brand research on STARBUCKS

1. PRACHI SACHDEVA
MFT/20/26

3. The first Starbucks was opened in Seattle, Washington, on March 30, 1971, by three partners who met while they
were students at the University of San Francisco:English teacher Jerry Baldwin, history teacher Zev Siegl, and writer
Gordon Bowker were inspired to sell high-quality coffee beans and equipment by coffee roasting entrepreneur Alfred
Peet after he taught them his style of roasting beans. Bowker recalls that Terry Heckler, with whom Bowker owned
an advertising agency, thought words beginning with "st" were powerful. The founders brainstormed a list of words
beginning with "st," and eventually landed on "Starbo," a mining town in the Cascade Range. From there, the group
remembered "Starbuck," the name of the chief mate in the book Moby-Dick.Bowker said, "Moby-Dick didn't have
anything to do with Starbucks directly; it was only coincidental that the sound seemed to make sense."
The first Starbucks store was located in Seattle at 2000 Western Avenue from 1971 to 1976. This cafe was later moved
to 1912 Pike Place.During this time, Starbucks stores sold just beans and not coffee drinks.During its first year of
operation, it purchased green coffee beans from Peet's Coffee & Tea,then began buying directly from growers.
BRAND
HISTORY

4. BRAND USP
The USP of Starbucks is a relatively simple one:
premium coffee.
The premium coffee experience that Starbucks claims
to offer is what makes it stands out from its peers
and this includes not just the high-quality coffee, but
also employee-customer interactions, environment,
and ambiance offered, complete with various
conveniences.
Inspiring and nurturing the human spirit-"'one
person, one cup and one neighborhood at a time"

5. BRAND VISION AND MISSION
Mission statement: "To inspire and nurture
the human spirit — one person, one cup and
one neighborhood at a time."
Purpose statement: "To establish Starbucks as the
premier purveyor of the finest coffee in the world
while maintaining our uncompromising principles
while we grow."

6. Middle to upper class
Have a tendency for a greater amount of disposable
income
College student
Those looking for the right atmosphere to meet with
people or do some work or reading
Young adults(aged 18-24)
25-40 years of age, these people fall under the
secondary target market. They are looking out for a
good crowd to be with and wish to establish their place
in the high-end society
TARGET CUSTOMER

8. STARBUCKS LOGO EVOLUTION
Symbolize the melding of the two companies
color scheme-coffee brown to the familiar green
1987-1992
Image of a mythical two-tailed mermaid siren
coffee brown color scheme
symbolism represents the irresistible and seductive
quality of the coffee
1971-1987
No longer includes the "Starbucks coffee"
Freedom and flexibility to think beyond just coffee
The logo was designed to celebrate the company's
40'th anniversary
2011-Present
1992-2011
Crops the image of the mermaid with a closeup view

9. PROMOTION: PRODUCT PLACEMENT
STARBUCKS IN MOVIES

10. Coffee and tea brewing equipment
Mugs and accessories
Packaged goods
Gift items
Books
Stuff toys
Whole bean and ground coffee
Tumblr
Backpack, Totebag
Utensil set
MERCHANDISE

11. KEYWORDS
PREMIUM
INCLUSION AND
DIVERSITY
COMFORT
QUALITY ORIENTED
PERSONALIZATION
INNOVATIVE

12. MOODBOARD

13. STARBUCKS STORE VISUAL

14. AMBIENCE
Imagine this: You walk into a place and the atmosphere is light
and airy. The subtle scent of coffee beans fills the air and
everyone that approaches you is friendly and welcoming. You’re
comfortable and feel like you belong; because you do. As in most
cities, it’s a place where people meet, discuss ideas, and conduct
business. After taking a few sips of that Caramel Macchiato, you
immediately get that feeling of energy and optimism. Perhaps
it’s partly due to the caffeine and sugar rush, or maybe it’s that
the presence of a Starbucks typically indicates a city on the rise.

15. BIGGEST STARBUCKS IN THE WORLD
Starbucks Chicago Roastery
Coffee lovers rejoice — the long-awaited
Starbucks Reserve Roastery is now open on
The Magnificent Mile. The massive five-story
location occupies more than 35,000 square
feet, making it the largest Starbucks in the
world.
The Chicago roastery is just the sixth
Starbucks Reserve location in the world,
following locations in Seattle, Shanghai,
New York City, Milan, and Tokyo. The
Reserve locations were designed to
showcase the company’s rarest beans and
celebrate the craft of coffee, including
roasting, brewing, aging, infusing and
blending.

16. KID ZONE
FOCALPOINT

17. THANK YOU