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Starbucks Coffee Company

Starbucks Coffee Company. A brief history of the brand Mrs. Ferris. Starbucks Coffee Company. Starbucks was originally opened in 1971 The store was in the Pike Place Market in Seattle and sold coffee beans The company has grown to have over 17,000 stores in 55 different countries.

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Starbucks Coffee Company

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  1. Starbucks Coffee Company A brief history of the brand Mrs. Ferris

  2. Starbucks Coffee Company • Starbucks was originally opened in 1971 • The store was in the Pike Place Market in Seattle and sold coffee beans • The company has grown to have over 17,000 stores in 55 different countries. • The company also sells products in other stores outside Starbucks locations.

  3. Company Timeline • 1971 Starbucks Coffee Tea and Spice opens in Seattle • 1987 Il Giornale buys Starbucks • 1992 Starbucks stock is offered for public sale • 1995 The Frappuccino is introduced • 1997 The Starbucks Foundation is formed • 2001 Introduction of the Starbucks card for payment • 2009 Starbucks VIA Ready Brew Coffee is introduced • 2011 Starbucks celebrates the 40th anniversary

  4. Starbucks Logo Changes • The Original Starbucks logo was used from 1971 until 1987. The Siren is the central part of the logo

  5. Starbucks Logo Changes • In 1987 the company changed it name to the Starbucks Corporation after being purchased by Il Giornale. The logo was changed to represent both companies and the Tea and Spices was dropped. This was the beginnings of the modern logo

  6. Starbucks Logo Changes • In 1992 the logo was made more modern. This happened around the same time that the company began being publicly traded on the stock market.

  7. Starbucks Logo Changes • This year, 2011, the logo was changed once again. This time the name of Starbucks Coffee was removed from the logo. This changed upset many people and caused a lot of reactions. • The old logo is still being used in some areas though.

  8. The Starbucks Brand • Starbucks Coffee is well known for many things. From a good cup of coffee to being over priced. • Even with all the varying opinions, the Starbucks logo and cup are well known through the world.

  9. Starbucks and Social Responsibility • Starbucks is committed to helping the community. • Through a variety of programs, the company makes sure to reach out to those around them • The latest campaign is called Create Jobs for USA. • This program is aimed to raise money in order to provide loans to small businesses to let them hire more people. • Right now in stores, you can purchase a bracelet to help support this program.

  10. Starbucks and Social Responsibility • In April, Starbucks will be kicking off their third annual Month of Service • The campaign focused on the needs of the neighborhoods were Starbucks locations are found. • In 2012 the following was accomplished during Month of Service • 700,000 individual acts were completed in 34 countries • 2,100 community service projects were completed • 230,000 hours of service were contributed in 30 days • 50,000 participants too part in this project

  11. Starbucks and Advertising • Starbucks does very little advertising compared to other companies. • There have been a couple well known TV commercials but not many • Most advertising is done through word of mouth, brand awareness and social media. • Starbucks also uses print advertising to get people to buy their products

  12. Advertising Example--TV Starbucks Espresso Commercial-Sue

  13. 5 Questions Analysis of TV Ad • Who created this message? • Starbucks • What techniques were used to attract attention? • Music, pretty landscape and places, the Starbucks cup • How might different people understand this message differently? • Someone who does not drink coffee may not care where the coffee beans were grown, how they were harvested, or how the coffee was made • What values, lifestyles and points of view are represented or omitted from this message? • It shows that coffee drinkers want to know the coffee is from a good area and grown under good conditions and that people appreciate a product that seems to care • It does not show how the people harvesting the coffee live in those areas • Why was this message created? • To convince people that Starbucks is a good value because of the quality of the products used • To get people to buy Starbucks coffee

  14. Advertising Example—Print

  15. 5 Questions Analysis of TV Ad • Who created this message? • Starbucks • What techniques were used to attract attention? • Bright red, Starbucks Holiday cups are shown, a deal is listed (buy 1 drink, get 1 free) • How might different people understand this message differently? • People who do not like the holidays may feel sad during this time and may not be interested in a holiday themed drink • What values, lifestyles and points of view are represented or omitted from this message? • Everyone likes a deal • The holidays are a time of happiness. People look forward to the Starbucks seasonal drinks • Why was this message created? • To get people come in and buy the new holiday drinks from Starbucks

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