Social Marketing by Starbucks

1. EVER WENT
TO
STARBUCKS

2. "Our mission:
To inspire and nurture the human
spirit – one person, one cup and one
neighborhood at a time.“
Our Coffee – It has always been, and
will always be, about quality.

3. 1971 •The first store opened in
Seattle, Washington.
• Jerry Baldwin, Zev Siegl and
Gordon Bowker got the idea
from Alfred Peet (of Peet's
Coffee fame).
•The store initially sold just
coffee beans and coffee making
equipment.

4. No 1912 Pike Place, Seattle, is actually
the location of the ‘original’ Starbucks
cafe

5. Howard Schultz, the CEO, who
had the idea of Starbucks
sparked while in Milan, Italy
saw community coming
together, friends meeting at a
quick shot of espresso with
almost as much sugar

6. Now, it is in 23,768 locations
worldwide, including 13,107 in
the United States, 2,204 in
China, 1,418 in Canada, 1,160 in
Japan and 872 in South Korea
(bumping United Kingdom from
5th place)

7. EMPLOYEES
1. Starbucks calls it’s employees
‘PARTNERS’
2. To exceed customer’s experience, you
must exceed employee’s, first
3. It provides comprehensive health care. It
gives a stock option plan to it’s partners.
4. It hires 10,000 veterans and military
spouses
5. They donate time to community service.

8. It has now created a BRAND
PERCEPTION AND IMAGE:
1. Customer friendly
2. Loyalty and trust among
customers
3. Make it your own brand

9. 4. Create value for taste and
quality
5. It gives a premium customer
experience
6. It is committed towards it’s
social and environmental
responsibilities
7. It calls it’s employees
‘Partners’ to ensure their
loyalty.

10. ASSOCIATED
CAMPAIGNS

11. It is a corporate social
responsibility to
donate some
percentage of it’s
profit to
environmental issues.
It is also good for
Social Marketing.

12. Starbucks is socially responsible
1. Supports literacy program for
children
2. Donations to poor in association
with PRODUCT(RED)
3. Built new LEED certified green
building, reduce waste and improve
water conservation
4. It uses recyclable cup

13. 5. It has collaborated with CI and
follows Coffee and Farmer Equity
(C.A.F.E)
6. It works continuously with farmers
to improve methods of farming.
IT STANDS FOR SOMETHING
MORE THAN JUST
PROFITABILITY

14. ADVERTISEMENT

15. Starbucks has successfully advertised it’s
environmental concerns:
1. They put it up on their cups.
2. It had launched a campaign wherein
Starbucks advertisement was put up in 6
major cities, who’s previous page showed
whoever found it and tweeted it, would
get a holiday trip.
3. Their site gives a comprehensive view
of their associations.

16. Starbucks is a brand which earns
profitably and because of it’s
indulgence in education, recyclability
etc, it does Cause related marketing or
social marketing, it can, thus, adjust
it’s marketing budget.

17. Starbucks is a huge chain, connecting
the entire world, its mini involvement
can influence the world. But,
Starbucks has donated $11 million to
Global fund, $70 million in farmer
activities and a lot more investment in
environmental

18. SUMMARY
1. Mission
2. Story
3. To Success
4. Employees
5. Brand Image
6. Campaign

19. SUMMARY
7. Social responsibilities
8. Advertisement
9. Successful social
marketing?
10. When to stop?
11. How much positive
affect?

20. I HOPE YOU DID NOT
NEED A COFFEE TO
PASS THROUGH THIS !

21. Created By: Amodini Agarwal,
IGDTUW, during a marketing
internship by Prof Sameer Mathu,
IIM Lucknow.