Gb530 Marketing Management

Starbucks “Star-B-Go” Brand Extension Marketing Plan

Kaplan University

GB530: Marketing Management

Dr. Michael Mulnix

August 6, 2013

After thorough consideration, our marketing plan proposal is to create an add-on to Starbuck’s marketing mix. Starbucks current marketing mix includes pre-bottled beverages, tea bags and crystal packets. However, Starbucks does not currently offer water enhancers in liquid form. Our new product, Star-B-Go, is a calorie free, artificial sweetener that enhances the flavor of water. Star-B-Go will be packaged in 12 and 18 8 fl. Oz. serving size bottles in iced tea and iced coffee flavors. Our iced tea flavors will include Iced Raspberry Tea, Iced Peach Ginger and Iced Pink Grapefruit. Our iced coffee flavors will include iced butterscotch coffee, iced raspberry mocha and iced white chocolate vanilla.

Star-B-Go is a line extension to Starbucks current line of beverage offerings. Kotler & Keller (2012) states, “a line extension, the parent brand covers a new product within a product category it currently serves, such as with new flavors, forms, colors, ingredients, and package sizes” (p. 260).

We will find facts and statistics to support Starbucks product line. We will obtain information to prepare our marketing plan by conducting a wide-range search of the internet. We will attain adequate information about Starbucks and their competitors in the coffee house market. Our key customer market will not only be Starbuck lovers however, iced tea and iced coffee lovers of all ages. We will target on-the-go and health conscious consumers.

Star-B-Go will be marketed domestically until only after achieving a high level of domestic success. We want to ensure this new product will bring continued upward profitability before entering into new markets. We will not consider global marketing until we consider all global transaction markets and the proper conditions and opportunities.

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