starbucks feb 2013
TRANSCRIPT
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 beansThe company has grown to have over 17,000
stores in 55 different countries.The company also sells products in other
stores outside Starbucks locations.
Starbucks Coffee Company
1971 Starbucks Coffee Tea and Spice opens in Seattle
1987 Il Giornale buys Starbucks1992 Starbucks stock is offered for public
sale1995 The Frappuccino is introduced1997 The Starbucks Foundation is formed2001 Introduction of the Starbucks card for
payment2009 Starbucks VIA Ready Brew Coffee is
introduced2011 Starbucks celebrates the 40th
anniversary
Company Timeline
The Original Starbucks logo was used from 1971 until 1987. The Siren is the central part of the logo
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
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.
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.
Starbucks Logo Changes
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.
The Starbucks Brand
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.
Starbucks and Social Responsibility
In April, Starbucks will be kicking off their third annual Month of ServiceThe 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
countries2,100 community service projects were
completed230,000 hours of service were contributed in
30 days50,000 participants too part in this project
Starbucks and Social Responsibility
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
Starbucks and Advertising
Advertising Example--TV
Starbucks Espresso Commercial-Sue
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
5 Questions Analysis of TV Ad
Advertising Example—Print
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 drinkWhat 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 drinksWhy was this message created?
To get people come in and buy the new holiday drinks from Starbucks
5 Questions Analysis of TV Ad