星巴克的产品和发展历史品牌定位(英文).ppt

Mia,Lizzy,Bella,Catalogue,Starbucks-ByLizzy,brandpositioning,ThenameStarbucksfromMelville,AmericanwriteroffictionMobyDickinawayverycalm,charismaticchief.Hishobbyisdrinkingcoffee.MelveilhasaveryhighstatusintheUnitedStatesandthehistoryofworldliterature,butMelveilsreadershipisnottoomuch,mostlywell-educated,havehighculturaltaste,notamanofcultureisimpossibletoreadMobyDickthisbook,letalonetounderstandthecharacteroftheStarbucks.FromtheStarbucksbrandname,positioningcanclearlydefinethetargetmarket:isnotthegeneralpublic,butafocusonenjoymentandleisure,advocatingknowledge,respectpeopleorientedandfullofpettybourgeoissentiment,white-collarcity.,BrandTarget,CustomerexperienceisthecoreappealofStarbucksbrandequity.JustlikeMcDonaldshasbeenadvocatingthesaleofjoy,Starbucks,thetypicalAmericancultureisgraduallybrokendownintoelementsthatcanbeexperienced:visualwarmth,hearingarbitrary,smellofcoffeeandsoon.JesperKundeinthereligiouspointedout:thesuccessofStarbucks,inthecenterofconsumerdemandsfromproducttoservice,fromtheservicetotheexperienceintheera,StarbuckssuccessfullycreatedaStarbucksexperiencetocreateforthecharacteristicsofthecoffeereligion.,Representativeproductscappuccino,CaramelMacchiato,CafeAmericano,MatchaLatte,Frappuccino,chocolatemuffin,Tiramisu,Productquality,ThecornerstoneofthequalityofHowardSchulzStarbucksisthetopofthe1971Starbuckssfirstrebakedcoffeebeanswerebornwhenhewasborn.AfterthetransformationoftheStarbuckshasaspecialprocurementsystem.TheytravelallovertoIndonesia,EastAfricaandLatinAmerica,withlocalcoffeegrowersandexportersofcommunication,communication,buythebestcoffeebeanstoensurethatallthepeoplewholoveStarbucksproductstothemostpurecoffee.,Fourprinciples,refusetojoinStarbucks,donotbelievethattheownerswilljoingoodqualitymanagement;refusetosellartificiallyflavoredcoffeebeans.Starbucksdismissiveofthechemicalflavortopollutiontopcoffeebeans;refusetoenterthesupermarket,Starbuckswouldnotpourfreshcoffeebeansintothesupermarketplasticcontainerasitsmostseniormetamorphicstale;buycoffeebeans.,Somechange,In1997toenterthesupermarket;specialarea(Airport)andsomeforeignmarkets(suchasSingapore)isauthorizedtotakethewaytojoin(butlessthan10%);providelow-fatmilkcoffeedrinksItiswiththeenvironmentandthemarketchangeswiththetimes,ThedevelopmentofStarbucks-ByBella,StarbucksLOGO,ABriefHistoryofStarbucksStarbuckshasalwaysbeenaplacewhereyoucanfindtheworldsbestcoffees.Butin1971,youwouldhavehadtotravelallthewaytoouronlystoreinSeattleshistoricPikePlaceMarket.,thefirstStarbuckswasat2000WesternAvenue;itthenwasrelocatedto1912PikePlace.,1970sThefirstStarbucksopens.ThenamecomesfromHermanMelvillesMobyDick,aclassicAmericannovelaboutthe19thcenturywhalingindustry.Theseafaringnameseemsappropriateforastorethatimportstheworldsfinestcoffeestothecold,thirstypeopleofneed.,HowardSchultzjoinsStarbucksin1982.WhileonabusinesstripinItaly,hevisitsMilansfamousespressobars.Impressedwiththeirpopularityandculture,heseestheirpotentialinSeattle.Hesrightaftertryinglattesandmochas,Seattlequicklybecomescoffee-crazy.,1980sItalianstyle,StarbucksexpandsbeyondSeattle,firsttotherestoftheUnitedStates,thentheentireworld.Afterbecomingoneofthefirstcompaniestoofferstockoptionstoitspart-timeemployees,Starbucksbecomeapubliclytradedcompany.,1990s,2000sTheStarbucksphenomenoncontinues.Asofthiswriting,Starbuckshasmorethan6,000locationsinover30countries.Inadditiontoourexcellentcoffeesandespressodrinks,peoplenowenjoyforTazoteaandFrappuccinoblendedbeverages.,StarbucksMission-forcustomersToinspireandnurturethehumanspiritoneperson,onecup,andoneneighborhoodatatime.Tomakecustomersfeelathome.,StarbucksMission-forstaffWerecalledpartners,becauseitsnotjustajob,itsourpassion.Together,weembracediversitytocreateaplacewhereeachofuscanbeourselves.Wealwaystreateachotherwithrespectanddignity.Andweholdeachothertothatstandard.,Beanstock-1991In1991,StarbucksintroducedBeanStockwhichturnedeligibleStarbucksemployeesintopartnersbyprovidingtheopportunitytoshareinthefinancialsuccessofthecompanythroughStarbucksstock.,theconnectionbetweentheircontributionsandthegrowingvalueofthecompany.,StarbucksMission-coffeeIthasalwaysbeen,andwillalwaysbe,aboutquality.Werepassionateaboutethicallysourcingthefinestcoffeebeans,roastingthemwithgreatcare,andimprovingthelivesofpeoplewhogrowthem.Wecaredeeplyaboutallofthis;ourworkisneverdone.,IfitrainsinBrazil,youcanbuytheStarbucksshare.,StarbucksMission-storeWhenourcustomersfeelthissenseofbelonging,ourstoresbecomeahaven,abreakfromtheworriesoutside,aplacewhereyoucanmeetwithfriends.Itsaboutenjoymentatthespeedoflifesometimesslowandsavored,sometimesfaster.Alwaysfullofhumanity.,peoplebypeople,Onepersontellstohis/herfriends.,Starbucksmakesitselfagoodfigurebyaseriesofthings:,Givebackthethingsthatcustomerslostintheirstoresbyaccident.Oneday,amanagerwonthelottery,heshareoutallthemoneytohisworkmates.Teachthedeafhowtoorderthecoffeewithpatient.,Cooperations-1993,Barnes&Noble