ISYU TUNGKOL SA SEKSWLADIDA (ISSUE ABOUT SEXUALITY
Brand Management Starbucks
1.
2. Founded in 1971 in
Seattle, USA
Started off
as, “Starbucks
Coffee, Tea and
Spice”
Sold only whole-
bean coffee and
coffee brewing
machine
3. Howard Schultz came on board
Changed the name from Starbucks
Coffee, Tea and Spices to “Starbucks”
Reimaged the company from only selling
coffee beans to a coffee house
4. Largest coffeehouse company in the world
20,366 stores in 61 countries
The company is currently going through
expansion in Asian market
Opened its first store in Mumbai, India with
plans of opening more than 15 more during
the next two years
Signed MoA with its partners in Pakistan to
open a store in Dolmen City by May 2013
5. Starbucks sells hot and cold drinks, coffee
beans, salads, hot and cold
sandwiches, sweets, snacks, etc.
The company also has an Entertainment
division and Hear Music brand, which markets
books, music and film.
Starbucks branded ice-cream and coffees are
also sold at grocery stores
6. Launched Ethos water and the company
donates most of its profits from it to help
children get clean water
Paper-cup design
Also ventured into renewal energy
7.
8. 73rd on 100 Best Companies to Work For By
Fortune
Best Global Brands By Interbrand ranking: 88
The name was inspired by Starbuck, class
American novel by Moby Dick
The logo includes a mermaid and the name of
the company
12. Perfect Cup of Coffee
Third Place – Starbucks has always placed
huge emphasis on creating the perfect third
place for everyone to go to between their
home and work
Customer Satisfaction through Service
13. Creating a Starbucks community – Long term
relationships
Smart Partnerships – Working with the right
people
Innovation – Constantly bringing in new
products
Word of Mouth – Letting the high quality of
their product and service speak for itself
14. Schultz made a number of trips to Italy in the
1980s which ensured that the American is
fused with the Italian to create the essence of
the brand and help the brand create a global
appeal
15. The personality of the brand is
like that of a chameleon, allowing
it to take on aspects of whatever
the environment might be
Creating long-term relationships
Portrays itself as a fusion of
European experience with its
American lifestyle
Follows Global culture and the
focus is on serving every
customer
16.
17. Compelling Benefit – The Starbucks Experience
The company delivers what it promises through
its values of maintaining high quality, excellent
store environment and creating relationships
between store staff and its customers
Target Audience
▪ Male and Female
▪ SEC A and SEC B
18. Quality is the first priority at Starbucks
It was the first one to bring premium
European coffee experience to USA
The company values simplicity over
technology
Starbucks believes in treating every
employee as a partner and the most
important ingredient of their coffees
19.
20.
21. Premium Coffee
Consistently good customer service
A classy, neat and hygienic atmosphere with
consistent store design that meets the 5
senses
Strength – Not just a coffee shop, a lifestyle
22. Expanding core retail opportunity worldwide
Continuing to innovate
Expanded customer base
Creating long term relationships between the
customers and the brand
Increase order size, according to figures, the
order size per customer at Starbucks has
increased by 16% since 2008
23. Product
Present New
Line Extension Brand Extension
Present
Multi-Brands New Brands
New
24.
25. Three types of Tea; Black Tea, Green
Tea and Herbal Tea
Attracting customers who are not
fond of coffee
Also one of their key moves in
attracting Asian customers
The value of the sub-brand according
to many is $ 1.4 billion
26.
27. It’s a combination of all
three, monolithic, branded
and endorsed
Some of the products are
sold by the name Starbucks
while some like
Barista, Ethos and Tazo are
promoted as brands in
themselves
30. The Starbucks
Experience
Comfortable setting to create
positive and uplifting experience
Inviting store ambience
Unique warmth that sets apart from
work and home
Customized beverage order
Emotional connection between
barista and customers
31. Most of Starbucks customers are not price
sensitive
Benefit of the strong brand
Lesser substitutes around the world mean
less brand switching
Emphasis on quality gives it the advantage of
playing with price
Starbucks, proudly displaying its beans from exotic locations—Sumatra, Kenya, Guatemala, Costa Rica, Ethiopia, speaks for an awareness of a wider world.