Starbucks Brewery Concept
As a CSULB student, my group and I were tasked with fleshing out a marketing plan for a conceptualized Starbucks brewery. Using Starbucks’ success with the then Starbucks Evenings program, we centered the brewery’s launch using Starbucks Evenings as a platform. From its cultural awareness to its position as a beverage juggernaut, we embedded the Starbucks vision into this new direction.
We targeted Starbucks die-hards and loyalists as our prime target market in order to facilitate word-of-mouth and referrals.
Introducing the Artisan Brew Line: Espresso Cloud IPA, Caramel Frappe Ale, and the San Diego Green Tea Ale!
Skillsets Utilized:
Market Research + Analysis
Market Segmentation + Customer Profiling
Product Creation + Pricing Strategy
Distribution Strategy
PR Planning
