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

ThebirthofStarbucksThesourceofitsnameThestoryofStarbucksThebrandtargetofStarbucksTheproductsofStarbucksFourprinciplesThehistoryofStarbucksStarbucksmissionCooperationsMiaLizzyBellaCatalogueCatalogue第1页Starbucks-ByLizzy第2页brand positioningThe name Starbucks from Melville,American writer of fiction Moby 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 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-collar 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 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Representativeproductscappuccino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 transformation 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Fourprinciplesrefuse 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 beans 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 It 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,youwouldhavehadtotravelallthewaytoouronlystoreinSeattleshistoricPikePlaceMarket.第19页第20页第21页thefirstStarbuckswasatWesternAvenue;itthenwasrelocatedto1912PikePlace.第22页第23页1970sThefirstStarbucksopens.ThenamecomesfromHermanMelvillesMobyDick,aclassicAmericannovelaboutthe19thcenturywhalingindustry.Theseafaringnameseemsappropriateforastorethatimportstheworldsfinestcoffeestothecold,thirstypeopleofneed.第24页HowardSchultzjoinsStarbucksin1982.WhileonabusinesstripinItaly,hevisitsMilansfamousespressobars.Impressedwiththeirpopularityandculture,heseestheirpotentialinSeattle.Hesrightaftertryinglattesandmochas,Seattlequicklybecomescoffee-crazy.1980sItalianstyle第25页StarbucksexpandsbeyondSeattle,firsttotherestoftheUnitedStates,thentheentireworld.Afterbecomingoneofthefirstcompaniestoofferstockoptionstoitspart-timeemployees,Starbucksbecomeapubliclytradedcompany.1990s第26页sTheStarbucksphenomenoncontinues.Asofthiswriting,Starbuckshasmorethan6,000locationsinover30countries.Inadditiontoourexcellentcoffeesandespressodrinks,peoplenowenjoyforTazoteaandFrappuccinoblendedbeverages.第27页第28页StarbucksMission-forcustomersToinspireandnurturethehumanspiritoneperson,onecup,andoneneighborhoodatatime.Tomakecustomersfeelathome.第29页StarbucksMission-forstaffWerecalledpartners,becauseitsnotjustajob,itsourpassion.Together,weembracediversitytocreateaplacewhereeachofuscanbeourselves.Wealwaystreateachotherwithrespectanddignity.Andweholdeachothertothatstandard.第30页Beanstock-1991In1991,StarbucksintroducedBeanStockwhichturnedeligibleStarbucksemployeesintopartnersbyprovidingtheopportunitytoshareinthefinancialsuccessofthecompanythroughStarbucksstock.theconnectionbetweentheircontributionsandthegrowingvalueofthecompany.第31页StarbucksMission-coffeeIthasalwaysbeen,andwillalwaysbe,aboutquality.Werepassionateaboutethicallysourcingthefinestcoffeebeans,roastingthemwithgreatcare,andimprovingthelivesofpeoplewhogrowthem.Wecaredeeplyaboutallofthis;ourworkisneverdone.第32页第33页IfitrainsinBrazil,youcanbuytheStarbucksshare.第34页StarbucksMission-storeWhenourcustomersfeelthissenseofbelonging,ourstoresbecomeahaven,abreakfromtheworriesoutside,aplacewhereyoucanmeetwithfriends.Itsaboutenjoymentatthespeedoflifesometimesslowandsavored,sometimesfaster.Alwaysfullofhumanity.第35页peoplebypeople第36页Onepersontellstohis/herfriends.第37页Starbucksmakesitselfagoodfigurebyaseriesofthings:Givebackthethingsthatcustomerslostintheirstoresbyaccident.Oneday,amanagerwonthelottery,heshareoutallthemoneytohisworkmates.Teachthedeafhowtoorderthecoffeewithpatient.第38页Cooperations-1993Barnes&NobleStarbucksCoffeetosellsomecoffeeretailsinthebookshop第39页Cooperations-1996Pepsi-ColaStarbucksCoffee“NorthAmericaCoffeePartnership”creatnewtypeofcoffee第40页Cooperations-AppleInc.StarbucksCoffeepeoplecandownloadthemusicintheStarbucksstoresinthenewiTunes.第41页