ 1,976,040

Financial Analysis – Years 2&3 Projected 10% growth in sales per year Decrease Print Advertisements 35% and Retail store advertisements 80% after year one. Net Income Year 2 = $3,141,904 Net Income Year 3 = $3,866,452

Monitor and Control Monitor and Control Measures Quantitative objective achievement Nichols, Penson & Parks Customer feedback Information Resources L.L.C. Advertising campaign effectiveness measures Pretests & Posttests

Contingency Plan Post-Year 1 Possess 1-2% of market share Possess less than 1% of market share Possess 2-3% of market share Divest Extension Conduct Focus Group Market Research Continue with 3 year promotional plan with yearly monitor & contingency plans Tweak 4 P’s

Conclusion High Growth Sector + Established Success + Proven Partnership = SUCCESS!!! Contributes high profit margin to Starbucks bottom line due to minimal costs

Discussion