Hot Topics: Marketing Starbucks Amid the ‘Glory Age’ of Coffee and Changing Consumer Preferences
By Jay Hodgkins
Nestlé Starbucks Coffee Director Mandy Lozano (MBA ’09) returned to the University of Virginia Darden School of Business recently as a guest lecturer in the School’s “Hot Topics in Marketing” course, and also found time to sit down with Darden Marketing Club President Mercedes Rodriguez (Class of 2019) to discuss how coffee product marketing is changing in a “glory age” of coffee that is also marked by rapid changes in consumer preferences.
Lozano shared how Starbucks has innovated in the space and kept pace with a growing consumer focus on sustainability.
“We were one of the first company’s to offer health care to baristas who worked just 20 hours per week, speaking out on LGBTQ issues, standing for what we do on sustainability — all those things, it was the way we decided to be a coffee company was one of the most powerful things.”
Watch the video above to see the full interview with Lozano.
The University of Virginia Darden School of Business prepares responsible global leaders through unparalleled transformational learning experiences. Darden’s graduate degree programs (MBA, MSBA and Ph.D.) and Executive Education & Lifelong Learning programs offered by the Darden School Foundation set the stage for a lifetime of career advancement and impact. Darden’s top-ranked faculty, renowned for teaching excellence, inspires and shapes modern business leadership worldwide through research, thought leadership and business publishing. Darden has Grounds in Charlottesville, Virginia, and the Washington, D.C., area and a global community that includes 18,000 alumni in 90 countries. Darden was established in 1955 at the University of Virginia, a top public university founded by Thomas Jefferson in 1819 in Charlottesville, Virginia.
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