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    Strategy

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    Như Tôn
    Starbucks primarily targets young adults aged 18 to 24, high income customers, and middle-income consumers willing to spend on high-end coffee. Their marketing mix is designed to appeal to these target markets through products like coffee and tea, value-based pricing seen as fair for the experience offered, and places including cafes and through their app and retailers. Starbucks positions itself as a technologically equipped place to relax with coffee and surf the internet or work.

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    Strategy

    Uploaded by

    Như Tôn
    29 views3 pages
    Starbucks primarily targets young adults aged 18 to 24, high income customers, and middle-income consumers willing to spend on high-end coffee. Their marketing mix is designed to appeal to these target markets through products like coffee and tea, value-based pricing seen as fair for the experience offered, and places including cafes and through their app and retailers. Starbucks positions itself as a technologically equipped place to relax with coffee and surf the internet or work.

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    Starbucks primarily targets young adults aged 18 to 24, high income customers, and middle-income consumers willing to spend on high-end coffee. Their marketing mix is designed to appeal to these target markets through products like coffee and tea, value-based pricing seen as fair for the experience offered, and places including cafes and through their app and retailers. Starbucks positions itself as a technologically equipped place to relax with coffee and surf the internet or work.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    29 views3 pages

    Strategy

    Uploaded by

    Như Tôn
    Starbucks primarily targets young adults aged 18 to 24, high income customers, and middle-income consumers willing to spend on high-end coffee. Their marketing mix is designed to appeal to these target markets through products like coffee and tea, value-based pricing seen as fair for the experience offered, and places including cafes and through their app and retailers. Starbucks positions itself as a technologically equipped place to relax with coffee and surf the internet or work.

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    Target Markets

    Focus on Your Target Market and Work Out the Marketing Mix

    People aged 18 to 24. Starbucks is positioned as a place where college


    students can study, take notes, chat with friends, and meet people

    It primarily caters to high income customers also targets middle-income


    consumers who are dispensed to spend their disposable income on high-end coffee
    and drinks.

    Technology early-adopters mobile users Environmentally & socially


    conscious Read a lot and stay up on news and trends

    Starbucks’ marketing mix is designed to appeal to their target market.

    Marketing objectives

    Refocus product range on high margin items.

    To increase the number of clients served through superior performance

    To create a memorable experience that people come to enjoy at Starbucks, stay


    with the atmosphere and the environment, and stay connected.

    Achieve the company’s financial goals (profitability).

    Positioning
    Brand Positioning: Starbucks has chosen to market itself by using an
    unconventional marketing strategy that is unique and generally not tried by other
    companies in the industry. They positioned themselves as a perfect coffee shop that
    will offer customers delicious and rich coffee. It can be said that Starbucks
    positioned itself as a technologically equipped coffee store where people can sit,
    relax, chat with people over a cup of coffee and also surf internet or do their
    important work.

    Developing The Marketing Mix

    Product

    Starbucks provides the main product is coffee. However, in its branding


    roadmap, Starbucks realized that it could also attract a large number of customers
    who did not love coffee, but wanted to experience and stick with the Starbucks
    space. Since then, Starbucks developed other product lines such as tea

    Price

    Value-based pricing

    The price of each product at Starbucks is priced based on the value of the
    product. Starbucks believes that they provide high value to customers, both tangible
    and intangible. Tangible value is the quality of the product, from carefully selected
    and carefully processed coffee beans by a well-trained staff. Intangible values are
    the experiences and emotions that customers are immersed in a real coffee space.

    With the target group in the high-end segment, cost is not an issue. The most
    important thing is still the customer experience.

    Place

    Starbucks develops cafes with beautiful coffee viewing spaces, through the
    Starbucks App and through retailers.
    Starbucks developed an application to order through the Starbucks App,
    allowing customers to place orders anytime, anywhere. In addition, the brand also
    cooperates with hotels, airports and coffee shops in the residential areas.

    Promotion

    Promotion includes advertising, public relations, and promotional strategy.


    The goal of promoting a product is to reveal to consumers why they need it and why
    they should pay a certain price for it. Such as:

    Social Media: The photo is bright, modern, clean, and reflective of the
    Starbucks brand. The language in the post describes shot in the same way that they
    would if they were chatting with a customer in the store, short, sweet, and to the
    point.

    Using the aid of performing a ‘good deed’ as a means for promotion –


    Starbucks contributes to several non-profit organizations as a way to improve brand
    image and awareness in local communities.

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