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Starbucks marketing

Starbucks marketing. Brief history of the term “marketing-mix”. 1964’ Neil H. Borden published “The Concept of the Marketing Mix”

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Starbucks marketing

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  1. Starbucks marketing

  2. 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

  3. Brief history of the term “marketing-mix” • 1940’s James Culliton “marketing manager=mixer of ingredients”

  4. 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

  5. The 4 P’s of Starbucks Marketing1. Product • Must meet customer requirements • Products should meet expectations • The goal is to satisfy consumers needs

  6. The 4 P’s of Starbucks Marketing 1. Product • Starbucks is known for one product: extremely good coffee • No more breakfast sandwiches because does not compete with coffee aroma

  7. The 4 P’s of Starbucks Marketing2. Price • Discounts, financing • Price decisions: profit margins and response of competitors • Determined by the quality of the product and the target consumers

  8. The 4 P’s of Starbucks Marketing2. Price • Starbucks has achieved the highest price point for cofee in the restaurant industry • Consistent high quality beverage • Threat of competitors: McDonald’s- McCafe Dunkin Donuts- Dunkachino • Starbucks counter offer: $1 cofee item

  9. The 4 P’s of Starbucks Marketing2. Price

  10. The 4 P’s of Starbucks Marketing3. Place • Channels of distribution • Distribution decisions include market coverage, channel member selection, logistics, and levels of service

  11. The 4 P’s of Starbucks Marketing 3. Place • Starbucks has strategically located its retail locations • Target potential customers

  12. The 4 P’s of Starbucks Marketing3. Place • College campuses • Irreplaceable real estate • Helpful mobile applications with store locations

  13. The 4 P’s of Starbucks Marketing4. Promotion • Business of communicating with customers • Promotion decisions involve advertising, public relations, media types • Successful promotion increases sales

  14. The 4 P’s of Starbucks Marketing4. Promotion • Starbucks is an overall success story when it comes to promoting their products and services • Brand image: “the third place”, unique & relaxing atmosphere

  15. The 4 P’s of Starbucks Marketing4. Promotion • Use technology to promote their brand • Social Media Marketing: Facebook daily notices • Free wifi • Loyalty cards

  16. 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

  17. END

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