STARBUCKS ICE CREAM SANDWICHES

1. STARBUCKS ICE CREAM SANDWICHES Elizabeth Phillips Brooke Shelton Gina Ognoskie Ken Alexander

2. The Challenge • How increase Starbucks Specialty Sales? • Non-coffee revenues • From Ice Cream to Starbucks branded products within Starbucks retail stores • Tap into growing ice cream novelty sector with our established partnership with Dreyer’s • 1997 began partnership—quickly became #1 Coffee Ice Cream in United States • Largest U.S. specialty coffee retailer • Largest U.S. ice-cream maker

3. Product Line Expansion • Current Supermarket Offerings • Tap into third highest growing ice cream sector with new product: • STARBUCKS ICE CREAM SANDWICHES

4. Internal Environmental Analysis • INTERNAL • Marketing goals and objectives aligned with mission statement • Current resources • Current Nestle-Dreyer’s Merger

5. Competitors Brand Competitors Blue Bell Sandwiches Healthy Choice Sandwiches Private label Brands Product Competitors Other novelty ice cream products Sherbet, fruit bars, etc. Ice Cream Pints Generic Competitors Other ‘comfort’ food (cookies, chips, candy) Industry Environment Compete on Brand Image, Quality, Flavor Selection, and price. Few barriers to entry External Environmental Analysis

6. External Environmental Analysis • Frozen Novelty Market • total of $2.1 billion retail • ice cream sandwiches accounted for $283.5 million • second largest dollar share • third fastest growth area at 19.8% vs.total novelty ice cream market growth of 7.1 %. www.dairyfoods.com

7. External Environmental Analysis • Regulatory Impacts • Current DOHA rounds • Potential problem for Dreyer’s input prices • Must be monitored by partnership • Ice Cream Purchasing Trends • Growth of sandwich sector • September 11 Effects • Seasonal Fluctuations

8. Purchasing PatternIce Cream Industry

9. Current Customer Profile Starbuck’s Coffee Drinker 50 K Income Ages 25-44 4 Year + College Primarily Caucasian Potential Customer Profile Not a regular Starbucks drinker,but recognize brand Ice Cream consumer Purchasing Pattern Grocery Store Only branded coffee ice cream Potential non users dislike coffee Targeting snack user, not dessert consumer Customer Environmental Analysis “Our Customers are people we know and those we are yet to meet.”

10. SWOT Analysis

11. Marketing Goals • To capture significant market share in the frozen dessert novelty sector • Increase total Starbucks ice cream sales through product line expansion • Further establish Starbucks reputation for high quality products

12. Marketing Objectives • Goal 1 – Market Share • Capture 2% of the 13.5% sales share in the sandwich sector by 2005 (Year 1) • Capture 2.75% of the 13.5% sales share in the sandwich sector by 2007 (Year 3) • Goal 2 – Increase Starbucks Ice Cream sales • Maintain minimum 10% sales growth per year of ice cream sandwiches • Goal 3 – High Quality Product • Establish 35% repeat purchase pattern

13. ActionPlan

14. Product Life Cycle

15. Product • Product line extension • Sold in packages of six • Filled with our 4 top selling ice creams • Java Chip, Low-Fat Latte, Almond Fudge, Classic Coffee • How will they compare to Blue Bell’s sandwiches? • Size • Premium ice cream

16. Price • Prestige Pricing • $1.79- $4.25 per box in supermarkets • Blue Bell, Skinny Cow and Hill Country Fair • How about Us? • $4.99!! Wow, what a deal for a slice of heaven in the form of a sandwich!!!

17. Pull Packaging print ads Starbucks Retail Store Advertising Print Advertisements FSI Magazine Advertisement Push Cooperative advertising Magazine Advertising Better Homes & Gardens Real Simple Bon Appetit Three ½ page B/W/1 color advertisements in national magazines Promotion Promotional calendar

19. Our Message • Indulgence • Extension of current Starbucks Coffee Campaign • Sit down, relax in indulgent, rich flavors • Snack • Highest Quality Product & Ingredients • Creamy and Dreamy

20. Promotional Calendar JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Packaging Print Ads SB retail Store Adv. Print Advertisements Year 1 Promotional Calendar Promotional calendar

21. Distribution • Joint venture with Dreyer’s • Located in Dreyer’s current distribution outlets in major metropolitan areas nationwide • 10,000 outlets

22. Dreyer’s Distribution

23. Financial Analysis • Joint Venture with Dreyer’s • Sandwich sales projection • 10,000 outlets • 8.4 boxes/week/store (440 boxes/year/store) • Total Sandwich Sales Year 1 = 4.4 Million Boxes Based on 2002 Dreyer’s Bar Sales

24. Financial Analysis – Year 1 • Dreyer’s Gross Revenues • $4.99 x 4.4 million boxes/year = $21,956,000 • Starbucks Licensing Fee (Revenue) • .3 x $21,956,000 = $6,586,800 • Marketing Objective Year 1 Met? • Yes! Year 1 sales are 2.3% of sandwich market share

25. Financial Analysis – Year 1 Revenue 6,586,800 Marketing Expenses: Print Advertising 922,152 Retail Store Advertising 230,538 Packaging Modification 691,614 Cooperative Advertising 1,152,690 Control Measures 1,613,766 Total Marketing Expenses 4,610,760 Net Income $ 1,976,040

26. Financial Analysis – Years 2&3 • Projected 10% growth in sales per year • Decrease Print Advertisements 35% and Retail store advertisements 80% after year one. • Net Income Year 2 = $3,141,904 • Net Income Year 3 = $3,866,452

27. Monitor and Control Measures Quantitative objective achievement Nichols, Penson & Parks Customer feedback Information Resources L.L.C. Advertising campaign effectiveness measures Pretests & Posttests Monitor and Control

28. Contingency Plan Post-Year 1 Possess 1-2% of market share Possess less than 1% of market share Possess 2-3% of market share Divest Extension Conduct Focus Group Market Research Continue with 3 year promotional plan with yearly monitor & contingency plans Tweak 4 P’s

29. Conclusion • High Growth Sector + Established Success + Proven Partnership = SUCCESS!!! • Contributes high profit margin to Starbucks bottom line due to minimal costs

30. Discussion