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Starbucks

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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Starbucks

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  1. Starbucks Back to the Basics

  2. Promotional Strategy • What model does Starbucks use? • Push Model • Pull Model • Current marketing/promotion strategy • Analysis of promotion strategy • Future marketing recommendations

  3. Starbucks Marketing Model • Push • Promote to wholesaler • Pull • Promote directly to consumer • Starbucks Utilizes a Pull Strategy

  4. Current Marketing/Promotion Strategy • Howard Shultz returns to CEO position • Refocusing on the “Third Place”

  5. Promotional Mix • Advertising • Personal Selling • Public Relations • Sales Promotion

  6. Advertising • Starbucks 1.4% of revenue • Coke spends 11% of revenue • XM Radio

  7. Personal Selling • Passionate Baristas • Returning focus to Customers Service • Create the Perfect cup of coffee

  8. Public Relations • Parties • Big, Juicy Paintings • Trump Tower • Nationwide Coffee Break • Public Performances • Charitable Contributions

  9. Sales Promotion Holiday Ad • Pass the Cheer • Holiday web site • Viral video’s • Sample vans • Ads • Newspapers, Magazines, Radio, and Billboards • Short Cups

  10. Buyer Readiness • Awareness • Knowledge • Appreciation • Preference • Conviction • Purchase

  11. Recommendations • Advertising • Personal Selling • Public Relations • Sales Promotion

  12. Advertising • Increase from 1.4% to 3% by 2009 • Radio • TV • Billboards

  13. Personal Selling • Baristas must continue to be the very best • Starbucks must create an incentive to retain and reward baristas

  14. Public Relations • Continue: • Green initiatives • Philanthropic endeavors • Change: • Run promotions in conjunction with contributions

  15. Sales Promotion • Return of incentive cards • Tie in with public relations • Loyalty program • Daily coffee break

  16. Back to the Basic’s • Best Baristas • Best Coffee • Best Environment • And a Campaign to attract and retain customers

  17. Thank You • Mark NewMyer • Charles Fox • Alex Kelsay • Kyle Fuller • Tashina Davis

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