STARBUCKS: Increase
Shareholder Value
Transforming the Starbucks Experience
BY: Jessica Settle
The Company
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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.
The Company's objective is to establish
Starbucks as the most recognized and respected
brand in the world.
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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
Is Starbucks losing steam? Investors
are worried…
Starbucks Announces Strategic
Initiatives to Increase Shareholder
Value; Chairman Howard Schultz
Returns as CEO
UNCLE HOWIE
The Campaign: Transforming
Starbucks for the Future
Introducing new products, revitalizing old
ones
Campaign GOAL
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To increase shareholder value by refocusing the
Company on providing customers with the distinctive
Starbucks Experience
Objectives
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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
Revitalizing old products by
introducing new ones
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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
Strategies & Tactics
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Media campaign
Face-to-Face
interactions with
consumers
AD/Internet campaign
=MPR campaign
TACTICS
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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
MPR Tactics
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Created leadership team
New training tools
Slowing the Company’s pace of store growth
Renovating customer relationships
Lessons Learned
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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
Evaluation
VERY INNOVATIVE, CONSISTENT AND WILL
BE VERY SUCCESSFUL!