Unit VI Research Project (Starbucks)
Angelo R. Jones
BBA 3201-Priciples of Marketing
Columbia Southern University

Promotion Starbucks company concept began by trying to bring the Italian coffee bistro experience in the northwest. Its owners believe that if they can “inspire and nurture the human spirit – one person, one cup and one neighborhood at a time” (Starbucks Corporation, 2016) they can continue to grow their business successfully. This is their mission statement which drives their marketing concept as they focus on the following points:
a. The perfect cup of coffee – the company primary focus is to provide the best cup of coffee to their customers. They want to provide an upscale experience that captures the …show more content…
Creating a Starbucks Community – Starbucks utilizes their website to create a social media experience with their customers. They go as far as participating in the dialog of experiences, sort of how celebrities interact with their fans.
e. Smart Partnerships – Starbucks joins into partnerships with companies that have good community ties. Ex. Target, Barnes and Noble, and Disney. This allows for then to obtain opportunity customers.
f. Innovation – Starbucks is continuously trying to create a new trend or improve their marketability. Adding free Wi-Fi to their customers keeps them in the coffee shop longer and most probably purchase a second cup of coffee.
g. Brand Marketing – Their primary form of marketing is word of mouth. No billboards, no ads, just customers raving about the great coffee and in-store experience. (Kembell, 2016)
When all of the above practices are incorporated it communicates to the consumer an unprecedented experience. Starbucks has an unorthodox method of marketing but it is truly effective. It touches on the principles of the IMC by applying promotion methods and blending promotion steps. The success of the company would not be obtained any other …show more content…
More product - They have over 30 different flavors of coffee, ice lattes, tea, and juice beverages.
b. Friendly atmosphere - Social seating setting with Wi-Fi allows for consumers to engage and relax.
c. Technology – Free Wi-Fi pre order phone application allows customers to quickly get to the product of shop on the website from within the store. A preferred customer card allows for customers to acquire points and earn free gifts.
d. Up Sale – Starbucks provides an assortment of comfort food, merchandize with the Starbucks brand. (Starbucks, 2015)
Starbucks relaxed environment, great tasting hot and cold coffee drinks, teas, and other beverages is more than any of the competition can provide. The use of new technology to promote services and provide customer incentives to come back by far exceeds any promotional gimmicks most competitors provide.
References
Kembell, B. (2016, September 26). Starbucks marketing Strategy. Retrieved from Voteforus: http://voteforus.com/starbucksmarketingstrategy.html
Starbucks. (2015, June 12). Retrieved from Starbucks.com/company profile: http://starbucks.com
Starbucks Corporation. (2016, Aug 15). Retrieved from Starbucks.com: