星巴克咖啡百年经典推广ppt模板starbucks-kyle

1、Kyle & Patricia1Starbucks Coffee Company2Starbucks Coffee Company - Profile Founded in 1971, in Seattle - selling high-quality green coffee beans ; Howard Schultz joins Starbucks in 1982 starts to provide coffee to fine restaurants and espresso bars; 1984 1st store coffee bar concept; Today: alm

2、ost 17,000 stores in 49 countries (11,000 in U.S.); Revenues: 9% whole beans coffees + 12% equipment + 15% food + 64% beverage3Starbucks Subsidiaries4Starbucks Coffee Company - Subsidiaries Subsidiaries: Starbucks Coffee Company, Tazo Tea Company, Seattles Best Coffee, Torrefazione Italia, Hear Musi

3、c and Ethos Water.5 Tazo Tea Company founded in 1994 tea manufacturer and distributor purchased by Starbucks in 19996Seattles Best Coffee began in 1968 as an ice cream parlor/coffeehouse known as Stewart Brothers Coffee“ till 1991. purchased by Starbucks in 20037Torrefazione Italia also founded in S

4、eattle in 1986 espresso, coffee and baked goods also purchased by Starbucks in 20038Ethos water brand of bottled water with a social mission : “Helping children get clean water“ began in 2001. purchased by Starbucks in 2005 approximately $0.05 to $0.10 of the retail price ($1.80) goes to charity9Hea

5、r Music retail music concept and record label began as a catalog company in Massachusetts in 1990 purchased by Starbucks in 1999Current artists: Anjulie, Paul McCartney, Joni Mitchell, Sia, James Taylor, Hilary McRae, Carly Simon, John Mellencamp and Antigone Rising10Competitors Holds a dominant pos

6、ition in the specialty coffeehouse market no single clear rival in the sector closer competitors: other specialty coffee shops, doughnut shops, restaurants More intense competitor: McDonalds - became a rival in 2006. Upgraded to coffee, has 14,000 stores in the U.S. and world wide expertise .11The C

7、offee Market12STARBUCKS EXPERIENCE - 4 Ps13Product What Starbucks can provide for me?Tangible ProductCoffee, coffee bean, tea, food, cold drinks (milk, water, juice), tea, bottle , mug , music and seasonal productsCore Product: services provided in store Coffee, considerable service, relieved atmosp

8、here, decoration , Wi-Fi connection Augmented Product: intangible service Interaction with customers14Tangible Product Tangible ProductCoffee, coffee bean, tea, food, cold drinks (milk, water, juice), tea, bottle , mug , music and seasonal products15Core product Core Product: services provided in st

9、ore Coffee, considerable service, relieved atmosphere, decoration , Wi-Fi connection 16Augmented Product Augmented Product: intangible service Interaction with customers17Placement Coffee store Supermarket, restaurants and bakeries Online store18 High price and high quality Price = cost + profit 1 +

10、 1 2 Perceived-value pricing strategyPricePrice19Promotion20“We always figured that putting people before products just made good common sense.”21 SalesAdvertisement Merchandising Social media Corporate Social Responsibility“We always figured that putting people before products just made good common sense.”22Sales Changing prices Free coffee in determinate period Receipt as coupon Online coupon Cards Special offer in website (buy 2 and get 1 free / special discounts)23Merchandising24Social Media25Corporate So