starbucks marketing. brief history of the term “marketing-mix” 1964’ neil h. borden published...
TRANSCRIPT
Starbucks marketing
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
Brief history of the term “marketing-mix” 1940’s James Culliton “marketing manager=mixerof ingredients”
Brief history of the term “marketing-mix” E. Jerome McCarthy grouped each
aspect into 4 categories The 4P’s of Marketing:product, place, price,promotion
The 4 P’s of Starbucks Marketing1. Product
Must meet customer requirements Products should meet expectations The goal is to satisfy consumers needs
The 4 P’s of Starbucks Marketing1. Product
Starbucks is known for one product: extremely good coffee
No more breakfast sandwiches because does not compete with coffee aroma
The 4 P’s 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
The 4 P’s 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: McDonald’s-
McCafeDunkin Donuts- Dunkachino Starbucks counter offer: $1 cofee item
The 4 P’s of Starbucks Marketing 2. Price
The 4 P’s of Starbucks Marketing 3. Place
Channels of distribution Distribution decisions include market coverage,
channel member selection, logistics, and levels of service
The 4 P’s of Starbucks Marketing 3. Place
Starbucks has strategically located its retail locations
Target potential customers
The 4 P’s of Starbucks Marketing
3. Place College campuses Irreplaceable real estate Helpful mobile applications with store locations
The 4 P’s of Starbucks Marketing
4. Promotion
Business of communicating with customers
Promotion decisions involve advertising, public relations, media types
Successful promotion increases sales
The 4 P’s 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
The 4 P’s of Starbucks Marketing
4. Promotion Use technology to promote their brand Social Media Marketing: Facebook
daily notices Free wifi Loyalty cards
Starbuck’s ads
Starbucks: Make a Difference. Take The Pledge: http://www.youtube.com/watch?v=KRFofwu-0o4
Starbucks new TV advert, UK: http://www.youtube.com/watch?v=19r4I70fZRU
Starbucks "Mondays Can Be Great" Campaign: http://
www.youtube.com/watch?v=sj5NxPryPXE
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