13 Fascinating Facts About Starbucks
11. Starbuck Advertising Strategy Is “Do Not Advertise”
We hardly can notice any Starbuck commercial except one or two. That is because of their unique advertising strategy that is not to advertise. The company doesn’t follow the orthodox method of advertising. “It really is about connecting with someone in a more intimate, experiential way that we think will have longer lasting ability to build affinity than a 30-second TV commercial or an ad,” says Senior Vice-President of Marketing at Starbucks Anne Saunders as stated by Evan Carmichael.com.
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12. A Brief Company Timeline
1966: Alfred Peet opens Peet’s Coffee & Tea in Berkeley, California.
1971: Jerry Baldwin and two other friends of Alfred Peet open the first Starbucks in Seattle.
1982: Howard Schultz joins Starbucks.
1984: Baldwin et al buy out Peet’s.
1987: Baldwin et al sell Starbucks to Schultz to focus on building Peet’s.
Schultz left Starbucks to commence a chain of specialty coffee stores in Seattle. Today Starbuck’s market share is almost 70 percent compared to Peet’s. Despite few similarities between the two companies they still differ in their business models and both have seen success according to their models.
13. Eco-Friendly Cups
Every year Starbucks promotes recycling of 2.3 billion paper cups used by it. National award has also being achieved by Starbucks for using cups which contain 10 percent recycled material. Starbucks makes sure that they do take environmentally initiatives. They also provide reusable mugs and offers 10 cent discount to the customers who bring their own cups.
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