SLIDE 31 Hi, I'm Minh Thanh.

Today I'm going to talk about the

pricing of two strategies: Starbucks' Red Christmas Cups and the
"I Am" Campaign.
SLIDE 32 First I will talk about the cost and price of
implementing these two strategies. They are relatively similar
because one side is to change the cup design, and the other side is
to write on the cup. So I will talk about the cost of producing the
cup:
Distributing materials such as coffee cups. For every perfect
drink, there is a perfect cup. Whether the weather requires you to
dress warmly or wear sunglasses, we have the perfect cups to
keep your drinks warm or cool. The price of the cup is at least
$2.50/cup depending on the model and the type of drink it will
hold.
In addition, shipping costs, taxes as well as when the brand has
not implemented the strategy. Starbucks has paid just £8.6 million
in corporate tax over its 14 years of operations in the UK and has
paid nothing for the past three years, despite 2011 UK sales
reaching £400 million. Starbucks has 760 stores across the UK
and says it contributes "300 million pounds to the UK economy"
each year.
SLIDE 33 Now I will review the impactful, profitable and
meaningful campaigns of Starbucks
SLIDE 34 Starbucks began to be criticized mercilessly on social
media, most of which said that Starbucks was "too rigid" and
"ruined Christmas".
SLIDE 35 The face of the problem can offer entrepreneurs a few
lessons: 1. Any PR campaign is good. So why did they choose a
strategy that brought so many negative reactions? The answer is
simple: Doing so will make millions of people marketers and
publishers for Starbucks. That PR strategy is hard to buy! 2.
Social media is really great. With social networks - an
unprecedented communication tool, it only takes a moment for
this controversial topic to spread to every corner of the world. 3.
Take a "shortcut" with negative PR. Starbucks understands that
this new campaign will ignite a fire of controversy for customers,
but also knows how to add fuel to that fire by "taking advantage
of" the image of a celebrity and immediately making millions of
people. interested in following the Starbucks campaign. 4. Don't
cross ethical boundaries: Starbucks was smart when using the red
cup campaign because it understood it would not harm its
customers. 5. Opportunities always come to those who seize the
moment Whether you feel uncomfortable with the Starbucks cup
campaign or don't care about it, this is also an effective method of
spreading information through tens of millions of people. people
on social media. And this campaign has brought a pretty big profit
for Starbucks.
SLIDE 36 Starbucks has extended its support to this community
by turning a Starbucks store there into a secure check-in space
where transgender people can come and enjoy a cup of coffee, sit
with a notary and Start this renaming process legally and for free.
As a result, the number of people legally changing their names at
this Starbucks store in Sao Paulo city has increased sevenfold in a
short time.
SLIDE 37 Starbucks Brazil's "I Am" campaign beat out
heavyweights such as "Womb Stories," "True Name" and "The
Bread Exam" to win the Grand Prix at the 2021 Cannes Lions
festival. touching the hearts of many customers because of the
meaningful community connection message.
SLIDE 38 The group presentation is over. Do you have any
questions?