I laugh at my father when he spends
more on one French Evian water bottle instead of a twelve-pack of Publix ones,
as I am not a walking brand. I am a big coffee drinker, therefore I can’t be
picky when it comes to my morning coffee. Coffee is coffee. However, I am not
opposed to having Starbucks coffee if I come across one.
The Starbucks Corporation is an American global coffee company that is dedicated to “inspiring and nurturing the human spirit. One person, one cup, and one neighborhood at a time.” It is committed to serving the finest coffee and creating an exceptional customer experience. While this is poetic and touching, let’s look at how this brand made a name for itself, stole millions of customers’ palates, and is one of the world’s Top 50 most innovative, ethical, and sustainable companies.
Starbucks opened its first store in 1971 in Seattle, Washington. After Howard Schultz bought the brand in 1987, it expanded throughout the United States and overseas, and rebranded many existing coffee companies into its own. Still, it had to stand out next to many other competitors out there. As the Internet is an indispensable (and inexpensive) communication tool, in 2008, the community website “My Starbucks Idea” was launched to obtain customers’ feedback and suggestions. Exchanges on various topics such as ads, food, and store atmosphere make it an interactive and proficient communication. Of course, Facebook and Twitter have also joined the party and promote new products, offer online coupons, and are platforms for real-time customers feedback as well. In addition, a loyalty program was made available, and enables free access to WIFI thanks to partnerships with AT&T and Yahoo! In 2012, Starbucks and Duracell partnered to test Powermat charging surfaces on Starbucks’ tables in Boston, which add the "eco-friendly" and "responsible" qualities to the brand.
Now in 61 countries, Starbucks is a globally
present brand. In 2010, it partnered with Southern Sun Hotels South Africa in
time for the 2010 FIFA World Cup, to reach traveling customers as well as sports-fanatics.
Then, its partnership with Royal Caribbean International allowed the first Starbucks
at sea (the siren logo makes more sense now, no?).
Another notable partnerships is with Apple on the “coffeehouse experience.” Since 2006, the iTunes Store has a Starbucks Entertainment area with songs similar to those playing in the stores, making a simple trip to Starbucks an emotional and memorable experience. To take new media even further, some stores have LCD screens displaying songs information available for purchase. In 2007, Starbucks initiated the "Song of the Day" and "Pick of the Week" promotion for free song downloads, and developed its own retail music concept: Hear Music. Last but not least (yet expected at this point), the iPhone App Store has a Starbucks app…shocking.
In terms of the “4 P’s” of marketing, Starbucks got it
right.
The Product is simple: coffee. Yet, it comes in sizes Short, Tall, Grande, Venti, and Trenta for the thirsty coffee-addicts.
The Price is similar to competitors’, but stresses the quality and experience that goes with it. In a way, you get more for what you pay.
The Place is everywhere. Whether it’s at the corner of your street, in a pedestrian’s hand, or on TV, you can’t miss it.
Lastly, the Promotion is through a combination of traditional media for credibility and new media for innovation, and by partnering with marketing monsters, Starbucks is able to perfect its brand identity and connect with a worldwide public. Ill drink (coffee) to that, Starbucks!
 |
| Starbucks logo through the years |
The Starbucks Corporation is an American global coffee company that is dedicated to “inspiring and nurturing the human spirit. One person, one cup, and one neighborhood at a time.” It is committed to serving the finest coffee and creating an exceptional customer experience. While this is poetic and touching, let’s look at how this brand made a name for itself, stole millions of customers’ palates, and is one of the world’s Top 50 most innovative, ethical, and sustainable companies.
Starbucks opened its first store in 1971 in Seattle, Washington. After Howard Schultz bought the brand in 1987, it expanded throughout the United States and overseas, and rebranded many existing coffee companies into its own. Still, it had to stand out next to many other competitors out there. As the Internet is an indispensable (and inexpensive) communication tool, in 2008, the community website “My Starbucks Idea” was launched to obtain customers’ feedback and suggestions. Exchanges on various topics such as ads, food, and store atmosphere make it an interactive and proficient communication. Of course, Facebook and Twitter have also joined the party and promote new products, offer online coupons, and are platforms for real-time customers feedback as well. In addition, a loyalty program was made available, and enables free access to WIFI thanks to partnerships with AT&T and Yahoo! In 2012, Starbucks and Duracell partnered to test Powermat charging surfaces on Starbucks’ tables in Boston, which add the "eco-friendly" and "responsible" qualities to the brand.
Another notable partnerships is with Apple on the “coffeehouse experience.” Since 2006, the iTunes Store has a Starbucks Entertainment area with songs similar to those playing in the stores, making a simple trip to Starbucks an emotional and memorable experience. To take new media even further, some stores have LCD screens displaying songs information available for purchase. In 2007, Starbucks initiated the "Song of the Day" and "Pick of the Week" promotion for free song downloads, and developed its own retail music concept: Hear Music. Last but not least (yet expected at this point), the iPhone App Store has a Starbucks app…shocking.
 |
| Convinced? |
 |
| Intimidated? |
The Product is simple: coffee. Yet, it comes in sizes Short, Tall, Grande, Venti, and Trenta for the thirsty coffee-addicts.
The Price is similar to competitors’, but stresses the quality and experience that goes with it. In a way, you get more for what you pay.
The Place is everywhere. Whether it’s at the corner of your street, in a pedestrian’s hand, or on TV, you can’t miss it.
Lastly, the Promotion is through a combination of traditional media for credibility and new media for innovation, and by partnering with marketing monsters, Starbucks is able to perfect its brand identity and connect with a worldwide public. Ill drink (coffee) to that, Starbucks!
 |
| Both? |
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