Marketing Mix Mkt/421
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
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
References: * Kembell, B., Hawks, M., Kembell, S., Perry, L., & Olsen, L. (2002, April). Catching the Starbucks Fever. Retrieved March 23, 2007, from http://www.academicmind. com/ unpublishedpapers/business/marketing/2002-04-000aag-catching-the-starbucks-fever.html * Lamb, C. W. & Hair J. F. & McDaniel C. (2008). Marketing. Ohio: Thomson Higher Education. * (2007). Starbucks affirms 40,000 total store goal. Retrieved May 2, 2007, From: http://today.reuters.co.uk/news/articleinvesting.aspx?view=cn&symbol=SBUX.O &storyid=205122+13-Mar-2007+RTRS&type=qcna * (2005, January 25). Starbucks Corporation. Retrieved May 2, 2007, From: www.datamonitor.com * (2006, December 03). Starbucks opens its first stores in Brazil. Retrieved May 2, 2007, From: http://starbucksgossip.typepad.com/_/2006/12/starbucks_opens.html * SWOT Analysis Starbucks. (2000-2007). Marketing Teacher. Retrieved May 1, 2007, From: http://marketingteacher.com/SWOT/starbucks_swot.htm * Starbucks Takes a Step to Music industry (2007, March 12). Media Korea.