Sales Promotion Schedule And Budget

Sales Promotion Schedule

From their humble beginnings as mere tools for testing the temperature of the oven cakes were to be baked in, cookies have evolved into a multi-billion dollar industry worldwide. Every nation has its own name for the tasty treat; from biscotti and amaretti in Italy, to galletas in Spain, to England and Australia where they are known simply as biscuits (WhatsCookingAmerica.net). In America, cookies are a delicious snack or dessert that has been paired with milk, ice cream, tea, hot chocolate, hot and iced coffee, and with more cookies. At Starbucks, a tasty and sweet treat would be the perfect companion to the selection of beverages currently being offered. Starbucks has introduced its new product, the StarBucks Cookie for which a sales promotion schedule and a budget will be established for the marketing plan.

The sales promotion schedule refers to the type and scope of campaign created to promote the new product. The primary goal of this campaign is to attract customers by offering explaining the benefits of the product. Naturally, most customers will automatically understand that the sweet taste sensation is the immediate and tangible benefit but we also want the customer to realize the benefits our natural products provide to the ecology and economy as a whole. For our employees at our company-owned stores, tasting the product then test marketing the cookie for one month in select markets will allow for some marketing research data to be collected prior to the official launch in specific markets. This mini-launch will allow the employees to understand the benefit of product. Providing the cookie prior to sale would also Starbucks insiders the opportunity to try the cookie which will then help them sell the product more easily.

Advertising using local media outlets within the test markets will commence approximately one week after the sample cookies are delivered to the select corporate stores to alert the public of a new taste sensation coming to their local Starbucks soon. These teaser ads will show often, run for one month, and will ensure the customers' focus will be attracted towards the product of the company (Advertising Sales Promotion, 2007). At the same time the media blitz hits the airwaves, Starbucks employees will begin handing out printed flyers featuring our new StarBucks Cookie to each paying customer. When possible, Starbucks employees in the test markets will place the flyers on the windshields of parked vehicles within close proximity to the store the employee is associated with.

For the second month, the cookies will officially launch. Employees will ask each customer if they would like to try the new StarBucks Cookie, and give one free cookie to each customer who would like to try one. Employees will hand a coupon for one free cookie to each customer who declines the cookie offer from the employee. This promotion