Starbucks marketing - PowerPoint PPT Presentation

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Starbucks marketing

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Starbucks marketing Brief history of the term marketing-mix 1964 Neil H. Borden published The Concept of the Marketing Mix Marketing-Mix ... – PowerPoint PPT presentation

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Title: Starbucks marketing


1
Starbucks marketing
2
Brief history of the term marketing-mix
  • 1964 Neil H. Borden published The Concept of
    the Marketing Mix
  • Marketing-Mix included product, planning,
    price, branding, distribution channels, personal
    selling, advertising, promotions, packaging,
    display, servicing, physical handling, and fact
    finding analysis

3
Brief history of the term marketing-mix
  • 1940s James Culliton
  • marketing managermixer
  • of ingredients

4
Brief history of the term marketing-mix
  • E. Jerome McCarthy grouped each aspect into 4
    categories
  • The 4Ps of Marketing
  • product, place, price,
  • promotion

5
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6
The 4 Ps of Starbucks Marketing 1. Product
  • Must meet customer requirements
  • Products should meet expectations
  • The goal is to satisfy consumers needs

7
The 4 Ps of Starbucks Marketing 1. Product
  • Starbucks is known for one product extremely
    good coffee
  • No more breakfast sandwiches because does not
    compete with coffee aroma

8
The 4 Ps of Starbucks Marketing 2. Price
  • Discounts, financing
  • Price decisions profit margins and response of
    competitors
  • Determined by the quality of the product and the
    target consumers

9
The 4 Ps of Starbucks Marketing 2. Price
  • Starbucks has achieved the highest price point
    for cofee in the restaurant industry
  • Consistent high quality beverage
  • Threat of competitors McDonalds- McCafe
  • Dunkin Donuts- Dunkachino
  • Starbucks counter offer 1 cofee item

10
The 4 Ps of Starbucks Marketing 2. Price
11
The 4 Ps of Starbucks Marketing 3. Place
  • Channels of distribution
  • Distribution decisions include market coverage,
    channel member selection, logistics, and levels
    of service

12
The 4 Ps of Starbucks Marketing 3. Place
  • Starbucks has strategically located its retail
    locations
  • Target potential customers

13
The 4 Ps of Starbucks Marketing 3. Place
  • College campuses
  • Irreplaceable real estate
  • Helpful mobile applications
  • with store locations

14
The 4 Ps of Starbucks Marketing 4. Promotion
  • Business of communicating with customers
  • Promotion decisions involve advertising, public
    relations, media types
  • Successful promotion increases sales

15
The 4 Ps of Starbucks Marketing 4.
Promotion
  • Starbucks is an overall success story when it
    comes to promoting their products and services
  • Brand image the third place, unique relaxing
    atmosphere

16
The 4 Ps of Starbucks Marketing 4. Promotion
  • Use technology to promote their brand
  • Social Media Marketing Facebook daily notices
  • Free wifi
  • Loyalty cards

17
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18
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19
Starbucks ads
  • Starbucks Make a Difference. Take The Pledge
    http//www.youtube.com/watch?vKRFofwu-0o4
  • Starbucks new TV advert, UK http//www.youtube.co
    m/watch?v19r4I70fZRU
  • Starbucks "Mondays Can Be Great" Campaign
    http//www.youtube.com/watch?vsj5NxPryPXE

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  • END
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