Contents

Start

Li Ivy

Maximilian

Phong Nguyen

An Le

Kito

STARBUCKS

Product and BrandMK0389 [Global Marketing &

Communication]THE 2ND PRESENTATION

IIntroduction

Contents

IIProducts

IIIBrand

IVTarget market

VGlobalization

VIConclusion

Product offerings

Product offerings

1 Drinks

Whole Bean Coffee

Bottled Drinks

Brewed Coffee

Kids’ DrinksTea

Smoothies

Product offerings

2 Foods

Products offerings

3 Others

Coffee maker

Starbucks book

Brand Strategy

“Brand”- underlying Theory

• unique design, symbol, words, or a combination of these– Creating image– Identifying & differentiating product w/i

market• Benefits f/ customers• Values assoc’d. by cmrs

• Legal termini• “Trademark” – distinctive sign or indicator• “Brand Name” – representation of firm

The “Starbucks” Brand

• […]

• Wide range of branded products (xmpls.) 1

– SBUX airline coffee, SBUX office coffee

– SBUX coffee ice cream, SBUX coffee beer

“Brand Awareness”- underlying Theory

• Primary goal of advertising and marketing strategy @ product introduction period!

• Extent of brand recognition among (potential) customers– Correct association w/

particular product• Logo, product, quality

– Definition as % of target market

Brand Strategy- underlying Theory

• Bhat and Reddy (1998): “functional and symbolic significance for

consumers” 2

Brand Strategy- underlying Theory

Brand Strategy- SBUX• “Attitude Branding”

- Choice to represent a larger feeling

• “Fetish Branding”3

– Greater sense of purpose4

• Eg. Striving for the best4

– The cup of coffee you’re drinking really matters4

--------------------------------------------------------------------------------------------------------Direction of future development is still uncertain– Increased # of stores might result in deteriorated quality

and uniqueness5

• […]

Brand Image- underlying Theory

• Fisher, Volckner & Sattler (2010)6:– Consumers’

Perceptions about brand

– Reflected by brand associations held in consumer memory

• Neumeier (2004): – customer's mental

picture of a brand7

Brand Image- The SBUXperience

• 3 Elements of “SBUXperience”

– Coffee – taste and aroma, quality

– Stores – design & atmosphere– People – outstanding staff

qualification, customer as part of company, “3rd place […to] escape, reflect, read, chat or listen ”8

Brand attributes Features that highlight the physical and

personality aspects of the brand.

Starbucks:In-store decorationAtmosphereMusicQuality of products

Any damn fool can put on a deal, but it takes

genius, faith and perseverance to create

a brand

David Ogilvy (1911-1999)

Brand personality The set of human characteristics associated

with a brand (Aaker, 1997)

Now, if Starbucks is a girl… Then, she must be:

• Outgoing

• Youthful

• Personable

• Friendly

Brand promise

• Highest quality of coffee

• Exceptional customer service

• Same experience around the world

Target market

Starbucks has diverse target market: the segments will vary based on the different products offerings.

• Primary target market is adults (aged 25 - 40): customers tend to have high income.

• Young adults (aged 18- 24): students who have average income.

• Kid and teens (aged 13 - 17): most items for kids are purchased by their parents.

Globalisation/Localisation/Glocalisation

International perspective

Globalisation

Localisation•Integrated global brand

-Same product-Same logo-Same service system

Glocalisation

•Food and drinks preferences

•Local store

•Web sites with global banners but local pages

Conclusion Providing a wide range

of high quality products

Good brand strategy

Focus on online commercials and marketing

Glocalisation

References Business Dictionary (2011), ‘Brand Awareness, Business Dictionary, [Online]. Available

at: < http://www.businessdictionary.com/definition/brand-awareness.html > (Accessed: 29 October 2011).

Business Distionary (2011), ‘Brand', Business Distionary, [Online]. Available at: http://www.businessdictionary.com/definition/brand.html (Accessed: 30 October 2011).

Desai, K.K., Ratneshwar, S., (2003), 'Consumer perceptions of product variants positioned on a typical attributes', Journal of the academy of marketing science, 31(1), p 22-35.

Effective brands. Available at: http://www.effectivebrands.com/downloads/bulletin_starbucks.pdf [Accessed on: 29 October 2011]

Fisher M., Volckner F. and Sattler H., (2010), ‘How important are brands? A cross-cultural category, Cross-country study’. Journal of marketing research, XLVII, p 823-839

Klein, N. (2000), ‘No Logo: Taking Aim at the Brand Bullies’. Picador: Picador Publisher.

Lee, S., 2007. Are starbucks prices to high? Available at: http://www.brandchannel.com/features_effect.asp?id=78 [ Accessed on 30 October 2011].

Mulyanegara, R.C., Tsarenko, Y., Anderson, A., 2009. 'The big fine and brand personality: investigating the impact of consumer personality on preferences towards particular brand personality' Brand management 16(4), p 234, 247

Rotman (2009), ‘The Starbucks brand', Rotman School of Management, [Online]. Available at: < http://www.rotman.utoronto.ca/bic/case%20series/PDFs/starbucks.pdf > (Accessed: 29 October 2011).

Schultz, H. (1997), ‘Pour Your Heart Into It: How Starbucks Built a Company One Cup at a Time’. New York, Hyperion.

Srinivas, K., Subodh, B. (1991), ‘Symbolic and functional positioning of brands’. Journal of Consumer Marketing, Vol. 15, Issue 1.

Starbucks (2011) 'Menu', Starbucks, [Online]. Available at: < http://www.starbucks.com/menu> (Accessed: 29 October 2011).

Starbucks (2011), ‘Mission Statement', Starbucks, [Online]. Available at: < http://www.starbucks.com/about-us/company-information/mission-statement> (Accessed: 29 October 2011).

Starbucks (2011), 'Responsibility', Starbucks, [Online]. Available at: < http://www.starbucks.com/responsibility/environment> (Accessed: 29 October 2011).

The Guardian (2011), ‘No Logo by Naomi Klein (part II) ', The Guardian, [Online]. Available at: < http://www.guardian.co.uk/books/2000/nov/27/firstchapters.reviews > (Accessed: 29 October 2011).

Yunker, J., (2006), ‘Starbucks CEO on Globalization: Don’t Go Changing’. Chief Executive Magazine, [online]. Available at: http://www.globalbydesign.com/blog/2006/12/03/starbucks-ceo-on-globalization-dont-go-changing/ [Accessed 29th October, 2011].

Producer

An-Le

Directed by

Maximilian

Designed by

Phong Nguyen

Screenplay by

Kito

Production supervisor

Ran

Cast

Phong Nguyen

Himself

Maximilian

Himself

An Le

Herself

Kito Liziqun

Herself

Ran Li

Herself

© 2011

All rights reserved.

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A tribute to Steve Jobs

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