STARBUCKS-A CASE STUDY

Whenever we hear about co ee, the rst brand which

comes in our head is Starbucks(even if sometimes we can’t
a ord one !!)

So, what can be the reason of such fame?How was this

company able to shake the whole world inspite of being
expensive?Here are 5 reasons why Starbucks is the leading
on the go co ee brand today-

Firstly, they have a de ned target audience ,i.e.,who they

would like to serve.These include high income spenders,
urban on the go-ish people, health conscious professionals
and many more similar kind of people who just want to
enjoy a good cup of co ee after a busy day at
work.Starbucks caters to this audience, providing good
quality co ee and a place to relax, while maintaining its
expensive range.

Secondly, they have a wonderful rewards campaign where

they share reward points to its existing customers, which
they may redeem to get a free cup of co ee.Now,a free
co ee cup at Starbucks is an extremely enticing o er which
most people take up the rst chance they get t do so.You
may think that Starbucks has to give out one free serving to
many customers, however, since they are ensuring that
these customers stay loyal to this company, the ultimate
pro t is much more than this little sacri ce.

Thirdly, they have visually attractive social media

pro les.Their social media handles aesthetic posts
including photographs ,recipes, articles and features.They
also provide interactive posts and this, along with other
types of posts, helps create brand awareness and a
community of co ee lovers

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Fourthly, they sometimes do product based marketing
campaigns.They created social media accounts for fan
favourite beverages and share contents and memes related
to these.This is also a type of user generated content,
where people share pictures with their favourite beverages,
automatically promoting the product.

Lastly,Starbucks initiated seasonal festival themed co ee,

to make their brand reach to the masses.They also shared
users hand drawn cups based on festivals to promote their
brand

In this way,Starbucks created a brand value of itself which

will hopefully remain the same for years to come

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