Sustainable Marketing Analysis
Cover Story
Brewing a presence
anywhere, anytime
THE MISSION AT STARBUCKS COFFEE CO., SEATTLE, HAS ALWAYS BEEN TO inspire and nurture the human spirit one person, one cup and one neighborhood at a time, and that extends beyond its retail stores and into consumer packaged goods (CPG) channels, enabling customers to enjoy Starbucks anywhere and in any format.
“We think that it starts and ends with our desire to better serve our customers, and to provide the world’s finest coffee wherever and in whatever form our customers want to enjoy it, in a brand-appropriate way,” says Jeff Hansberry, president of Starbucks channel development and Seattle’s Best Coffee. “For our organization, our vision, our mission, our charge [is] to better serve our customers.” Hansberry, who joined Starbucks in June 2010, notes that the Starbucks CPG segment had begun to grow before he and his team arrived, but its evolution has accelerated around the realization that the company can better serve its customers, who other companies might refer to as consumers, from its retail stores to local convenience stores and everything in between. “There are millions of points of distribution that our customers want to be able to access our brand through various points in their day, and the channel development organization is built to better serve our customers wherever and whenever they want our coffee and products,” he says. “That clarity of vision is more recent and that’s really what we’ve been building toward over the last two years.”
Starbucks invests in expanding its CPG business
BUILDING ON STRENGTHS
Part of Starbucks’ evolution included implementing a direct model to market, sell and distribute Starbucks and Seattle’s Best Coffee packaged coffees as well as the company’s Tazo tea brand in March 2011. Previously, the company had a distribution partnership with Northfield, Ill.-based Kraft Foods for its packaged coffee and tea. “With that direct model, we have built a number of
Brewing a presence
anywhere, anytime
THE MISSION AT STARBUCKS COFFEE CO., SEATTLE, HAS ALWAYS BEEN TO inspire and nurture the human spirit one person, one cup and one neighborhood at a time, and that extends beyond its retail stores and into consumer packaged goods (CPG) channels, enabling customers to enjoy Starbucks anywhere and in any format.
“We think that it starts and ends with our desire to better serve our customers, and to provide the world’s finest coffee wherever and in whatever form our customers want to enjoy it, in a brand-appropriate way,” says Jeff Hansberry, president of Starbucks channel development and Seattle’s Best Coffee. “For our organization, our vision, our mission, our charge [is] to better serve our customers.” Hansberry, who joined Starbucks in June 2010, notes that the Starbucks CPG segment had begun to grow before he and his team arrived, but its evolution has accelerated around the realization that the company can better serve its customers, who other companies might refer to as consumers, from its retail stores to local convenience stores and everything in between. “There are millions of points of distribution that our customers want to be able to access our brand through various points in their day, and the channel development organization is built to better serve our customers wherever and whenever they want our coffee and products,” he says. “That clarity of vision is more recent and that’s really what we’ve been building toward over the last two years.”
Starbucks invests in expanding its CPG business
BUILDING ON STRENGTHS
Part of Starbucks’ evolution included implementing a direct model to market, sell and distribute Starbucks and Seattle’s Best Coffee packaged coffees as well as the company’s Tazo tea brand in March 2011. Previously, the company had a distribution partnership with Northfield, Ill.-based Kraft Foods for its packaged coffee and tea. “With that direct model, we have built a number of