Put this information about Starbuck's marketing strategy for my business report .

 

Here are some notable aspects of Starbucks' marketing approach:

Product Quality and Differentiation: Starbucks focuses on offering high-quality products and differentiating itself through its premium coffee, extensive beverage menu, and the use of ethically sourced Arabica coffee beans. The company strives to build a unique and enjoyable experience for customers, emphasizing the craftsmanship and expertise of its baristas.

Store Experience and Atmosphere: Starbucks aims to build a welcoming and comfortable environment in its stores. The company places emphasis on store design, creating spaces that encourage customers to relax, socialize, and enjoy their coffee. Starbucks locations often feature comfortable seating, cozy interiors, and an inviting atmosphere.

Customer Engagement and Personalization: Starbucks places importance on building strong relationships with its customers. The Starbucks Rewards program encourages customer loyalty by offering personalized rewards, exclusive offers, and early access to new products. The company also leverages customer data to provide personalized recommendations and promotions.

Digital and Mobile Innovation: Starbucks has embraced technology and leverages digital platforms to enhance the customer experience. This includes the Starbucks mobile app, which allows customers to order and pay ahead, earn rewards, and access personalized offers. The company also leverages social media platforms and engages with customers through interactive campaigns and promotions.

Social Responsibility and Sustainability: Starbucks emphasizes its commitment to ethical sourcing, environmental sustainability, and community involvement. The company communicates its initiatives, such as the Coffee and Farmer Equity (C.A.F.E.) Practices, to educate customers about its responsible business practices and engage them in supporting sustainable coffee production.

Emotional Branding and Storytelling: Starbucks connects with its customers through emotional branding and storytelling. The company emphasizes the journey of its coffee beans, the expertise of its baristas, and the connection it has among customers. Starbucks often highlights the stories of coffee farmers and the communities it supports to build an emotional connection with its audience.

Global Expansion and Localization: Starbucks has successfully expanded its presence globally while adapting to local cultures and preferences. The company incorporates local flavors and traditions into its menu offerings and store designs, allowing customers to enjoy a familiar Starbucks experience while embracing local elements.

These elements work together to make a comprehensive marketing strategy for Starbucks, focusing on product differentiation, customer engagement, store experience, and social responsibility. It's important to note that marketing strategies can evolve over time, so it's advisable to refer to recent Starbucks marketing initiatives for the most up-to-date information.

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Being the most popular and largest coffeehouse chains in the world it's no secret that Starbucks Corporation has done a great job marketing their brand. Their mission statements set the tone for both their business plan and marketing strategy: "To inspire and nurture the human spirit - one person, one cup, and one neighborhood at a time" (Starbucks.com). Starbucks have been following the principles of the promotional mix for decades. Because Starbucks have accomplished great brand equity since coffee consumers pay twice as much for a Starbucks Coffee than for a McDonalds coffee, this because the consumers believe that the price is worth the value of their high-quality coffee. Continuing, as mentioned before they have over 33,000 locations as cross the globe making it very easy and convenient for their customers to find one of their places (Starbucks MarketLine, 2022). Finally, they've done great job promoting their brand through various media channels both on- and offline.

Even though most of Starbucks marketing is now online they still use some of their traditional offline marketing. For example, the holiday red cups, during Christmas season Starbucks switch their regular white and green paper cups out and replace them with red ones. When other people see these red cups, Starbucks hope they will signal Christmas spirits and joy and get customers to go and get their coffee or maybe their Christmas limited edition products (Smart, 2017). Along with the red cups, other Starbucks merchandise products works in a similar way. When people use their merchandise, they are a walking advertise for Starbucks marketing their brand at school, work, grocery stores etc. The merchandise or their cups can also be seen online when people post pictures or videos of their drinks.

Starbucks has a great marketing strategy including a loyalty and rewards program, which consumers can access by downloading the "Starbucks App". This app was introduced back in 2011 and in 2020 they recached 20 million members (Pearson, 2020). This is one of the best marketing efforts Starbucks done so far, allowing them to interact, collect data and market directly to their consumers. The app gave them access to a lot of data about their customers, for example they found out that 71% of their app users were visiting one of their stores at least once a week back in 2019. Also, app user's contra non-app-users were 5.6 times more likely to doo an everyday purchase from them. The app even takes their ready-to-drink business in retail stores in consideration, costumers who scan the bar code on of these drinks also gain points in the Starbucks app. Customers can both pre-order and pay for their order directly through the app to skip lines in the coffeehouses.

Starbucks started off their social media presence by creating a Facebook page 2008. As of November 2022, they have 17.9 million followers on Instagram, 35 million followers on their Facebook page, 11 million followers on Twitter and 2 million followers on their Tiktok page. Starbucks use their social media platforms to post brand related news, updates, reminders, and other engaging content. Except for their main accounts they also have local accounts on various social media platforms such as local accounts. Local accounts help them target and interact with customers around the world and avoid communication barriers such as cultural, and language.

Starbucks have as you can see below in Figure 1 built the largest following compared to its key competitors. Starbucks has 17.9 million followers while McDonalds, Dunkin' and Costa Coffee all has well below 5 million.