Starbucks part2，

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


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


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


Main Product Distribution Channels 产品分销渠道

• Retail stores

• Frappuccino

in the supermarket

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*Promotion Strategy5


Main Production Promotion Method 主要产品促销方法

• Gift card

• Two-for-one

• Free upgrade

• Coupon

……

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*Advertising & PR 6


Advertising Of Starbucks Coffee 广告

• Internet

E-mail

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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

AUGMENTED PRODUCT : MEMBERSHIP 、 STARBUCKS APP

Thank You

Starbucks part2，

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