Marketing Plan for Peet's Coffee: Targeting Health, Growth & Branding

This marketing plan for Peet's Coffee outlines strategies to attract health-conscious consumers by introducing a protein-enriched, low-caffeine coffee product. The plan includes a SWOT analysis, marketing objectives, segmentation, targeting, and positioning strategies. It details the marketing mix (product, price, promotion, and place) with specific tactics such as promotional offers, online presence enhancement, and partnerships with gyms and hotels. The branding strategy focuses on expanding social media presence and redesigning logos. CSR initiatives include donations and student discounts. Financial projections are also considered. The plan aims to increase the customer base, build a strong brand identity, and increase sales by 10% by 2020, leveraging marketing mix strategies and branding initiatives to build a strong brand image.

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

Weaknesses
 Weak brand image
 Small financial and marketing resources

Opportunities
 New product development: healthy coffee
 Geographical expansion of business
 Partnership with airlines, grocery and many retail shops

Threats
 High competition
 Economic slowdown of US

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

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

Target market
 Young generation
 Gym lovers
 Middle to high income group people

Positioning map

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.

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

Price strategy
 Quite expensive to target niche market
 Medium size coffee costing around $2.25
 High pricing strategy reflects the superior quality

Promotional strategy
 Offering 50% off on shipping
 10% off on coffee subscriptions
 In store promotions
 Online presence
 Partnership with Gyms, airlines,
hotels

Place strategy
 Home delivery of products
 More than 200 stores across 10 states
 177 locations in California

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

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

Ethics and CSR
 Fair dealing
 Climate management
 Legal compliance
 Treating employees with
respect and dignity

Financial projections

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.

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