Starbucks Brand Inventory Essay

1643 Words Feb 24th, 2013 7 Pages
1. Brand inventory

History
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
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Recently, they changed their logo to give a fresh new air to the company.

Pricing: Starbucks want to maintain high prices because of the high quality that they deliver and because of the fair-trade movement. But customers are still willing to pay as price increases.
Just to have an overview of Starbucks prices, a small classic coffee are 1.50 $ in USA and a tall late is 2.85 $

Supporting marketing programs

- Starbucks shared planet marketing program: it's their commitment to do business in ways that are good to each other and the planet. For this, they serve Starbucks shared planet coffees, they serve Starbucks fair trade certified organic coffees, and they offer branded cups and paper products that are recyclable/reusable... - PIKE PLACE ROAST: Our Pike Place Roast program makes it easy to create excitement around our smoothest, most popular coffee. * Help in promoting Pike Place® Roast with easy to execute marketing ideas. * Ability to capitalize on the popularity of retail’s favorite Starbucks blend. * Opportunity to offer customers an everyday selection of coffees in line with retail stores. * Increased chance of customer and guest satisfaction, loyalty and repeat business. - Holiday marketing program: Starbucks holiday merchandise makes

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