Starbucks Prefers Grassroots Approach To Marketing In New Markets "Down Under".(Brief Article)

Food Institute Report, The, May, 2000

Seattle-base coffee giant Starbucks has opted for grassroots marketing strategies designed to connect with the local community to drive its name when advertising in new markets over glossy multi-million-dollar ad campaigns, reported Sydney Morning Herald (May 11). The company expects to generate a lot of goodwill by doing such things as donating coffee beans to charities (the beans are still drinkable but have passed Starbuck's own use-by timeframes) and using employees as company spokespeople, encouraging them to promote the brand of coffee to family and friends, when it enters the Sydney market shortly.

Publicity also plays a major role in the company's marketing strategy. Any opportunity for free press is quickly seized upon whether it be giving coffee...

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