Marketing Mix Mkt/421

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STARBUCK’S COFFEE/ MARKETING MIX
VALISA BENSON,
MKT/421
JANUARY 9,2012
INSTRUCTOR:ROBERT HARRIS

STARBUCK’S COFFEE/ MARKETING MIX
Starbuck’s Coffee is not just selling products, but it is a label. It is a label and a brand that consumers believe in. Starbucks decided to be personal with their customers. Understanding the consumers thoughts became a main goal for the marketing team. The marketing team understands that people want to belong and people want to feel they are being or doing something better than the quote on quote “others”. To relay these feelings to the customers Starbuck’s Coffee base the appeal on the environment that it provides for the customer. Starbuck’s Coffee expects customers to arrive at a given store, relax at a table, talk, read, listen to music, study and drink coffee. Starbucks also prides it’s self on diversity. Jim Donald, President and CEO of the Starbucks Corporation states, “When we embrace diversity, we succeed” (www.starbucks.com). Creating The Environment

To create this type of environment Starbuck’s Coffee marketing team has placed conversation topics on the sides of each cup to spice up any meeting that one may have. Starbuck’s Coffee also allows all customers to have access to the internet which always can prolong a stay. Starbuck’s Coffee guarantee’s the average customer that is visiting a store; quick service with the surety to leave with the strong smell of a coffee house. They are so committed to having their stores feel and smell like a coffee house that they even prohibit their employees from wearing perfume and cologne because it takes away the aroma of the coffee. In addition, Starbuck’s Coffee makes sure that they are environmentally friendly so that it also adds to their image that they are promoting. (Kembell, 2002). PLACE

Typically their stores are in high traffic locations where people will just encounter the store without having to search. Starbucks is placed in high-visibility locations. These...
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