Peet's Tactical Marketing Strategy

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Tactical Marketing Plan: There are three tactics per segment that will be implemented in order to achieve the business objectives planned for the two targeted segments of Peet’s Coffee and Tea. Through research and analysis of the data collected, the following tactics were put together.
The first tactic for the Grab ‘N Go segment is providing a complementary size upgrade for every five “check-ins” that an individual has. Check-ins are defined as making a purchase at Peet’s and scanning the app barcode to a scanner at the register. This tactic addresses conceptual strategies emphasized in class, such as the 4 P’s. Per our survey and focus group, Peet’s has been shown to be weak promotionally – especially in regards to their existing rewards program. Many current Peet’s customers are entirely unaware of this program and its advantages. For those who are aware, they say that the incentives are not as alluring as those offered by other coffee shops. While Peet’s currently offers a free drink after 15 check-ins, competitors may offer a …show more content…

However, Peet’s does not have a strong presence and no new brand recognition, which is converting into a challenge, especially among college students and individuals who work in job positions that limit their free time. With the technologically supported messaging strategy, Peet’s has the opportunity to generate an increase in media coverage and social media interaction about products and services Peet’s has to offer. Since the customer’s needs and preference changes over time, Peet’s ought to review its marketinting technique and integrate them to marketing campaigns to provide higher level of customer relevance creation levels, compared to the strategies of the possible

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