Original PromptDeep Dive into the PSL (Pumpkin Spice Latte)
Starbucks has managed to create a product and market it in a way that sells over 20 million per year.
How do they do it? How can you take those lessons learned and apply them to a different seasonal product?
Have your students deep-dive into the marketing behind the Pumpkin Spice Latte.
Start off by researching the basics:
What is the product?
What problem(s) does it solve?
Where is it sold?
How much does it cost?
Then research the marketing machine b...
This learning resource explores the marketing strategies behind the highly successful Pumpkin Spice Latte (PSL) phenomenon, encouraging students to analyze how seasonal products can leverage targeted marketing techniques. Students will evaluate the core attributes of the PSL, including its target market, pricing strategy, and problem-solving utility. By employing the 'See, Think, Wonder' routine, learners will observe and reflect on promotional imagery, dissecting elements that contribute to the PSL's appeal.
The document dives into the strategic pillars of the PSL, discussing factors such as promotional timing, social media tactics, and brand extensions that enhance consumer engagement and drive sales. Analyzing contrasting cases between the PSL's hyper-strategic launch and generic product launches, students will identify key differentiators in marketing approaches. Students will also reflect critically on how scarcity and convenience impact consumer behavior and loyalty.
The culminating task involves designing a new seasonal marketing campaign, where students will choose a product, identify marketing channels, and justify their strategies using insights gained from the PSL case study. Additionally, students will learn to address potential market saturation or consumer fatigue during the product's launch period.