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Marketing Mix
of
Starbucks, Prepared by:
Dk Nurul Mardhiah…
Marketing Mix
of
Starbucks
4Ps
-
Place
- 31, 256 physical stores worldwide
- Starbucks Mobile App
Brand
"To inspire and nurture the human spirit - one person, one cup and one neighbourhood at a time." - Starbucks
Product
- Premium Coffee
- Merchandises
Promotion
- Social medias: FB, IG
- Billboards
- Print Ads
- Sponsorship
7RS
Retailing
Since 1971 till present
-Consistent with twin-tailed mermaid/siren as its logo2005
- Spent $5.7 million on promotions (billboards, online advertiser,signs in baseball park)
However
- Most of promotions are done by becoming sponsors to events such as parties, music and arts festivals and local and national TV news
Reliability
- Known to serve high quality brew beverages
- Food items and non-coffee beverages are also offered (children-friendly and for snack- seekers)
- Provide a harmonious ambiance
- emphasize on customers convenience : free WiFi, cashless order
Resources
First year operation
- Purchased green coffee beans from Peet
(coffee-roasting entrepreneur)
1987
- Local investors backed up Starbucks assets
- name changed to " Starbucks Corporation"
1992
- Completed Initial Public Offering (IPO) and went Public
Reward
Starbucks Reward Programs :
- Customer can earn stars every time they make a purchase through the mobile app or Starbucks card
- Stars can be redeem for free food/drinks/merchandises
-
Relationship
- Provide Starbucks Rewards Loyalty Program
- Starbucks Gift Card
- Free WiFi and comfy chairs at every chain
- Customer engagement : customer's name written in cups
Research
1983
- conducted marketing research and analyzed Italy's successful country cafes
- change their business model and developed a new concept
Prepared by:
Dk Nurul Mardhiah Naqsyabandiah binti Pg Haji Ibrahim (B20171189)
Dk Siti Nornadiah Binti Pg Hamid (B20171137)
Dk. Siti Nurul Hafizzah binti Pg. Ali Hasan (B20171198)
Nur Hikmatul Nikmah Binti Abdullah (B20171323)