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Case study: An analysis of marketing Starbucks

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  1. Introduction
  2. The outlets at Bugis Village and One Fullerton
  3. Starbucks' target audience
  4. SWOT analysis
  5. Starbucks' positioning
  6. Advertising techniques in the promotional program
  7. Marketing communication mix
  8. The Starbucks express queue
    1. Objective
    2. Advertisement technique
  9. Starbucks' on the go launch
  10. Rationale for magazing advertisements
  11. The Starbucks experience - Only the finest
  12. Starbucks on the go
  13. Promotional schedule
  14. The summarized timeline
  15. Evaluation and control
  16. Conclusion

Primarily, Starbucks operates as a coffee shop to hang out at and relax, away from the hustle and bustle for that well deserved coffee break. It has branched out from coffee, now serving a menagerie of tea, milk and espresso based drinks, either hot or cold.

As when the first Starbucks opened, it has somewhat regressed into selling coffee beans and apparatus for brewing at home. They offer other merchandise and gifts such as t-shits, mugs, insulated re-usable tumblers, gift certificates and even have catalogs with other items like teddy bears during certain periods i.e. Christmas.

The outlets at Bugis Village and One Fullerton allow reservation of seats for meetings. All Starbucks outlets are also wireless surfzones allowing people to continue their coffee experience while doing work.

[...] Sales promotion can be used as a form of incentive to induce customers into making a purchase It can also create an increase in awareness for Starbucks Proposed Locations and Time This sales promotion will take place from Monday to Friday at Starbucks outlet located in Tanjong Pagar, Raffles Place and City Hall. However, this sales promotion is only valid from 8am to 9am and for takeaway coffee only. Advertising Technique This sales promotion is specially targeted at the working crowd who would often grab breakfast on the go. [...]

[...] Our group's concern is that consumers have a fixed mindset that Starbucks is only for patrons who would like to stop by a café and settle in for an hour or two to enjoy a cup of coffee. Sometimes when people notice that there is a long queue, they are also uninterested to buy Starbucks coffee anymore, thus leading them to switch to other alternatives. To solve this problem, there is a need to change consumers' perceptive view of Starbucks as a sit in trend by: Communicating the ?Starbucks on the experience by changing people's perception of Starbucks' image. [...]

[...] Type of Marketing Communication Mix Advertising Sales Promotion Publicity / Public Relations Broadcast Discount Special Events coffee during peak hour (Free coffee) Print Newspapers Starbucks Express Queue Starbucks on the Go Magazines The Starbucks Experience Outdoor Hanging mobiles on buses/mrt Starbucks Express Queue Posters Internet Emails Starbucks on the Go Web advertisements Starbucks on the Go Rationale for Radio Broadcasting 1. Close to 90% of the population listens to the radio. Radio advertising offers the opportunity to deliver a simple yet powerful message to a targeted group of consumers that may be interested in the product or service Each radio station is operated with specific market segments in mind, so despite there being many radio stations nationwide there are particular stations that target Starbucks' specific market. [...]

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