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Starbucks repositioning

Starbucks repositioning

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Published by boilingdoodle
Repositioning the Starbucks
Repositioning the Starbucks

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Published by: boilingdoodle on Apr 28, 2010
Copyright:Attribution Non-commercial


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Starbucks Corporation
Is an international coffee and coffeehouse chain based in Seattle, Washington, United States.Starbucks is the largest coffeehouse company in the world, with 16,635 stores in 49 countries,including 11,068 in the America, nearly 1,000 in Canada and more than 800 in Japan. Starbuckssells drip brewed coffee, espresso-based hot drinks, other hot and cold drinks, coffee beans,salads, hot and cold sandwiches, pastry, snacks, and items such as mugs and tumblers. Throughthe Starbucks Entertainment division and Hear Music brand, the company also markets books,music, and film.The company has realized that people dont only come for coffee, they come foratmosphere. Starbucks strives to perfect the relationship with the working class by the servicetimely, accurate and friendly as possible.Market segmenting is dividing the market into groups of individual markets with similarwants or needs that a company divides the market into distinct groups who have distinct needs,wants, behavior or who might want different products & services.
The process of segmentationis distinct from targeting (choosing which segments to address) and positioning (designing anappropriate marketing mix for each segment). The overall intent is to identify groups of similarcustomers and potential customers; to prioritize the groups to address; to understand theirbehavior; and to respond with appropriate marketing strategies that satisfy the differentpreferences of each chosen segment.
arket Segmentation
Starbucks focuses on what it calls its core customers, college educated with an average age of 42. As the children come to an age, they will go to Starbucks because their parents have beendoing so.
Starbucks is listens to the needs of the educated by devoting its business and research bydeveloping ways to cater to this groups needs and wants. Starbucks has positioned itself sothat it keeps customer satisfied from the minute they walk in, to placing an order, to receiving acup of fresh coffee within a timely manner, and finally to either being able to relax and feel athome in the rich ambiance that is offered or moving on with their daily routine.Starbucks aims to inspire and nurture the human spiritStarbucks aims to provide quality coffee in a relaxed atmosphere for those seeking arespite between home and work. Also, since orders are placed much like in an Italian espressobar, grab-and-go consumers can bring coffee and a snack home or to the office. The ambienceand service is the same everywhere. This is the vaulted Starbucks Experience, an elusive halo
that competitors desire, but have trouble duplicating.But the essence of Starbucks is not about the coffee, although its great coffee. Itsabout the coffee-drinking and the coffeehouse experience, says Hayes Roth, vice president of marketing at Landor Associates, a consultancy that has advised Starbucks on branding strategy.
The target market is college students and business students in general, as well asindividuals from the baby boomer generation to generation Y. The Starbucks is mainly adultfocused and aims to connect to their customers, communities and children through variousadvertising tactics. Vast majority among these people come from the urban areas, where one iswilling to go the extra mile to purchase costly gourmet coffee.
Repositioning the Brand
Starbucks Coffee brand is one of the most successful brands of the world and here comes a newstrategy allowing the customers to perceive the brand in an entirely different manner. TheStarbucks now states their positioning statement asInspiring the delighting taste of lifeOr it could be simply be simply said the Starbucks coming with an ultimate customer experienceallowing to individuals to capture their time spent in stores as pleasurable and memorable.Improving the Starbucks not only means improving the product but the customerservices giving the order accurately delivering the most efficiency of employees. In order tocreate delight for customer the employees of Starbucks are now better trained to handlecustomers and make their experience enjoyable.Starbucks now has bill boards in the residential areas too, focusing more on customerawareness and telling them it is not just coffee, it is a soul relaxing place where people gatherto meet ones of their community to get the most unforgettable experiences of their lives.Starbucks Coffee is already selling a product that is the second largest tradedcommodity of the world. Starbucks is known for its innovation and strong productdifferentiation within its industry therefore there are no doubts in its success. However, thecompany now has variants designed for the old ones to cop the number of customers leftbehind.Starbucks now gives another pleasurable experience to customers in the drive-thru byplaying light pleasing music tracks for those who are waiting in the line. Nobody gets bored nowand the customers now enjoy Wi-Fi in the drive-thru area too. The main city stores customersare now pleased by large multimedia screens informing the customers about other Starbucksproducts i.e. HearMusic
Starbucks offers coffee as an excellent experience with spectacular services toyoungsters as well as the professionals. Emphasizing the mature ones along the oldsters is thenew strategy of Starbucks to capture the remaining ones. Since coffee consumers consist of themarket that includes the entire user of the rural and urban areas, the company offers variantsfor people of all ages to generate more revenues, creating valuable relationships and grabbingtheir hearts.
he Product Life Cycle of Starbucks CoffeeCompetitors

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