Ch. 7 - Business Marketing

Strategic Alliances of Starbucks

1. AT&T

    If you visited any of Starbuks coffee shop, You can use AT&T wireless services
    without any charge. some of my friends said the wireless speed is big reason for
    choosing coffee shop amongs many coffe shops. When they satisfied with wireless
    condition, they would get positive image to AT & T, even though customer
    visited Starbucks.

2. Barners &Nobels

As previous post, Starbucks make relationship with Barners & Nobels. Almost of  Barners & nobles bookstores have cafe with starbucks menu. Unlike Ragular Starbucks coffee shop, B&N cafe have limited flavors and types. The target of this store is book shoppers who think about drinks with book, not a regular customer. If their goal is just drinks, They will move to another regular Starbucks coffee shop. As a result, B&N cafe has basic and popular menu from regular Starbucks coffee shop. Also, those cafes run from Barners and Nobels.


3. CUNY schools

    Have you ever been cafeteria in 1st floor? If you said 'yes', What kind of brand coffee
    is there? The answer is Starbucks coffee. If you visit other CUNY schools, such as
    Barauch colleage and Hunter colleage, you will be able to find cafeteria with limmited
    Statbucks coffee menu. Same as Barners & Nobels Cafe, This caffeteria doesn't run
    from Starbucks company.

4. United Airline

    If you used United Air line, You can find Starbucks logo. easily in the air craft.
    coffee cups in the filghts have both company’s logos, Starbucks and United Airline.
    This method has limited person and limited time, but they would be exposed again
    and again in limmited time. 

5. Apple

Starbucks make relationship with apple in musical partnership. The musical partnership is between Starbucks and i-Tunes, an alliance that has formed the "song of the week” program. As becoming Starbucks member, you can get free song in every weeks for apple product user.

 

 

 

 

 

Biblioghaphy

 

Larson, Rebecca. "Marketing Strategy and Alliances Analysis of Starbucks Corporation".     
           Lynchburg, VA. Liberty University school of bussiness, 2009.

Ch. 8 - Segmenting and Targeting Markets

Segmenting of Starbucks

 

For starbucks, market segmentation is very meaningful. because Starbucks Started from market segmentation. Starbucks was a coffee machine shop, not a coffee beverage seller. When Starbucks started as a coffee machine shop, They sell all about coffee, except coffee drinks. Ten years from open their bussiness, Starbucks was a just small coffee wholesaler. However, Starbucks becomes the biggest coffee beverage chain in the world after market segmentation. Starbucks segmented market as several parts, and started to focus thier abilities to one part. The part that Starbucks  focused was people who likes drinks coffee ,but dislikes making coffee due to laziness. Starbucks started to use their esspresso machines and coffee for serving good quarity of beverage.

 

After getting success, Starbucks extend target market to people who want drinks. Starbucks starts to serve non-caffine drinks such as 'Tazo Tea' and lamonade drinks. Nowadays, Starbucks starts to focus on people who want something to eat. Starbucks made thier own bakery brand, 'La boulange', and make several kinds of bread products. This is a new target market, people who want something to eat during tea time. Courtesy of market segmentation, Starbucks can get a huge success as No.1 worldwide coffee chain. as a new market segmentation, Starbucks move a step forward to become the biggest Food company in the world.

Ch. 11 - Developing and Managing Products



Starbucks La Boulange New menu

If you visit starbucks store, you might see a showcase which has many breads and mufins. It's called 'LaBoulange'. Starbucks' main menu is drinks(coffee), but many people are looking for something to eat with their drinks(coffee). Many customer want to eat a piece of bread, mufin, and cookie. As a result, those are selected as a friend of Starbucks coffee. I think this addition of La boulange menus is 'Additions to Existing Product Lines' starbucks sold bread(Existing Product lines) Starbucks make several kinds of new breads by using existing product lines and creating new product lines.

  - Promotion video: http://www.starbucks.com/promo/laboulange

Why they make new bakery menus instead of new drinks?

 

'09 Starbucks' gross profit decreased about 6% by being laurnched new coffee brands, because Starbucks sold only coffee at that time. For improving, Starbucks' CEO changed their mind. Starbucks started to invest $750 milions for bakery and related industries, and three years later, Starbucks got amazing sales margin. Statbucks' Q3 sales increase about $15 million than last year, also Q3' gross profits increase about 20% than last year. Starbucks overcome crisis of managing by imprving product line.

Ch. 18-Social Media and Marketing

Starbucks with Social Media (Facebook)

 

 

Starbucks runs their own Facebook page. This looks like 'Fan page' of celebeties. Starbucks facebook page has 35,435,439 likes right now. It is more than 10% of The U.S. citizen. The people who liked starbucks on facebook will be exposed on starbucks' posts automatically,even thogh it is a advertising. Therefore, Starbucks uses Facebook page as a way of advertising chennal. It is very effactive way. Starbucks' main target age is 10s~40s. They really famillar with internet, and they use facebook 'news peed' several times in a day. If you liked one page, you can see all the posts of that page. It means, Starbucks advertises one post to 35,435,339 people who interested at starbucks in the world without any advertising expense, whenever they scroll down 'news peed'

Starbucks with Review sites (Yelp.com)

Starbucks' Facebook page is made by Starbucks company, but yelp.com's starbucks ratings and reviews are made by customers. Therefore, you can find more objective rewiews of Starbucks coffee than Starbucks' Facebook page. Most of people believe that 4 stars rating or more means very good quality of service and taste. Those information will help other customer's choice.

Ch. 10 - Product Concepts

Trademark 

 If you saw white paper cup with green logo or plastic cup with green straw, you would imagine Starbucks immidiately. I guess if you can recognized some brand by some particular things. For example, if you see the box which is covered Tiffany blue, you will recognize the box come from Tiffany Co. Also, big yellow M is symbol of MacDonald's. Like those company, Starbucks has their own special mark and color. 

Starbucks' logo 'seiren'

first of all, Starbucks has thier on logo. Starbucks' logo is 'siren'who is known in Greek mythology. She was locked in island by god, because of her wicked act. She had beautiful voice, so she attracted human to her island. Starbucks made thier logo which is motived from Greek mythology. Starbuks expact 'Seiren' in the starbucks logo will attract people to starbucks. the orginal logo was brown one, because starbucks started coffee whole-saler and coffee machine shop. At that time, brown logo might refresent coffee. As changing as a coffee beverage company, Starbucks made their loge with green and new design.

Starbucks' color is 'green' 

 Secondary, Starbucks' symbolical color is green. If you visit any starbucks, the emoloyee of starbucks would wear green aprons. In addition, all the straws are green, too. Because of those atmosphere of store, green becomes the main color of Starbucks company.

Ch. 17 - Personal Selling and Sales Management

Starbucks membership(retaining loyal customer)

When you register starbucks member, You become starbucks' family. Starbucks uploads your infommation on main server, and starts manage you as royal customer.

Starbucks celebrate your birthdays every year.

First of all, Starbucks send celebration e-mail and text for every birthdays.  also, if you visit Starbucks from your birthday to a week later, you cans get a 'Free drink' as swipe your starbucks membership card or scan your mobile bar code.

 

Starbucks send special offers for you by e-mail.

Those big deals are only for registered Starbucks' royal family. As your level is higher, you will get better special offers. It is suddenly popped up and has time limits. For example, $2 off Esspresso shot coupon or $3 off food coupon.

Stabucks recommend free musics for ios users.

Starbucks send free music download coupon for i tunes. those musics are mostly related seasons. also, most of musics aren't famous. therefore, you can enjoy other genre's music that you've never meet.

Promotions are for general customers, but Those birthday free drink, special offers and free musics are only for registered starbucks members. Those benefits are the biggest reason that starbucks members keep visit starbuck again and again.

Ch. 16 - Advertising, Public Relations and Sales Promotion

Advertising

Where can you watch Starbucks' illustrations? The answer is on Starbucks coffee cup. Starbucks' the biggest advertising is cup which is printed Starbucks logo. If you saw someone who hold starbucks coffee when you work in streets or you are in the park, you would be attracted. Starbucks customers is moving billboards as holding Starbucks coffee cup.

Promotion

- Happy Hour

1. Starbucks company have 'Happy hour' that is Between 3-5 p.m.
If you visit Starbucks coffee in 'happy hour', you can get a half-price Frappuccino® blended beverage of your choice in .



2. If you visited Starbucks coffee before 12 P.M., You can get free refill after 12 P.M. with your recipt that pachasied on same day before 12 P.M.

-Starbucks Rewards

Starbucks card is a way of promotion. Starbucks membership have three levels: welcome, green, and gold. each level have different own benefits. For example, you can get a free refills in the stores on green level. also, you can collect stars from each transactions. Your star can be used for your free drinks

 

 

-Come together

 

This promotion's concept is a customer buys the next person in line their favorite beverage. It means, If you come into Starbucks and buy someone else their favorite beverage, we’ll give you a free tall brewed coffee. Starbucks want to connect each other ,and they willing to come together with your friends.