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Starbucks Marketing Mix MoBo

ESB - English
by

Moritz Bott

on 2 March 2015

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Transcript of Starbucks Marketing Mix MoBo

Starbucks: Marketing Mix

Starbucks Marketing Trend
Dima Erlichmann, Moritz Bott
History of Starbucks

Marketing Strategy
Premium Products

$7 Starbucks "Grande"

"Geisha", hard-to-grow beans
Costa Rica Finca Palmilera
Atmosphere
Customer-friendly firm


"We're in the business of human connection and humanity, creating communities in a third place between home and work."-Howard Schultz
Branding
Eye-catching Logo
1971
Howard Schultz
1987
21,160 Stores in 63 Countries
Present Day
Starbucks-Bookstore


"Liberating the siren"
Starbuck Holiday Red Cup
Structure
1. General information
2. Marketing Mix.
a) Product
b) Price
c) Promotion
d) Place
3. Summary
End of 2013
Price
Product
Promotion
Marketing Mix
Julia
lives & works downtown
heavy user of technology
likes to meet up for coffee
29 years old
Julia
1.
2.
3.
Julia
Starbucks App
1. cultivates current relationships
sustainable growth
Key Reasons
2.
Facebook: 40 million fans
Twitter: 7 million followers
- 20 % of all customers represent 80% of revenue
- 40 million fans: 177,29$ each!
reach a new audience, increase visibility and
promote the brand
My Starbucks Idea
- crowdsourcing tool
- customers can submit ideas
- improving the customer experience
- community involvement.
effective
and
efficient
Unique:
Mainstream:
What does Starbucks sell?
Premium Quality – Premium Price
Cheaper than premium competitors
Price discrimination


Stores
strategically located
"In-Store Experience"
Shanghai
Glocal
think global - act local
London
Future outlook
CEO Howard Schulz: “We will create a Starbucks infrastructure”
Plan until 2020:
USA: 1.000 stores
China: 1.000 stores
Europe: 1.500 stores
Starbucks - Vending Machine
Summary of the 2P's
1. “the third place to be”
2. differentiation
3. customization
Reutlingen
Place
Coffee
Tea
Food
Brewing Equipment & Shelf Products
Starbucks Merchandise
Starbucks Entertainment
Starbucks Account Card
Starbucks Direct
Positioning
Sales
Full transcript