1. STARBUCKS: Increase Shareholder Value
Transforming the Starbucks Experience
BY: Jessica Settle

2. The Company
Starbucks purchases and roasts high-quality whole bean coffees and sells them along with fresh, rich-brewed, Italian style espresso beverages, a variety of pastries and confections, and coffee-related accessories and equipment -- primarily through its company-operated retail stores.

3. The Company's objective is to establish Starbucks as the most recognized and respected brand in the world.
continue to rapidly expand its retail operations
grow its specialty sales and other operations
selectively pursue opportunities to leverage the Starbucks brand through the introduction of new products and the development of new distribution channels

4. Is Starbucks losing steam? Investors are worried…

5. Starbucks Announces Strategic Initiatives to Increase Shareholder Value; Chairman Howard Schultz Returns as CEO
UNCLE HOWIE

6. The Campaign: Transforming Starbucks for the Future
Introducing new products, revitalizing old ones

7. Campaign GOAL
To increase shareholder value by refocusing the Company on providing customers with the distinctive Starbucks Experience

8. Objectives To improve the current state of the U.S. business
To re-ignite the Starbucks experience through driving improvement and change in all areas that “touch the customer”
To build for the long term
a) to realign our organization and streamline the management of the organization to support customer focused initiatives
b) to accelerate our International success story and growth even further

9. Revitalizing old products by introducing new ones
Revitalizing old brands
Introducing new products when there is no advertising news
Making packaging news when there is no product news
Create marketplace excitement
Bringing a brand to life

10. Strategies & Tactics Media campaign
Face-to-Face interactions with consumers
AD/Internet campaign
=MPR campaign

11. TACTICS New products and store design elements
New training tools for partners (employees)
Slowing Company’s pace of US stores
Renew focus on store-level unit
Re-igniting emotional attachment (Our Promise)
Billboards and Radio advertisements
Blogging for customers & partners

12. MPR Tactics Created leadership team New training tools
Slowing the Company’s pace of store growth
Renovating customer relationships

13. Lessons Learned Involve the customer with the product
Think BIG, think Globally
Always keep the message simple
Keep product top of mind
Make it an on-going story
Generate word-of-mouth
Add a cause related element to campaign
Create an incentive program and offer product as rewards
Giving your customers a ‘test-drive’ is always worthwhile

14. VERY INNOVATIVE, CONSISTENT AND WILL BE VERY SUCCESSFUL!
Evaluation
VERY INNOVATIVE, CONSISTENT AND WILL BE VERY SUCCESSFUL!