The success of

Starbucks
GROUP 3 ANH DAO
                  MAI LINH
                  NHAT CUONG
                  MANH HIEU
 TABLE OF CONTENTS

01 02
A short overview
Starbucks Marketing mix
of Starbucks
Dang Ngoc Anh Dao 20204072 Nguyen Mai Linh 20204110

03 04
Starbucks Marketing Lessons from
strategies Starbucks brand
Phan Nhat Cuong 20204071 Duong Manh Hieu - 20204088
A short overview
of Starbucks
● Starbucks is a worldwide American
chain of coffee shops and roasting
facilities with its corporate
headquarters in Seattle,
Washington. 

● The largest chain of coffee shops

exists worldwide.
History 
      of 
Starbucks
 PHASE 1 PHASE 2 PHASE 3 PHASE 4
On March 30, 1971: In 1984:           In 1987: In June 1992:
3 teachers opened Jerry Baldwin purchased change name of brand:  Starbucks
the first Starbucks Peet's Coffee. Il Giornale coffee has 142 stores 
coffee store at 2000 outlets into Starbucks.
Western Avenue in
Seattle, Washington.

01 02 03 04
IMPORTANT
  MILESTONES
 PHASE 5 PHASE 6  PHASE 7 PHASE 8 PHASE 9​
In August 2012: On October 1,2022
In 1994: In 2003:  the largest
In 1999: Howard Shultz
Starbucks Starbucks open some Starbucks acquired Starbucks 
 relinquish his position
purchased The stores in the San Seattle's Best in the
as CEO, and 
Coffee Connection Francisco Bay Area Coffee and US opened at the
University Laxman Narasimhan
Torrefazione Italia
of Alabama's take over.
Ferguson Centre.

05 06 07 08 09
IMPORTANT
  MILESTONES 
Evolution of logo Starbucks

1971 1987 1992  2011 to present

 02
           Starbucks
       Marketing Mix
Mai Linh

4Ps Strategies Besides

 Product  People
 Price  Physical environment
 Place
 Promotion
4Ps Strategies
1. Product
• Wide range products with high-
quality premium cup
• Breakfast, lunch, cakes and cookies,
muffins, pastries and doughnuts,
fresh fruit, , filter coffee, bottled soft
drinks, cold brew, and cappuccino
blended beverages
• Keeping customers come back for
more
4Ps Strategies
2. Price

• Starbucks has a premium pricing

 Premium customer

•  2 pillars: customer experience

and quality >< Price
• The Decoy Strategy
4Ps Strategies

3. Places
• Starbucks' chain outlets'
success largely due to its
convenience both in store
and online
• Do you need some coffee? 
 "Starbucks is just around"
• "Third place" after their home and
office
4Ps Strategies

4. Promotion

• Advertises on social media

platforms like Facebook, Ins
• The constant message to
distinguish others
• Never miss any opportunity to
engage customers in creative
ways
 Other Starbuck Strategies
•  An ethnically diversified workforce
with 402,000 staffs in 2022
 People 
• A large investments in staff training
and development.

•  Not only its store designs, coffee

 Physical   cups, logo, and napkins but also
an engaging and comfort for
Environment  customers
• Requiring Starbucks designers 
 
 3
           Starbucks
Marketing  strategies
 In-store marketing
•  Attractive, welcoming, and functional

stores.

 Ex: 2002 Free Wifi

• Promote new products, raise awareness,
and increase demand

• Leverage data from store locations

            An old but efficient

   company marketing
        strategy
The Usage of social media
• Facebook, Twitter, Instagram ...

• Launch marketing campaigns and

programs

            One of the successful marketing

strategies of Starbucks
 Starbucks mobile app & loyalty programs
 Starbucks app
• A convenient way for ordering and
paying
• Offer many benefits
• ~30% Starbucks transactions
 Customer loyalty programs
• Starbucks Rewards
• ~ 30k members
• Earn stars and redeem for merchandise
or gift cards

            Loyalty is critical to the success of marketing and business.

Consistency
• Key offering is identical and
experience stay unchanged

• The brand’s uniformity

IV. Lesson  from
Starbucks
brand
01. Clear vision
“STARBUCKS KEY MESSAGES
EXPERIENCE”

• Before: Selling coffee

• After: Other products

=> Changes over time

Anticipate – Connect – Personalize - Own

 02. Well-cared services

Well trained staffs Understand customers Adapt

Enthusiastic Recommendations Customers’
attitude preference
03. Consistency in quality

Original taste Elaborative testing process

 Summary

I. Overview of II. What Starbucks

Starbucks marketing mix

III. Effective marketing IV. Lesson from

strategies  Starbucks brand
 THANKS FOR LISTENING

Refererences
● https://www.mageplaza.com/blog/starbucks-marketing-strategy.html
● https://iimskills.com/marketing-strategy-of-starbucks/
● https://www.simplilearn.com/tutorials/marketing-case-studies-tutorial/
starbucks-marketing-strategy
● https://www.crowdspring.com/blog/starbucks-logo/
● https://amis.misa.vn/67454/y-nghia-logo-starbucks/
● https://expandedramblings.com/index.php/starbucks-statistics/
● https://goldenowl.asia/blog/starbucks-customer-experience-6-must-lea
rn-things-for-all-entrepreneurs