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Starbucks Marketing Strategy
10
Marketing Strategy for 2018
Presented by Hilal Tasdan
Problem
- Sales volume of Starbucks near to campus is decreasing because of competition and lack of connection with target group
Problem
Current Competitors
Competiton
# of brand
120+
Cafe Nero
7
Kahve Dünyası
6
Caribou
Kahve Dünyası
5
Roberts Coffee
Cafe
Crown
Roberts Coffee
4
Roberts Coffee
Barnie's
Coffee
3
Starbucks
Barnie's
Coffee
Starbucks
2
Starbucks
1
Gloria Jeans
year
1999
2001
2002
2003
2004
2007
2017
Target Group
Why engagement with the target group is a problem?
Why We Are
The Best?
WHY IS THE THE BEST?
Brand Perception
Investment to Online & Digital
GOAL
sales volume of Starbucks nears to campus by *engaging target group
*increase brand perception
Understanding Target Group
impatient
superficial friend
fun-friend
show off- 'life is great'
social media
technology
learning from friends
Screens
global
impact
gamer
visual commun.
special
Z
1995-2014
open to change
TARGET GROUP
TARGET MARKET SIZE
TARGET MARKET SIZE
DEEP INTO
PERSONA
STRATEGY
#3
#2
STRATEGY
#1
NOVEMBER
TIMELINE
year 2018
JUNE
MARCH
#1
#1
#2
#2
#3
#3