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Marketing Plan for Peet's Coffee

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Added on  2023/03/23

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Presentation
AI Summary
This presentation outlines a marketing plan for Peet's Coffee, including strengths, weaknesses, opportunities, and threats. The plan aims to attract health-conscious customers by introducing a new, protein-enriched coffee product and increase the customer base and sales by 10% by 2020. It also discusses the company's mission, vision, segmentation, target market, pricing, promotional and branding strategies, and financial projections.

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MARKETING PLAN
.

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Executive summary
The presentation outlines the:
Company’s strengths , weaknesses, opportunities and threats
Full fledged marketing plan which aims to attract the health
conscious people by making changes in the existing product.
The new product consists more protein and less caffeine which is very
healthy drink for the people. The existing product of Peet’s coffee
involves the high caffeine.
The marketing plan also aims to increase the customer base for the
organization as well as to increase the sales by 10% by the next year.
The strong brand identity can be possible by implementing the
marketing mix strategies and branding strategies.
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Company Overview: Peet’s Coffee
Coffee roaster and retailer based in
Emeryville, CA.
Founded in the year 1966 by Alfred
Peet in California
Sales :311 million
Number of employees working are
5000
Operating through 235 stores in 10
states
Selling its products in 6000 grocery
stores
Competitors: Starbucks, Tully’s coffee
beans and Kraft
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Peet's Mission & Vision
MISSION
VISION

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SWOT ANALYSIS
High competition
Economic
slowdown of US
New product development:
healthy coffee
Geographical expansion of
business
Partnership with airlines,
grocery and many retail shops
Weak brand image
Small financial and
marketing resources
Variety of products
High quality of products
Strong distribution network
S W
TO
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Strengths
Variety of products
High quality of products
Strong distribution network
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Weaknesses
Weak brand image
Small financial and marketing resources

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Opportunities
New product development: healthy coffee
Geographical expansion of business
Partnership with airlines, grocery and many retail shops
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Threats
High competition
Economic slowdown of US
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Marketing plan Objectives
To attract the health conscious customers by upgrading an
existing products.
New product(upgraded): Protein enriched coffee with
50% protein content, 40% caffeine and 10% vitamins
Existing product: High caffeine contained coffee (Strong
coffee)
To increase the customer base
To build the strong brand identity
To increase sales by 10% by the year 2020

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Segmentation
Demographic :
People aged between 25 to 40 years of age
All males and females
High income group
Psychographic:
Health conscious people
Educated
Healthy Lifestyles
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Target market
Young generation
Gym lovers
Middle to high income group people
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Positioning map

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Product offerings
Highest quality roasted and fresh beans
Beverages like espresso, cold brew, iced latte and
cappuccino.
Foods under the category of Artisan baked, warm
breakfasts and grab and go.
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Price
Prices of medium drinks
Starbucks Peet's
Regular coffee $ 1.85 $ 1.85
Espresso 1.95 2.20
Caffe Latte 3.35 3.35
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Price strategy
Quite expensive to target niche market
Medium size coffee costing around $2.25
High pricing strategy reflects the superior quality

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Promotional strategy
Offering 50% off on shipping
10% off on coffee subscriptions
In store promotions
Online presence
Partnership with Gyms, airlines,
hotels
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Place strategy
Home delivery of products
More than 200 stores across 10 states
177 locations in California
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Branding strategy
Expand social media presence
Instagram: Get 10% off coffee by checking in at
Peet’s coffee
Facebook: 50% off or free coffee for first time visitors
Redesigning of billboards and logos

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CSR strategy
Donations
Supporting students by offering
50% off on coffee and other
beverages with student ID during
their examination time
Green Roasting at homes
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Ethics and CSR
Fair dealing
Climate management
Legal compliance
Treating employees with
respect and dignity
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Financial projections

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Conclusion
Marketing plan for Peet’s Coffee and tea will be very useful
to build the brand image of the company and it will be easy
for the company to build its strong brand image through the
marketing mix strategies.
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References
Lange, B., Slade, B., & Kwok, I. (2009). Strategic Report for Peet’s Coffee & Tea. Retrieved
from http://economics-files.pomona.edu/jlikens/SeniorSeminars/oasis/reports/PEET.pdf
Mazzoni, M. (2017). Peet's Wants Customers to Know That Coffee Can Change Lives.
Retrieved from https://www.triplepundit.com/story/2017/peets-wants-customers-know-coffee-
can-change-lives/18916
Monllos, K. (2018). Peet’s Coffee Wants to Attract New Consumers With Brand Refresh
While Maintaining Quirky Heritage. Retrieved from https://www.adweek.com/brand-
marketing/peets-coffee-wants-to-attract-new-consumers-with-brand-refresh-while-
maintaining-quirky-heritage/
Peet's Coffee & Tea. (2017). Peet's Coffee & Tea, Inc. Announces New Distribution to 12
Tidyman's Supermarkets Throughout Idaho, Montana and Washington. Retrieved from
https://www.peets.com/media/wysiwyg/press-releases/116225.pdf
Peet's Coffee. (2019). Discover the very best of Peet’s through our new subscriptions. From
our signature blends to our highly nuanced single origins and limited releases, each promises
the ultimate coffee experience. Retrieved from www.peets.com: https://www.peets.com/
Team, P. (2019). Peet's Coffee Code of Conduct and Ethics. Retrieved from www.peets.com:
https://www.peets.com/about-us/code-of-ethics
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