Starbucks was founded in 1971 in Seattle, Washington to sell high quality imported coffee beans. It aimed to bring the Italian coffee house tradition to the United States. Starbucks has since expanded globally with over 16,700 stores in 43 countries. Starbucks provides comprehensive health care benefits to employees and funds literacy programs through its foundation. It also partners with conservation efforts and ensures ethical sourcing of coffee beans to be environmentally and socially responsible. Starbucks faces increased competition from fast food chains entering the coffee market but aims to continue offering high quality coffee and expanding its product range for long term success.

1. Catching the
Starbucks fever

2. Are you from Starbucks?
Because I like you a latte!

3. About the brand
Starbucks Corporation is an American coffee
company and coffeehouse chain. Starbucks
was founded in Seattle, Washington in 1971.
A store that would sell only the finest
imported coffee beans .
Founders- Jerry Baldwin, Zev Siegl, and Gordon Bowker.
English teacher History teacher Writer

4. About the brand
The Idea- To bring the Italian coffee house
tradition back to United States
Mission Statement- To inspire and nurture the
human spirit – one person, one cup and one
neighbourhood at a time.

5. About the brand
After 1987, Starbucks began to expand
quickly. Now, with more than 16,700
stores and 142,000 employees in 43
countries, Starbucks is one of the most
respected brands in the world.
A typical customer would
stop by Starbucks 18 times
a month.

7. Social responsibilities
Schultz believed that to exceed customers’ expectations it is first necessary to
exceed employees’. It provides comprehensive health care to all employees,
including part-timers. A stock option plan called Bean Stock allows
employees also to participate in its financial success.

8. Social responsibilities
The Starbucks
Foundation, created in
1997, focusses on
supporting literacy
programs for children
and families in the
United States and
Canada; expanded, it has
now donated millions of
dollars to charities and
communities worldwide.
Starbucks Coffee Company Foundation
Indonesia

9. Social responsibilities
• Starbucks is a partner in
PRODUCT(RED), an initiative
to help fight and stop the
spread of HIV in Africa.
• It also donated 5 cents from every
sale of its Ethos bottled water to
improving the quality of water in
poor countries.

10. Social responsibilities
Starbucks has partnered
with Conservation
International to ensure
that coffee it purchases
is not only of the
highest quality but also
“responsibly grown and
ethically traded”.

11. Social responsibilities
It took Starbucks 10 years of development to
create the world’s first recycled beverage cup
made of 10% postconsumer fibre, conserving
approximately 78,000 trees a year. The firm
also emphasizes energy and water
conservation and building green, LEED-
certified buildings around the world.

12. marketing
Since McDonald’s and Dunkin’ Donuts entered the coffee industry, there
is an enhanced competition between these companies and Starbucks. So,
Starbucks is experiencing different marketing strategies in recent years.

13. marketing
Targeting
Age group: 18-40
Lifecycle: Young and Adults
Gender: Male and Female
Income: Middle/higher income earners
Positioning: High price and High quality

14. marketing- print advertising
Sunday’s New York Times
Starbucks Magazine Ad
Starbucks Portland

15. marketing
Starbucks television commercial
https://www.youtube.com/watch?v=Dr1UQ1ZSUig

16. what’s next?
Starbucks will continue to
offer the highest-quality
coffee, but they will offer
other products as well

17. what’s next?
The fact remains clear that
Starbucks' long-term
prospects are in place and is
backed by a solid
management team with a
proven track record of
execution. When put together,
Starbucks most certainly has
a solid game plan to
dominate the at-home and
retail coffee market for years
to come.

18. summary
• Starbucks founded in 1971 to sell
the finest imported coffee beans.
• Coffee houses to reflect Italian
elegance melded with U.S
informality.
• Worldwide expansion in 1990s.
• Starbucks has several
health care plans for it’s
employees.
• Funds literacy
programs for children
and families.

19. summary
• Employees volunteer for
community service hours.
• Partners with
PRODUCT(RED).
• Ensures responsible and
ethical farming of high quality
coffee beans.
• Recycle beverage cups and go
green.
• Segmented marketing
• Bring in new products of high
quality.

20. credits
http://www.prezentr.com/templates/starbucks-powerpoint-
template
www.douglaserice.com
https://en.wikipedia.org/wiki/Starbucks
https://www.youtube.com/watch?v=Dr1UQ1ZSUig
http://www.terapeak.com/worth/2009-us-starbucks-gift-card-
thank-you-series-coffee-cup-saucer-collectors/131582496943/
Marketing Management 14th edition by Philip Kotler
http://www.toronto24hours.ca/2016/02/09/friends-pop-up-shop-
coming-to-toronto

21. This presentation was created by
Abhiyu Jain, (bits pilani, Hyderabad
campus) as a part of marketing
management internship under prof.
Sameer mathur, iim Lucknow.
Prof. Sameer mathur