Holistic Marketing using Starbucks Case Study.

1. Holistic Marketing for the
Long Run
Responsible Marketing for
long term Success

2. Sustainable and Responsible Growth
Community
Consumers
Employees
Environment

3. American Coffee Company and Coffee house chain
Premium Quality, only the finest coffee beans
Mission : To inspire and nurture the human spirit
Is it socially responsible?
How does it decide what to do as it’s social responsibility
Is Starbucks successful in socially responsible programs

4. Commitment

5. Being a responsible company
Community
Environment
Ethical Sourcing
Diversity

6. Community and Local area engagement
Partners (Employees) are provided with healthcare.
Stock Option Plan
Literacy Programs for children in US
Partnership with PRODUCT (RED)
Local Area Engagement

7. Health Care Coffee

8. 1 Million hours of Community Service !!

10. Reducing Environmental footprint

12. Green Building
Responsible building Materials
Energy Efficient Designs
Alternate energy sources

13. Ethical Sourcing
High Quality, Responsible trading and growing practices
Farmer Support
Long term high quality supply

14. How does Starbucks know,
that it’s sustainable activities are working

15. Marketing Control
Annual Plan Control
Profitability Control
Efficiency Control

16. Marketing Audit

17. Where to draw the line ?

18. Processes and People involved in the cycle
Environment
Social Cause

19. Recap

20. Premium Coffee
Brand
Equity
Social
Responsibility

21. Disclaimer
Created by Parakh Agarwal, IIT
Delhi.
During Marketing Internship
under Prof. Sameer Mathur