Starbucks value proposition

• It's all about experience.

• Three components of branding strategy:
- First component: Coffee itself. Coffees were of high quality and were sourced
from Africa, Central and South America and Asia - pacific regions. It worked directly
with growers in various countries of origin to purchase green coffee beans,
supervised roasting process and distribution to retail stores around the world.
- Second component: Service. Goal is to create an uplifting experience every time
customer walks through the door.
- Third component: Ambience. People come for coffee but it is the ambience that
makes them want to stay. It has generated the need to come together.