A marketing plan on Starbucks Christmas Promotion 2012 Featured Food Items for Rustan Coffee Corporation

Date of Publication

2012

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Jose Luis R. Liongson

Defense Panel Chair

Jhoana Acosta

Defense Panel Member

Jhoana Acosta

Abstract/Summary

Christmas is the most anticipated season for all time. It has been a tradition and liking of people to give presents and eat festive meals. This is the very reason why the Christmas Promotion is the largest among all promotions executed by Starbucks. The company makes it a point to make each Christmas promotion more special and extraordinary through its beverages, food, merchandise and marketing promotions. Customers of Starbucks greatly look forward to its Christmas promotional beverages namely the Toffee Nut, Peppermint Mocha, and Cranberry White Chocolate Mocha Lattes. The group came up with unique proposed food items to complement the traditional Christmas drinks such as breakfast and mid-day pastries and desserts. In order to further emphasize and to carry out the gift of giving and bringing home of simple treats, the highlight of the Christmas 2012 promotion, Taste the Season, would be the gift boxes. Favorite Starbucks beverages are incorporated in the gift boxes through their flavors - Toffee Nut, Choco Peppermint and Green Tea Latte for the French Macarons and Caramel Macchiato, Strawberries and Cream, Java Chip for the Cake Pops.

Despite the fact that Starbucks caters to a diverse target market, this promotion specifically targets office workers in Metro Manila aged 26-45 under the socio-economic class of AB and upper C who are always on-the-go and have busy work schedules. In order to attain the goal of increasing the Christmas food sales mix by 10%, proper research is essential. A complete marketing plan containing industry and brand analysis, results from primary sources (UAI Survey) to back up review of related literature, media plans that illustrates pricing, packaging, marketing and advertising strategies that will aid in increase of sales.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTU022160

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

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