Download pdf - Brand Audit--Starbucks(Thailand)

• Established in 1971 at Seattle, Washington • Famous for its quality fresh-roasted coffee beans and stylish atmosphere. • About 14,000 stores worldwide • Product lines include :

− beverages (coffee, Tazo tea, soda, juices) − pastries − whole coffee beans − coffee-related hardware and equipment − merchandise (mug, CDs)

Brand Inventory

Background

1971 Starbucks Coffee, Tea, and Spice store (coffee bean roasting) opened in Seattle’s Pike Place Market.

1982 Howard Schultz joined Starbucks. 1984 Howard convinces the founders of Starbucks to test the

coffeehouse concept. 1987 Il Giornale acquired Starbucks and changed the name into

Starbucks Corporation. 1992 Starbucks decertified the union and made IPO. 1995 Starbucks Coffee International opens in Japan-Starbucks

implemented ESOP. 1996 Starbucks’ began selling bottled Frappuccino.

Brand Inventory

Background

1997 Establishes The Starbucks Foundation . 1998 Starbucks acquired Tazo Tea. 1999 Acquired Hear Music, a San Francisco-based company 2001 Introduces ethical coffee-sourcing guidelines, Introduces the Starbucks Card.

2002 Enters into licensing agreements with national Fair Trade. 2003 Starbucks acquired Seattle’s Best Coffee 2006 Launches the industry’s first paper containing post cup consumer

recycled fiber. 2009 Launches Starbucks VIA Ready Brew Coffee 2010 Expands digital offerings for customers with free unlimited WiFi.

Brand Inventory

Background

Brand Audit

Thailand

Brand Inventory

Background: Thailand

1998 - First launch at Central Chidlom - 3 Partners (Coffee Partners ltd., Starbucks Coffee ltd., Central Pattana Subsidiaries )

2000- Buy stocks back and become Starbucks Coffee

(Thailand) ltd., co. 2002- Mr. Andrew Nathan from Starbucks Head Quarter

become CEO at Starbucks Thailand 2006- Mr. Felix D. Michael takeover CEO position Present- 169 branches, sold at 25,000 glasses per day

Brand Inventory

Mission

“ to inspire and nurture the human spirit one person, one cup, and one

neighborhood at a time”

Brand Inventory

The Principles

Our Coffee

Our Partners

Has always been, and will always be, about quality

It’s not just a job, it’s our passion

Our Stores

Our Neighborhood Our Shareholders

become a heaven, a break from the worries outside, a place where can meet with friends

a part of community, take responsibility to be good neighbors seriously

Starbucks success comes from the rewards of their shareholder

Beverage

Brewed Coffee

Espresso • Latte • Mocha • Cappuccino • Macchiato • Americano Frappucino Blended • Coffee • Cream • Juice Drinks Teas • Brewed Tea • Chai Tea • Green Tea • Tea Latte Bottle RTD

Instant Drink

Our Product

Brand Inventory

Line Extensions

Brand Inventory

Category Extensions Beverage Food • Cake • Pastries • Sandwiches • Savories • Yoghurt

Merchandise • Cup • Mug • Tumbler

Equipment • Coffee Press • Coffee Brewer

Our Product

Accessories • Reusable Tote Bag • Teddy Bear

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Brand Inventory

1. Brand name

Brand Element

Pequod

Starbo

2. URLs

http://www.starbucks.co.th --> Global

http://th.starbucks.co.th --> Thailand

http://www.starbucks.co.th

http://th.starbucks.co.th



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Brand Inventory

Brand Element

3. Logos and Symbols

Receive inspiration from Mermaid “ Siren ” in legend

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“Starbucks” not have Slogans since 2012 cause Starbucks is well know from

logos but previously “Starbucks” had slogans…

Brand Inventory

Brand Element

4. Slogans

“Life happens over coffee”

Tag lines of Campaign

You & Starbucks

It’s bigger than coffee

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• Paper beverage cup containing post-consumer recycled fiber

• Recycled paper bag.

Brand Inventory

Brand Element

5. Packaging

Brand Inventory

Designing Marketing Programs

Integrating Marketing

Experiential Marketing Starbucks’ Marketing normally play with new experience and relationship with consumer

• Sense Marketing – play with 5 senses; Sight, Hearing, Taste, Touch, Smell

Brand Inventory




• Act Marketing– play with consumer action;

Starbucks with Star Frappuccino Party: Green-White Style

Frappuccino Party: Jump with Friends

Brand Inventory




• Relate Marketing – play with feeling that want to involve with other.

Big Cleaning Day

Brand Inventory


Relationship Marketing

Consumer Relation Management(CRM)

Starbucks Card

Face book Instagram

Brand Inventory




When you send somebody a Starbucks Card, it’s the gift that keeps on giving. Register that card, use it to pay and you start earning rewards – like free drinks and food – with the My Starbucks Rewards Program.

My Starbucks Rewards

12 cps FREE 1CUP ( 12 oz. )

Every 100 Baht get 1 Star point

Brand Inventory




• Online and store surveys to measure customer satisfaction

• Employee satisfaction survey • Number of Starbucks Cardholders: Customer

reactivation • Number of customer complaints

Critical Measurement

Brand Inventory



Corporate Social Responsibility (CSR) • Coffee bean: Buy from Fair Trade Project under C.A.F.E (coffee and farmer Equity)

Brand Inventory



Corporate Social Responsibility (CSR) • Branch: study the need of neighbor society and give hand to support

Brand Inventory



Corporate Social Responsibility (CSR) • Environment: - Decrease to release CO2 by reduce the use of electricity

- Reduce the process to roast coffee

Brand Inventory



Corporate Social Responsibility (CSR) • Human Resource: - Believe that if the employee have positive attitude will

affect to the success of the company

http://2.bp.blogspot.com/-0nntDEXQXog/USylmMHR-YI/AAAAAAAAAGc/RY5FMHnM79Q/s1600/starbucks-concept-store+(1).jpg

Brand Inventory


Product Strategy

Perceived Quality • Product differentiation– Customization(one to one)

Menu: a Venti, sugar-free, non-fat, vanilla soy, double shot, decaffinated, no foam, extra hot, Peppermint White Chocolate Peppermint Mocha with light whip, upside-down, 1 pump of peppermint, 1 and 3/8 pumps vanilla,180 degrees, heavy whip-cream, 3 ice cubes, 1/4 teaspoon Nutmeg sprinkled on top, with green sprinkles, lightly cinnamon dusted on, stirred, with no lid, double cupped, and a straw

Brand Inventory


Pricing Strategy

The Right Customers and the Right Market • Starbucks raises prices to maximize profits • Insensitive price ,leaving a loyal, higher-income consumer

base that perceives these coffee beverages as an affordable luxury.

• Starbucks uses price hikes to separate itself from the pack and reinforce the premium image of their brand and products

• Maintains a fairly inelastic demand curve and a small price increase can have a huge positive impact on their margins without decreasing demand

Brand Inventory


Channel Strategy

Direct Channel - interior design from concept of simplicity and durable

- should affect environment the least

1. Heritage : reflect the trade that

rooted in the first starbucks coffee shop in Seattle

From 2010 have 4 concepts

Brand Inventory


Channel Strategy




2. Artisan : - reflect the industrial town in the past - Inspire from Modernism Age - simplicity design

Brand Inventory


Channel Strategy




3. Regional Modern - Trend Setter - Comfortable, friendly,

and socialable

Brand Inventory


Channel Strategy




4. Concept: Unique environment by starbucks designer to find new innovation in coffee shop

“Design Sandboxes”

Brand Inventory


Marketing Communication

Communication Options • No TVC or Prints ads

• Use word-of-mouth strategy

Face book Instagram

Social Media

Website

1-2 times per week- 34% Take a way..- 32%

Drinking in coffee house -21%

Favorite Coffee House

Overview

Sources: Questionnaire 159 pax.

Service

Value

Image

Social Involvement

Negative

Coffee & Tea

Beverage

Quality

Food

Candy

Nuts

Merchandise

Premium

Good taste

Fresh

Fruit Juice

Hot

Frappe Iced

Instant

Chocolate

Bakery

Gift items Books Music

Friendly

Privilege

Relax

Warm

Ready To Drink

Flashy

Waste

High calories

Coffee & Farmer equity

Grounds for your garden

Luxury affordable

Premium

Classic

Pricing

Experience

Third place

Association Network

Modern Lifestyle Social improvement

Affordable Stylish

Enjoys Life Trendy

Wealthy

Brand Personality


Salience

Performance Imagery

Judgment Feeling

Resonance

Moderate Brand Resonance

Salience • High recognition : Coffee/Environment/Premium • Well known brand

Judgment • Credibility: Global brand/ Barista • Quality: Premium brand (Product/Service/Image)

Resonance • Strong Brand recognition but easy to switch • High attachment: long relationships but do not

buy frequency • Active engagement: depend on activity

Performance • Uniqueness: Design/Material • Varity product • Customize • Best Service: Friendly/Consideration • Third Place: Feel like home/Relax

Feeling • Security: Standard • Social approval • Self-Respect

Imagery • Brand Personality - Modern lifestyle/Trendy - Working age - Stylish - Wealthy • Brand History: Successful • Reach to urban lifestyle:

Office area/Department Store

0 20 40 60 80 100 120

Starbucks

Au Bon Pain

Amazon

True Coffee

Tom'n Tom

67%

42%

28%

28%

33%


Favorite Coffee premium- 67% No.1



ซอสนคาหรอใชบรการราน Starbucks

เคย 96%

ไมเคย 4%


0 20 40 60 80 100 120

เครองดม

เบเกอรร

แกว/กระบอกนา

เมลดกาแฟ

กาแฟกงสาเรจรป

28%

20%

22%

9%

7%


ผลตภณฑทเปนทรจกในราน Starbucks


0 20 40 60 80 100 120

คณภาพและรสชาต

ใกลทพก/ททางาน

ภาพลกษณของราน

การบรการ

โปรโมชน

34%

13%

18%

13%

9%


เหตผลทเขาใชบรการราน Starbucks


Imagery • Brand Personality - Modern lifestyle/Trendy - Working age - Stylish - Wealthy • Brand History: Successful • Reach to urban lifestyle: Office

area/Department Store

0 20 40 60 80 100 120

หางสรรพสนคา

อาคารสานกงาน

คอมมนตมอล

สภานทเหมาะสมในการตงราน Starbucks



0 20 40 60 80 100 120

เครอมดมคณภาพ

สนคาอนๆ

พนกงานบรการ

บรรยากาศภายในราน

ราคาตอคณภาพ

มาก 46%

มาก 39%

มาก 45%

มากทสด 47%

ปานกลาง 40%

ความพงพอใจดานสนคาและบรการราน Starbucks



0 20 40 60 80 100 120

คณภาพบรการทด

ความชานาญดานกาแฟ

ตราสนคานาเชอถอ

ผบรโภคไววางใจ

ผบรโภคชนชอบ

มการแนะนาบอกตอ

มาก 46%

มาก 53%

มาก 46%

มาก 53%

มาก 47%

ความพงพอใจดานการเปรยบเทยบกบรานอน

มาก 54%


0 20 40 60 80 100 120

อบอน

สนกสนาน

ตนเตน

ปลอดภย

ยอมรบในสงคม

รสกดกบตวเอง




มาก 44%

มาก 50%

ความพงพอใจดานความรสกทดของลกคา


มาก 45%


Salience

Performance Imagery

Judgment Feeling

Resonance Resonance • Strong Brand recognition but easy to switch • High attachment: long relationships but do not



Salience

Performance Imagery

Judgment Feeling

Resonance

Moderate Brand Resonance



Resonance • Strong Brand recognition but easy to switch • High attachment: long relationships but do not




Imagery • Brand Personality - Modern lifestyle/Trendy - Working age - Stylish - Wealthy • Brand History: Successful • Reach to urban lifestyle:

Office area/Department Store

Brand Positioning

Frame of Reference

Target Market :

• 1st Target: Premium Coffee House User Age 25++,SES B, Greater BKK & Urban

• 2nd Target: A group who find a place to hangout (meet people/study/Business discussion)

Nature of Competition : Premium coffee house

Direct Competitor: Au Bon Pain, Tom’n Tom, Mc Café, Coffee World True Coffee, Black Canyon, Blue Cup, 94 Coffee, Amazon Embrace, D’Oro

Indirect Competitor Mr.Bean coffee shop, Coffee Bean & Tea Leaf, FU.5 coffee

Substitute good: Tea House: Whittard of Chelsea,Twinings, Salon De L Oriental,

Harrods Tea Room

Brand Positioning

Tangible: • Green & Earth Color • Siren-Mermaid Logo

Intangible: • Warmth • Caring • Sensory Experience

Brand Positioning

RTBs:

• Heavy training of Barista • High quality coffee

Brand Positioning

POPs:

• Beverage and Foods

• Sitting zone

Brand Positioning

PODs:

• Experience • Human Connection • Third place

Competitive Analysis

PODs

Competitive Analysis

PODs

Brand Positioning

Brand Mantra:

Coffee-Drinking Sharing Lifestyle

Brand Tracking

• Product & Service tracking

• Thailand Tracking

Brand Tracking

Whom to Track o Premium-Coffee shop User •Quality 40 sample

•Quantity 159 sample

Brand Tracking

1. More communication to target market group

o Quality of product and services

o Privilege of Starbucks card

2. Create the buzz by using technology as other countries did to be Talk of the town