Catching the Starbucks fever
Are you from Starbucks? Because I like you a latte!
About the brand
Starbucks Corporation is an American coffee company and coffeehouse chain. Starbucks was founded in Seattle, Washington in 1971.
A store that would sell only the finest imported coffee beans .
Founders- Jerry Baldwin, Zev Siegl, and Gordon Bowker.
English teacher History teacher Writer
About the brand
The Idea- To bring the Italian coffee house tradition back to United States
Mission Statement- To inspire and nurture the human spirit – one person, one cup and one neighbourhood at a time.
About the brandAfter 1987, Starbucks began to expand quickly. Now, with more than 16,700 stores and 142,000 employees in 43 countries, Starbucks is one of the most respected brands in the world.
A typical customer would
stop by Starbucks 18 times a month.
Social responsibilities
Schultz believed that to exceed customers’ expectations it is first necessary to exceed employees’. It provides comprehensive health care to all employees, including part-timers. A stock option plan called Bean Stock allows employees also to participate in its financial success.
Social responsibilitiesThe Starbucks Foundation, created in 1997, focusses on supporting literacy programs for children and families in the United States and Canada; expanded, it has now donated millions of dollars to charities and communities worldwide.
Starbucks Coffee Company Foundation Indonesia
Social responsibilities
• Starbucks is a partner in PRODUCT(RED), an initiative to help fight and stop the spread of HIV in Africa.
• It also donated 5 cents from every sale of its Ethos bottled water to improving the quality of water in poor countries.
Social responsibilities
Starbucks has partnered with Conservation International to ensure that coffee it purchases is not only of the highest quality but also “responsibly grown and ethically traded”.
Social responsibilitiesIt took Starbucks 10 years of development to create the world’s first recycled beverage cup made of 10% postconsumer fibre, conserving approximately 78,000 trees a year. The firm also emphasizes energy and water conservation and building green, LEED-certified buildings around the world.
marketing
Since McDonald’s and Dunkin’ Donuts entered the coffee industry, there is an enhanced competition between these companies and Starbucks. So, Starbucks is experiencing different marketing strategies in recent years.
marketing
Targeting
Age group: 18-40
Lifecycle: Young and Adults
Gender: Male and Female
Income: Middle/higher income earners
Positioning: High price and High quality
marketing- print advertising
Sunday’s New York Times
Starbucks Magazine Ad
Starbucks Portland
marketing
Starbucks television commercialhttps://www.youtube.com/watch?v=Dr1UQ1ZSUig
what’s next?
Starbucks will continue to offer the highest-quality coffee, but they will offer other products as well
what’s next?
The fact remains clear that Starbucks' long-term prospects are in place and is backed by a solid management team with a proven track record of execution. When put together, Starbucks most certainly has a solid game plan to dominate the at-home and retail coffee market for years to come.
summary
• Starbucks founded in 1971 to sell the finest imported coffee beans.
• Coffee houses to reflect Italian elegance melded with U.S informality.
• Worldwide expansion in 1990s.
• Starbucks has several health care plans for it’s employees.
• Funds literacy programs for children and families.
summary
• Employees volunteer for community service hours.
• Partners with PRODUCT(RED).
• Ensures responsible and ethical farming of high quality coffee beans.
• Recycle beverage cups and go green.
• Segmented marketing• Bring in new products of high
quality.
credits
http://www.prezentr.com/templates/starbucks-powerpoint-template
www.douglaserice.com
https://en.wikipedia.org/wiki/Starbucks
https://www.youtube.com/watch?v=Dr1UQ1ZSUig
http://www.terapeak.com/worth/2009-us-starbucks-gift-card-thank-you-series-coffee-cup-saucer-collectors/131582496943/
Marketing Management 14th edition by Philip Kotler
http://www.toronto24hours.ca/2016/02/09/friends-pop-up-shop-coming-to-toronto
This presentation was created by Abhiyu Jain, (bits pilani, Hyderabad campus) as a part of marketing management internship under prof. Sameer mathur, iim Lucknow.
Prof. Sameer mathur
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