How many of us are coffee lovers? If you’re a true coffee lover you know that I’m talking about Starbucks? How many are Starbucks fans? But does anyone know why we choose them over other coffee houses or what are Starbucks marketing strategies to retain its customers?
All of us know the famous coffee house in every town Starbucks. Starbucks is an American Coffee House that started in Seattle, Washington in 1971 by Gordon Bowker, Jerry Baldwin, Zev Siegl. As of now, the company has 30,000 locations all over the world. Starbucks became first profitable in Seattle in early 1980. They serve hot and cold drinks, coffee beans, teas (Teavana tea products). Diversifying into juices and beverages, snacks, desserts. Starbucks is also into retailing well when we walk down the freezer in a supermarket we see Starbucks bottled drinks up on the shelf. A most important aspect of Starbucks has been their logo a twin-tailed mermaid or ‘Siren’ in Greek Mythology. Starbucks had partnered with Apple in 2006 so Itunes would have a Starbucks playlist for their customers. In 2015 they partnered with Spotify to provide all their US-based employees free premium subscription. Their annual revenue last year was 25.553 Billion dollars. Their headquarters is located in Utah Avenue South, Seattle, Washington, U.S.
- Disney Starbucks has a magic chalkboard.
- They serve a Butter Beer Frappucino.
- They have Ski -Thru.
Starbucks has never failed to satisfy the customer with its premium quality of the coffee. Started from Seattle has now grown worldwide by satisfying it’s customers worldwide this has resulted in high-level popularity and customer loyalty. Purchased from best growers and Standardisation has always helped Starbucks to grow from its competitors.
One of the key features of Starbucks has been their merchandise. A lot of us are fascinated with cups with the Starbucks logo on it. These products are always placed back end of Starbucks when you heading towards counter so that your eye goes first on them.
Ethical Brand And Investment In Marketing
Starbucks long term goal has been to create an ethical brand. Around a decade ago they were known for not investing in marketing. But for the past few years, they’ve spent more than $400m on the advertisement itself. Starbucks also believes in reusable cups and straws which benefits the environment and welfare of society.
Social Media Marketing
Starbucks has its own YouTube channel with over 500 videos of their product. They had released an animated series where characters discuss their lives in Starbucks. Their Twitter account has 11.3m followers. They regularly post their CSR activities on their Twitter account.
Writing Names On Cups
You must have noticed your names on your coffee cup. But it’s usually misspelled. well, this a marketing technique used by Starbucks. What’s common with all these mugs a misspelled name and green siren. Well yes, we’ve marketed for them all these years. Employees are meant to create a family atmosphere for customers.
Starbucks still posses threats from other competitors such as Tim Horton’s, Dunkin Donuts and McCafe where the coffee rates are cheaper and affordable. One of the main threats they still possess are these brands are steadily improving the quality of coffee to conquer the market.
In 1990’s Dunkin released their first coffee. Before that, they also used to focus on donuts. After that in 2006, they released new drinks to compete with Starbucks.
When McDonald’s launched McCafe Starbucks and Dunkin were on the war. So they released coffees for 1 and 2$ which was appreciated by customers.
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