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Starbuck by backstreet Boys
- 3. Team Members Ishtiaq Bhatti Roll# 17 Qasim Shah Roll # 21 Farhan Mehmood Roll # 31 Sahl khan Roll # 86 Aamir Rao Roll # 114 Annan Akbar Roll # 44
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- 6. Table of Contents •Introduction: Then and Now • Mission Statement • Product line • Advertisement • Promotional activities • Packaging • Competitors • Success factors • Positioning • Downfall • Scope • Action Plan & Recommendations • Conclusion
- 7. Then… • First Starbucksopened in Seattle Washington • March 30, 1971 • Jerry Baldwin-English Teacher • Gordon Bowker-Writer • Zev Siegh – History Teacher
- 8. Then… • Entrepreneur HowardSchultz joined the company in 1982 • Director of Retail Operations and Marketing • Idea of selling beverages
- 9. Then… • April, 1984first store to sell beverages was opened • Served 400 customers – over the 250 customer average at their best store • II Giornale Acquires Starbucks • Howard Schultz – Starbuck’s President and CEO
- 10. Now… • World's premierroaster and retailer of specialty coffee • 14,432 company-owned stores • 9,336 licensed stores in more than 50 countries
- 11. Now… • Annual salesof about $10 billion as of April 2010 • Sell : beverages, pastries, whole bean coffee, ground coffee, and coffee-related products
- 12. Mission Statement 1990 –October 2008 • Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow.
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- 16. • More than30 blends and single-origin premium coffees • Whole Been & ground • Starbucks reserves coffee • Verismo pods • Starbucks K-cup pods • Starbucks VIA Instant coffee
- 17. • entered thetea business in 1999 • acquired the Tazo brand In late 2012, Starbucks paid US$620 million to buy Teavana • 2015, Starbucks began to roll out Teavana teas into Starbucks stores
- 18. Fresh Food items •Muffins • Salad • Sandwich • Cake • Fruit cups • Oatmeal • Cookies (etc)
- 19. • Coffee &tea Equipment • Mugs • Packed goods • Music • Books • Gift items
- 20. Advertising and MediaAnalysis 20
- 21. Starbucks Advertising Starbuckscompany chooses to focus on the customers in-store experience In-store experience will be more effective than having advertisements and commercials for Starbucks via mass media Stores as another home to the consumer This is done by providing a comfortable chairs for the customers to relax in, relaxing music, and laptops area 21
- 22. Starbucks Advertising Starbucksdepends on word-of-mouth advertising through this “third home” which had proved greater success than actual commercials Providing quality products and services Starbucks has a slogan “Uniquely Starbucks” The uniqueness of customers experience at Starbucks results in the word-of-mouth advertising with their customers 22
- 23. Starbucks Advertisements Starbuckscreates advertisements with a unique content With large and bold headlines promoting the brands qualities The ad’s which Starbucks had placed in newspapers explain how Starbucks chooses only the best 3 percent of beans for their coffee The ad’s also emphasize how they roast the beans until they pop twice to ensure quality taste 23
- 24. Starbucks Advertising Thefew commercials which Starbucks had created were quite successful One commercial featured a character drinking a double shot drink in the morning before going to work The band “Survivor” is in the background singing “Eye of the Tiger” while character is drinking Another commercial has a character named “Stacey” who takes a break at work to drink a Frappuccino beverage 24
- 25. Starbucks Advertisements On May3rd, 2009 Starbucks had launched a long term, multi channel campaign. It’s goal was to emphasize the unique experience, exceptional coffee, and the brand’s quality value 25
- 26. Starbucks createda joint venture with Pepsi-Cola which had driven up company sales Starbucks had partnered with the CW in 2010 for an online contest. This online contest was to show ingredients for the Frappuccino beverage, and transitions and music into one commercial 26 Starbucks Advertising
- 27. Starbucks Social Media Starbucks has a social media marketing strategy, as well Their social media has created an online community with the Starbucks brand Starbucks is part of many social media sites, such as Facebook, Twitter Consumers are able to express their opinions about the company through online blogs The company is able to join consumers during blog conversations Discussions via blogs are another word for “new media” 27
- 28. Starbucks Mobile AdvertisingCampaign In 2011, Starbucks had run a Mobile ad campaign to increase downloads of its mobile applications. The ad’s were run by Flixster iphone Applications. When consumers tap on the banner, “Pay Faster, Sip Slower” mobile payments Starbucks generates mobile ad’s to maintain the mobile aspect of their advertising strategy. 28
- 29. Starbucks Mobile AdvertisingCampaign Mobile campaign which allows consumers to chose their ideal summer beverage Starbucks had run mobile banners ads through music site, Pandora IPhone application 29
- 30. When consumerstap on the ad, they are directed to swipe this screen: Consumers can choose a summer drink once they swipe the icy screen. Such drinks include iced coffee with milk or Tazo shaken iced passion tea lemonade. 30
- 31. Starbucks Billboards In2008, Starbucks had put up a number of billboards in Seattle 31
- 32. Promotional Activities •In this world of IT the company believes on one to one promotion rather than electronic media advertisement. •Spends little budget on its promotion. • Seasonal induction of items are considered main source of customer attraction. • Beside that cards are issued that promotes its popularity. • Certain gift cards are given on beverages that increase sales considerably. • Coffees are transported to offices free of additional cost and irrespective of cup size, making officials permanent 32
- 33. Promotional Tactics Oncollege campus’ have a free specialty coffee day 8am-Noon in the top 20 DMA’s. This will draw college students into Starbuck’s for their free drink in return drawing them to make more purchases in store. Sponsoring one concert featuring the stars of the television show The Voice held in Los Angeles. Starbucks will hand out free drinks during the concert. 33
- 34. PROMOTION: PRODUCT PLACEMENT STARBUCKSIN MOVIES The Devil Wears Prada
- 35. PROMOTION: PRODUCT PLACEMENT STARBUCKSIN MOVIES Meet The Fockers 4
- 36. PROMOTION: PRODUCT PLACEMENT STARBUCKSIN MOVIES Fight Club
- 38. Packaging • Starbucks wants its cupsto be 100 percent recyclable
- 39. Product (red) Raiseawareness and funds to help eliminate AIDS in Africa. Starbucks’ Red products and Red card:
- 40. Competition McDonalds Dunkin Donuts SecondCup New World Coffee Caribou Coffee
- 43. Success Factors Thereability to design strategic approach to growth that is quick Sustainable supply chain of high quality coffee Strategic alliances The unique, innovative, upscale atmosphere that will differentiate Starbucks. Starbucks 10/31/2011
- 44. Success factors Theestablishment of as a community hub for socialization and entertainment. Highly motivated employees Treated as partners Low employee turnover rate 70% 44
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- 46. Mission Statement October 2008- Present
- 47. • Downfall ofStarbucks began after 2005 and problems continued till 2010 2007 global crisis affects Starbucks as well 660 stores closed in 2008 due to lack of profit ability. 300 more in 2009 2008, Howard D. Schultz returned as CEO of Starbucks He takes revolutionary steps to get back Starbucks image
- 49. • Next 5years • Starbucks will grow to nearly $30 billion in annual revenue • more than 30,000 stores globally. “We have an opportunity to make history. I’ve never been more optimistic, more enthused about the things that we are going to do.” Howard Schultz,CEO”
- 50. Starbucks seven strategiesfor growth 1. Be the Employer of Choice 2. Lead in Coffee 3. Grow the Store Portfolio 4. Create New Occasions to Visit Stores 5. CPG Brand Growth 6. Build Teavana 7. Extend Digital Engagement
- 51. • The emergingmarkets of starbucks • Brazil, India, China, South Africa & Pakistan • Offer significant opportunities • Starbucks has already made significant inroads into the Chinese market but there still is a lot of untapped potential
- 52. Suggestion & Recommendations • internationalstrategy • opportunities in Tea and Fresh Juice • U.S. market should focus on getting additional penetration • Enhance atmosphere – Entertainment to attract more customers • Increase marketing • Advertise • Sales promotions • Promote healthy products
- 53. Conclusion • Starbucks changesthe behaviors and viewpoints of global consumers of coffee, and this successful example has caught global attention. • Nowadays it is not only one of the fastest growing corporation but also an outstanding business model with low employee turnover rate & high profit performance. • The motivation and the teamwork is the key factor of a company policy, opposite to the principles of classical management which is only concerned about production and ignores worker’s idea.
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Editor's Notes
- #38 nous avons rapidement reçu des milliers de suggestions, comme celle de proposer gratuitement le WiFi dans noscafés ou de lancer une carte de fidélité avec des réductions.
- #40 Every time you buy a (STARBUCKS)RED product or pay with your (STARBUCKS)REDCard*, we make a contribution to the Global Fund to help people living with HIV/AIDS in Africa.