Marketing mix Starbucks, sale of hot drinks, coffees, coffee shop, cafeteria networks, policy of Starbucks, Nestlé, market Starbucks products, Starbucks economy
Starbucks is an American-born multinational company specialising in the sale of hot drinks, coffees and related products. The group was formed in 1971 in the United States, originally with the opening of a single store in Seattle. The store was originally intended to sell coffee beans, tea and spices, but did not envision the on-site consumption of these products. In the 1980s, Howard Schultz (later CEO of Starbucks) was won over by the concept and joined the brand's three founding friends. It was during a trip to Italy that he fell in love with espresso bars offering delicious, high-quality coffees and decided to export the concept to the United States. Starbucks stores are on the rise in the United States. Howard Schultz also created a concept of 'coffee bars' inspired by Italian cafes, which was very successful in Seattle. In 1987, the two concepts came together, and the Starbucks Corporation was born. The stores now include a 'coffee shop' section and a section dedicated to on-site consumption, like an 'espresso bar'.
[...] Promotion Starbucks's promotion and advertising policy are fairly terse. Its communications are relatively few, the brand uses social networks sparingly. Starbucks has organised its communication policy by centring it around the customer. The communications most often relate to ordinary customers consuming Starbucks products, not to show famous stars. Customers are Starbucks's best ambassadors, conveying a brand image through word-of- mouth, virally. And this tactic seems to work well since the brand has managed to attract nearly 40 million fans on its Facebook page, for example Starbucks has chosen a fairly discreet promotion policy, not using television commercials, for example, but really wants to place the consumer at the centre of its attention, to develop the community spirit and the feeling of belonging, which allows loyalty of its customers. [...]
[...] The five largest shareholders are all investment funds. The group is listed on the stock exchange in the United States. B. Marketing Mix The marketing mix, also called in French ‘marketage', defines the policy pursued by a company, or a brand, to ensure its success. It is commonly accepted that a brand can (and often must) act on one (or more) of the 4 Ps, in order to develop its brand. These 4 Ps are products, prices, points of sales and promotions. [...]
[...] Conclusion and recommendations In this document, we've looked at the 4 Ps of Starbucks's marketing mix. Its product policy, first of all, with its ‘classic' products (sale of coffees and hot drinks and pastries in its cafeterias), then products distributed in supermarkets with changes in packaging due to ecological constraints. Then its pricing policy, clearly ‘premium' oriented. Starbucks's Point of Sale policy is also a key element of the brand's success, with its territorial coverage, it's refocusing on efficient points of sale and its abandonment of dead weight, then its development of mass distribution sales. [...]
[...] The deal was signed for $ 7.1 billion. Starbucks estimated that the products entering into the deal signed with Nestlé represented a total of around billion in revenue. Nestlé thus offers 24 Starbucks-stamped products, which are now easily found in supermarkets. In the same year, the group launched its ‘luxury' coffee range called Roastery, further diversifying its product portfolio. The brand's product policy also has a lot to do with seasonality since Starbucks offers different products each season, available in limited editions. [...]
[...] Marketing Mix – Starbucks I. Introduction A. Starbucks Starbucks is an American-born multinational company specialising in the sale of hot drinks, coffees and related products. The group was formed in 1971 in the United States, originally with the opening of a single store in Seattle. The store was originally intended to sell coffee beans, tea and spices, but did not envision the on-site consumption of these products. In the 1980s, Howard Schultz (later CEO of Starbucks) was won over by the concept and joined the brand's three founding friends. [...]
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