Starbucks is by far one of the most popular and recognizable brands across the world. Their brand recognition is something many small businesses can only dream of. We may not all have the multi-million-dollar marketing budget that a company like Starbucks has. But it is important to remember that their success and their marketing started on a smaller, less grand scale at one time too. Starbucks has implemented a stellar marketing strategy that has worked for them. And their key marketing principles can work for you too.
Brand Consistency
Starbucks coffeehouses are international. So consistency with their branding is important. Successful brand consistency means maintaining your message across all avenues. Every public message, every commercial, all advertisements, your in-store designs, and every customer experiences. Starbucks’ logo and branding design have remained fairly consistent over the course of their existence too.
The iconic Starbucks symbol that decorates your daily cup of coffee has gone through four redesigns over the years. The bulk of the logo has remained familiar and recognizable through each recreation. They are an international reach spanning across 55 different countries. Establishing a brand design that would appeal to such a large base and a variety of cultures was no easy task. But Starbucks has mastered this.
Any good marketer will tell you that one of the most important aspects of a successful marketing campaign is to know your target audience. Starbucks’ coffee is not the cheapest cup on the market. They know that, and they are okay with that because their target audience is not everyone and anyone.
Creating the “Third Place”
The target audience of Starbucks is middle to upper-class men and women. It’s the percentage of the general public who can afford their higher priced cups of coffee on a regular or daily basis. And this is who their marketing is targeted to reach. Starbucks’ marketing focuses on creating the perfect “third place”. That place between work and home that is inviting enough to visit daily as part of your routine. And comfortable enough to sometimes stay a while to sit and sip. All of their marketing is geared towards selling this “third place” feeling. This is because this is what will appeal to their target audience.
Loyalty Programs
Creating a loyalty program is a great way to reward your customers and keep them coming back. Starbucks has a very successful loyalty program, offering valuable incentives for buying their products with free coffee refills, free products, and substantial discounts. They’ve expanded their loyalty program from the old-school punch cards to a user-friendly mobile app which makes it easy for customers to order ahead, pay with their smartphone, and even schedule a curbside pickup at certain locations. This level of convenience keeps their regular customers loyal and constantly draws in new followers.
Consistency Everywhere
The clean and modern, yet comfortable and welcoming vibe of Starbucks bleeds through in everything Starbucks does. In addition to maintaining consistency with their logo and branding, they have also managed to do this across their store atmospheres, print advertising, digital content, and non-edible products. Everything from their tumblers to their coffee bags screams the brand Starbucks through their design, no matter what location or even what country.
From the moment you see their sign passing your car to that first sip of coffee is the level of consistency that has helped Starbucks achieve the superstar status they have today.
For more information on how to get your brand more consistent and reaching your target audience reach out to us at info@webcontentdevelopment.com or (800) 316-9664.
FAQs
What are three main marketing strategies used in Starbucks? ›
- Product: High-quality products justify the premium pricing. ...
- Price: Starbucks sells their coffee at least 25% higher than other brands. ...
- Promotion: From social media to TV to ads– the company uses various channels for marketing its products.
Starbucks uses a large variety of channels to market their product from social media to TV spots and ads. It's their mix of marketing media that makes their brand recognizable, and it's the consistent message that comes across every time that makes them stand out. All of that promotion isn't cheap.
Which of the following pricing strategies does Starbucks follow justify your answer? ›Rather than trying to compete with cheaper chains like Dunkin, Starbucks uses price hikes to separate itself from the pack and reinforce the premium image of their brand and products.
Which positioning strategy did Starbucks use? ›Baristas were given the training to improve the speed. Slowly, the 'speed of service' pulled more people into the stores and became one of the reasons for building a massive competitive advantage for Starbucks. So, Starbucks' positioning strategy was 'Authentic Coffee, Great Experience and Quicker Delivery'.
Why Starbucks strategy has been so successful? ›It is so successful because it was able to provide an experience that changed how much of the world thought about coffee shops and how many of us drink coffee outside of our homes. Starbucks created a third place between home and work where people can relax, enjoy a cup of coffee and experience the inviting ambience.
What is Starbucks brand development strategy? ›Their brand strategy is built around two main pillars: customer experience and quality. Starbucks has increased the perceived value of its brand by providing a unique, consistent “Starbucks experience.” As a result, customers are willing to pay a higher price for a cup of Starbucks coffee.
What are the 4 promotional strategies in marketing? ›What are the 4 types of promotional strategies? Types of promotional strategies include traditional and online advertising, personal selling, direct marketing, public relations and sponsorships and sales promotions.
How did Starbucks implement a technology strategy? ›Starbucks has been using reinforcement learning technology — a type of machine learning in which a system learns to make decisions in complex, unpredictable environments based upon external feedback — to provide a more personalized experience for customers who use the Starbucks® mobile app.
Which strategy is used by Starbucks to ensure customer loyalty? ›Starbucks has built a loyal customer base by providing a unique and personalized experience to its customers. From customized drink orders to loyalty programs, Starbucks has become a go-to destination for coffee lovers around the world.
What are the competitive advantage strategies of Starbucks? ›- Offering 'third-place' experience. ...
- Selling coffee of the highest quality. ...
- International market expansion with a focus on emerging economies is one of the key elements of Starbuck's business strategy on a long-term perspective.
Why is Starbucks a good example of a company that is pursuing a differentiation strategy? ›
Starbucks is a good example of a differentiator: it makes coffee, but its customers are willing to pay premium prices for a cup of Starbucks coffee because they value the restaurant atmosphere, customer service, product quality, and brand.
What is Starbucks behavioral segmentation? ›Behavioral. Starbucks uses behavioral segmentation to target their regular morning customers with an incentive to get them back in for another purchase later in the day.
What is the market trend of Starbucks? ›Starbucks' market share in 2022 is above 37% in the US. This year, the brand opened 1,878 new stores, closing the year with 35,711 stores in over 80 countries. The revenue amounted to $32.25 billion, a 10.98% increase from last year. In this article, I'll explore how Starbucks has been faring in 2022.
What is Starbucks unique value proposition? ›Starbucks is known for its commitment to tailor made high quality coffee, “We'll always make it right”. The unique selling proposition for Starbucks is simple enough: “Love your beverage or let us know. We'll always make it right”.
What does third place mean in the context of Starbucks marketing strategy? ›Starbucks' tactic to maintain its rapid growth lies in the "Third Place" proposition, which provides a relaxed and convenient environment for customers. The "Third Place" is an informal public gathering place outside the place of residence and work.
Does Starbucks use direct marketing? ›Starbucks marketing communications mix utilises a number of marketing communications channels such as print and media advertising, sales promotions, events and experiences, public relations and direct marketing in an integrated manner to communicate the marketing message to the target customer segment.
What types of growth strategies has Starbucks used be specific? ›Unit # Written Homework Assignment P-3-2 Starbucks has used three types of growth strategies, which are concentration strategy, vertical and the diversification strategy. Starbucks used the concentration strategy by renovating coffee, tea, juice, and bakery experience by serving cold/hot any time, and day.