APR
21
Starbucks Seeks Jolt From Another Mass Tactic†
Coupons Follow Close Behind Free Samples
Advertising Age, April 21, 2008 — Howard Schultz insists he's returning Starbucks to its roots, but he's doing it with mass-marketing tactics once anathema to the original brand.
The company is estimated to have nearly doubled its marketing spending to $100 million, and last week it began an aggressive coupon program unlike anything in its history, raising questions about its turnaround strategy.
Categories: Brand Strategy, Marketing Strategy
