Intro to Marketing

Mr. Bernstein

Public Relations: Starbucks Case Study

November 17, 2014

2

Intro to MarketingMr. Bernstein

Promotions

Promotional Elements

Advertising

Publicity

Sales Promotions

Personal Selling

3

Intro to MarketingMr. Bernstein

Public RelationsThe management of a message between an individual

or organization and the publicPrimary purpose is to persuade stakeholders to adopt

a certain point of view about a project or product (helps biz conditions in the future…)

The media is not paid to communicate Publicity

Ideal End Result of Public Relations Information which serves both the company or

product and the public interest

4

Intro to MarketingMr. Bernstein

Who are Starbucks’ stakeholders?Stakeholders are groups or individuals that can affect or be affected by the actions of the business:Communities Politicians (i.e., Dutch tax breaks: http://online.wsj.com/articles/starbucks-dutch-tax-deal-may-constitute-illegal-state-aid-says-eu-1415952205) Employees Investors/Lenders

5

Intro to MarketingMr. Bernstein

Four Core Elements of Public Relations Retain and create goodwillFirst do good, then take credit for it (!)Identify and effectively communicate points of view

to well-defined targetsIt is a planned activity

6

Intro to MarketingMr. Bernstein

Effective Public Relations Must follow various legal guidelinesAre part of an overall plan of actionAims for measurable benchmarksBuilds relationships and partnerships

7

Intro to MarketingMr. Bernstein

Exercise 1Group 1: What are the Goals of the PR campaign?Group 2: How does the campaign measure success?Group 3: What were the results/outcomes of the

campaign?Group 4: How did the campaign integrate with other

Promotions?

8

Intro to MarketingMr. Bernstein

Exercise 2 - Each Group: 1. Create examples of actions which would

integrate or leverage the PR campaign with other promotions

2. Describe how the campaign could relate to the other P’s – Price, Product and Place (distribution)