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스타벅스의 주스 전문점 `에볼루션 프레시(Evolution Fresh)` 마케팅전략(영문)에 대한 자료입니다.
목차
1.Situation analysis
2.STP
3.Objectives
4.Marketing Strategy
본문내용
What motivated Starbucks to change logo?
-They felt there was a market necessity to innovate because Starbucks was no longer just a coffe brand.
-Starbucks thought the 40th Birthday of the company was the perfect timing to turn the page towards the future.
Why did Starbucks decided to expand their business to juice market ?
“Our intention is to reinvent this category in the same tonality that we have reinvented over the last 40 years the basic commodity of coffee. We see a lot of white space”
"This new evolution of the logo ... embraces and respects our heritage and at the same time, evolves us to a point where we will feel it's more suitable for the future. The new interpretation of the logo ... gives us the freedom and flexibility to think beyond coffee but make no mistake ... we will continue to be the world's leading purveyor of the highest-quality coffee."
Howard Schultz - CEO and Chairman of Starbucks
The premium juice manufacturer
Selling in the Starbucks’ store and having private stores.
Existing Starbucks’ High brand loyalty
The process of making juice is healthy and fresh.(by non-heat treated, HPP, squeezing)
Evolution Fresh produces a line of super-premium juices and in 2010 Evolution invested in new form of pasteurization equipment, known as Pascalization or High pressure processing (HPP). Using HPP, the bottled juice is subject to thousands of pounds of pressure, effectively wiping out any potentially pathogenic bacteria without exposing the product to heat that can damage the juices flavor, color and nutritional value.
This process now allows for a 40-day shelf life, unheard of for fresh juice. Evolution products currently go from the tree to shelf in less than 7 days, ensuring the juice is truly fresh.