Rebecca Hotaling � Diana Pieretti � Patricia Yunen

Product Idea

Starbucks  Whipped  Cream  Vanilla  Flavored  

Brand Permissions •  More  than  a  new  product,  about  experience  •  Use  product  in  store  so  demand  for  it  •  Goes  well  with  current  Starbucks  products    •  Popular  brand  in  a  low  compe>>on  market  •  Moving  towards  a  home  brewing  systems  •  Fits  well  with  brand  values  – Experience  – Quality  – Part  of  neighborhood  community  

Competition The  Real  Cream  Difference  -­‐  Experience  the  sound  of  joy.  Experience  real  cream  goodness.      Not  your  mother’s  whipped  topping  –  Truly  exci>ng,  true  ingredient,  Truship.      Cool  Whip  and  dessert  –  It’s  love        Sweet,  fresh  and  always  delicious  

Store  Brands  

Market Potential

0  

500  

1,000  

1,500  

2,000  

2,500  

3,000  

3,500  

4,000  

2007   2008   2009   2010   2011   2012   2013   2014   2015   2016   2017  

Sales    (in  millions)  

Year  

Whipped  Cream  Market  Size  

Product Roadmap – Current State

Adults  New  products  @  home  Enrich  experience  New  market  

Compe>>on  Experience  @  home  Marke>ng-­‐WOM/Social  

Segments Needs Gaps Opportunities Market  Trend  Diversifica>on  Elevate  Experience  

There  is  a  need  in  consumers  to  leverage  their  home  experience  with  convenience  and  quality  products  

FOOD COFEE BEANS & TEA DRINKWARE

EQUIPMENT RTD BEVERAGES

Cultural Momentum

OTHERS

Product Roadmap – Future State

FOOD DRINKWARE OTHERS

EQUIPMENT RTD BEVERAGES

This    new  product  line  will  allows  Starbucks  diversify  its  porbolio,  leveraging  exis>ng  Starbucks  branded  offerings  and  bringing  indulgence  to  home  experience    New   Flavors  

Caramel  Coffee   Cinnamon  Dolce     Mocha  Peppermint  Mocha  

Strawberries  and  Crème    Pumpkin  Spice  Java  Chip  

COFEE BEANS & TEA

Starbucks Whipped Cream Product  Purpose  •  Don’t  have  to  leave  trusted,  loved  brand  •  Vanilla  flavor  compliments  beverage/ice  cream  •  Convenience  of  home  •  Accessibility    

Product  Features  •  Smooth  •  Light  •  Real  cream  •  Low  calorie  and  fat  •  Recyclable  can  •  No  mess  cap  •  Starbucks  flavor  

Starbucks Whipped Cream User  Profiles  •  Males  and  females,  18+  •  Ac>ve  and  always  on  the  go  •  Disposable  income  •  Love  coffee  •  Enjoy  “me”  >me  •  Care  about  their  perceived  image    •  Tech  savvy    Product  Principles  •  Quality  topping  •  Experience  driven  •  Connec>vity  

Pricing Strategy Approaches  •  Internal  -­‐  marke>ng  objec>ves,  costs  

–  Product  quality  leadership  •  External  -­‐  nature  of  market/demand,  compe>>on  

–  Oligopolis>c  compe>>on    

Strategies  •  Demand  Oriented  

–  Target  –  Bundle  Pricing  

•  Compe>>on  Oriented  –  Above-­‐,  At-­‐,  Below-­‐Market  Pricing    

Suggested  Price:  $4.29  

Positioning For  those  who  appreciate  a  lille  indulgence,  Starbucks  Whipped  Cream  is  the  one  perfectly  flavored,  smooth  and  sweet  topping  that  will  uplim  not  only  your  treats,  but  your  mood  by  

bringing  you  enjoyment  at  the  speed  of  your  life  and  the  comfort  of  your  home.      

Core Messaging Strategy - Problem •  Having  to  go  to  a  coffee  shop  or  bakery  to  get  a  truly  indulging  and  quality  treat  

•  Expanding  Starbucks  home  experience  

Engrained in Customer’s Life We  are  bringing  coffee-­‐house-­‐quality  whipped  cream  to  your  home,  allowing  you  to  indulge  without  having  to  walk  beyond  your  refrigerator.    

How are you creating a relationship? •  Leveraging  the  exis>ng  Starbucks  brand  equity  •  Focus  on  superior  quali>es  (taste,  ingredients)  •  Concentra>ng  on  convenience  without  sacrificing  taste  •  Emphasize  on  how  product  compliments  other  exis>ng  Starbucks  products.    

•  Appeal  to  adult  audience  

I want whipped cream

Anyone with a sweet tooth

- I can have regular cream or milk - It has fat and sugar

- I can skip the topping - I can make my own

I should buy whipped cream

Anyone with the facility to buy it

- The store is far away - I’ll never finish the whole can

- I can just get something with whipped cream and not buy the whole can

I should be canned and

organic

Practical Food conscious

- It’s less filling than other types of WC

- It will spoil faster - The can can loose pressure

It has to be refrigerated -

I should buy Starbucks

whipped cream

Good Taste Quality

Flavor variety

- Why not buy RediWhip? - Too expensive

- Don’t they make coffee? - My grocery store doesn’t carry the brand

Audience Objections/ Barriers Stages

How are you overcoming objections?

Marketing Plan

UDlize  current  brand  equity  to  reach  targeted  segments  at  key  trigger  points  Leverage  research  and  Starbucks  learnings  to  introduce  product  and  key  messages      Align  product  offering  to  convenience  of  home  Show  how  this  product  will  compliment  other  Starbucks  products  already  in  the  home      Communicate  relevance  to  adult  audience.  Test  marke>ng  media  to  iden>fy  most  effec>ve  acquisi>on  levers    

Strategies

•   In-­‐store  tas>ngs  •   In-­‐store  collateral  •   Leverage  exis>ng  marke>ng  efforts  •   Leverage  social  proper>es        •   Bundle  promo>ons  •   Message  with  other  Starbucks  products  •   Crea>ve  messaging  that  emphasizes  how  products  compliment  each  other  •   Create  online  marke>ng  videos      •   Test  combina>on  of  rich  media,  educa>onal,  and  targeted  content  site  marke>ng  levers  •   Communicate  indulgence  in  marke>ng  messages  

Key Tactics

ObjecDve  Introduce  Starbucks  Whipped  Cream  product  into  market  by  leveraging  exis>ng  Starbucks  branded  offerings    Goals  –  FY13    Revenue:        Incremental  revenue  of  an  es>mated  $500K  will  be  generated  from  this  launch    Incremental  Units:        Gain  15%  of  market  share  in  first  year.  

Collateral

In-Store Signage

Advertising

Success Story  For  years  you  have  been  coming  into  ours  stores  and  by  now  you  know  exactly  how  much  mocha  to  put  in  your  lale,  how  much  vanilla  crème  makes  your  frapuccino  perfect  and  how  many  shots  of  espresso  you  really  need  to  get  through  your  day.  We’re  honored  to  be  an  important  part  of  your  days  and  we  know  some>mes  you  can’t  come  to  our  stores,  so  you  need  to  be  your  own  barrista.  Now,  you  have  our  roasted  coffee  in  you  cupboard,  you  have  our  frappucinos  in  your  fridge,  you  use  our  Verismo  brewer  to  make  the  perfect  espresso,  and  your  Starbucks  mug  is  always  present  in  every  dishwasher  load.  You  only  need  one  more  thing  to  become  your  own  best  barrista,  the  Starbucks  final  touch,  Starbucks  Whipped  Cream  is  now  available  in  a  store  near  you.    Total  indulgence  is  here,  and  you  can  take  it  home.  

Questions?