1. Starbucks
Back to the Basics

2. Promotional Strategy What model does Starbucks use?
Push Model
Pull Model
Current marketing/promotion strategy
Analysis of promotion strategy
Future marketing recommendations

3. Starbucks Marketing Model
Push
Promote to wholesaler
Pull
Promote directly to consumer
Starbucks Utilizes a Pull Strategy

4. Current Marketing/Promotion Strategy
Howard Shultz returns to CEO position
Refocusing on the “Third Place”

5. Promotional Mix Advertising Personal Selling Public Relations
Sales Promotion

6. Advertising Starbucks 1.4% of revenue Coke spends 11% of revenue
XM Radio

7. Personal Selling Passionate Baristas
Returning focus to Customers Service
Create the Perfect cup of coffee

8. Public Relations Parties Nationwide Coffee Break Public Performances
Big, Juicy Paintings
Trump Tower
Nationwide Coffee Break
Public Performances
Charitable Contributions

9. Sales Promotion Holiday Ad Pass the Cheer Short Cups Holiday web site
Viral video’s
Sample vans
Ads
Newspapers, Magazines, Radio, and Billboards
Short Cups

10. Buyer Readiness Awareness Knowledge Appreciation Preference Conviction
Purchase

11. Recommendations Advertising Personal Selling Public Relations
Sales Promotion

12. Advertising
Increase from 1.4% to 3% by 2009
Radio TV
Billboards

13. Personal Selling Baristas must continue to be the very best
Starbucks must create an incentive to retain and reward baristas

14. Public Relations Continue: Change: Green initiatives
Philanthropic endeavors
Change:
Run promotions in conjunction with contributions

15. Sales Promotion Return of incentive cards Daily coffee break
Tie in with public relations
Loyalty program
Daily coffee break

16. Back to the Basic’s Best Baristas Best Coffee Best Environment
And a Campaign to attract and retain customers

17. Thank You Mark NewMyer Charles Fox Alex Kelsay Kyle Fuller
Tashina Davis