2. • What was once a small coffee shop opened by
Gerald Baldwin, Gordon Bowker, and Ziev Siegl in
1971, Starbucks Coffee Company has grown into
the number one specialty coffee retailer.
• With over 10,000 coffee shops in more than 30
countries, of which 4,200 are licensed and
franchised and 6,000 are owned, the company’s
main objective is to establish Starbucks as the
“most recognized and respected brand in the
world,”.
• President, Chairman and CEO of
Starbucks, Howard Schultz.

3. • Building customer loyalty around cappuccinos,
lattes, and other fancy beverages.
• Want to create a sense of community.
• Putting people before products.
• Want to create a memorable experience for a
customer that inspires the customer to return
often, as well as to tell a friend.
• Striving to become the most recognized and
respected brand in the world.

4. • Early stages: affluent, well-educated, white-collar
patrons (skewed female) between the ages of 25
and 44
• Over time: younger, less well-educated, and in a
lower income bracket than their more
established customers
• Other Categories:
– Young, affluent, tech-savvy customers
– 70% of customers were internet users
– Moms with strollers
– People combining work and a coffee break

5. • Perfect cup of coffee
• Third place
• Customer Satisfaction
• Creating Starbucks Community
• Smart Partnerships
• Innovation

6. • Product (a large variety of coffee and tea
beverages and snacks, merchandize)
• Price (Different market – different prices)
• Place (30 countries)
• Promotion (Public Relations and Advertising)

7. • PR is the art and science of managing
communication between an organization and it’s
key constituents to build, manage and sustain a
positive reputation.

8. • Moto – Word of Mouth,
Make people talk about Starbucks everywhere
• Starbucks has some steps they follow to handle
the public and media:
– Take a deep breath-then go to work
– Judge the credibility of your attackers
– Ask yourself: Do your customers care?
– Draft your response
• Starbucks is attacked a lot, to which it replies in a
very subtle manner, reminding people the reason
why they love Starbucks.

9. • They are very active online (Starbucks
Community)
• Ensure a friendly environment and customer
satisfaction
• Are festive, relate to people
• Socially Responsible

10. • Developing innovative and flexible solutions to
bring about change.
• Striving to buy, sell, and use environmentally
friendly products.
• Provide a great work environment and treat each
other with respect and dignity.
• Consider region – importance
• A lot of activities are for employees too as they
believe “employee satisfaction = customer
satisfaction”

11. • Examples:
Israeli Military Funding
Fair Trade – Biosynthetic products
Rebranding Starbucks

12. 1971 - 1987 1987 - 2010
2011 - present

13. • Moto - Word of Mouth Promotion
• Seldom any ads or billboards
• Focus on Branding, creating an identity that
people can relate to and remember

20. • Starbucks know what they are doing, what
matters to them and what they believe in.