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Starbucks - PowerPoint PPT Presentation


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Starbucks. Back to the Basics. Promotional Strategy . What model does Starbucks use? Push Model Pull Model Current marketing/promotion strategy Analysis of promotion strategy Future marketing recommendations . Starbucks Marketing Model. Push Promote to wholesaler Pull

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Presentation Transcript
starbucks

Starbucks

Back to the Basics

promotional strategy
Promotional Strategy
  • What model does Starbucks use?
    • Push Model
    • Pull Model
  • Current marketing/promotion strategy
  • Analysis of promotion strategy
  • Future marketing recommendations
starbucks marketing model
Starbucks Marketing Model
  • Push
    • Promote to wholesaler
  • Pull
    • Promote directly to consumer
  • Starbucks Utilizes a Pull Strategy
current marketing promotion strategy
Current Marketing/Promotion Strategy
  • Howard Shultz returns to CEO position
  • Refocusing on the “Third Place”
promotional mix
Promotional Mix
  • Advertising
  • Personal Selling
  • Public Relations
  • Sales Promotion
advertising
Advertising
  • Starbucks 1.4% of revenue
  • Coke spends 11% of revenue
  • XM Radio
personal selling
Personal Selling
  • Passionate Baristas
    • Returning focus to Customers Service
    • Create the Perfect cup of coffee
public relations
Public Relations
  • Parties
    • Big, Juicy Paintings
    • Trump Tower
  • Nationwide Coffee Break
  • Public Performances
  • Charitable Contributions
sales promotion
Sales Promotion

Holiday Ad

  • Pass the Cheer
    • Holiday web site
    • Viral video’s
    • Sample vans
    • Ads
      • Newspapers, Magazines, Radio, and Billboards
  • Short Cups
buyer readiness
Buyer Readiness
  • Awareness
  • Knowledge
  • Appreciation
  • Preference
  • Conviction
  • Purchase
recommendations
Recommendations
  • Advertising
  • Personal Selling
  • Public Relations
  • Sales Promotion
advertising12
Advertising
  • Increase from 1.4% to 3% by 2009
    • Radio
    • TV
    • Billboards
personal selling13
Personal Selling
  • Baristas must continue to be the very best
  • Starbucks must create an incentive to retain and reward baristas
public relations14
Public Relations
  • Continue:
    • Green initiatives
    • Philanthropic endeavors
  • Change:
    • Run promotions in conjunction with contributions
sales promotion15
Sales Promotion
  • Return of incentive cards
    • Tie in with public relations
    • Loyalty program
  • Daily coffee break
back to the basic s
Back to the Basic’s
  • Best Baristas
  • Best Coffee
  • Best Environment
  • And a Campaign to attract and retain customers
thank you
Thank You
  • Mark NewMyer
  • Charles Fox
  • Alex Kelsay
  • Kyle Fuller
  • Tashina Davis