Starbucks uses various promotional techniques globally including advertising, direct marketing, and visuals. Advertising includes print media, broadcast media, social media, and Starbucks cards. Starbucks focuses on e-marketing through platforms like Twitter, Facebook, and mobile apps. While Starbucks rarely uses television advertising, it released its first national TV commercial in the US in 2007 to boost customer traffic. Visual promotional materials feature young, affluent customers in a lifestyle context. Starbucks tailors some promotions while maintaining a standardized approach in other areas.

1. Starbucks
Promotion
Types & Application
on the global stage

2. Starbucks
21/11/2011
Members Contents Q&A References

3. Phong Nguyen
Li Ivy Maximilia
n
An Le Kito

4. Contents
Theory overview
 Promotion – types & underlying concepts
 Standardization vs. Adaptation
The Promotion
of Starbucks
 Advertising & Direct Marketing
 Visual application
Conclusion

5. Introduction
Promotion
The propose of promotion
is to make consumers
aware of a new
product, to stimulate
nonusers to samples,
an existing product, or to
increase overall
consumer demand.
1 Advertising
2 Direct marketing
3 Personal selling
4 Public relationship

6. Promotion
– underlying
concepts
 Teutner (2002):
 ‚instruments to
stimulate sales of
products and brands‛
 3 Basic objectives (Kurtz,
2010):
 Information
 Change behaviour to
increase Demand(short
term)
 Differentiate from

7. Features
 Action-orientated
marketing events
(Rossiter and
Bellman, 2005)
 Tool: stimuli to
cause sudden
behavioural
change;
 may also appeal to
Product, Place &
Price
(Van Waterschoot &

8. Types - The
Promotional Mix (1)
 Advertising
(presentation by
identified sponsor: e.g.
Print, TV, direct mail,
web)
 Personal Selling
(person-2-person
transaction)
 Sales Promotion
(paid consumer

9. Types - The Promotional
Mix (2)
 Public Relations &
Publicity
(evaluating &
influencing the public
perception)
 Direct Marketing
(communication with
prospect i.e. generate
response in form of
request or order)

10. Standardisation vs
Adaptation
 Adaptation: A strategy
regarding change of the
marketing program (e.g.
Product, Price, Place,
Distribution.) according
to local preferences
 Standardization: Usage
of a generic marketing
program for different
international target
markets.

11. Promotional Type ‚Advertising‛–
Application at Starbucks
Jonoshka (2004):
‘external communication of an
organization with actual and
potential customers.’
Types of advertising media include:
 Print media : newspapers,
magazine, posters,...
 Broadcast media : TV, radio...
Direct marketing: direct mail,
website, online advertising... (Kotler,
1994).

12. Starbucks costs on
advertising* Store operating
expenses, other Prepaid
operating expenses and
expenses and other current
general and capitalised
administrative advertising costs
expensive ()
2007 $ 103.5 $ 19.2
million miilion
2008 $129.0 $8.8
million million
2009 $126.3 $7.2
million million
* Numbers provided are based on world wide costs
starbucks.com

13. Word of mouth- ‚third
1)
place‛
The average Starbucks customer visits the
store six times per month while the heaviest
20% of customers go to Starbucks at least 16
times per month. (Starbucks commercial,
2010)

14. Social media
2) Starbucks is mainly adult-focused and
aims to connect with their customers,
communities, and children through
various advertising tactics
(Professor Marty Lawlor, 2007)
- E-marketing
Twitter, Facebook, Youtube, My starbucks
idea,
Starbucks V2V (Jon Swartz, 2009)
http://www.youtube.com/watch?v=K9nJa_8L
nSI
- Iphone applications
(Annual report, 2009)

15. Starbucks card*
 Starbucks Card is the
simple, easy way to
pay when you are in
store.
 Extra rewards for
Starbucks card
holders
* Starbuck.com

16. TV commercials
 Starbucks is worlds one of the best brands but it rarely
advertised on television (Burt, 2009).
 In 2007 the company felt slowdown in customer traffic
even in holiday season. For the first time Starbucks
introduced the national TV advertisement in U.S (Janet,
2007)
 The TV Commercial titled Starbucks Holiday 2010 was
done by BBDO NEW YORK advertising agency
Starbucks Coffee company (for Starbucks) in USA.
released in November 2010.

17. Market segment
 Young, affluent customers
 College educated
 Higher income levels
 People combining work and coffee break
 People who have requirements for the
Life-styles

18. Visual Examples



24. Back

25. Conclusion
 Promotion plays a vital role for
Starbucks
 Starbucks uses various
advertising tactics
 Starbucks concentrates on E-
marketing

26. Q&A

27. References
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