星巴克的产品和发展历史品牌定位英文省公共课一等奖全国赛课获奖课件.pptx

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1、ThebirthofStarbucksThesourceofitsnameThestoryofStarbucksThebrandtargetofStarbucksTheproductsofStarbucksFourprinciplesThehistoryofStarbucksStarbucksmissionCooperationsMiaLizzyBellaCatalogueCatalogue第1页Starbucks-ByLizzy第2页brand positioningThe name Starbucks from Melville,American writer of fiction Mob

2、y Dick in a way very calm,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

3、this book,let alone to 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-coll

4、ar city.第3页BrandTargetCustomer 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

5、on.Jesper Kunde in the religious 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.第4页Representati

6、veproductscappuccino第5页CaramelMacchiato第6页CafeAmericano第7页MatchaLatte第8页Frappuccino第9页chocolatemuffin第10页Tiramisu第11页ProductqualityThe 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 transformatio

7、n of the Starbucks has a special procurement system.They travel all over to Indonesia,East Africa and Latin America,with local 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.第12页F

8、ourprinciplesrefuse to join Starbucks,do not believe that the owners will join good quality management;refuse to sell artificially flavored coffee beans.Starbucks dismissive of the chemical flavor to pollution top coffee beans;refuse to enter the supermarket,Starbucks would not pour fresh coffee bea

9、ns into the supermarket plastic container as its most senior metamorphic stale;buy coffee beans.第13页SomechangeIn 1997 to enter the supermarket;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 I

10、t is with the environment and the market changes with the times第14页ThedevelopmentofStarbucksThedevelopmentofStarbucks-ByBella-ByBella第15页第16页StarbucksLOGO第17页第18页ABriefHistoryofStarbucksStarbuckshasalwaysbeenaplacewhereyoucanfindtheworldsbestcoffees.Butin1971,youwouldhavehadtotravelallthewaytoouronl

11、ystoreinSeattleshistoricPikePlaceMarket.第19页第20页第21页thefirstStarbuckswasatWesternAvenue;itthenwasrelocatedto1912PikePlace.第22页第23页1970sThefirstStarbucksopens.ThenamecomesfromHermanMelvillesMobyDick,aclassicAmericannovelaboutthe19thcenturywhalingindustry.Theseafaringnameseemsappropriateforastorethati

12、mportstheworldsfinestcoffeestothecold,thirstypeopleofneed.第24页HowardSchultzjoinsStarbucksin1982.WhileonabusinesstripinItaly,hevisitsMilansfamousespressobars.Impressedwiththeirpopularityandculture,heseestheirpotentialinSeattle.Hesrightaftertryinglattesandmochas,Seattlequicklybecomescoffee-crazy.1980s

13、Italianstyle第25页StarbucksexpandsbeyondSeattle,firsttotherestoftheUnitedStates,thentheentireworld.Afterbecomingoneofthefirstcompaniestoofferstockoptionstoitspart-timeemployees,Starbucksbecomeapubliclytradedcompany.1990s第26页sTheStarbucksphenomenoncontinues.Asofthiswriting,Starbuckshasmorethan6,000loca

14、tionsinover30countries.Inadditiontoourexcellentcoffeesandespressodrinks,peoplenowenjoyforTazoteaandFrappuccinoblendedbeverages.第27页第28页StarbucksMission-forcustomersToinspireandnurturethehumanspiritoneperson,onecup,andoneneighborhoodatatime.Tomakecustomersfeelathome.第29页StarbucksMission-forstaffWerec

15、alledpartners,becauseitsnotjustajob,itsourpassion.Together,weembracediversitytocreateaplacewhereeachofuscanbeourselves.Wealwaystreateachotherwithrespectanddignity.Andweholdeachothertothatstandard.第30页Beanstock-1991In1991,StarbucksintroducedBeanStockwhichturnedeligibleStarbucksemployeesintopartnersby

16、providingtheopportunitytoshareinthefinancialsuccessofthecompanythroughStarbucksstock.theconnectionbetweentheircontributionsandthegrowingvalueofthecompany.第31页StarbucksMission-coffeeIthasalwaysbeen,andwillalwaysbe,aboutquality.Werepassionateaboutethicallysourcingthefinestcoffeebeans,roastingthemwithg

17、reatcare,andimprovingthelivesofpeoplewhogrowthem.Wecaredeeplyaboutallofthis;ourworkisneverdone.第32页第33页IfitrainsinBrazil,youcanbuytheStarbucksshare.第34页StarbucksMission-storeWhenourcustomersfeelthissenseofbelonging,ourstoresbecomeahaven,abreakfromtheworriesoutside,aplacewhereyoucanmeetwithfriends.It

18、saboutenjoymentatthespeedoflifesometimesslowandsavored,sometimesfaster.Alwaysfullofhumanity.第35页peoplebypeople第36页Onepersontellstohis/herfriends.第37页Starbucksmakesitselfagoodfigurebyaseriesofthings:Givebackthethingsthatcustomerslostintheirstoresbyaccident.Oneday,amanagerwonthelottery,heshareoutallth

19、emoneytohisworkmates.Teachthedeafhowtoorderthecoffeewithpatient.第38页Cooperations-1993Barnes&NobleStarbucksCoffeetosellsomecoffeeretailsinthebookshop第39页Cooperations-1996Pepsi-ColaStarbucksCoffee“NorthAmericaCoffeePartnership”creatnewtypeofcoffee第40页Cooperations-AppleInc.StarbucksCoffeepeoplecandownloadthemusicintheStarbucksstoresinthenewiTunes.第41页