Starbucks Shot

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Raluca-Ioana Munteanu

The idea of introducing a new ready-to-drink Starbucks coffee in Romania

Negócios

About the company ,[object Object],[object Object],[object Object],[object Object],[object Object]

Market overview ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Coffee drinks segments ,[object Object],[object Object]

The concept of coffee ready-to-drink ,[object Object],[object Object],[object Object],[object Object]

Competitor analysis – coffee ready to drink ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Consumer analysis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing objectives ,[object Object],[object Object]

Marketing mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Advertising objectives ,[object Object],[object Object]

Creative strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Description of the prints ,[object Object],[object Object],[object Object],[object Object],[object Object]

Description of the prints ,[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Description of the video

Where will Starbucks Shot be promoted? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Where will Starbucks Shot be promoted? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

In what local publications will Starbucks be promoted? ,[object Object],[object Object],[object Object],[object Object]

Online promotion ,[object Object],[object Object],[object Object],[object Object]

Other promotion activities ,[object Object],[object Object]

Advertising budget Element Expenses ($) Video production 15 000 Media space 27 500 Outdoors 7200 / 6 months Contracts with magazines 1450 Sponsorships 5000 Sampling 1000 In-store displays 4000 Website (production +hosting) 10 000 Total 80 650

Testing and Evaluation ,[object Object],[object Object]

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Starbucks Shot

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26. Advertising budget Element Expenses ($) Video production 15 000 Media space 27 500 Outdoors 7200 / 6 months Contracts with magazines 1450 Sponsorships 5000 Sampling 1000 In-store displays 4000 Website (production +hosting) 10 000 Total 80 650

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Starbucks Shot

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