Starbucks

Brief History• The story begins in 1971 • Howard Schultz arrives 1982 • A trip to Italy changes Starbucks • Starbucks goes public June 1992 (165

stores) • Starbucks present in more than 70

countries (more than 24000 Stores)

THEN

NOW

Brand Perception

• Make it your Own• Surprise and Delight • Socializing over Coffee• Customer Friendly• Leave it’s Mark

Advertisements Supporting this Perception

Mission Statement

To inspire and nurture the human spirit – one person, one

cup and one neighbourhood at a time.

Corporate Social Responsibility

• Having a impact on the society slowly and steadily.

• Building a sense of responsibility of giving back to the society.

Associated CampaignsStarbucks™ Shared Planet™ is committed to doing business

responsibly. A better way to help each other and the planet.

Employees as Partners

• Providing a Stock option plan called the “Bean Stock” for the employees.

• Providing comprehensive healthcare solutions to all employees of the company.

• Helping them grow as the company grows.

Recycling & Reducing Waste

• Program employed or being developed in all stores and company facilities.

• Starbucks recycles used coffee grounds and burlap bags used to ship green coffee.

• Encouraging customer use of re-usable serveware.

Ethical Sourcing

• Offering the highest quality, ethically purchased and responsibly produced products.

• Support the farmers and suppliers who grow and produce our products.

• To serve high quality coffee that is responsibly grown and ethically traded and also committed to a long-term strategy of ethical tea sourcing.

Do Consumers believe Starbucks is a responsible

company?• Practicing Business on the basis of

Ethics and Moral Values.• Blending Corporate Social Responsibility

and Marketing Activities and following the Cause Related Marketing Style.

• Help in bringing sustainability by giving something back to the society in whichever way possible.

Where does a company like Starbucks draw the line on supporting socially

responsible programs?

• Starbucks should not fix any annual budget towards the CSR initiative but should fund the project as per the need like Starbucks funding the Katharina relief project etc.

• Being the leading coffee chain outlet they generate huge amount of profit so employing a part of profit towards employee welfare, customer and society upliftment, providing support to suppliers/farmers should be done.

Summary• Brief History• Brand Perception• Mission Statement• Corporate Social Responsibility Employees as Partners Recycling and Reducing Waste Ethical Sourcing• Questions Regarding Socially

Responsible Campaigns of Starbucks

DisclaimerCreated by Siddhant Jain from IIT (BHU) Varanasi, during a marketing internship by Prof Sameer Mathur, IIM Lucknow.