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Starbucksmarketingstrategy 150423021511 Conversion Gate01 PDF
Starbucksmarketingstrategy 150423021511 Conversion Gate01 PDF
Saravanan J
HISTORY
BALDWIN – BOWKER – SIEGL
Now “ To inspire and nurture the human spirit - One person, One
cup, and One Neighborhood at a time”.
STARBUCKS Coffee
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58 years old
Grew up poor
Expended aggressively first across the United States and then around the world
50 COUNTRIES
15,000+ STORES
STARBUCKS TODAY
2011 - STARBUCKS NEW LOGO
Marketing Strategy
Marketing Mix SWOT
Market Targeting
Globalization strategy of Starbucks
Market Postioning
STARBUCKS Coffee
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MARKET SEGMENTING
Office workers and students who need to catch up with their work
TARGET
Market Positioning & Positioning Strategy
Starbucks has positioned themselves as a highly respected brand.
The Starbucks company has positioned itself in a way that it can distinguish their products
from competition, which gives them an advantage.
Their positioning strategy is customer based, which allows them to give the best customer
service.
Starbucks hold onto their sustainable competitive advantage in terms of their customer
satisfaction as well as their employee satisfaction.
Brands:
Starbucks Coffee
Seattle‘s Best Coffee
Tonefazione Ital ia Coffee
Tazo Tea
Evolution Fresh
STARBUCKS - PEST Analysis
Political Influences :
Relationships between coffee producing nations and US
State & Local government controls
Economic Influences:
Constant demand for food and beverages
Changes in disposable income could influence purchase levels
Social Influences:
Consumer preferences could shift from coffee to other beverages
Technological Influences:
Use of technology can improve operational efficiencies
STARBUCKS Coffee
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SWOT
Product diversification
Established logo, developed brand, copyrights, trademarks, website and
patents
Company operated retail stores
International presence
Valued and motivated employees, good working environment
STRENGHTS (1/2)
Good relationships with suppliers
Industry market leader
Customer loyalty
Wide spread and consistent
Knowledge based
Strong Board
Trendy brand image
Strong financial foundation
STRENGHTS (2/2)
Lack of internal focus (too much focused on expansion)
Cross functional management
Product pricing is high
WEAKNESSES
Competition (restaurants, street carts, supermarkets, other coffee shops, other
caffeine based products)
Market saturation
Coffee price volatility in developing countries
Negative publicity from poorly treated farmers in supplying countries
THREATS (1/2)
Expansion into retail operations
Technological advances
New distribution channels
(delivery)
New products
Distribution agreements
Brand extension
Emerging international markets
Continued domestic
expansion/domination of segment
OPPORTUNITIES
Consumer trends toward more healthy ways and away from sweet coffee
beverages and cakes
Cultural and Political issues in foreign countries
THREATS (2/2)
High
low
price Quality Brand Convenience location Variety Reputation Customization Online user
STARBUCKS Coffee
STARBUCKS – Competitive Strategy
Focused Differentiation
Serve niche buyers than rivals.
Have unique capabilities to serve needs of target buyer segment.
Be profitable and offer good growth potential.
Resources and capabilities to serve an attractive niche.
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Marketing mix
Marketing Mix
4 P’s 4 C’s
Product Customer solution
Price Customer cost
place convenience
Promotion communication
To be effective, marketing people have to consider the 4 C’s first and then build the 4 p’s based on
requirements
STARBUCKS Coffee
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PRODUCTS
Coffee: Fresh Food Items:
Eilonde Roast Baked pastries
Medium Roast Sandwiches
Flavored Coffee Salads
Seasonal Favorites Oatmeal
Yogurt parfaits
Handcrafted Beverages: Fruit cups
Fresh-brewed coffee
Hot and iced espresso beverages Starbucks Ice Cream:
Frappuccino coffee and non-coffee Super-premium coffee
blended beverages Coffee-free avors
Tazo teas
4/23/2015
PRODUCTS
Ready-to-Drink : Consumer Products:
Starbucks bottled Frappuccino coffee Coffee and Tea :
drinks Whole bean and ground coffee,
Starbucks Discoveries chilled cup coffees Starbucks VIA Ready Brew
Starbucks Doubleshot espresso drinks
Tazo tea lterbags and tea latte concentrates
Starbucks Doubleshot Energy+Coffee drinks
Seattle‘s Best Coffee Iced Lattes
Tazo bottled iced and juiced teas
Merchandise:
Coffee- and tea-brewing euipment
Mugs and accessories
Packaged goods
Music
Books
Gift items
4/23/2015
PRODUCTS
Features Variety
Brewed coffee cappuccino, Caramel cappuccino, tea
Quality Design
Fresh product Attractive ,descent, convenient
packaging services
Attractive, easy to handle Just in time ,ready to drink , fair trade policy
STARBUCKS Coffee
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PRICING STRATEGY
PRICE SKIMMING
Premium Price for Premium Product
PRICE
FAIR TRADE MOVEMENT
HOW IT WORKS?
Long term contracts
Affordable credit for farmers
Direct purchasing
Investing social projects in coffee communities
PRICE
FAIR TRADE MOVEMENT
PRICE
Fair Trade & the “Starbucks Effect”
PRICE
PLACE
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Warmth, Comfort, Diversity
Advertising
Personal Selling
Public Relations
Sales Promotion
4/23/2015
Promotional Mix
ADVERTISING PERSONAL SELLING
Increase from 1.4% to 3% by 2009 Baristas must continue to be the very best
Radio Starbucks must create an incentive to retain
TV and reward baristas
Billboards
PUBLIC RELATIONS
Parties
Big, Juicy Paintings Change:
Trump Tower Run promotions in conjunction with contributions
Nationwide Coffee Break
Public Performances
Charitable Contributions
Green initiatives
Philanthropic endeavors
4/23/2015
Promotional Mix
SALES PROMOTIONS
Return of incentive cards
Tie in with public relations
Loyalty program
Daily coffee break
HOLIDAY AD
Pass the Cheer
Holiday web site
Viral video’s
Sample vans
Ads
Newspapers, Magazines, Radio, and Billboards
Short Cups
4/23/2015
STARBUCKS IN MOVIES
SNS
SNS
STARBUCKS - Why Globalize ?
With just 20% of the world's coffee consumed in North America, Starbucks has
to aggressively sell its offerings in countries that already have dedicated coffee
or tea drinkers.
Issues :
Saturated home market – leading to self cannibalization.
Reaching Brand Maturity stage in U.S.
International joint ventures
Culture
Gender issues
Marketing channels
Cross-cultural management issues
STARBUCKS Coffee
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STARBUCKS - Global Marketing Mix Strategy
Retailing formula is same throughout the world whereas
product offerings and are modified to suit local tastes.
Starbucks advertising strategies play a crucial role in the
success of the business.
The advertising strategies adopted by the firm are more local
and differentiated rather than standardized.
STARBUCKS Coffee 47
STARBUCKS - GLOBAL Entry Strategies
Some of the methods Starbucks have used to expand and
maintain their dominant market position:
Buying out competitors' leases.
STARBUCKS Coffee
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STARBUCKS – CULTURAL DIVERSITY
“RESPECT FOR LOCAL CULTURE”
Chairman Howard Schultz “ We remain highly respectful of the culture and
traditions of the countries in which we do business . We recognize that our
success is not an entitlement, and we must continue to earn the trust and
respect of customers every day .”
STARBUCKS Coffee
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STARBUCKS - GLOBAL Expansion
The first market developed in 1996 was Japan with the help of
SAZABY Inc., a Japanese retailer and restaurateur.
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Globalization – Issues faced and Tackled in different
countries
JAPAN :
The Japanese are noted for admiring and adopting American products
and trends such as blue jeans and Coca-Cola.
Critics warned that the Japanese would never buy take-out coffee in
paper cups or accept the interior non-smoking policy.
STARBUCKS Coffee
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Globalization – Issues faced and Tackled in different
countries
FRANCE :
Starbucks had to deal with an initial lack of acceptance from
France's historic cafe culture, with older consumers frowning on
a big U.S.coffee house chain with standardized disposable cups.
STARBUCKS Coffee
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Globalization – Issues faced and Tackled in different
countries
CHINA:
The company is aggressively expanding in China where Chinese
traditionally prefer tea. [eg: TAZO TEA]
Italy
Lower pricing and popularity of local brands.
Culture of serving food with coffee – Starbucks had to address
the demand.
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2003: Starbucks closed all six of its locations in Israel due to difficult
business environment
2007: closed its store in Beijing's Forbidden City
2008: closed 61 of its 84 stores in Australia: Starbucks failed to truly
understand Australia’s cafe culture.
STARBUCKS FAILURES
GLOBAL CONTRIBUTION
Fair trade
Largest buyer of Certified Fair Trade coffee in North America (10% of the global market)
Starbucks has given the FTC label greater visibility, helping to raise consumer awareness in
the process.
Adaptation Strategy
Globally Successful
Future Oriented
IT IS NOT JUST COFFEE, IT IS STARBUCKS COFFEE
STARBUCKS TODAY