Marketing Factoids

  • Music sales in the United States will decline to $9.2 billion in 2013, from $10.1 billion this year. source ›
  • Acquiring a new customer costs about five to seven times as much as maintaining a profitable relationship with an existing customer source ›
  • Consumers ages 18 to 27 say they use the Internet nearly 13 hours a week, compared to viewing 10 hours of TV source ›
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MAR 18

At Starbucks, Low Key Vet Plots Course†

Wall Street Journal, March 18, 2008 — For the past two months, Howard Schultz has been the public face of Starbucks Corp.'s effort to turn around its coffee empire.

But the person crafting many of the strategies is a 40-year-old chemical-engineering graduate who was behind the success of Starbucks's Frappuccino line.

Tomorrow , Michelle Gass will sit in one of the front rows at Starbucks's annual shareholders meeting in Seattle while Mr. Schultz stands on stage and unveils fresh details of plans to revive the company. Mr. Schultz is expected to address how Starbucks will reassert its position as the world's coffee authority, reignite what the company calls its emotional attachment with customers and carve out new areas for growth.

Ms. Gass has been Mr. Schultz's right-hand person in developing these ideas since Mr. Schultz retook the chief executive position at Starbucks in January.

Category: Innovation
Tags: Starbucks, New Products

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