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.