Starbucks Coffee Company

Marketing AnglesElizabeth KyleKali Lantefield

Madison MerrimanJordan Sooter

Presentation Points• Historical Context• Marketing Strategy• Starbucks Self-branding• Consumer Perceptions• Growth of Brand• Symbolic Value• Sustainability Opportunities

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• 1971- Seattle, WA- 3 friends open a small coffee shop • 1981- Howard Shultz fell in love with Starbucks• 1982- hired Schultz as new head of marketing• 1983- Schultz had a vision of recreating Italy’s coffee culture in

America but the original owners were not interested • Schultz left Starbucks and opened up his own coffee store- Il

Giornale • 1987- Schultz purchased Starbucks for $3.7 million • 1987- 17 stores• 1992- Starbucks went public • Present- 17000 stores in 55 countries, serving 20 million plus

customers a week

Logo Evolution

Starbuck’s Opportunity

“We believe that Starbucks, as a gourmet coffee company, is taking the first mover advantage in the consumers trend towards sustainability.”

Marketing Strategy• “perfect cup of coffee” • “customer satisfaction” • “creating a Starbucks community”• “smart partnerships”• “innovation”• “brand marketing”

“The Third Place”

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• Mission statement: “Our mission to inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.”

• Genuine, thoughtful, expressive, optimistic, engaging- words from the company itself- “friendly characteristics”

• Consumer perception of Starbucks as a brand • Brand loyalty- recognition, preference, existence

– Why do we pay $5 for a cup of coffee? • Exchange value- what the consumer will give up to have a cup of

Starbucks – Sign value- stimulus over time that has created the stereotypes– Use value

• Different denotations and connotations of Starbucks

Significant Symbolic Value

• Innovators- “cool hunting” • Why is Starbucks changing? Consumer trends• Sustainability as a trend

New Starbucks Stores