Downloaded 438 times
Uploaded bySuporn Jaruwat
Brand Audit--Starbucks(Thailand)
- Starbucks is a global coffee company established in 1971 in Seattle, Washington that is famous for its coffee beans and cafe atmosphere. It operates over 14,000 stores worldwide. - In addition to coffee beverages, Starbucks also sells pastries, coffee beans, coffee accessories, and branded merchandise. - Since 1971, Starbucks has expanded globally and introduced new product lines while maintaining its focus on quality coffee and customer experience.
More Related Content
Similar to Brand Audit--Starbucks(Thailand)
Brand Audit--Starbucks(Thailand)
- 2. • Established in1971 at Seattle, Washington • Famous for its quality fresh-roasted coffee beans and stylish atmosphere. • About 14,000 stores worldwide • Product lines include : − beverages (coffee, Tazo tea, soda, juices) − pastries − whole coffee beans − coffee-related hardware and equipment − merchandise (mug, CDs) Brand Inventory Background
- 3. 1971 Starbucks Coffee,Tea, and Spice store (coffee bean roasting) opened in Seattle’s Pike Place Market. 1982 Howard Schultz joined Starbucks. 1984 Howard convinces the founders of Starbucks to test the coffeehouse concept. 1987 Il Giornale acquired Starbucks and changed the name into Starbucks Corporation. 1992 Starbucks decertified the union and made IPO. 1995 Starbucks Coffee International opens in Japan-Starbucks implemented ESOP. 1996 Starbucks’ began selling bottled Frappuccino. Brand Inventory Background
- 4. 1997 Establishes TheStarbucks Foundation . 1998Starbucks acquired Tazo Tea. 1999 Acquired Hear Music, a San Francisco-based company 2001 Introduces ethical coffee-sourcing guidelines, Introduces the Starbucks Card. 2002 Enters into licensing agreements with national Fair Trade. 2003 Starbucks acquired Seattle’s Best Coffee 2006Launches the industry’s first paper containing post cup consumer recycled fiber. 2009 Launches Starbucks VIA Ready Brew Coffee 2010 Expands digital offerings for customers with free unlimited WiFi. Brand Inventory Background
- 5.
- 6. Brand Inventory Background:Thailand 1998 - First launch at Central Chidlom - 3 Partners (Coffee Partners ltd., Starbucks Coffee ltd., Central Pattana Subsidiaries ) 2000- Buy stocks back and become Starbucks Coffee (Thailand) ltd., co. 2002- Mr. Andrew Nathan from Starbucks Head Quarter become CEO at Starbucks Thailand 2006- Mr. Felix D. Michael takeover CEO position Present- 169 branches, sold at 25,000 glasses per day
- 7. Brand Inventory Mission “ to inspire and nurture the human spirit one person, one cup, and one neighborhood at a time”
- 8. Brand Inventory ThePrinciples Our Coffee Our Partners Has always been, and will always be, about quality It’s not just a job, it’s our passion Our Stores Our Neighborhood Our Shareholders become a heaven, a break from the worries outside, a place where can meet with friends a part of community, take responsibility to be good neighbors seriously Starbucks success comes from the rewards of their shareholder
- 9. Beverage Brewed Coffee Espresso • Latte • Mocha • Cappuccino • Macchiato • Americano Frappucino Blended • Coffee • Cream • Juice Drinks Teas • Brewed Tea • Chai Tea • Green Tea • Tea Latte Bottle RTD Instant Drink Our Product Brand Inventory Line Extensions
- 10. Brand Inventory CategoryExtensions Beverage Food • Cake • Pastries • Sandwiches • Savories • Yoghurt Merchandise • Cup • Mug • Tumbler Equipment • Coffee Press • Coffee Brewer Our Product Accessories • Reusable Tote Bag • Teddy Bear
- 11. 8/26/2014 11 BrandInventory 1.Brand name Brand Element Pequod Starbo 2. URLs http://www.starbucks.co.th --> Global http://th.starbucks.co.th --> Thailand
- 12. 8/26/2014 12 BrandInventory Brand Element 3. Logos and Symbols Receive inspiration from Mermaid “ Siren ” in legend
- 13. 8/26/2014 13 “Starbucks”not have Slogans since 2012 cause Starbucks is well know from logos but previously “Starbucks” had slogans… Brand Inventory Brand Element 4. Slogans “Life happens over coffee” Tag lines of Campaign You & Starbucks It’s bigger than coffee
- 14. 8/26/2014 14 •Paperbeverage cup containing post-consumer recycled fiber •Recycled paper bag. Brand Inventory Brand Element 5. Packaging
- 15. Brand Inventory DesigningMarketing Programs Integrating Marketing Experiential Marketing Starbucks’ Marketing normally play with new experience and relationship with consumer •Sense Marketing – play with 5 senses; Sight, Hearing, Taste, Touch, Smell
- 16. Brand Inventory DesigningMarketing Programs Integrating Marketing Experiential Marketing Starbucks’ Marketing normally play with new experience and relationship with consumer • Act Marketing– play with consumer action; Starbucks with Star Frappuccino Party: Green-White Style Frappuccino Party: Jump with Friends
- 17. Brand Inventory DesigningMarketing Programs Integrating Marketing Experiential Marketing Starbucks’ Marketing normally play with new experience and relationship with consumer • Relate Marketing – play with feeling that want to involve with other. Big Cleaning Day
- 18. Brand Inventory DesigningMarketing Programs Relationship Marketing Consumer Relation Management(CRM) Starbucks Card Face book Instagram
- 19. Brand Inventory DesigningMarketing Programs Relationship Marketing Consumer Relation Management(CRM) When you send somebody a Starbucks Card, it’s the gift that keeps on giving. Register that card, use it to pay and you start earning rewards – like free drinks and food – with the My Starbucks Rewards Program. My Starbucks Rewards 12 cps FREE 1CUP ( 12 oz. ) Every 100 Baht get 1 Star point
- 20. Brand Inventory DesigningMarketing Programs Relationship Marketing Consumer Relation Management(CRM) •Online and store surveys to measure customer satisfaction •Employee satisfaction survey •Number of Starbucks Cardholders: Customer reactivation •Number of customer complaints Critical Measurement
- 21. Brand Inventory DesigningMarketing Programs Relationship Marketing Corporate Social Responsibility (CSR) • Coffee bean: Buy from Fair Trade Project under C.A.F.E (coffee and farmer Equity)
- 22. Brand Inventory DesigningMarketing Programs Relationship Marketing Corporate Social Responsibility (CSR) • Branch: study the need of neighbor society and give hand to support
- 23. Brand Inventory DesigningMarketing Programs Relationship Marketing Corporate Social Responsibility (CSR) • Environment: - Decrease to release CO2 by reduce the use of electricity - Reduce the process to roast coffee
- 24. Brand Inventory DesigningMarketing Programs Relationship Marketing Corporate Social Responsibility (CSR) • Human Resource: - Believe that if the employee have positive attitude will affect to the success of the company
- 25. Brand Inventory DesigningMarketing Programs Product Strategy Perceived Quality • Product differentiation– Customization(one to one) Menu: a Venti, sugar-free, non-fat, vanilla soy, double shot, decaffinated, no foam, extra hot, Peppermint White Chocolate Peppermint Mocha with light whip, upside- down, 1 pump of peppermint, 1 and 3/8 pumps vanilla,180 degrees, heavy whip- cream, 3 ice cubes, 1/4 teaspoon Nutmeg sprinkled on top, with green sprinkles, lightly cinnamon dusted on, stirred, with no lid, double cupped, and a straw
- 26. Brand Inventory DesigningMarketing Programs Pricing Strategy The Right Customers and the Right Market •Starbucks raises prices to maximize profits •Insensitive price ,leaving a loyal, higher-income consumer base that perceives these coffee beverages as an affordable luxury. •Starbucks uses price hikes to separate itself from the pack and reinforce the premium image of their brand and products •Maintains a fairly inelastic demand curve and a small price increase can have a huge positive impact on their margins without decreasing demand
- 27. Brand Inventory DesigningMarketing Programs Channel Strategy Direct Channel - interior design from concept of simplicity and durable - should affect environment the least 1.Heritage : reflect the trade that rooted in the first starbucks coffee shop in Seattle From 2010 have 4 concepts
- 28. Brand Inventory DesigningMarketing Programs Channel Strategy Direct Channel - interior design from concept of simplicity and durable - should affect environment the least From 2010 have 4 concepts 2. Artisan : - reflect the industrial town in the past - Inspire from Modernism Age - simplicity design
- 29. Brand Inventory DesigningMarketing Programs Channel Strategy Direct Channel - interior design from concept of simplicity and durable - should affect environment the least From 2010 have 4 concepts 3. Regional Modern - Trend Setter - Comfortable, friendly, and socialable
- 30. Brand Inventory DesigningMarketing Programs Channel Strategy Direct Channel - interior design from concept of simplicity and durable - should affect environment the least From 2010 have 4 concepts 4. Concept: Unique environment by starbucks designer to find new innovation in coffee shop “Design Sandboxes”
- 31. Brand Inventory DesigningMarketing Programs Marketing Communication Communication Options •No TVC or Prints ads •Use word-of-mouth strategy Face book Instagram Social Media Website
- 33. 1-2 times perweek- 34% Take a way..- 32% Drinking in coffee house -21% Favorite Coffee House Overview Sources: Questionnaire 159 pax.
- 34. Service Value Image Social Involvement Negative Coffee & Tea Beverage Quality Food Candy Nuts Merchandise Premium Good taste Fresh Fruit Juice Hot Frappe Iced Instant Chocolate Bakery Gift items Books Music Friendly Privilege Relax Warm Ready To Drink Flashy Waste High calories Coffee & Farmer equity Grounds for your garden Luxury affordable Premium Classic Pricing Experience Third place Association Network
- 35. Modern Lifestyle Socialimprovement Affordable Stylish Enjoys Life Trendy Wealthy Brand Personality Sources: Questionnaire 159 pax.
- 36. Salience Performance Imagery Judgment Feeling Resonance Moderate Brand Resonance Salience • High recognition : Coffee/Environment/Premium • Well known brand Judgment • Credibility: Global brand/ Barista • Quality: Premium brand (Product/Service/Image) Resonance •Strong Brand recognition but easy to switch •High attachment: long relationships but do not buy frequency • Active engagement: depend on activity Performance • Uniqueness: Design/Material • Varity product • Customize • Best Service: Friendly/Consideration • Third Place: Feel like home/Relax Feeling • Security: Standard • Social approval • Self-Respect Imagery • Brand Personality - Modern lifestyle/Trendy - Working age - Stylish - Wealthy •Brand History: Successful •Reach to urban lifestyle: Office area/Department Store
- 37. 0 20 40 60 80 100 120 Starbucks Au Bon Pain Amazon True Coffee Tom'n Tom 67% 42% 28% 28% 33% Salience • High recognition : Coffee/Environment/Premium • Well known brand Favorite Coffee premium- 67% No.1 Sources: Questionnaire 159 pax.
- 38. Salience • Highrecognition : Coffee/Environment/Premium • Well known brand ซื้อสินค้าหรือใช้บริการร้าน Starbucks เคย 96% ไม่เคย 4% Sources: Questionnaire 159 pax.
- 39. 0 20 40 60 80 100 120 เครื่องดื่ม เบเกอร์รี แก้ว/กระบอกน้้า เมล็ดกาแฟ กาแฟกึ่งส้าเร็จรูป 28% 20% 22% 9% 7% Salience • High recognition : Coffee/Environment/Premium • Well known brand ผลิตภัณฑ์ที่เป็นที่รู้จักในร้าน Starbucks Sources: Questionnaire 159 pax.
- 40. 0 20 40 60 80 100 120 คุณภาพและรสชาติ ใกล้ที่พัก/ที่ท้างาน ภาพลักษณ์ของร้าน การบริการ โปรโมชั่น 34% 13% 18% 13% 9% Salience • High recognition : Coffee/Environment/Premium • Well known brand เหตุผลที่เข้าใช้บริการร้าน Starbucks Sources: Questionnaire 159 pax.
- 41. Imagery • BrandPersonality - Modern lifestyle/Trendy - Working age - Stylish - Wealthy •Brand History: Successful •Reach to urban lifestyle: Office area/Department Store 0 20 40 60 80 100 120 ห้างสรรพสินค้า อาคารส้านักงาน คอมมูนิตี้มอล สภานที่เหมาะสมในการตั้งร้าน Starbucks Sources: Questionnaire 159 pax.
- 42. Performance • Uniqueness:Design/Material • Varity product • Customize • Best Service: Friendly/Consideration • Third Place: Feel like home/Relax 0 20 40 60 80 100 120 เครื่อมดื่มคุณภาพ สินค้าอื่นๆ พนักงานบริการ บรรยากาศภายในร้าน ราคาต่อคุณภาพ มาก 46% มาก 39% มาก 45% มากที่สุด 47% ปานกลาง 40% ความพึงพอใจด้านสินค้าและบริการร้าน Starbucks Sources: Questionnaire 159 pax.
- 43. Judgment • Credibility:Global brand/ Barista • Quality: Premium brand (Product/Service/Image) 0 20 40 60 80 100 120 คุณภาพบริการที่ดี ความช้านาญด้านกาแฟ ตราสินค้าน่าเชื่อถือ ผู้บริโภคไว้วางใจ ผู้บริโภคชื่นชอบ มีการแนะน้าบอกต่อ มาก 46% มาก 53% มาก 46% มาก 53% มาก 47% ความพึงพอใจด้านการเปรียบเทียบกับร้านอื่น มาก 54% Sources: Questionnaire 159 pax.
- 44. 0 20 40 60 80 100 120 อบอุ่น สนุกสนาน ตื่นเต้น ปลอดภัย ยอมรับในสังคม รู้สึกดีกับตัวเอง ปานกลาง 41% ปานกลาง 60% ปานกลาง 58% มาก 44% มาก 50% ความพึงพอใจด้านความรู้สึกที่ดีของลูกค้า Feeling • Security: Standard • Social approval • Self-Respect มาก 45% Sources: Questionnaire 159 pax.
- 45. Salience Performance Imagery Judgment Feeling Resonance Resonance •Strong Brand recognition but easy to switch •High attachment: long relationships but do not buy frequency • Active engagement: depend on activity Sources: Questionnaire 159 pax.
- 46. Salience Performance Imagery Judgment Feeling Resonance Moderate Brand Resonance Salience • High recognition : Coffee/Environment/Premium • Well known brand Judgment • Credibility: Global brand/ Barista • Quality: Premium brand (Product/Service/Image) Resonance •Strong Brand recognition but easy to switch •High attachment: long relationships but do not buy frequency • Active engagement: depend on activity Performance • Uniqueness: Design/Material • Varity product • Customize • Best Service: Friendly/Consideration • Third Place: Feel like home/Relax Feeling • Security: Standard • Social approval • Self-Respect Imagery • Brand Personality - Modern lifestyle/Trendy - Working age - Stylish - Wealthy •Brand History: Successful •Reach to urban lifestyle: Office area/Department Store
- 47. Brand Positioning Frameof Reference Target Market : •1st Target: Premium Coffee House User Age 25++,SES B, Greater BKK & Urban •2nd Target: A group who find a place to hangout (meet people/study/Business discussion) Nature of Competition : Premium coffee house Direct Competitor: Au Bon Pain, Tom’n Tom, Mc Café, Coffee World True Coffee, Black Canyon, Blue Cup, 94 Coffee, Amazon Embrace, D’Oro Indirect Competitor Mr.Bean coffee shop, Coffee Bean & Tea Leaf, FU.5 coffee Substitute good: Tea House: Whittard of Chelsea,Twinings, Salon De L Oriental, Harrods Tea Room
- 48. Brand Positioning Tangible: • Green & Earth Color • Siren-Mermaid Logo Intangible: • Warmth • Caring • Sensory Experience
- 49. Brand Positioning RTBs: • Heavy training of Barista • High quality coffee
- 50. Brand Positioning POPs: • Beverage and Foods • Sitting zone
- 51. Brand Positioning PODs: • Experience • Human Connection • Third place
- 52.
- 53.
- 54. Brand Positioning BrandMantra: Coffee-Drinking Sharing Lifestyle
- 55. Brand Tracking •Product& Service tracking •Thailand Tracking
- 56. Brand Tracking Whomto Track o Premium-Coffee shop User •Quality 40 sample •Quantity 159 sample
- 57.
- 58. 1. More communicationto target market group oQuality of product and services oPrivilege of Starbucks card 2. Create the buzz by using technology as other countries did to be Talk of the town