Transcript
Page 1: Starbucks marketing stpd brand equity

Contents Background and ProductsFeatures and BenefitsCompetitors[Direct/Indirect/Broad]Brand Value Proposition[Promise/Affinity/Bonding/Liking]Brand Awareness/Recognision/RecallBrand Equity [QAAAL]Segmentation/Targeting/PositioningTarget marketing StrategiesPOD/POPConsumer Behavior

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Background

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Products

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Features

Specialty coffee selections, Flavors and variety

Regulated and decaffeinated coffee

Auxiliary features like atmosphere,Wi-fi,

Music,Books to read

Packaging

Customised coffee

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Premium coffee with varietyConsistent, inviting, stimulating environmentIdeal place for meetings

Creating community of premium coffee lovers [MY STARBUCKS IDEA]Sophistication-Best of classMakes me feel importantExtension of lifestyleFree Coffee on birthday

Benefits Functional Benefits

Emotional Benefits

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to• t

Competitors

Direct competitors

Indirect Competitors

Broad Competitors

Ccd 63% , over 1200 stores,260 Cr

Barista: 17%-20% ,200 stores,160Cr

Costa coffee 14%, market share,108 stores,108 Cr

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“live coffee”

”experience”

“Customer intimacy”

Brand Value Proposition

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Horizontal integration

Market penetration

Market development

Concentric diversification

Conglomerate diversification

Value chain development

Brand Awareness

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Brand equity- QAAAL

QUALITY * We go where the best beans are: up* We’re for the good of all coffee* We nurture deep-rooted relationships* We're very picky at harvest.* We taste - again and again and again.

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2) AWARENESS * Starbucks Facebook fan page* Presence on Instagram* MyStarbucks Idea.com

3) Asset* Fragrance of coffee beans* Ambience of store

4) ASSOSIATION * Coffee and Tea Communities* Local Area Engagement

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5) LOYALTY• Great customer experience on the app

• Points for grocery product purchases

• The physical gold card

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SEGMENTATION

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13-172%

18-2440%

25-4049%

41-546%

55+3%

13-17 18-24 25-40 41-54 55+

Age wise

http://www.indiacoffee.org/coffeeinindia/database-jan-2013-14.htm Coffee Board of India - Database on Coffee

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• Metro Cities, Tier 1 Cities ,upscale locations, • near offices, and near many college campuses

Employees of corporate houses, busy office goers, coffee lovers,Coffee addicts

Loyal customerPositive attitude

Geographic

Psychographic

Behavioral

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Targeting: MARKET Specialization

Economy

Medium

Premium

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Target Marketing Strategies

MARKETING MIX STRATEGY

Market Concentration

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Great tasting coffeeReliabilitySpeedConvenienceCleanlinessAromas of coffee beans

Points-of-parity Points-of-Difference

Standard of Quality and FlavorsVaried and Exotic Coffee DrinksCustomizationExperienceCommunity

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Consumer Behaviour• Need Recognition :- Energy, Social life, Status

• Information Search :- Social groups/ Reference groups, Advertisements, Internet

• Evaluation Of Alternatives :- Instant home coffee machines, Competing coffee houses, Other drink options(Tea, Soft Drinks, Water)

• Purchase Decision

• Post Purchase Decision :- Delight or Dissatisfaction

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kaustubh


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