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Mei Shawn

on 19 October 2014

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Transcript of Starbucks


What is a "marketing communication mix"?
The communication mix refers
to specific methods used to promote the company or its products to targeted customers.
1. Corporate Design
Utilizes social media in full force-FB, Twitter, Instagram, Pinterest
Over 6.7 million followers on Twitter, 37 million 'likes' on Facebook page, Pinterest 76k followers and Instagram 3.22m
Billboard campaign in 6 major cities
Broadcast ad- promotion video on Youtube
Direct mail- Mini 'wallet' envelope with mini Starbucks card in it.

Foo Mei Shawn
Constance Glenda Gideon
Naquiah Abdul Malik

Marketing Communication Mix of
Brief History of Starbucks
Personal Communication
Marketing Communication Mix of Starbucks
The mermaid has evolved with less detail and a more simple look.
The "Starbucks" name has been taken off.
Opt for a simpler look.
Interior Design
Sales Promotion
Corporate Design
Publicity and
Public Relations
Instructional Material
1971 - Starbucks opens in Seattle’s Pike Place Market

1982 - 87 Acquires Italian coffee chain Il Giornale, and bases their sizes on the Italian chain

1992 - Completes Initial Public Offering (IPO)

1998 - Extends Starbucks brand into grocery channels across the U.S. and opens stores in Malaysia

2005 - Acquires Ethos Water

2010 - Expands digital offerings for customers with free unlimited Wi-Fi

2014 - Enhances iPhone app

Total stores as of March 30, 2014:
20,519 of Starbucks around the globe


Assistance in developing producer-buyer linkage, direct export of members’ specialty coffee,

-Customer Service

Customer relations at a toll-free number, fill out in-store comment cards, submit comments online
Field-based training and education programs


-Word of mouth
Place where people converge ideas, meeting area

4. Personal Communications

Press releases/kits
-Video news release
Press conferences
Special events
-Live Streaming
Trade shows, Exhibitions
-Social networking communities/ influencers
Media-initiated coverage
-Social media press release

5. Publicity and Public Relations

Advertising through Product Placement
What is Product Placement?
It is an advertising technique to subtly promote their products through a non-traditional advertising technique. (Usually through films and on television programs)
The Devil Wears Prada
13 going on 30
Sex and the City
Shrek 2
The Proposal
Educational and Promotional Objectives
in Service Settings
Is Starbucks Marketing Plan effective?
Create memorable images of the company
Build awareness and interest for unfamiliar service
Compare service favorably with competitors' offering
Build preference by communicating strengths and benefits
Reposition services relative to competition
Reduce uncertainty or perceived risk by providing useful info and advice

Provide reassurance (e.g promote service guarantees)

Offer promotional incentives to encourage trial

Recognize and reward valued customers and employees

Stimulate demand in off-peak, discourage during peak

Teach customers how to use a service to best advantage

Familiarize customers with service processes before use

The activity of attracting the attention of the public to a product or a business, as paid announcements in the print, broadcast, or electronic media

Examples: Broadcast, print, internet, billboards, direct mail

3. Advertising

"Social networking is not about farming followers, it is a way of cultivating relationships" - Hubspot
Starbucks- one of the earliest company to use social media
Facebook, Twitter, Pinterest, Instagram, Youtube and even on G+
Has millions of followers all across above-mentioned social networks

Internet- Social Media

Started television advertising on 2007- however, doesn't focus much on it.
Starbucks never really believe in traditional marketing methods.
Promotional videos on Youtube (https://www.youtube.com/user/Starbucks)

Broadcast Advertising

Posted ads on billboard in 6 major ciites
Had a billboard photo campaign- be the first to post pictures of Starbuck's billboard to social media.

Billboard advertising

"Give your wallet a day off"
Mini-envelope reminiscent of a wallet with mini Starbucks card inside.
Sent to their registered customers

Direct Mail

Printed with burlap-sac background purposely to evoke roasted coffee
May not be very popular, but Starbucks knows that their loyal fan base will seize on the ads and continue to dissect them online.

Printed Ad

Official website- http://www.starbucks.com.my/

Provide customers with product knowledge
and everything else that they need to know.
Distributes brochures in all their outlets.

6. Instructional Material

Brief Conclusion of
2. Sales Promotions
Full transcript