Brand Management - Starbucks

1,943 views

Published on

Brand Management - Starbucks

  1. 1. STARBUCKS COFFEE<br />“The Customer Experience”<br />Group D<br />
  2. 2. AGENDA<br />Starbuck´s brand promise<br />Touch point inventory<br />Touch point prioritization<br />Touch point evaluation<br />Recommendations<br />
  3. 3. STARBUCK´SBRAND PROMISE<br /><ul><li>Top quality coffee: fresh roasted, brewed, whole bean
  4. 4. Customer Service: nice and friendly staff
  5. 5. Atmosphere: comfortable and familiar</li></li></ul><li>TOUCHPOINT INVENTORY<br />PRE PURCHASE<br />Stores: location, exterior aesthetics<br />World of Mouth<br />Product placement<br />Smell<br />Website<br />Starbuck´s cup<br />POST PURCHASE<br />Taste<br />Gift coupon<br />Greeting<br />Service vigilant<br />Caring<br />Merchandising Mugs CD<br />Consistence<br />Loyalty program<br />Starbucks card<br />Social Responsibility<br />PURCHASE<br />Attentive staff, Personal greeting<br />Smile<br />Change of decoration<br />Ambience Music<br />Packaging<br />Assortment<br />Price<br />Payment<br />Coffee of the day<br />Coffee stand for customization<br />Seating area: Furniture – lounge<br />Waiting line<br />Supermarket<br /><ul><li>PRE
  6. 6. PURCHASE
  7. 7. POST PURCHASE</li></ul>PUT IN FORMAT FROM HIS SLIDES<br />
  8. 8. TOUCHPOINT<br />PRIORITIZATION<br />
  9. 9.
  10. 10. TOUCHPOINT EVALUATION<br />
  11. 11. TOUCHPOINT EVALUATION: Pre Purchase<br />Sales<br /> Impact<br />Brand Promise<br />Touch point Execution<br />Ergonomic cups, can improve it<br />xx<br />Cannot be controlled<br />xx<br />High density urban location<br />xx<br />1<br />2<br />3<br />4<br />5<br />
  12. 12. TOUCHPOINT EVALUATION: Purchase<br />Sales<br /> Impact<br />Brand Promise<br />Touch point Execution<br />“Edward”, “Rash”…<br />xx<br />xx<br />Can give more, always short on some items<br />xx<br />More couches<br />xx<br />1<br />2<br />3<br />4<br />5<br />
  13. 13. TOUCHPOINT EVALUATION: Post Purchase<br />Sales<br /> Impact<br />Brand Promise<br />Touch point Execution<br />Inconsistent, Can improve<br />xx<br />Should improve<br />xx<br />Should work on increasing the customer’s awareness<br />1<br />2<br />3<br />4<br />5<br />
  14. 14. Recommendation<br />Taste<br />Stores<br />Ambience<br />Customer Service<br />
  15. 15. RECOMMENDATIONS<br />Stores<br /><ul><li>Keep a focus on the locations of shops</li></ul>Ambiance<br /><ul><li> Make sure the baristas make contact with the people
  16. 16. The shop must always be clean
  17. 17. Keep a constant volume of music on the background in each store
  18. 18. Keep the coffee smell in the stores</li></li></ul><li>RECOMMENDATIONS<br />Customer Service<br /><ul><li> Weekly meeting to discuss employees point of view about the store performance, suggestions, doubts etc
  19. 19. Training & Monitoring
  20. 20. Benefits (prize for the whole performance of the store)</li></ul>Taste<br /><ul><li> Key driver for instilling the fervent nature of the brand’s customer advocacy
  21. 21. ‘Moment of truth’
  22. 22. Consistency is imperative for delivering the brand’s promise
  23. 23. Source from quality suppliers
  24. 24. Frequent roasting and brewing</li></li></ul><li>Impact on Business Drivers<br /><ul><li> Total Share Growth: 385,77%
  25. 25. Total RevenueGrowth: 491,75%
  26. 26. ConsistentlyOutperformedthe S&P 500 growthindexsince IPO
  27. 27. Ranked #91 of Best Global Brands</li></li></ul><li>Touchpoints in Context<br />
  28. 28. Take away<br /><ul><li> Customer experience contributes to customer equity
  29. 29. Improve on the stores locations and uniform execution of brand promise</li></li></ul><li>Thank you…<br />ANY QUESTIONS??<br />

×