1. A brief history of the brand
Mrs. Ferris

2.  Starbucks was originally opened in 1971
 The store was in the Pike Place Market in Seattle and
sold coffee beans
 The company has grown to have over 17,000 stores in
55 different countries.
 The company also sells products in other stores
outside Starbucks locations.

3.  1971 Starbucks Coffee Tea and Spice opens in Seattle
 1987 Il Giornale buys Starbucks
 1992 Starbucks stock is offered for public sale
 1995 The Frappuccino is introduced
 1997 The Starbucks Foundation is formed
 2001 Introduction of the Starbucks card for payment
 2009 Starbucks VIA Ready Brew Coffee is introduced
 2011 Starbucks celebrates the 40th anniversary

4.  The Original Starbucks logo was used from 1971 until
1987. The Siren is the central part of the logo

5.  In 1987 the company changed it name to the Starbucks
Corporation after being purchased by Il Giornale. The
logo was changed to represent both companies and the
Tea and Spices was dropped. This was the beginnings
of the modern logo

6.  In 1992 the logo was made more modern. This
happened around the same time that the company
began being publicly traded on the stock market.

7.  This year, 2011, the logo was changed once again. This
time the name of Starbucks Coffee was removed from
the logo. This changed upset many people and caused
a lot of reactions.
 The old logo is still being used in some areas though.

8.  Starbucks Coffee is well known for many things. From
a good cup of coffee to being over priced.
 Even with all the varying opinions, the Starbucks logo
and cup are well known through the world.

9.  Starbucks is committed to helping the community.
 Through a variety of programs, the company makes
sure to reach out to those around them
 The latest campaign is called Create Jobs for USA.
 This program is aimed to raise money in order to
provide loans to small businesses to let them hire more
people.
 Right now in stores, you can purchase a bracelet to help
support this program.

10.  In April, Starbucks will be kicking off their third
annual Month of Service
 The campaign focused on the needs of the
neighborhoods were Starbucks locations are found.
 In 2012 the following was accomplished during Month
of Service
 700,000 individual acts were completed in 34 countries
 2,100 community service projects were completed
 230,000 hours of service were contributed in 30 days
 50,000 participants too part in this project

11.  Starbucks does very little advertising compared to
other companies.
 There have been a couple well known TV commercials
but not many
 Most advertising is done through word of
mouth, brand awareness and social media.
 Starbucks also uses print advertising to get people to
buy their products

12. Starbucks Espresso Commercial-Sue

13.  Who created this message?
 Starbucks
 What techniques were used to attract attention?
 Music, pretty landscape and places, the Starbucks cup
 How might different people understand this message differently?
 Someone who does not drink coffee may not care where the coffee beans were
grown, how they were harvested, or how the coffee was made
 What values, lifestyles and points of view are represented or omitted from this
message?
 It shows that coffee drinkers want to know the coffee is from a good area and
grown under good conditions and that people appreciate a product that seems
to care
 It does not show how the people harvesting the coffee live in those areas
 Why was this message created?
 To convince people that Starbucks is a good value because of the quality of the
products used
 To get people to buy Starbucks coffee

15.  Who created this message?
 Starbucks
 What techniques were used to attract attention?
 Bright red, Starbucks Holiday cups are shown, a deal is listed (buy 1
drink, get 1 free)
 How might different people understand this message differently?
 People who do not like the holidays may feel sad during this time
and may not be interested in a holiday themed drink
 What values, lifestyles and points of view are represented or
omitted from this message?
 Everyone likes a deal
 The holidays are a time of happiness. People look forward to the
Starbucks seasonal drinks
 Why was this message created?
 To get people come in and buy the new holiday drinks from
Starbucks