Starbucks
Consumer Packaged Goods
Launched and led the Japan CPG business of the global coffee giant.
Highlights:
Partnered with the largest in-country players to achieve these goals. Firms include Suntory, Takanashi, and AGF.
13 new products and baseline “renewals.”
Cross-promotion with Starbucks cafes.
Drove in-country coffee roasting by a third party - a first for Starbucks.
Launched VIA, ORIGAMI pour-over, and roasted & ground coffee product lines into three separate channels. ORIGAMI achieved #1 market share in CVS channel and key department store accounts.
Leveraged consumer insights to drive @HOME recipe strategy by teaching consumers how to make café beverages – another first for Starbucks.
Background:
The launch of Starbucks Japan’s revolutionary Discoveries cup coffee had generated initial success. It was clear that the opportunity was significant, and now it was time to put a dedicated support team in the country.
Task:
Paul was tapped to establish and manage this new Japan-based business unit, which entailed opening an office, hiring staff, and forging key partnerships. As representative director of a separate CPG-focused company, he managed all aspects of the ready-to-drink and packaged coffee market entries in grocery, convenience stores, and department stores in Japan, with distribution partner AGF. He worked with all suppliers and Starbucks Japan cafes while staying aligned with Seattle headquarters.
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