coca cola packaging in Operation Methods in Value Chain Mgmt final Powerpoint presentation
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MGMT400final.pptxStarbucks Packaging
MGMT 400
Meg Shimizu
Luiza Ter-Abramyan
Sam Sun
Design Packaging
Starbucks’ Quality
The leading coffee retailer today.
Continuous profit growth of the company
Competitors start to emerge as they see potential revenues for this kind of industry
But despite the several threats of the market
Starbucks has still the most effective quality strategies among any other coffee shop companies
Why Successful?
Mix heritage with modern influence
Storytelling elements outside of the flat bottom coffee bag
Help diverse the different coffee blends
New package focus on artistry
The creativity and skill make people easy to distinguish
Dimensions of Quality: Features and Aesthetics
Using warm, dim lighting and break and not blend into other coffee packaging that used beiges, browns, and warm colors.
Veranda Blend (Blonde roast, cocoa beans and leaves pattern)
Feeling of light taste
For farmers
Breakfast Blend (Medium roast, sunburst)
Waking up and beginning of new, bright day
Responsiveness
Consumer handling package regularly
Easy, sturdy in handling and storaging
The directions can be found
Easy funnel side
When user picks it up while
The new funnel pour option
Allows both pouring and scooping
Seasonal Packaging
General Operations
Must order limited quantity for specific months
Manage their inventory so they do not lead to a stockout Worst Case: Lead to a stockout, they can borrow supplies from nearby stores
Use a Repetitive Process - Holiday and Non-Holiday Seasons
Winter Holiday Cups
Holiday cups were first introduced in 1997 - Magenta colored cup inspired by jewel hues
Design each cup to tell a story Goal: Mix heritage with modern influence
2016 Holiday Cups - Designed by customers all over the global - Countries: United States, Canada, Dubai, Indonesia, Russia, and South Korea
Available all over the globe
20 Years of Starbucks Holiday Cups
Summer Mini Frappuccino Cups
Introduced during the summer of 2017
Limited time availability from May to July
10 ounce cups in which are 2 ounces less than a tall
Available only in stores in the United States and Canada
Purpose: help individuals who are willing to try new drinks and consumers who are trying to cut down calories
2017 Spring Campaign - Celebrate the arrival of Spring
Each size has its own color - Venti = Yellow - Grande = Baby Blue - Tall = Pastel Green
Blank centers for consumers to doodle, illustrate, and express their inner artist
Goal: create a way of consumer engagement
Spring Pastel Cups
Sustainable
Packaging
Recycling, Greener Cup
Shrink the environmental footprint
Managing the environmental impacts of the business requires collaboration, innovation, and ongoing improvements
Why so hard?
Operations in 75 countries
Recycling infrastructure and market conditions
Customized recycling programs for each city
Invested $10 million in the NextGen Cup Challenge, which seeks to develop a fully recyclable and compostable hot cup
BYOT
Bring your own tumbler
Since 2013, selling $2 reusable cups
Paper cup charge in London
No Straws
More than half of beverage sales are cold drinks
(37% in 2013)
Planning to ban straws in 28,000 stores in 2020 (Start in Seattle and Vancouver) = 1 billion straws in a year
More socially responsible
Compostable Cups
“ADULT” sippy Cups instead of straws
Customers were intrigued by design and shared on SNS
Used in more than 8,000 stores
Paper straws for Frappuccino
Made of plastic, but it's polypropylene content can be recycled
Creating a mold for other large brands to follow
nitro cold brew
Recommendation
Promote Compostable cups
Get rid of straws
Engagement with consumers (design packaging)
User friendly packaging
QUESTIONS?
References
Cortez, J. Z. (n.d.). STARBUCKS (THE DISTRICT IMUS) TOTAL QUALITY MANAGEMENT ANALYSIS. Retrieved from https://www.academia.edu/35157282/STARBUCKS_THE_DISTRICT_IMUS_TOTAL_QUALITY_MANAGEMENT_ANALYSIS
Gregory, L. (2017, January 31). Starbucks Coffee's Operations Management: 10 Decisions, Productivity. Retrieved from http://panmore.com/starbucks-coffee-operations-management-10-decisions-areas-productivity
Janelsantos. (n.d.). Archives. Retrieved from https://janellesantos.wordpress.com/tag/starbucks/
Recycling & Reducing Waste. (n.d.). Retrieved from https://www.starbucks.com/responsibility/environment/recycling
Starbucks to Eliminate Plastic Straws Globally by 2020. (2018, July 09). Retrieved from https://news.starbucks.com/press-releases/starbucks-to-eliminate-plastic-straws-globally-by-2020
Starbucks to develop recyclable, compostable cup solution. (2018, September 28). Retrieved from https://news.starbucks.com/news/starbucks-and-closed-loop-to-develop-recyclable-compostable-cup-solution
Straws are out, lids are in. (2018, August 07). Retrieved from https://news.starbucks.com/news/starbucks-announces-environmental-milestone
Taylor, K. (2018, July 9). Starbucks is killing its iconic green straws, and it wants people to drink out of a 'sippy cup' instead. Business Insider. Retrieved from https://www.businessinsider.com/starbucks-replaces-straws-with-sippy-cup-lid-2018-7
