starbucks part2,
TRANSCRIPT
市场营销 Starbucks market survey part Ⅱ
* Company Introduction
Name of company : Starbucks Established time : 1971 Headquarters : Seattle Business scope : Coffee
1
2014/12/11 Marketing —— Survey Of Starbucks Coffee part Ⅱ Slide 2 of 11
*Pricing Method 2
Marketing —— Survey Of Starbucks Coffee part Ⅱ
Main Products Pricing method 主要产品定价方法
Cost-Based Approach 以成本为基础
• Main cost : Rent
Operating expense
Materials
• Other cost
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*Pricing Method 2
Slide 4 of 11Marketing —— Survey Of Starbucks Coffee part Ⅱ
Rent : 26% ¥ 8.58
Profit : 18% ¥ 5.94 Store operating expenses : 15% ¥ 4.95
Raw materials : 13% ¥ 4.29
Labor : 9% ¥ 2.97
General administration : 6% ¥ 1.98
Tax : 5% ¥ 1.65
Equipment costs : 5% ¥ 1.65
Other operating expenses : 4% ¥ 1.32
Grande Vanilla Frappuccino:¥ 33
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*Pricing Strategies3
Slide 5 of 11Marketing —— Survey Of Starbucks Coffee part Ⅱ
New Product Pricing Strategies 新产品定价策略
Prestige Pricing 声望定价• Target customers : Students
white collars
……
• Set the price
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*Pricing Strategies3
Slide 6 of 11Marketing —— Survey Of Starbucks Coffee part Ⅱ
Existing-Product Pricing Strategies 现有产品定价策略
Product-Bundle Pricing 产品捆绑定价• Special set
coffee with cake
coffee with snack
下 午 茶 套 餐任 选 咖 啡 +8 元
2014/12/11
*Distribution Channel4
Slide 7 of 11Marketing —— Survey Of Starbucks Coffee part Ⅱ
Main Product Distribution Channels 产品分销渠道
• Retail stores
• Frappuccino
in the supermarket
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*Promotion Strategy5
Slide 8 of 11Marketing —— Survey Of Starbucks Coffee part Ⅱ
Main Production Promotion Method 主要产品促销方法
• Gift card
• Two-for-one
• Free upgrade
• Coupon
……
2014/12/11
*Advertising & PR 6
Slide 9 of 11Marketing —— Survey Of Starbucks Coffee part Ⅱ
Advertising Of Starbucks Coffee 广告
• Internet
2014/12/11
星巴克咖啡
我们售卖的不仅仅是我们的咖啡,更多的是我们在咖啡里融入的热情 We not only sell coffee but also our passion.
正价购买中杯抹茶星冰乐,乐享买一赠一 活动时间: 2014 年 12 月 1 日 -30 日
Starbucks coffee always be with you.
*Advertising & PR 6
Slide 10 of 11Marketing —— Survey Of Starbucks Coffee part Ⅱ2014/12/11
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