Marketing Plan for Peet's Coffee

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.

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

Peet's Mission & Vision
MISSION
VISION

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

Strengths
 Variety of products
 High quality of products
 Strong distribution network