STARBUCKS: Increase STARBUCKS: Increase Shareholder ValueShareholder Value
Transforming the Transforming the Starbucks ExperienceStarbucks Experience
BY: Jessica SettleBY: Jessica Settle
The CompanyThe Company
Starbucks purchases and roasts high-quality whole bean Starbucks purchases and roasts high-quality whole bean coffees and sells them along with fresh, rich-brewed, Italian coffees and sells them along with fresh, rich-brewed, Italian style espresso beverages, a variety of pastries and confections, style espresso beverages, a variety of pastries and confections, and coffee-related accessories and equipment -- primarily and coffee-related accessories and equipment -- primarily through its company-operated retail stores. through its company-operated retail stores.
The Company's objective is to establish The Company's objective is to establish Starbucks as the most recognized and respected Starbucks as the most recognized and respected
brand in the world.brand in the world. continue to rapidly expand continue to rapidly expand
its retail operations its retail operations grow its specialty sales and grow its specialty sales and
other operations other operations selectively pursue selectively pursue
opportunities to leverage the opportunities to leverage the Starbucks brand through the Starbucks brand through the introduction of new introduction of new products and the products and the development of new development of new distribution channels distribution channels
Starbucks Announces Strategic Starbucks Announces Strategic Initiatives to Increase Shareholder Initiatives to Increase Shareholder Value; Chairman Howard Schultz Value; Chairman Howard Schultz
Returns as CEO Returns as CEO
UNCLE HOWIE
The Campaign: Transforming The Campaign: Transforming Starbucks for the FutureStarbucks for the Future
Introducing new products, revitalizing old Introducing new products, revitalizing old onesones
Campaign GOALCampaign GOAL To increase shareholder value by refocusing the To increase shareholder value by refocusing the
Company on providing customers with the distinctive Company on providing customers with the distinctive Starbucks ExperienceStarbucks Experience
ObjectivesObjectives To improve the current state of the U.S. To improve the current state of the U.S.
businessbusiness To re-ignite the Starbucks experience through To re-ignite the Starbucks experience through
driving improvement and change in all areas driving improvement and change in all areas that “touch the customer”that “touch the customer”
To build for the long termTo build for the long term
a) to realign our organization and streamline the management of a) to realign our organization and streamline the management of the the organization to support customer focused initiativesorganization to support customer focused initiatives
b) to accelerate our International success story and growth even b) to accelerate our International success story and growth even furtherfurther
Revitalizing old products by Revitalizing old products by introducing new onesintroducing new ones
Revitalizing old brandsRevitalizing old brands Introducing new Introducing new
products when there is products when there is no advertising newsno advertising news
Making packaging news Making packaging news when there is no when there is no product newsproduct news
Create marketplace Create marketplace excitementexcitement
Bringing a brand to lifeBringing a brand to life
Strategies & TacticsStrategies & Tactics
Media campaignMedia campaign Face-to-Face Face-to-Face
interactions with interactions with consumersconsumers
AD/Internet campaignAD/Internet campaign
=MPR campaign=MPR campaign
TACTICSTACTICS
New products and store design elementsNew products and store design elements New training tools for partners (employees)New training tools for partners (employees) Slowing Company’s pace of US storesSlowing Company’s pace of US stores Renew focus on store-level unitRenew focus on store-level unit Re-igniting emotional attachment (Our Re-igniting emotional attachment (Our
Promise)Promise) Billboards and Radio advertisementsBillboards and Radio advertisements Blogging for customers & partnersBlogging for customers & partners
MPR TacticsMPR Tactics Created leadership teamCreated leadership team New training toolsNew training tools Slowing the Company’s pace of store growthSlowing the Company’s pace of store growth Renovating customer relationshipsRenovating customer relationships
Lessons LearnedLessons Learned Involve the customer with the productInvolve the customer with the product Think BIG, think GloballyThink BIG, think Globally Always keep the message simpleAlways keep the message simple Keep product top of mindKeep product top of mind Make it an on-going storyMake it an on-going story Generate word-of-mouthGenerate word-of-mouth Add a cause related element to campaignAdd a cause related element to campaign Create an incentive program and offer product as Create an incentive program and offer product as
rewardsrewards Giving your customers a ‘test-drive’ is always Giving your customers a ‘test-drive’ is always
worthwhile worthwhile
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