Starbucks marketing

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Starbucks marketing
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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

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Brief history of the term marketing-mix

• 1940s James Culliton
• marketing managermixer
• of ingredients

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Brief history of the term marketing-mix

• E. Jerome McCarthy grouped each aspect into 4
  categories
• The 4Ps of Marketing
• product, place, price,
• promotion

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The 4 Ps of Starbucks Marketing 1. Product

• Must meet customer requirements
• Products should meet expectations
• The goal is to satisfy consumers needs

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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

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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

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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

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The 4 Ps of Starbucks Marketing 2. Price
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The 4 Ps of Starbucks Marketing 3. Place

• Channels of distribution
• Distribution decisions include market coverage,
  channel member selection, logistics, and levels
  of service

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The 4 Ps of Starbucks Marketing 3. Place

• Starbucks has strategically located its retail
  locations
• Target potential customers

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The 4 Ps of Starbucks Marketing 3. Place

• College campuses
• Irreplaceable real estate
• Helpful mobile applications
• with store locations

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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

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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

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The 4 Ps of Starbucks Marketing 4. Promotion

• Use technology to promote their brand
• Social Media Marketing Facebook daily notices
• Free wifi
• Loyalty cards

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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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