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Launching Cocoa Craze: A Strategic Approach to Starbucks' New Hot Chocolate Concept

This project focuses on the strategic launch of a new hot chocolate product line by Starbucks. It encompasses the project's objectives, strategies, and preliminary concepts, along with potential locations for the launch. Notable sections include tested recipes, tentative advertising plans, and considerations for social responsibility. The project acknowledges challenges faced, including time management and engaging with diverse teams. Key reflections on the learning journey highlight the experience gained, culminating in a comprehensive presentation to stakeholders.

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Launching Cocoa Craze: A Strategic Approach to Starbucks' New Hot Chocolate Concept

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Presentation Transcript

  1. By: Jack Brinkley-Cook

  2. Process

  3. James Earle! (and the library) Thanks Geige!

  4. Hot Chocolate = new Starbucks!

  5. Hallelujah!

  6. DETAIL! • 1. Project Brief • Objective • Strategy • Preliminary Concept • 2. Concept Results • 3. Potential Locations • 4. Tested Recipes • 5. Advertising Tentative • 6. Social Responsibility

  7. To be Coco Créme or not to be? • Coco-Loco? Chocolat? Something with mud (Earle’s idea, not mine)? Influences

  8. Also known as….

  9. LACKED REALISM

  10. Floor Plan

  11. Profile Plan

  12. Electric Plans

  13. Challenges • Coming up with an idea • Time Management (cliché, I know) • Getting stuff into Earle • Not watching Criminal Minds

  14. What I’ve Learned • Intensity of a launch • Time management • How to work with a lot of people • James Earle is always on email

  15. And I have always wanted to say this. • I learned what I am not interested in.

  16. (My) Future (of company) • Presenting to an agent. • Senior year • College

  17. THANKS! • James Earle • Dale Scott (28th time) • Patty Lein • Mom & Dad • Gregory Grossman • Iron Horse Graphics • The Academy • Ross School • My desk mates- (Nicki, Benjus, Riko, Rosie, Basil)

  18. Questions?

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