Starbucks Brand Inventory

Topics: Starbucks, Coffee, Espresso Pages: 6 (1657 words) Published: March 8, 2013
1. Brand inventory

The first Starbucks opened in Seattle on March 30, 1971 by three partners: Jerry Baldwin (English teacher), Zev Siegl (history teacher), and Gordon Bowker (writer). The three were inspired by entrepreneur Alfred Peet (whom they knew personally) to sell high-quality coffee beans and equipment. The name, inspired by Moby Dick, evoked the romance of the high seas and the seafaring tradition of the early coffee traders. From 1971–1975, the first Starbucks was at 2000 Western Avenue; it then was relocated to 1912 Pike Place, where it remains to this day. During their first year of operation, they purchased green coffee beans from Peet's, and then began buying directly from growers. Entrepreneur Howard Schultz joined the company in 1981 as Director of Retail Operations and Marketing, and after a trip to Milan, Italy, advised that the company should sell coffee and espresso drinks as well as beans. But to them, coffee was something to be prepared in the home, but they did give away free samples of pre-made drinks. Certain that there was money to be made selling pre-made drinks, Schultz started the Il Giornale coffee bar chain in April 1986 but returned in August 1987 to purchase Starbucks with the help of local investors. Starbucks opened its first locations outside Seattle at Waterfront Station in Vancouver, British Columbia, and Chicago, Illinois, that same year. The first Starbucks location outside North America opened in Tokyo, Japan, in 1996. Today, with more than 15,000 stores in 50 countries, Starbucks is the premier roaster and retailer of specialty coffee in the world.

Brand elements

Starbucks provide its customer with food, drinks and some extra merchandise.

Their products:

Coffee: More than 30 blends and single‐origin premium arabica coffees.
Handcrafted Beverages: Fresh‐brewed coffee, hot and iced espresso beverages, coffee and non‐coffee blended beverages,VivannoTM smoothies and Tazo® teas.
Merchandise: Coffee‐ and tea‐brewing equipment, mugs and accessories, packaged goods, music, books and gift items.
Fresh Food: Baked pastries, sandwiches, salads, oatmeal, yogurt parfaits and fruit cups.

Consumer Products: Products in 13 countries (Austria, Canada, China, Denmark, Germany, Ireland, Japan, Korea, Mexico, Norway, Spain, UK and U.S.) in three categories:
• Coffee and Tea: Whole bean and ground (Starbucks and Seattle’s Best Coffee brands), Starbucks VIA® Ready Brew, Tazo® tea filterbags and tea latte concentrates.
• Ready‐to‐Drink (RTD): Starbucks® bottled Frappuccino® coffee drinks, Starbucks Discoveries® chilled cup coffees, Starbucks Doubleshot® espresso drinks, Starbucks Doubleshot® Energy+Coffee drinks; Seattle’s Best Coffee® Iced Lattes, Tazo® bottled iced and juiced teas.

• Starbucks® Ice Cream: Super‐premium coffee and coffee‐free flavors.

Brand Portfolio
Starbucks Coffee, Seattle’s Best Coffee, Tazo Tea, and Torrefazione Italia Coffee.

They figured out that consumers wanted real, wholesome food that is naturally delicious. So Starbucks removed the trans fats, artificial flavors, artificial dyes and high fructose corn syrup from everything in their food case. So consumers can enjoy the goodness of delicious food made from real ingredients. "That’s why our coffee buyers travel the world, carefully selecting the finest beans. That’s why our master roasters stand watch over each batch, bringing each bean to its peak of flavor. And that’s why our friendly baristas handcraft each beverage to your order. We want you to discover your perfect, personal drink. Hey, when you feel as passionately about coffee and as we do (and you do), it’s what the bean deserves."

They use some names that are very funny and attractive. Here is some examples: red velvet cupcakes, marshmallow dream bar, chocolate old-fashioned doughnut....
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