4 P's of Starbucks
Marketing strategy
4p’s of marketing
Product
High quality coffee with a unique twist. For example; gingerbread lattes, chai tea lattes. Taking coffee and giving it a modern and contemporary twist.
Alternatives to coffee and tea such as Frappuccino’s and Iced tea. In the summer these will be high sellers. Such products will change seasonally and will provide incentives for students to try new products in store.
Price
Prices are standardized across the majority of Starbucks branches (exc airports and train stations). Starbucks recognise that students do not have the highest budgets however and will therefore aim to have a promotion each week, which, highlights one choice of drink at a reduced price. Furthermore, an equivalent to a ‘happy hour’ will take place during quiet hours in the day (2:30-4pm) in which, offers will be run.
Place
Staff will be presented in the traditional Starbucks uniform and will conform to the American culture in which smiles and a friendly attitude are the norm. This promotes the idea that Starbucks should be somewhere where the customer feels welcome.
The stores will be comfortable and modern. Comfy seats will be provided and window bars will be placed so that consumers can people watch whilst they sip their coffee. Throughout the stores free Wi-Fi will be offered enabling students to work in groups within store.
Promotion
Stores will be used to promote an atmosphere, which encourages socializing. Newspapers will be made available and different playlists will be used in order to allow the consumer to get involved with the choice of music. Furthermore, competitions will be used in which students will be given the chance to design their own summer drink. This will provide a great way of getting Starbucks recognised on campus, and will allow the firm to gain access to the creativity and ideas, which the students have.
The launch event will be one, which offers a fun opportunity for students to learn more about
4p’s of marketing
Product
High quality coffee with a unique twist. For example; gingerbread lattes, chai tea lattes. Taking coffee and giving it a modern and contemporary twist.
Alternatives to coffee and tea such as Frappuccino’s and Iced tea. In the summer these will be high sellers. Such products will change seasonally and will provide incentives for students to try new products in store.
Price
Prices are standardized across the majority of Starbucks branches (exc airports and train stations). Starbucks recognise that students do not have the highest budgets however and will therefore aim to have a promotion each week, which, highlights one choice of drink at a reduced price. Furthermore, an equivalent to a ‘happy hour’ will take place during quiet hours in the day (2:30-4pm) in which, offers will be run.
Place
Staff will be presented in the traditional Starbucks uniform and will conform to the American culture in which smiles and a friendly attitude are the norm. This promotes the idea that Starbucks should be somewhere where the customer feels welcome.
The stores will be comfortable and modern. Comfy seats will be provided and window bars will be placed so that consumers can people watch whilst they sip their coffee. Throughout the stores free Wi-Fi will be offered enabling students to work in groups within store.
Promotion
Stores will be used to promote an atmosphere, which encourages socializing. Newspapers will be made available and different playlists will be used in order to allow the consumer to get involved with the choice of music. Furthermore, competitions will be used in which students will be given the chance to design their own summer drink. This will provide a great way of getting Starbucks recognised on campus, and will allow the firm to gain access to the creativity and ideas, which the students have.
The launch event will be one, which offers a fun opportunity for students to learn more about