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Title:

Jeremy Clarke

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Pull away Dunkin Donut's and. McDonald's customers. Third place emphasis. Continue innovating ... Dunkin Donuts unique? Quick. Cheaper. Locations. Starbucks and ... – PowerPoint PPT presentation

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Title: Jeremy Clarke


1
Team 7
  • Jeremy Clarke
  • Ryan Dube
  • Ken Morgan
  • Arash Mortazavi
  • Ryan Nieman

2
  • Product Management
  • Positioning Strategy
  • Branding Strategy
  • Product Life Cycle
  • Packaging Strategy

3
Product ManagementPositioning Strategy
  • Howard Shultz back in 2008
  • Slowing growth of new US stores
  • Closing approx. 100 stores in the US
  • Continuing international growth
  • Get back to roots

4
Product ManagementPositioning Strategy
  • Retraining employees
  • Changing product mix
  • Discontinuing breakfast sandwichesgt
  • Offering free wifi soon (sort of)
  • Offering a greater CD selection
  • Testing 1 cup of coffee with free refills
  • 11,000 coffee machine

5
Product ManagementPositioning Strategy
1 Yum!!
(sign of maturity)
6
Positioning Recommendations
  • Go with the 1 coffee
  • Pull away Dunkin Donuts and
  • McDonalds customers
  • Third place emphasis
  • Continue innovating
  • Continue excellent customer service

7
Branding Strategy
  • What makes Starbucks
  • Drink customization
  • High quality, Consistency
  • Unique ambiance- colors, smells, music, etc.
  • Comfortable furniture
  • Internet access
  • All contribute to the Third Place branding

8
Branding Strategy
  • What makes McDonalds and
  • Dunkin Donuts unique?
  • Quick
  • Cheaper
  • Locations

9
  • Starbucks and Competitors
  • Perceptual Map

Higher Price
Starbucks
The Locals
Higher Quality
Lower Quality
McDonalds
Dunkin Donuts
Lower Price
10
Product Life Cycle
Decline
Maturity
Growth
Introduction
U.S.A. Stores
11
Product Life Cycle
Decline
Maturity
Growth
Introduction
International Stores
12
Product Life Cycle
Decline
Maturity
Growth
Introduction
Combined Stores
13
Stores Opened
14
Consumer Adoption Cycle
  • Innovators
  • Early adopters
  • Early Majority
  • Late majority
  • Laggards

15
Consumer Adoption Cycle
Upcoming Changes
  • Howard Shultz and the transformation agenda
  • Adding and altering products mix
  • Retraining to enhance service
  • Bring back the Starbucks
    experience
  • All in order to bring in more LAGGARDS

16
Packaging Strategy
17
Logo Evolution
  • 1971-1987
  • 1987-1992 merger
  • 1992 present

18
Packaging
  • In 2005, The Way I See It
  • Since 2006, 10 post consumer recycled content in
    cups
  • 50 in cup sleeves.
  • 79 of U.S. and Canadian stores recycle

19
Packaging Innovations
  • Cup refund
  • Thermochromatic inks
  • Why change a good thing?

20
The End
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