星巴克的产品和发展历史品牌定位(英文)课件.ppt

1、The birth of StarbucksThe source of its nameThe story of StarbucksThe brand target of StarbucksThe products of StarbucksFour principlesThe history of StarbucksStarbucks missionCooperationsMiaLizzyBella1ppt课件2ppt课件 The name Starbucks from Melville,American writer of fiction Moby Dick in a way very ca

2、lm,charismatic chief.His hobby is drinking coffee.Melveil has a very high status in the United States and the history of world literature,but Melveils readership is not too much,mostly well-educated,have high cultural taste,not a man of culture is impossible to read Moby Dick this book,let alone to

3、understand the character of the Starbucks.From the Starbucks brand name,positioning can clearly define the target market:is not the general public,but a focus on enjoyment and leisure,advocating knowledge,respect people oriented and full of petty bourgeois sentiment,white-collar city.3ppt课件 Customer

4、 experience is the core appeal of Starbucks brand equity.Just like McDonalds has been advocating the sale of joy,Starbucks,the typical American culture is gradually broken down into elements that can be experienced:visual warmth,hearing arbitrary,smell of coffee and so on.Jesper Kunde in the religio

5、us pointed out:the success of Starbucks,in the center of consumer demands from product to service,from the service to the experience in the era,Starbucks successfully created a Starbucks experience to create for the characteristics of the coffee religion.4ppt课件5ppt课件6ppt课件7ppt课件8ppt课件9ppt课件10ppt课件11

6、ppt课件 The cornerstone of the quality of Howard Schulz Starbucks is the top of the 1971 Starbuckss first rebaked coffee beans were born when he was born.After the transformation of the Starbucks has a special procurement system.They travel all over to Indonesia,East Africa and Latin America,with loca

7、l coffee growers and exporters of communication,communication,buy the best coffee beans to ensure that all the people who love Starbucks products to the most pure coffee.12ppt课件 refuse to join Starbucks,do not believe that the owners will join good quality management;refuse to sell artificially flav

8、ored coffee beans.Starbucks dismissive of the chemical flavor to pollution top coffee beans;refuse to enter the supermarket,Starbucks would not pour fresh coffee beans into the supermarket plastic container as its most senior metamorphic stale;buy coffee beans.13ppt课件 In 1997 to enter the supermarke

9、t;special area(Airport)and some foreign markets(such as Singapore)is authorized to take the way to join(but less than 10%);provide low-fat milk coffee drinks It is with the environment and the market changes with the times14ppt课件15ppt课件16ppt课件17ppt课件18ppt课件ABriefHistoryofStarbucksStarbucks has alway

10、s been a place where you can find the worlds best coffees.But in 1971,you would have had to travel all the way to our only store in Seattles historic PikePlaceMarket.19ppt课件20ppt课件21ppt课件the first Starbucks was at 2000WesternAvenue;it then was relocated to 1912PikePlace.22ppt课件23ppt课件1970sThe first

11、Starbucks opens.The name comes from Herman Melvilles Moby Dick,a classic American novel about the 19th century whaling industry.The seafaring name seems appropriate for a store that imports the worlds finest coffees to the cold,thirsty people of need.24ppt课件Howard Schultz joins Starbucks in 1982.Whi

12、le on a business trip in Italy,he visits Milans famous espresso bars.Impressed with their popularity and culture,he sees their potential in Seattle.Hes right after trying lattes and mochas,Seattle quickly becomes coffee-crazy.1980sItalianstyle25ppt课件Starbucks expands beyond Seattle,first to the rest

13、 of the United States,then the entire world.After becoming one of the first companies to offer stock options to its part-time employees,Starbucks becomea publicly traded company.1990s26ppt课件2000sThe Starbucks phenomenon continues.As of this writing,Starbucks has more than 6,000 locations in over 30

14、countries.In addition to our excellentcoffees and espresso drinks,people now enjoy for Tazo tea and Frappuccino blended beverages.27ppt课件28ppt课件StarbucksMission-forcustomersTo inspire and nurture the human spirit one person,one cup,and one neighborhood at a time.To make customers feel at home.29ppt课

15、件StarbucksMission-forstaffWere called partners,because its not just a job,its our passion.Together,we embrace diversity to create a place where each of us can be ourselves.We always treat each other with respect and dignity.And we hold each other to that standard.30ppt课件Beanstock-1991In 1991,Starbuc

16、ks introduced Bean Stock which turned eligible Starbucks employees into partners by providing the opportunity to share in the financial success of the company through Starbucks stock.theconnectionbetweentheircontributionsandthegrowingvalueofthecompany.31ppt课件StarbucksMission-coffee It has always bee

17、n,and will always be,about quality.Were passionate about ethically sourcing the finest coffee beans,roasting them with great care,and improving the lives of people who grow them.We care deeply about all of this;our work is never done.32ppt课件33ppt课件IfitrainsinBrazil,youcanbuytheStarbucksshare.34ppt课件

18、StarbucksMission-store When our customers feel this sense of belonging,our stores become a haven,a break from the worries outside,a place where you can meet with friends.Its about enjoyment at the speed of lifesometimes slow and savored,sometimes faster.Always full of humanity.35ppt课件peoplebypeople3

19、6ppt课件Onepersontellstohis/herfriends.37ppt课件Starbucksmakesitselfagoodfigurebyaseriesofthings:Give back the things that customers lost in their stores by accident.One day,a manager won the lottery,he share out allthe money to his workmates.Teach the deaf how to order the coffee with patient.38ppt课件Co

20、operations-1993 Barnes&NobleStarbucksCoffeeto sell some coffee retails in the book shop39ppt课件Cooperations-1996 Pepsi-ColaStarbucksCoffee“North America Coffee Partnership”creat new type of coffee40ppt课件Cooperations-2007 AppleInc.StarbucksCoffeepeople can download the music in the Starbucks stores in the new iTunes.41ppt课件