BACKGROUND AND HISTORY OF STARBUCKS
Starbucks Corporation is a leading international coffee and coffeehouse, which was founded in 1971 with 16,120 stores in 49 countries. In the United States alone, it has about 11,000 stores (Starbucks Corporation: Starbucks Company Description). Starbucks started as a local coffee shop in Seattle, Washington by English teacher Jerry Baldwin, history teacher Zev Siegel, and writer Gordon Bowker. They initially purchased their coffee from Alfred Peet, the founder of Peet’s Coffee and Tea, and later set up their own roasting operations. Their passion for quality coffee as well as exotic tea and their good business sense helped them run a profitable business and open three more Starbucks stores by the early 1980’s . PROMOTION MIX OF STARBUCKS COMPANY
Starbucks has focused on promotion strategy that relates to consumers at a personal level, because of this it has stayed away from mass marketing and mass media outlets, and has focused on an intimate communication strategy in order to maintain a relationship with customers on a personal level. Starbucks avoid television commercials, magazine ads and radio commercials, the only form of public relations/mass media will be press release presented online directly through its website and mostly issued three months before product is launched. Starbucks utilizes direct marketing such as podcast, advertising on facebook, twitter, in-store posters/chalkboards and sending out emails. Also, sales promotions such as coupons are sent using online mailing list, as well as provided to in-store consumers and informational pamphlets and cards are also included. Personal selling strategy is also provided by in-store employees by offering samples. Starbucks currently has an established email list, where it updates customers regarding new products, promotions, and events happening at retail stores. A link to Starbucks website included in the email and also a note requesting that...
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