Starbucks Logo

• Starbucks Logo
• Green is associated with health, security, growth, tranquility and nature.
• Green is also associated with money and wealthy people or brands.
• White is associated with goodness, purity, balance, calm and sophistication.
• Relaxing - Using green promotes a sense of relaxation, inviting customers to take
a break and de-stress.
• Mermaid -The use of a mermaid logo also stimulates the customers associations
with nature.
• Warmth Brown or Mocha colours are used to create a warm, inviting feeling.
 Starbucks Costa coffee Café Nero
T.G. middle to upper-class men male and female aged middle  income group ,24-45
and women ,18-45 between 18-45 Middle aged, students or
business  people
Segment location upscale locations convenience – near to Business centres and
offices railways market hub
College campus airports
Products Coffees, Green Tea ,Latte Rich authentic Coffee Coffee
Frappuccinos, pastries, cakes No flavoured coffee larger variety of food items
and sandwiches Snacks
POD American style Quality and Speed cheaper coffee
Premium and Blended European style continental style
Flavours snacks bar and restaurant
Exclusive ambiance meals
POP Italian espresso Authentic Rich classic coffee European authenticity
Innovation Varieties in Blends and Classic-not lot of flavoured Originality
flavours coffee desserts along with many
Rewards Italian dishes
loyalty cards
Price High Priced High Priced to economical Affordable and low Priced
 Target markets and segments
• 18-45 years old.
• youngsters who want to gather with their friends.
• office workers and students who need to catch up with their
work.
• those who feel drinking coffee is cool.
• people who are adventurous and willing to try new things.
• creative folklore looking for freshness and newness.
 Starbucks mantra and Brand Personality
• The brand mantra of Starbucks Coffee was to create a "rich, rewarding coffee
experience.” Starbucks demonstrates a "persona" that goes far beyond their
functional benefits.

• Starbucks also demonstrates a ‘persona’ through their packaging, store

atmosphere or ambience, their store décor, product offerings, service interactions,
in-store music and corporate culture.

• Starbucks states that they ‘believe a coffeehouse should be a welcoming, inviting

and familiar place for people to connect’ Starbucks has designed their stores to
reflect these unique characteristic.
 Starbucks Brand Personality Dimensions

Sophistication Excitement: Sincerity:

Glamorous, Pretentious, Charming, Daring, spirited, imaginative, Down to earth, honest,
Romantic up-to-date wholesome, cheerful
 Brand Personality appeal based on human
characteristics used to describe Starbucks

fashionable social youthful

modern smart Active
Elegant Trendy Positive
Open minded Friendly Dynamic
urban Respectful Good taste
Creative artistic niche
Anne Jacqueline Hathaway - The Devil starbuck coffee held by Jake Gyllenhall In
Wears Prada velvet Buzz saw (2019-Netflix)
Sean Penn in I am Sam (2001) David fincher
Jennifer Hudson//Sarah Jessica Parker - Sex in the city
Ben affleck Nick jonas
 Celebs
influencers •Taylor Swift: Iced Caramel Latte or Iced
Americano with Sweet'n Low
•Mary-Kate Olsen: Chai and Skim Lattes
•Katy Perry: Tall Soy Vanilla Latte
• Alyssa Lenore– 132,000 Instagram •Britney Spears: Passion Tango Tea
followers •Lady Gaga: Matcha Lemonade
• Will Taylor– 270,000 Instagram •Ariana Grande: Soy Cloud Macchiato
followers •Oprah Winfrey: Teavana Cinnamon Chai Latte
• Chelsea as of Late– 47,400 Instagram •Khloe Kardashian: Very Strong Chai Latte
followers •Kylie Jenner: Caramel Frappuccino or Passion
Tea Lemonade
•Kim Kardashian: White Chocolate Mocha or
Soy Chai
 The Brand Relationship and The brand story
• Third Place
• Starbucks inspires loyalty by empathizing Rеwаrdѕ
• Sеаѕоnаl Prоduсtѕ
• Stоrеѕ Design аѕ a Dеѕtinаtiоn
• Passion
• Education
• Emotion
• Consistency
• Innovation
 Starbucks Brand Competitive advantage

• Innovation
• Brand Marketing
• Just Say Yes
• Monopolistic Approach
• Stores Location - High-trafficked, High-visibility areas
News