by Patrícia Azevedo (Brazil) and Kyle Tsung (Taiwan)
August 2009 - UC Irvine - Grade: A+
This is my final project for ESL Marketing Program, at University of California Irvine. Our goal was present marketing concepts throught a real American Brand in a creative presentation.
Mission, strategy, and ethics at starbucks v2Paul Mulzoff
My colleagues and I presented this discussion on leadership, ethics, corporate repsonsibility, and corporate strategy to folks at The Hagan Schol of Business - Iona College.
by Patrícia Azevedo (Brazil) and Kyle Tsung (Taiwan)
August 2009 - UC Irvine - Grade: A+
This is my final project for ESL Marketing Program, at University of California Irvine. Our goal was present marketing concepts throught a real American Brand in a creative presentation.
Mission, strategy, and ethics at starbucks v2Paul Mulzoff
My colleagues and I presented this discussion on leadership, ethics, corporate repsonsibility, and corporate strategy to folks at The Hagan Schol of Business - Iona College.
Starbucks, a leading specialty-coffee brand and coffee store chain based in the US was founded in 1971 by Gerald Baldwin, Gordon Bowker, and Ziev Siegl.
In 2002, Starbucks had achieved a CAGR of 40% since its IPO and owned approx 5000 stores
Its competitors range from small-scale specialty coffee chains to independent specialty coffee shops, and donut and bagel chains.
Further growth in untapped national and international markets and unreached saturation levels.
This case was to analyze how Starbucks was not meeting the customer’s expectations and it came up with a plan to invest an additional $40 million annually. This case also discusses how Starbucks can improve their service to increase customer satisfaction.
This plan was developed within a group of five NYU students during the 2013 fall semester. We elaborated a complete (integrated) marketing plan covering from the market analysis to the marketing tactics selected to reach ours business goals and objectives.
Nespresso campaign presentation as part of a group project for Writing for Marketing and Advertising at UCLA. I was responsible for the design and PowerPoint presentation as well as the intro, slogan, print ad and web banners.
Starbucks: A Story of Growth - case study presentation for EBS/DBSBrandon J. Murray, PMP
For entry into the EBS European Business School / DBS Durham University Business School - dual Executive MBA programme, I was asked to analyze a case study from Kellogg School of Management at Northwestern University. I then had to write a handful of essays and give a 1-hour presentation consisting of 30 min of briefing and 30 min of Q/A from the EBS faculty audience.
Starbucks Corporation is known world-wide for their specialty coffee innovation and creative business design. Over time Starbucks has built a business around a relaxing, somewhat romantic atmosphere that brings to the customer a European feel and thus provides a strong user experience for its customers. In Starbucks’ earliest days, coffee consumption in the United States (US) was considered nothing special. Most US coffee offered a similar taste and wasn’t offered in a special “European” environment. With this absence of uniqueness, convenience was the dominant criteria used by US consumers to choose their coffee.
Enter Starbucks.
This is a project where analysis of quality management has been done.. It has an overview, organization structure,analysis and conclusion. I hope you find it helpful.
Starbucks, a leading specialty-coffee brand and coffee store chain based in the US was founded in 1971 by Gerald Baldwin, Gordon Bowker, and Ziev Siegl.
In 2002, Starbucks had achieved a CAGR of 40% since its IPO and owned approx 5000 stores
Its competitors range from small-scale specialty coffee chains to independent specialty coffee shops, and donut and bagel chains.
Further growth in untapped national and international markets and unreached saturation levels.
This case was to analyze how Starbucks was not meeting the customer’s expectations and it came up with a plan to invest an additional $40 million annually. This case also discusses how Starbucks can improve their service to increase customer satisfaction.
This plan was developed within a group of five NYU students during the 2013 fall semester. We elaborated a complete (integrated) marketing plan covering from the market analysis to the marketing tactics selected to reach ours business goals and objectives.
Nespresso campaign presentation as part of a group project for Writing for Marketing and Advertising at UCLA. I was responsible for the design and PowerPoint presentation as well as the intro, slogan, print ad and web banners.
Starbucks: A Story of Growth - case study presentation for EBS/DBSBrandon J. Murray, PMP
For entry into the EBS European Business School / DBS Durham University Business School - dual Executive MBA programme, I was asked to analyze a case study from Kellogg School of Management at Northwestern University. I then had to write a handful of essays and give a 1-hour presentation consisting of 30 min of briefing and 30 min of Q/A from the EBS faculty audience.
Starbucks Corporation is known world-wide for their specialty coffee innovation and creative business design. Over time Starbucks has built a business around a relaxing, somewhat romantic atmosphere that brings to the customer a European feel and thus provides a strong user experience for its customers. In Starbucks’ earliest days, coffee consumption in the United States (US) was considered nothing special. Most US coffee offered a similar taste and wasn’t offered in a special “European” environment. With this absence of uniqueness, convenience was the dominant criteria used by US consumers to choose their coffee.
Enter Starbucks.
This is a project where analysis of quality management has been done.. It has an overview, organization structure,analysis and conclusion. I hope you find it helpful.
Workshop on How to Think Strategically.
We teach brand leaders to think strategically. We show them how to ask the right questions before seeing solutions, how to map out a range of decision trees that intersect and connect by imagining how events will play out. We take them through the 7 elements of good strategy: vision, opportunity, focus, speed, early win, leverage and gateway. We look at strategy from a competitive position, consumer connectivity, core strength and situational
Workshop for Brand Leaders to help define your brand positioning statement, brand concept and organizing big idea.
https://beloved-brands.com/brand-positioning/
We make brands stronger and brand leaders smarter. Here's how we can help:
1. We lead workshops to define your brand, helping you uncover a unique, own-able Brand Positioning Statement and an organizing Big Idea that transforms your brand’s DNA into a consumer-centric and winning brand reputation.
2. We lead workshops to build a strategic Brand Plan that will optimize your resources and motivates everyone that touches the brand to follow the plan.
3. We coach on Marketing execution, helping build programs that create a bond with your consumers, to ensure your investment drives growth on your brand.
4. We will build a Brand Management Training Program, so you can unleash the full potential of your Marketing team, enabling them to contribute smart and exceptional Marketing work that drives brand growth.
5. Our Executive Coaching program is designed to help Marketing Leaders get smarter, and then drive stronger performance on their brands. Executives can use their increased knowledge to help their own teams get smarter.
We look at the role of the Brand Leader, how to develop marketing execution strategy, tools to make marketing decisions and how to give direction to an agency.
At Beloved Brands, we make brands stronger and we make brand leaders smarter. We can build a Brand Management Training Program, to unleash the full potential of your team.
1. Strategic Thinking
2, Creating a Beloved Brand
3. Consumer Centricity
4. Brand Positioning
5. Brand Plans
6. Creative Briefs
7. Brand Analytics and the business review
8. Marketing Execution
9. Strategic Media Plans
10. Winning the Purchase Moment
Employee Value Proposition. How and why your EVP plays a critical role in you...N. Robert Johnson, APR
Companies with a clear and differentiated employee value proposition outperform their competitors. In this 30+3 Webinar, we take a quick look at ways to develop a clear and differentiated EVP.
It talks about small part of brand equity - brand positioning statement of Coca-Cola. Hope to brings some meaningful lessons or slide presentation for you.
L'Oreal Employer Branding and Employee Value Proposition (EVP)Link Humans
L'Oreal's new EVP launched in 2012 after a big listening exercise internally - based on 3 pillars: A thrilling experience, an environment that will inspire you & a school of excellence. Note: This is not Link Humans work, all L'Oréal - thanks to Dennis de Munck for this information.
This presentation slides are strictly for education purposes.
Please do not download this presentation template and try to make money out of it. Contact me if you want to have your very own business presentation.
1. Starbucks: Brewing a brand
concept
Advanced Marketing Management
Team members
Name Enrollment number
Abhishek Pal 11BSP0023
Areeb Khamkar 11BSP2004
Saurabh Saxena 11BSP0899
Taqweem Ahmad 11BSP
2. Guess the price??
Amul Kool Café Amul Kool Café
200ml bottle 250ml bottle
Starbucks Frappuccino
218ml bottle
3. Starbucks mission statement
• To inspire and nurture the human spirit – one person, one cup and one
neighbourhood at a time.
• Starbucks principles
– Our Coffee: We’re passionate about ethically sourcing the finest coffee beans, roasting
them with great care, and improving the lives of people who grow them.
– Our Partners: We’re called partners, because it’s not just a job, it’s our passion.
Together, we embrace diversity to create a place where each of us can be ourselves. We
always treat each other with respect and dignity.
– Our Customers: When we are fully engaged, we connect with, laugh with, and uplift the
lives of our customers – even if just for a few moments.
– Our Stores: When our customers feel this sense of belonging, our stores become a
haven, a break from the worries outside, a place where you can meet with friends.
4. Starbucks value proposition
• It’s all about experience.
• Three components of branding strategy:
– First component: Coffee itself. Coffees were of high quality and were sourced from
Africa, Central and South America and Asia – pacific regions. It worked directly with
growers in various countries of origin to purchase green coffee beans, supervised
roasting process and distribution to retail stores around the world.
– Second component: Service. Goal is to create an uplifting experience every time
customer walks through the door.
– Third component: Ambience. People come for coffee but it is the ambience that makes
them want to stay. It has generated the need to come together.
• Customers second, Employees first. Employees were given training on how to
prepare and serve coffee. They were also empowered by offering them ESOP,
comprehensive health care. Respect employees and employees will respect
customers which in turn leads to customer satisfaction.
• Corporate Social Responsibility: opening up of hospitals, AIDS foundations, food
banks.
5. Product innovation
Sales
8%
Coffee beverages
16%
Whole bean coffee
Food items
15% 61%
Coffee related product
and equipment
6. Product innovation
• Introduced at least one new hot beverage every holiday season.
• New product development process generally operated on 12 – 18 months cycle.
• Internal research and development team tinkered with product formulations, ran
focus groups, in – store experiments and market tests.
• Introduced frappuccino beverages.
• Introduced bottled version of frappuccino, distributed by PepsiCo.
7. Service innovation
• Introduced Starbucks’ stored value card (SVC) – a swipeable smart card for
cashless transactions.
• T – Mobile hotspot wireless internet service.
• Service delivery:
– Employees were trained on hard skills like learning to use cash register, how to mix
coffees.
– Employees were also trained on “Just say yes” policy.
• Measuring service performance:
– Monthly status report
– Self – report checklists
– Mystery shopper program “Customer Snapshot”: measured on the basis of
service, cleanliness, product quality, speed of service.
8. Corporate diversification
• Sold Jazz and Blue CDs.
• Special compilations , done by Starbucks, were used as store background music.
• Sold Oprah’s book club selections.
Caffeinating the world
• Starbucks selected large cities to serve as a “HUB”; teams of professionals were
located in these hub cities with a goal of opening 20 more stores in the hub.
• Once the stores blanketed the hub, additional stores were opened in
smaller, surrounding areas “SPOKE”.
9. Starbucks focus
• Office goers
• Middle and high income group.
Starbucks in India
• 50:50 joint venture between starbucks and Tata Global beverages. Finalizing deals
to open 10 locations in country.
• Possible competition from Café Coffee day, Barista, Costa Coffee, Gloria
Jeans, Aromas.
• Possible substitutes could be burgers, donuts.
