Target Markets

Focus on Your Target Market and Work Out the Marketing Mix

People aged 18 to 24. Starbucks is positioned as a place where college

students can study, take notes, chat with friends, and meet people

It primarily caters to high income customers also targets middle-income

consumers who are dispensed to spend their disposable income on high-end coffee
and drinks.

Technology early-adopters mobile users Environmentally & socially

conscious Read a lot and stay up on news and trends

Starbucks’ marketing mix is designed to appeal to their target market.

Marketing objectives

Refocus product range on high margin items.

To increase the number of clients served through superior performance

To create a memorable experience that people come to enjoy at Starbucks, stay

with the atmosphere and the environment, and stay connected.

Achieve the company’s financial goals (profitability).

Positioning
 Brand Positioning: Starbucks has chosen to market itself by using an
unconventional marketing strategy that is unique and generally not tried by other
companies in the industry. They positioned themselves as a perfect coffee shop that
will offer customers delicious and rich coffee. It can be said that Starbucks
positioned itself as a technologically equipped coffee store where people can sit,
relax, chat with people over a cup of coffee and also surf internet or do their
important work.

Developing The Marketing Mix

Product

Starbucks provides the main product is coffee. However, in its branding

roadmap, Starbucks realized that it could also attract a large number of customers
who did not love coffee, but wanted to experience and stick with the Starbucks
space. Since then, Starbucks developed other product lines such as tea

Price

Value-based pricing

The price of each product at Starbucks is priced based on the value of the
product. Starbucks believes that they provide high value to customers, both tangible
and intangible. Tangible value is the quality of the product, from carefully selected
and carefully processed coffee beans by a well-trained staff. Intangible values are
the experiences and emotions that customers are immersed in a real coffee space.

With the target group in the high-end segment, cost is not an issue. The most
important thing is still the customer experience.

Place

Starbucks develops cafes with beautiful coffee viewing spaces, through the
Starbucks App and through retailers.
 Starbucks developed an application to order through the Starbucks App,
allowing customers to place orders anytime, anywhere. In addition, the brand also
cooperates with hotels, airports and coffee shops in the residential areas.

Promotion

Promotion includes advertising, public relations, and promotional strategy.

The goal of promoting a product is to reveal to consumers why they need it and why
they should pay a certain price for it. Such as:

Social Media: The photo is bright, modern, clean, and reflective of the
Starbucks brand. The language in the post describes shot in the same way that they
would if they were chatting with a customer in the store, short, sweet, and to the
point.

Using the aid of performing a ‘good deed’ as a means for promotion –

Starbucks contributes to several non-profit organizations as a way to improve brand
image and awareness in local communities.