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Marketing-final

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by

Nikhita Joshi

on 9 March 2015

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Transcript of Marketing-final

Inflight coupons and outlet discounts for travellers
2.

History of Starbucks
in Australia
Opened its first branch on July 2000 in Hyde Park, Sydney
In July 2008, Starbucks had to close 61 stores out of 84 stores
22 coffee house up to date in Sydney, Melbourne, Brisbane, Gold Coast and Sunshine Coast
New Target Market
350 ml $4.40

Reference:

2012, Starbucks Market Segmentations and Positioning ResearchomaticRetrieved 1, 2012 available at http:\\www.researchomatic.com/starbucks-market-segmentation-and-positioning-103307.html
Australian Bureau Statistics, 2013, "SHORT- TERM VISITOR ARRIVALS, Australia - Financial Years, available on http://www.abs.gov.au/ausstats/abs@.nsf/products/961B6B53B87C130ACA2574030010BD05

Kotler, Bowen,Makens, 2014,'Marketing for Hospitality & Tourism,6th edition, Pearson Education Limited, 2014
O'Farrell R.,2014,'Who Is Starbucks' Target Audience?', Demand Media available on http://smallbusiness.chron.com/starbucks-target-audience-10553.html
Starbucks Annual Report, 2012 available on http://investor.starbucks.com/phoenix.zhtml?c=99518&p=irol-reportsAnnual
Starbucks (2014), Starbucks in Australia, available on http://www.starbucks.com.au/Starbucks-in-Australia.php
Taylor K, "Make a Starbucks Frappuccino in $0.32, Squawkfox
Blair Taylor "Starbucks Global Responsibility Report – Goals and Progress 2012
FROM CUSTOMER's PERCEPTION:
We, STARBUCKS are the best Coffee Shop
So we
CHARGE $5
For a
MEDIUM
size Cappuccino
and we are "STARBUCKS" so you are mostly Paying for the
BRAND
and maybe for the coffee itself and
SSSHHH... That's our
SECRET
!
PRESTIGE PRICING
Cost Based Pricing
Production Cost= $0.32
Marked up Price= 12x the original production price
VS.
CAFE MOCHA

350 ml
$4.7

Current Pricing Strategies:
Prestige Pricing
Competitive Pricing
Cost Based Pricing
Relative Pricing
New Pricing Strategies
:
Marketing Penetration Pricing
Product Bundling Pricing
Market Skimming
350 ml
$4.4
PRICING STRATEGIES
(March 27,2014)
Get 20% on your first Frappuccinno purchase
*Applied only for Venti Sizes
Choose any of 3 sandwhiches with minimum purchase of $20 and get 20% off
*Offer valid till April 1
Price
Market Analysis
Place
Target Market: Asian Community within Australia
Product
FRAPPUCCINO BAR:
Frappuccino Perfection in one sip in your own way
Promotion
Buy 1 get 1 free!!

WITH STARBUCKS LOYALTY CARD
COMPETITORS
Gloria Jeans
Lavazza
The Coffee Club
Why Asian Community?
Singapore : 86 stores
Taiwan:297 stores
Philippines: 216 stores
South Korea: 559 stores
Japan:1000 stores

International Community: Tourist and Foreigners
China-10.9%
Japan-5.8%
Singapore-5.4%
South Korea-3.1%
New Decided Target Market:

Within Australia: Asian Community
Age between 18-40,
Average Income: Teacher, Salesperson, Office Clerks,
Current Target Market:
Why?
Succeed
Failed
There was no coffee culture established

Introduction of European coffee culture

Customer approach

Was developed organically

Innovation and Experimentation



No marketing research

No advertisement campaign

No measured expansion

Premium prices but no premium
coffee

No specific target market

Strong competition already established
Target Market: Tourists and Foreigners
International Community
Increase outlets in Suburban Areas
Why suburban areas?



Stalls during Music Festivals
Why music festivals?
Competitive advantage
Sustainability: Extensive environmental programms
There were
Over 20,000 
Starbuck stores in more than 60 countries

Famous and high-class brand



Patents: Starbucks also has some important patents like for example a Temperature-controlled beverage brewing machine



International brand: The brand is well known in the world as it has more than 15,000 stores

 With its simple design and wide, sturdy base, this Starbucks mug is both fashionable and practical. Wrap your hands around it and drink deeply.


Fashionable Cup styles


Starbucks’ uses the finest beans its coffee. Company personnel often travel frequently in search of suppliers that meet its standards. In addition, Starbucks also purchased Certified Organic coffee and Fair Trade certified coffee. In 2009, 14 million pounds of certified organic coffee was purchased


High-quality Coffee bean


Starbuck Facebook fan page ranked the 12th of the top brand in Facebook with huge fan and followers.
<http://fanpagelist.com/category/brands/ >



Huge fan following around the world

Airplanes
Create Collaboration with Airline companies
Singapore Airlines, Quantas, Cathay Pacific Virgin Airlines


Target Market: Asian Community within Australia
Target Market: Tourists and Foreigners
1.
New technology


UPSELL FOOD ITEMS
Positioning Strategy












3.
Mastrena Espresso Machine

They have also upgraded modern coffee machine that is a sophisticated Swiss-made espresso machine.


Modern coffee machine

STARBUCKS VAN
Starbucks products served with inflight meals
Starbucks coffee beans
used instead of regular beans

Starbucks Ice Cream
used instead of regular ice cream
Starbucks Merchandise
Starbucks Merchandise
on sale in inflight sale Magazines
CONSTRUCTIVE RECOMENDATION
High Perceived Quality and Status
Extensive Personalized Service
Low Perceived Quality and Status
Limited
Service
Current Positioning Strategy
:
Image and brand recognition
Target Positioning Strategy:
Products: Unique and selling an experience
Services: Customized
Increased Sustainability
Practice regular sales
Seasonal Promotions
Free Tastings
Charity and Events Organisers
Full transcript