Starbucks Mk
-
Upload
ecaterina-maria -
Category
Documents
-
view
230 -
download
0
Transcript of Starbucks Mk
-
7/28/2019 Starbucks Mk
1/44
Social Media Showcase
Starbucks
-
7/28/2019 Starbucks Mk
2/44
Starbucks social media ingredients
MyStarbucks idea website + Twitter
Registered users can give ideas to improve the coffee experience
Users can vote and popular ones get implemented
Feedback is given on progress
Newsletter & Questionairre
Facebook fan page with photos and messages
Twitter.com/starbucks to engage people real time
YouTube Channel to show new openings and background info
Flickr.com Photo Channel (not supported by Starbucks)
Starbucks CD Store
2
-
7/28/2019 Starbucks Mk
3/44
Starbucks social media ingredients
V2V.net is a social network website to engage social minded fans
Builds a community around causes that their clients care about
Starbucks (Redcard)
Do something good everyday Product line that donates profit to
help around the world
Set up Starbucks Shared Planet
Commitment to green issues supporting communities outside US
iPhone Apps (sept 2009) initiated from MyStarbucksidea
Store locator
Starbucks Card test
LinkedIn Company page for corporate communications 3
-
7/28/2019 Starbucks Mk
4/44
Starbucks collaboration tool
Registered users can give ideas to improve the
coffee experience
Users can vote and popular ones get implemented
Feedback is given on progress 4
-
7/28/2019 Starbucks Mk
5/44
Newsletter to
keep fansactivated
-
7/28/2019 Starbucks Mk
6/44
Questionairre to getfeedback from
MyStarbucks Idea users
-
7/28/2019 Starbucks Mk
7/44Follow up on MyStarbucksIdea.com7
-
7/28/2019 Starbucks Mk
8/44
Sept 1. 2009 Facebook fan page with photos and messages
8
-
7/28/2019 Starbucks Mk
9/44
9
Oct. 20. 2009 Facebook fan page with photos and messages
-
7/28/2019 Starbucks Mk
10/44
Twitter.com/
starbucks to
engage
people realtime
10
-
7/28/2019 Starbucks Mk
11/44
YouTube
Channel to
show new
openingsand
background
info
11
-
7/28/2019 Starbucks Mk
12/44
Not supported by Starbucks!
12
-
7/28/2019 Starbucks Mk
13/44
Buy theinstore
music
online!
13
-
7/28/2019 Starbucks Mk
14/44
Starbucks Card personalization
14
-
7/28/2019 Starbucks Mk
15/44
Actively
participate
updating the
facts
15
-
7/28/2019 Starbucks Mk
16/44
Starbucks V2V social responsibility network
Engaging social like mindedStarbuck fans is different
from their own corporate
social responsibility
program
16
-
7/28/2019 Starbucks Mk
17/44
-
7/28/2019 Starbucks Mk
18/44
Starbucks corporate environmental social responsibility
18
-
7/28/2019 Starbucks Mk
19/44
Starbucks & RED productline to do good
19
-
7/28/2019 Starbucks Mk
20/44
Update Sept 2009: Starbucks 2 iPhone Apps
20
App #1 MyStarbucks
StoreLocator
Bookmark favourite locationsSearch for opening hours and
amenities
Including menu and nutritional
info
drink builderdisplays
nutritional info based on
selections made
App # 2 Starbucks Card
Test in 16 stores in Seattle and
the Bay Area
Displays scannable bar code on
cellphone screen to use for
purchases, like a Starbucks
card!
-
7/28/2019 Starbucks Mk
21/44
Social Media B-t-B Ingredients
21
-
7/28/2019 Starbucks Mk
22/44
22
B-t-B & Corporate
function using social
media
-
7/28/2019 Starbucks Mk
23/44
Various
LinkedIn
groups
Some
facilitated
by
Starbucks
33 (Jan 6,
2010)
-
7/28/2019 Starbucks Mk
24/44
Update Oct 14. 2009 recruitment in Social Media by Starbucks
24http://www.youtube.com/watch?v=75sHpVWBUC8&feature=related Thanks to whyhire.me
http://www.youtube.com/watch?v=75sHpVWBUC8&feature=relatedhttp://www.youtube.com/watch?v=75sHpVWBUC8&feature=related -
7/28/2019 Starbucks Mk
25/44
Update Oct 18. 2009 recruitment in Social media by Starbucks
25
http://www.youtube.com/watch?v=Vx4x3i63Gfw&feature=related
Thanks to Northwest Recruiters Association and Amy Bethhale
http://www.youtube.com/watch?v=Vx4x3i63Gfw&feature=relatedhttp://www.youtube.com/watch?v=Vx4x3i63Gfw&feature=related -
7/28/2019 Starbucks Mk
26/44
Consumer respons
-
7/28/2019 Starbucks Mk
27/44
27
-
7/28/2019 Starbucks Mk
28/44
The Starbucks Loyalty Story
28 Brand Keys, Inc. 2010
STRATEGY
-
7/28/2019 Starbucks Mk
29/44
100
110
120
130
140
Location & Value Quality & Taste Service &
Surroundings
Variety &
Selection
118
125
129
110
Ideal
Loyalty Drivers Order of Importance
CustomerExpectationLevels
3
Highest Lowest
1
1. Loyalty Drivers in order of importance.
2. Percent contribution to future purchase/loyalty.
3. Customer Expectation level for each Driver.
Low =
Table Stakes
High =
Differentiator
2Percent of Contribution
#1: How do consumers view the category?
#2: What is the hierarchy of contribution to loyalty?
#3: Wheres the opportunity
for greatest differentiation?
STRATEGYHow Do They Buy in the Category?
2006 Ideal Coffee Provider
29 Brand Keys, Inc. 2010
TACTICS
-
7/28/2019 Starbucks Mk
30/44
TACTICSPercent-Contribution of Individual ABVsDriver #2: Service & Surroundings (28%)
30 Brand Keys, Inc. 2010
-
7/28/2019 Starbucks Mk
31/44
Loyalty Drivers Order of Importance
Highest Lowest
CustomerExpectationLevels
2006 Customer Loyalty Engagement Index:Coffee
31
Starbucks dominates in thedriver with strongest
customer expectations.
Brand Keys, Inc. 2010
-
7/28/2019 Starbucks Mk
32/44
What Happened?
32 Brand Keys, Inc. 2010
-
7/28/2019 Starbucks Mk
33/44
Text of Starbucks Memo
From: Howard Schultz
Sent: Wednesday, February 14, 200710:39 AM PST
Subject: The commoditization of the Starbucks Experience as you prepare for the FY 08
strategic planning process, I want to share some of my thoughts with you.
Over the past ten years, in order to achieve the growth, development, and scale necessary to go
from less than 1,000 stores to 13,000 stores and beyond, we have had to make a series
of decisions that, in the commoditization of our brand.
Many of these decisions were probably right at the time, and on their own merit would not
have created the dilution of the experience; but in this case, the sum is much greater
and, unfortunately, much more damaging than the individual pieces. For example,
when we went to automatic espresso machines, we solved a major problem in terms of
speed of service and efficiency. At the same time, we overlooked the fact that we
would remove much of the romance and theatre that was in play with the use of the
La Marzocca machines. . . .
March 3, 2007
TALKING BUSINESS
Give Me a Double Shot of Starbucks
Nostalgia
By JOE NOCERA
Last week, this Mr. Schultz was on vivid display whenan internal memo he wrote to his top executives was
leaked to Starbucksgossip.com. . . . He pointed, for
instance, to the companys decision some years ago to
install automatic espresso machines, which, he wrote,
solved a major problem in terms of speed and service,
but also made buying a cup of Starbucks coffee a more
antiseptic experience. . . .
Robert Passikoff, president of the brand consultant
Brand Keys, said that Starbucks had taken its eye off
the brand. In trying to migrate from a coffee brand to
a lifestyle brand, there has been a certain brand
dilution. He agreed that the whole European
coffeehouse experience was no longer how people
thought about Starbucks, to the companys detriment.
33 Brand Keys, Inc. 2010
http://starbucksgossip.com/http://starbucksgossip.com/ -
7/28/2019 Starbucks Mk
34/44
Loyalty Drivers Order of Importance
Highest Lowest
CustomerExpectationLevels
Service and Surroundings are
most important to customersat the start of 08; Starbucks
continues to struggle in the
category they largely
shaped.
34
2008 Customer Loyalty Engagement Index:Coffee
Brand Keys, Inc. 2010
-
7/28/2019 Starbucks Mk
35/44
35 Brand Keys, Inc. 2010
Year Brand Equity Index Brand Keys Rankings In-Market Realities
2006
109 Dunkin # 2 Dunkin institutes new strategy
113 Starbucks # 1 Starbucks is a thriving brand
2007
115 Dunkin # 1Dunkin 11% system wide sales.
5.2% same-store sales
109 Starbucks # 2 Starbucks share price 43%
2008
115 Dunkin # 1Dunkin Restaurant Marketer of the year.
Same-store sales 7%
107 Starbucks # 3 Starbucks closes 1,000 stores
2009
118 Dunkin # 1 Dunkin opens 1,500th store
106 Starbucks # 3Starbucks to close 600 stores. Same-store
sales 5%
In-Market Validation
-
7/28/2019 Starbucks Mk
36/44
What is Starbucks Doing?
36 Brand Keys, Inc. 2010
d
-
7/28/2019 Starbucks Mk
37/44
37
Introducing New Varieties
Brand Keys, Inc. 2010
Off i C
-
7/28/2019 Starbucks Mk
38/44
38
Offering Coupons
Brand Keys, Inc. 2010
Ad i i
-
7/28/2019 Starbucks Mk
39/44
Advertising
39 Brand Keys, Inc. 2010
A d Fi ll
-
7/28/2019 Starbucks Mk
40/44
And Finally
40 Brand Keys, Inc. 2010
-
7/28/2019 Starbucks Mk
41/44
41
To create loyalty, first find out
what makes it happen . . .
Brand Keys, Inc. 2010
then implement the right strategy,
using the right tactics!
-
7/28/2019 Starbucks Mk
42/44
Starbucks
GoalEngage with customers/prospects using social media and ask whatthey would like from you
Tactics
Launched the My Starbucks Idea website
MetricsNumber of good suggestion that Starbucks hadnt thought of,% of the above that Starbucks actually implements
ResultsResults not known, but Starbucks generated over70,000 ideas in its first year of implementation alone!50 of the ideas have been implemented already.
Webgraphy
-
7/28/2019 Starbucks Mk
43/44
Webgraphy
www.sladeshare.net
www.starbucks.com/
www.grain.org/
Starbucks.aspx
www.slate.com
www.consumerreports.org/
en.wikipedia.org/wiki/Starbucks
www.fbworld.com/
tutor2u.net/
www.unsnobbycoffee.com./
www.wikinvest.com/stock/Starbucks_(SBUX)
www.nytimes.com/
www.atimes.com/
-
7/28/2019 Starbucks Mk
44/44
Student,Bt Maria Anca
Marketing gr.2, an.3, zii