Marketing & Management: Starbucks Pumpkin Spice Latte

RUNNING HEAD: MARKETING & MANAGEMENT
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MARKETING &
MANAGEMENT
STARBUCKS- PUMPKIN SPICE LATTE

MARKETING & MANAGEMENT 1
Executive summary
Pumpkin spice latte is the coffee drink with the mix of spice essence, milk and sugar. Starbucks
offer Pumpkin spice latte at high price with high quality in comparison to their competitors. The
product is segmented among the age group of 25-40, it targets majorly to the youngsters and for
positioning the products Starbucks use Facebook, Instagram as well as Twitter. However, to
increase the sales company can use the price strategy. The company does advertising, sales
promotion, events for communicating the product to target customers. Starbucks use the practice
of cross functioning to work in effectively but due to several issues regarding the management of
cross functional team, company can used the activities of cross functional that is communication,
collaboration and coordination.

MARKETING & MANAGEMENT 2
Table of Contents
Introduction.................................................................................................................................................2
Current market position of Pumpkin Spice Latte.........................................................................................2
Map of brand positioning.........................................................................................................................2
Segmenting- targeting- positioning..........................................................................................................3
Segmentation.......................................................................................................................................4
Targeting.............................................................................................................................................4
Positioning...........................................................................................................................................4
Life cycle of product................................................................................................................................4
Issue & recommendations...........................................................................................................................5
Marketing communication strategies...........................................................................................................5
Marketing communication mix................................................................................................................5
Advertising..........................................................................................................................................5
Sales promotion...................................................................................................................................6
Events..................................................................................................................................................6
Public relations....................................................................................................................................6
Issue & recommendations...........................................................................................................................7
Cross functional activities...........................................................................................................................7
Source :- (Lee et al., 2016)..................................................................................................................8
Communication.......................................................................................................................................8
Collaboration...........................................................................................................................................9
Coordination............................................................................................................................................9
Conclusion...................................................................................................................................................9
References.................................................................................................................................................10
Annexure...................................................................................................................................................13

MARKETING & MANAGEMENT 3