Starbucks Marketing Campaign
June 2012
Student: Truong Vu Phong Lan
Tutor: Chris Fill
Date: 29 June 2012
GRENOBLE GRADUATE SCHOOL OF BUSINESS
ADVERTISING and MARKETING COMMUNICATION
Msc Marketing 5 _ 2011-2013
INTRODUCTION
Starbucks is known as the biggest global coffee company all over the world with its chain of more than 17,000 stores in approximate 57 countries currently through its company-owned stores and licensed retail stores (Starbucks, 2011). The first store of Starbucks was first located in Seattle’s Pike Place Market, America, in 1971 with its mission settled at the very soon stage “to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time” (Starbucks, 2012). The company is well-known and successfully expanded over the world because it has provided a totally different kind of service for customers to enjoy comfortable and relaxed environment in each Starbucks store, which is called the third place between work and home, with their friends or quietly while having the best cups of coffee here. In order to describe the friendly atmosphere at Starbucks stores, the company has said: “It’s not unusual to see people coming to Starbucks to chat, meet up or even work. We’re a neighborhood gathering place, a part of the daily routine – and we couldn’t be happier about it” (Starbucks, 2012).
In 2009, along with the expansion of economic crisis and especially the strong development of McCafé, the same business model of coffeehouse chain as Starbucks under the support of McDonald’s brand name, Starbucks therefore come up with a new advertising campaign to recruit the attentions from its new customer segmentation (the young people) via social networks that started on mid of May 2009 in six major cities of the U.S (Claire, 2009). The campaign, emphasized Starbucks coffee quality as its main idea toward intended customers, was run through online tools (Youtube, Twitter, and Facebook) with the support of outdoor and print ads in order to hire
Student: Truong Vu Phong Lan
Tutor: Chris Fill
Date: 29 June 2012
GRENOBLE GRADUATE SCHOOL OF BUSINESS
ADVERTISING and MARKETING COMMUNICATION
Msc Marketing 5 _ 2011-2013
INTRODUCTION
Starbucks is known as the biggest global coffee company all over the world with its chain of more than 17,000 stores in approximate 57 countries currently through its company-owned stores and licensed retail stores (Starbucks, 2011). The first store of Starbucks was first located in Seattle’s Pike Place Market, America, in 1971 with its mission settled at the very soon stage “to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time” (Starbucks, 2012). The company is well-known and successfully expanded over the world because it has provided a totally different kind of service for customers to enjoy comfortable and relaxed environment in each Starbucks store, which is called the third place between work and home, with their friends or quietly while having the best cups of coffee here. In order to describe the friendly atmosphere at Starbucks stores, the company has said: “It’s not unusual to see people coming to Starbucks to chat, meet up or even work. We’re a neighborhood gathering place, a part of the daily routine – and we couldn’t be happier about it” (Starbucks, 2012).
In 2009, along with the expansion of economic crisis and especially the strong development of McCafé, the same business model of coffeehouse chain as Starbucks under the support of McDonald’s brand name, Starbucks therefore come up with a new advertising campaign to recruit the attentions from its new customer segmentation (the young people) via social networks that started on mid of May 2009 in six major cities of the U.S (Claire, 2009). The campaign, emphasized Starbucks coffee quality as its main idea toward intended customers, was run through online tools (Youtube, Twitter, and Facebook) with the support of outdoor and print ads in order to hire