Branding has evolved from the days of craftmen with special'zed skills to a world unique trademark registered by companies as a differentiating devices/element. From a mere crafting, brand today creates emotional attachment, feeling of involvement, sense of and an aura of intangible qualities with the products and the company.

1. Packaging and creation of newness in the
sense of Branding
Case Study: Starbucks and Kahve Dunyasi
Anthony Sadalla Khamis GADO
Samuel Kofi AZUMAH
Asst. Prof. Dr. Zeynep BAYAZIT

2. Brand Management
Overview
Branding has been in a greater picture
since the late 1900s. during the middle
ages, craftsmen with specialized skills
were stamping, placing (crafting) a mark
or identifier on their goods and
trademark.
Besides that, branding in the early days
was used by cattle farming in a new world
of North American where they used to
put a mark or stamp their cattle with a
red-hot iron with a unique shape

3. Brand Management overview cont..
In today’s global competitive market, brand becomes a major player from
consumers packaged goods industry and process to much more than just
creating a way to identify a product or a company.
Brand evolved to a world unique trademark registered by companies as a
differentiating devices/element. From a mere crafting, brand today creates
emotional attachment, feeling of involvement, sense of and an aura of
intangible qualities with the products and the company.

4. Brand definition
There is no single definition of the word brand. Defining a brand is not a big
issue but how to measure it is a concern
According to Keller (1998) brand is “a set of mental associations, held by
the consumer, which add to the perceived value of a product or service”.

5. BRAND CONCEPT
Brand identity. (what it stands for, creating a unique and distinguished product characteristic )
Brand image.( perceptions )
Brand Positioning( Kotler “the act of designing the company’s offering to occupy a
distinctive place in the mind of the target market ) Creating window in the mind of customer or
creating credible and profitable position in consumer’s mind
Brand equity(the added value endowed on products and services or the value and strength
of the Brand that decides it’s worth. )

6. Brand features
Audience Knowledge (Awareness)
Uniqueness/distinctive
Consistency
Simple (Just do it)
Should not be obscene (I drink beer like its my job)
Legally safe

7. 3 C’s of Branding
Clarity
Strong brands are clear about what they are and what they are not. They understand
their unique promise of value.
Consistency
They are always what they say they are. Brand should not be like Chameleon
Constancy
Strong brands are constant; they are always there for their customers and prospects.
They don’t go into hiding

8. Factors affecting Branding
PESTEL (Political, Economic, Social, Technology Environmental, Legal/Law)

9. Packaging history at glance
Packaging has begun with natural materials such as leaves. Later because of
serial production, weaved materials and pots were used.
Glass packaging first begun to be used in 1500 B.C in Egypt.
In 1823 Englishman Peter Durand obtained the patent for the first metal
packaging made from sheet metal "canister”

10. Packaging history at glance cont…
In 1900s paper and cardboard became important packaging material
Plastic packaging has begun to be used widely after 1950s. Towards the end of
1970s plastic packaging sector has begun to grow.

11. Packaging at glance cont…
A 2013 study published in the Journal of Psychology & Marketing found that
attractive packaging activated parts of the brain typically associated with
rewards and even has the potential to influence people to buy.
Packaging definition:
The wrapping material around a consumer item that serves to contain, identify, describe,
protect, display, promote and otherwise make the product marketable and keep it clean .

12. Benefits of packaging
Protection of goods:
Security, hygiene and handling
Convenience
Understandability

13. Innovativeness in Packaging
Innovation Theory
Personalised packaging ('made for me' )This innovation was arguably
pioneered by Coca Cola and their Share a Coke campaign, which featured
popular first names printed on labels

14. Saving the planet, one package at a time
To increase a package’s recyclability, “No Waste Technology” has developed a
revolutionary new process that makes laminated papers recyclable and 100%
sustainable – just as if they were plain uncoated paper.

15. Self-cooling, self-heating packaging
This type of innovation is basically suitable for food industry. This innovation
called HeatGenie heat a product to 145 degrees Fahrenheit in two minutes and
is to be embedded at the bottom of a product's packaging.

16. Water soluble packaging
MonoSol, a U.S. water soluble product
manufacturing company, has created
Vivos edible delivery systems, which are,
essentially, food pouches that dissolve in
water. MonoSol claims its product is
convenient for on-the-go consumers and
could be used to package such liquid-
friendly fare as drink powders, cereals,
soups and sauces.

17. Anti-microbial packaging
Anti-microbial packaging does not just shield food from bacteria, it actively acts
against it. An Israeli graduate student named Ronen Gottesman has produced
"killer paper", an anti-bacterial silver nanoparticle-coated paper that can fight to
keep germs out of food. Gottesman said, "The smaller the size of the particles,
the more effective they are against bacteria.“

18. Smart Packaging
A team of researchers at the University of Connecticut, Rutgers University and
Kraft Foods are considering something called the "electronic tongue", an
innovative technology that can effectively "taste" food through sensors
embedded in the packaging. If the food is contaminated or spoiled, the
packaging will change colour, alerting the consumer whether it can still be
cooked or needs to be thrown out.

19. STARBUCKS

20. STARBUCKS AT GLANCE
Starbucks (SBUX) began in 1971 as a single coffee shop in Seattle. The
company was a single store in Seattle’s historic Pike Place Market. From just a
narrow storefront, Starbucks offered some of the world’s finest fresh-roasted
whole bean coffees. The name, inspired by Moby Dick, evoked the romance of
the high seas and the seafaring tradition of the early coffee traders.

21. KAHVE DUNYASI at Glance
It opened its first shop in Eminönü/Turkey in 2004 as Kahve Dünyası and extended to London’s Picadilly
Circus in November of 2011. Since the day of its opening the shop has received great interest both from
British nationals and tourists visiting London. As of October 2015 it provided services at 130 sale
locations. Kahve Dünyası serves coffee, chocolate, ice cream and pastry products available in their stores
fresh with our “producer to consumer” approach and has created a unique coffee shop concept in Turkey.

22. MISSION and VISION of Starbucks
Mission
“to inspire and nurture the human spirit – one person, one cup and one
neighbourhood at a time”.
Vision:
“to establish Starbucks as the premier purveyor of the finest coffee in the
world while maintaining our uncompromising principles while we
grow.”

23. MISSION AND VISION OF KAHVE
DUNYASI
Khave dunyasi Mission statement
“to be a company that creates good quality, innovative and distinct products to
bring the Turkish coffee culture to the rest of the world in addition to Turkey,
to provide consumers with a venue where they feel good and enjoy our
products and to become the most liked and preferred brand”.
Khave dunyasi vision statement
“to achieve the right quality, price ratio to exceed the consumer expectations
for a wide product range”.

24. Starbucks and Kahve Dunyasi Brand Strategy

25. STARBUCKS KAHVE DUNYASI
Brand promise
“to inspire and nurture the human spirit – one
person, one cup and one neighbourhood at a
time”
 Smile
 Hospitality
 Global coffee taste
 Customer satisfaction
Brand promise
 Natural coffee
 Turkish hospitality
 Make special products on Religions’
specific important days
 Traditional coffee tastes
Brand positioning
 Global brand
 Global coffee specialty
 Excellent service
 Capture large market share
 Share of love
 Premium price
Brand positional
 Local brand
 Traditional coffee taste specialty
 Turkish hospitality
Brand loyalty
Brand recognition
 Globally recognized
Brand preference Consumer
 High consumer preference
Brand insistence
 Committed
Brand loyalty
Brand recognition
 Locally recognized
Brand preference Consumer
 Local consumer preference
Brand insistence
 Satisfied with switching cost
Brand Equity
 Customer loyalty
 Recognition
 Repurchase
Brand Equity
 Customer loyalty (indigenous)
 Locally recognition
 Repurchase

26. Different packages
Starbucks new package Kahve Dunyasi new package

27. Starbucks revamps chilled cups

30. Packaging and creation of newness in the sense
of branding
“Packaging is brand and brand is packaging”
Attraction (colour schemes) Increasing Visual Appeal—Flexography
Interactive packages (Captures consumers mind)
Stand out (Sign post)
Emotional engagement (Eye contact)
Differentiation
Packaging Colour Sways Consumer Purchase Habits (buying decision)
(White colour signal cleanliness)

31. Packaging and creation of newness in the sense
of branding cont…
Packaging Creates Brand Recognition
Product Packaging is a Marketing Tool . (in-store advertising)
Packaging adds value to the brand (Creates window in customers mind about
the brand)
Packaging act as an Identity

32. How poor packaging affects company brand
Packaging Damage (58%--packaging damage would deter them from buying
a product.)
Product Damage (loss due to refund, compensation, discount)
Brand Reputation (Luxury product with high expectation)
Sales/profitability
Environmental issue (Packaging that's recyclable or reusable is always a
reason for a consumer to choose your brand over your competitor's)

33. Starbuck and Kahve Dunyasi SWOT analysis

34. Strength (Starbbucks) Weakness (Starbucks)
 International known, strong,
valuable brands
 Efficiency and effectiveness in
global supply chain
 High quaility products and service
 High accessibility (at every corner)
 Strongly relationship with supplier
 Global responsibilties
 Diversified business through
subsidiaries
Kahvi Dunyasi (Strengths)
 Turkish brand
 Traditional turkish hospitality
 Natural products without additives
 Surprise gifts
 Affortable price
 Product variety
 Importance given to R/D
 Dependent on relationship with
supplier
 Health conscious by customers
 Natural disaster may largely affect
supplier
 High operating cost (closed
number of stores in different
countries between (2008-2009)
 Product standardization-not to
cultural standard
 Imitable products
Kahvi Dunyasi (Weakness)
 Extented service time
 Dominant product uncertainty
(coffee or chocolate)
 Coffee quality is not as good as
reputation
Opportunity (Starbucks) Threats (Starbucks)
 Leveraging starbucks brand even
outside the company
 Product innovation and new
growth platform
 Expand international operating
segment
 Market penetration in
international countries
Kahvi Dunyasi (Opportunity)
 Coffee cultivation increase in
turkey
 Growing coffee consumption
 Potential of expansion
 Young growing population
 Cost reduction with developing
technology
 Boycotting foreign brand for
various reasons
 Supply and price of coffee is subject
to significant volality
 Large number of competitor in
specalty
 Economic conditions in US and
certain international markets
might decrease customer spending
 Health conscious by customer
Kahvi Dunyasi (Threat)
 Cost increase caused by coffee and
diary product due to rise in prices
 Competition (locally and globally)
 Health conscious
 Demand for differentiation
products
 Economic crisis

35. Threat of Substitute
Starbucks: tea, soft drink
juice, smoothies, beverages
Kahve Dunyasi:
tea, soft drink juice,
smoothies, beverages
Buyer Power,
Starbucks:
High concentration
Low switching cost
Kahve Dunyasi:
Moderate
Few buyers
Threat of new entries
Starbucks:
Moderate
Kahve Dunyasi:
High
Porter’s Five Forces
(Starbucks and
Kahve Dunyasi)
Supplier Power
Starbucks: Many Suppliers
Kahve Dunyasi:
Few Suppliers
Competitive Rivalry
Starbucks International: McDonald,
Dunkin’ Donuts. Local: Turk Kahvesi,
Java, House Cafe, Kahve Dunyasi
Kahve Dunyasi
International: Starbucks,
Local: Turk Kahvesi, Java, House Cafe
Kahve Dunyasi
International: Starbucks,
Local: Turk Kahvesi, Java,
House Cafe

36. Conclusion
Packaging is brand and brand is packaging
Make the outside look as good as what’s on the inside
Your product's packaging is meant to communicate a purpose: what
your brand stands for and what it means for your customer.

37. PICTORIAL
EVIDENCE BASED

40. REFERENCE
Alina Wheeler (2006): Designing brand Identity. John Wiley & Son Inc Hoboken, New Jersy
Behind The Design: Interview with Mike Peck and Steve Murray on Starbucks New Retail Coffee Packaging
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Day, B.,P.F.,(7 Sept., 2005), “Packaging-its vital role in the food industry”, Food Science, Australia
John Dudobskiy (2017) Starbucks Porter’s Five forces Analysis: Research method. Retrieved from https://research-
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Kahve Dunyasi website info retrieved from https://www.kahvedunyasi.com/
Kahvedunyasi Website retrieved from https://www.kahvedunyasi.com/
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http://www.bxpmagazine.com/article/branding-and-packaging-globalized-market on 25 November 2017
Koter, P. (1986) Megamarketimg: Harvard Business Review 117-124

41. REFERENCE
Martin Kornberger (2010): Brand Society How Brands Transform management and Lifestyle: Cambridge University press; New York
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https://martinroll.com/resources/articles/strategy/secret-starbucks-brand-success/ on 14th November 2017
NICOLE REYHLE (2016) 4 Reasons Why Product Packaging Is Important. Retrieved from https://retailminded.com/4-reasons-why-product-
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Pinya Silayoi, Mark Speece (2007) The importance of Packaging attributes a conjoint analysis approach; Journal of Marketing Vol 41 Issue 11/12
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Journal of Marketing Theory and Practice Vol 10, 2002 Issue 4 Published 01/12/2015
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http://panmore.com/starbucks-coffee-five-forces-analysis-porters-model on 14th November 2017
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World Packaging Organization (WPO) 2008 report: Market statistics and the future trends in global packaging; ABRE-Brazilians Packaging
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