Brand Audit--Starbucks(Thailand)

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Strategic Brand Management

Text of Brand Audit--Starbucks(Thailand)

  • 1. 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
  • 2. 1971 Starbucks Coffee, Tea, and Spice store (coffee bean roasting) opened in Seattles 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
  • 3. 1997 Establishes The Starbucks Foundation . 1998Starbucks 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 Seattles Best Coffee 2006Launches the industrys 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
  • 4. Brand Audit Thailand
  • 5. 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
  • 6. Brand Inventory Mission to inspire and nurture the human spirit one person, one cup, and one neighborhood at a time
  • 7. Brand Inventory The Principles Our Coffee Our Partners Has always been, and will always be, about quality Its not just a job, its 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
  • 8. 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
  • 9. 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
  • 10. 8/26/2014 11 Brand Inventory 1.Brand name Brand Element Pequod Starbo 2. URLs http://www.starbucks.co.th --> Global http://th.starbucks.co.th --> Thailand
  • 11. 8/26/2014 12 Brand Inventory Brand Element 3. Logos and Symbols Receive inspiration from Mermaid Siren in legend
  • 12. 8/26/2014 13 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 Its bigger than coffee
  • 13. 8/26/2014 14 Paper beverage cup containing post-consumer recycled fiber Recycled paper bag. Brand Inventory Brand Element 5. Packaging
  • 14. 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
  • 15. Brand Inventory Designing Marketing Programs Integrating Marketing Experiential Marketing Starbucks Marketing normally play with new experience and relationship with consumer Act Marketing play with consumer action; Starbucks with Star Frappuccino Party: Green-White Style Frappuccino Party: Jump with Friends
  • 16. Brand Inventory Designing Marketing Programs Integrating Marketing Experiential Marketing Starbucks Marketing normally play with new experience and relationship with consumer Relate Marketing play with feeling that want to involve with other. Big Cleaning Day
  • 17. Brand Inventory Designing Marketing Programs Relationship Marketing Consumer Relation Management(CRM) Starbucks Card Face book Instagram
  • 18. Brand Inventory Designing Marketing Programs Relationship Marketing Consumer Relation Management(CRM) When you send somebody a Starbucks Card, its 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
  • 19. Brand Inventory Designing Marketing Programs Relationship Marketing Consumer Relation Management(CRM) Online and store surveys to measure customer satisfaction Employee satisfaction survey Number of Starbucks Cardholders: Customer reactivation Number of customer complaints Critical Measurement
  • 20. Brand Inventory Designing Marketing Programs Relationship Marketing Corporate Social Responsibility (CSR) Coffee bean: Buy from Fair Trade Project under C.A.F.E (coffee and farmer Equity)
  • 21. Brand Inventory Designing Marketing Programs Relationship Marketing Corporate Social Responsibility (CSR) Branch: study the need of neighbor society and give hand to support
  • 22. Brand Inventory Designing Marketing Programs Relationship Marketing Corporate Social Responsibility (CSR) Environment: - Decrease to release CO2 by reduce the use of electricity - Reduce the process to roast coffee
  • 23. Brand Inventory Designing Marketing Programs Relationship Marketing Corporate Social Responsibility (CSR) Human Resource: - Believe that if the employee have positive attitude will affect to the success of the company
  • 24. Brand Inventory Designing Marketing Programs 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, u