1.
Starbucks marketing

2.
Brief history of the term “marketing-mix”
 1964’ Neil H. Borden published “The Concept of the Marketing
Mix”
 “Marketing-Mix” included: product, planning, price, branding,
distribution channels, personal selling, advertising, promotions, packaging,
display, servicing, physical handling, and fact finding analysis

3.
Brief history of the term “marketing-mix”
 1940’s James Culliton
“marketing manager=mixer
of ingredients”

4.
Brief history of the term “marketing-mix”
 E. Jerome McCarthy grouped each aspect into 4
categories
 The 4P’s of Marketing:
product, place, price,
promotion

5.
The 4 P’s of Starbucks Marketing
1. Product
 Must meet customer requirements
 Products should meet expectations
 The goal is to satisfy consumers needs

6.
The 4 P’s of Starbucks Marketing
1. Product
 Starbucks is known for one product: extremely good
coffee
 No more breakfast sandwiches because does not
compete with coffee aroma

7.
The 4 P’s of Starbucks Marketing
2. Price
 Discounts, financing
 Price decisions: profit margins and response of
competitors
 Determined by the quality of the product and the
target consumers

8.
The 4 P’s of Starbucks Marketing
2. Price
 Starbucks has achieved the highest price point for
cofee in the restaurant industry
 Consistent high quality beverage
 Threat of competitors: McDonald’s- McCafe
Dunkin Donuts- Dunkachino
 Starbucks counter offer: $1 cofee item

9.
The 4 P’s of Starbucks Marketing
2. Price

10.
The 4 P’s of Starbucks Marketing
3. Place
 Channels of distribution
 Distribution decisions include market coverage, channel member
selection, logistics, and levels of service

11.
The 4 P’s of Starbucks Marketing
3. Place
 Starbucks has strategically located its retail locations
 Target potential customers

12.
The 4 P’s of Starbucks Marketing
3. Place
 College campuses
 Irreplaceable real estate
 Helpful mobile applications
with store locations

13.
The 4 P’s of Starbucks Marketing
4. Promotion
 Business of communicating with customers
 Promotion decisions involve advertising, public
relations, media types
 Successful promotion increases sales

14.
The 4 P’s of Starbucks Marketing
4. Promotion
 Starbucks is an overall success story when it comes
to promoting their products and services
 Brand image: “the third place”, unique & relaxing
atmosphere

15.
The 4 P’s of Starbucks Marketing
4. Promotion
 Use technology to promote their brand
 Social Media Marketing: Facebook daily notices
 Free wifi
 Loyalty cards

16.
Starbuck’s ads
 Starbucks: Make a Difference. Take The Pledge:
http://www.youtube.com/watch?v=KRFofwu-0o4
 Starbucks new TV advert, UK:
http://www.youtube.com/watch?v=19r4I70fZRU
 Starbucks "Mondays Can Be Great" Campaign:
http://www.youtube.com/watch?v=sj5NxPryPXE

17.
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