Starbucks

2. History
• The first Starbucks store
opened in Seattle's Pike
Place Market in 1971.
• The company grew to be
the largest roaster in
Washington with multiple
locations until the early
1980's.
• In 1981,Howard Schultz,
recognized a great
opportunity and began
working with the founder
Jerry Baldwin.

3. History
• The company experienced rapid
growth going public in 1992,
and growing tenfold by 1997,
with locations around the
United States, Japan and
Singapore.
• Starbucks also began expanding
its brand by:
 Starbucks coffee on United
Airlines flights.
 Selling premium teas via Tazo
Tea Company.
 Offering order Starbucks coffee
online
• Introduced new products and
operations.

4. Today, Starbucks has millions of customers every
day, in about 19,000 locations in over 62
countries which have employed approximately
1,82,000 partners worldwide.

5. Product

6. Segment
• 18-45 year olds
• Youngsters who want to gather
with their friends
• Office workers and students who
need to catch up with their work
• Those who feel that drinking
coffee is "cool"
• People who are adventurous,
willing to try new things

7. Promotion Starbucks
• Advertising
• Personal Selling
• Public Relations
• Sales Promotion

8. ADVERTISING
– Radio
– TV
– Billboards

9. PERSONAL SELLING
• Baristas must continue to be the very best
• Starbucks must create an incentive to retain
and reward baristas

10. PUBLIC RELATIONS
• Parties
• Big, Juicy Paintings
• Trump Tower
• Nationwide Coffee Break
• Public Performances
• Charitable Contributions
• Change
• run promotions in conjunction with contributions

11. SALES PROMOTIONS
• Return of incentive cards
• Tie in with public relations
• Loyalty program
• Daily coffee break

12. Thank you for attention!
Prepared by
Metelskaya Kristina & Shimul Darya