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