![Background and Products
Features and Benefits
Competitors[Direct/Indirect/Broad]
Brand Value Proposition[Promise/Affinity/Bonding/Liking]
Brand Awareness/Recognision/Recall
Brand Equity [QAAAL]
Segmentation/Targeting/Positioning
Target marketing Strategies
POD/POP
Consumer Behavior](https://image.slidesharecdn.com/starbucksmarketingkaustubh-151118135503-lva1-app6891/85/starbucks-marketing-stpd-brand-equity-1-320.jpg)
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Starbucks marketing stpd brand equity
- 1. Background and Products Features and Benefits Competitors[Direct/Indirect/Broad] Brand Value Proposition[Promise/Affinity/Bonding/Liking] Brand Awareness/Recognision/Recall Brand Equity [QAAAL] Segmentation/Targeting/Positioning Target marketing Strategies POD/POP Consumer Behavior
- 4. Specialty coffee selections, Flavors and variety Regulated and decaffeinated coffee Auxiliary features like atmosphere,Wi-fi, Music,Books to read Packaging Customised coffee
- 5. Premium coffee with variety Consistent, inviting, stimulating environment Ideal place for meetings Creating community of premium coffee lovers [MY STARBUCKS IDEA] Sophistication-Best of class Makes me feel important Extension of lifestyle Free Coffee on birthday
- 6. to • t 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
- 8. Horizontal integration Market penetration Market development Concentric diversification Conglomerate diversification Value chain development
- 9. 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.
- 10. 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
- 11. 5) LOYALTY • Great customer experience on the app • Points for grocery product purchases • The physical gold card
- 13. 13-17 2% 18-24 40% 25-40 49% 41-54 6% 55+ 3% 13-17 18-24 25-40 41-54 55+ http://www.indiacoffee.org/coffeeinindia/database-jan-2013- 14.htm Coffee Board of India - Database on Coffee
- 14. • 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 customer Positive attitude
- 17. Great tasting coffee Reliability Speed Convenience Cleanliness Aromas of coffee beans Standard of Quality and Flavors Varied and Exotic Coffee Drinks Customization Experience Community
- 18. • 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
- 21. kaustubh
Editor's Notes
- Speciality coffe selections:::Starbucks worked directly with growers to purchase green coffee beans, it oversaw the custom-roasting process Customised coffee: name on coffee mug,coffee as per your choice of falvours
- Coffee culture: ac,wifi,books to read ,best coffee, music Ambience provoking coffee culture Consisting ,invironment Creating community : they started a community website called my star bucks idea Extension of lifestyle: third place to home or work
- Starbucks 14% market share, 59 stores,95.2 Cr. Ccd 63% market share, over 1200 stores,260 Cr. Barista: 17%-20% market share,200 stores,200 Cr. Costa coffee 14%, market share,108 stores,108 Cr Direct competitors: Quick service restaurents speciality coffee Indirect:::chayos,local tea vendors Broad: mad over donuts, dunkin ,
- customer intimacy.:::” This included simple things such as remembering someone’s name or drink order,bonding with customers Experience:: FortElphinstone building, Horniman Circle, Veer Nariman Road, Fort Mumbai 400001 Timings: 08:00-00:30 hrs (Mon-Sun)
- ↑ http://www.indiacoffee.org/coffeeinindia/database-jan-2013-14.htm Coffee Board of India - Database on Coffee