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Starbucks Back to the Basics. Promotional Strategy What model does Starbucks use? – Push Model – Pull Model Current marketing/promotion strategy Analysis.

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Presentation on theme: "Starbucks Back to the Basics. Promotional Strategy What model does Starbucks use? – Push Model – Pull Model Current marketing/promotion strategy Analysis."— Presentation transcript:

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 – Big, Juicy Paintings – Trump Tower Nationwide Coffee Break Public Performances Charitable Contributions

9 Sales Promotion Holiday Ad Pass the Cheer – Holiday web site – Viral videos – 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: – Green initiatives – Philanthropic endeavors Change: – Run promotions in conjunction with contributions

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

16 Back to the Basics 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


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