This document discusses strategies for a premium coffee brand, including products offered, target markets, competitors, and branding elements. It outlines a focus on specialty coffee selections and customized drinks in a consistent, stimulating environment. Key aspects of the brand proposition include sophistication, importance, and lifestyle extension. The document also analyzes competitors' market shares and recommends strategies like market penetration, product diversification, and developing relationships across the coffee value chain.
The ppt descibes the the Branding and marketing strategies of Starbucks Under 8 functional Bracket like Logo, Standardisation, expansion, Globalisation, Co-branding, Augmented Services, Facing Competition and Pricing Strategies.
The first Starbucks opened in Seattle, Washington, on March 30, 1971,
By three partners who met while they were students at the University of San Francisco
English teacher Jerry Baldwin
History teacher Zev Siegl, and
Writer Gordon Bowker
The three were inspired to sell high-quality coffee beans and equipment by coffee roasting entrepreneur Alfred Peet after he taught them his style of roasting beans.
Starbucks is making an entry into the India Coffee market by making a joint venture with TATA coffee Ltd.
A view on their marketing strategy and a generic view of the Indian Coffee market
Mise en place d'une stratégie d'innovation sur 50 ans:
Analyse interne
-Analyse externe
-Facteurs clés de succès
-Chaine de valeur
-Matrice BCG
-Historique de la marque
-Analyse des piliers de la marque
-Perception de la marque
-Mix marketing à l'heure actuelle
-Mix marketing de la marque souhaiter après la mise en place des innovations
-Positionnement de la marque à l'heure actuelle
-Détail des innovations par tranche de 10 ans
-Plan de communication pour chaque innovation
-Positionnement de la marque souhaiter après la mise en place des innovations
-Mix marketing à l'heure actuelle
Mon profil:
http://www.viadeo.com/fr/profile/audrey.rouquette
Twitter: https://twitter.com/AudreyRouquette
Aliaz: http://aliaz.com/audrey-rouquette
The ppt descibes the the Branding and marketing strategies of Starbucks Under 8 functional Bracket like Logo, Standardisation, expansion, Globalisation, Co-branding, Augmented Services, Facing Competition and Pricing Strategies.
The first Starbucks opened in Seattle, Washington, on March 30, 1971,
By three partners who met while they were students at the University of San Francisco
English teacher Jerry Baldwin
History teacher Zev Siegl, and
Writer Gordon Bowker
The three were inspired to sell high-quality coffee beans and equipment by coffee roasting entrepreneur Alfred Peet after he taught them his style of roasting beans.
Starbucks is making an entry into the India Coffee market by making a joint venture with TATA coffee Ltd.
A view on their marketing strategy and a generic view of the Indian Coffee market
Mise en place d'une stratégie d'innovation sur 50 ans:
Analyse interne
-Analyse externe
-Facteurs clés de succès
-Chaine de valeur
-Matrice BCG
-Historique de la marque
-Analyse des piliers de la marque
-Perception de la marque
-Mix marketing à l'heure actuelle
-Mix marketing de la marque souhaiter après la mise en place des innovations
-Positionnement de la marque à l'heure actuelle
-Détail des innovations par tranche de 10 ans
-Plan de communication pour chaque innovation
-Positionnement de la marque souhaiter après la mise en place des innovations
-Mix marketing à l'heure actuelle
Mon profil:
http://www.viadeo.com/fr/profile/audrey.rouquette
Twitter: https://twitter.com/AudreyRouquette
Aliaz: http://aliaz.com/audrey-rouquette
Coming up with a new coffee shop eh?
click to view how you will go about it(Strategy), Tactics, Plan, how will you communicate and convey the message to your audience (Integrated Marketing Communication) Value Proposition etc.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
DMF Portfolio Piece Smart Goals - Artist Management.docx
Starbucks marketing stpd brand equity
1. Background and Products
Features and Benefits
Competitors[Direct/Indirect/Broad]
Brand Value Proposition[Promise/Affinity/Bonding/Liking]
Brand Awareness/Recognision/Recall
Brand Equity [QAAAL]
Segmentation/Targeting/Positioning
Target marketing Strategies
POD/POP
Consumer Behavior
2.
3.
4. Specialty coffee selections, Flavors and variety
Regulated and decaffeinated coffee
Auxiliary features like atmosphere,Wi-fi,
Music,Books to read
Packaging
Customised coffee
5. Premium coffee with variety
Consistent, inviting, stimulating environment
Ideal place for meetings
Creating community of premium coffee lovers [MY STARBUCKS IDEA]
Sophistication-Best of class
Makes me feel important
Extension of lifestyle
Free Coffee on birthday
6. to
• t
Direct competitors
Indirect Competitors
Broad Competitors
Ccd 63% , over
1200 stores,260 Cr
Barista: 17%-
20% ,200
stores,160Cr
Costa coffee 14%,
market share,108
stores,108 Cr
9. QUALITY
* We go where the best beans are: up
* We’re for the good of all coffee
* We nurture deep-rooted relationships
* We're very picky at harvest.
* We taste - again and again and again.
10. 2) AWARENESS
* Starbucks Facebook fan page
* Presence on Instagram
* MyStarbucks Idea.com
3) Asset
* Fragrance of coffee beans
* Ambience of store
4) ASSOSIATION
* Coffee and Tea Communities
* Local Area Engagement
11. 5) LOYALTY
• Great customer experience on the app
• Points for grocery product purchases
• The physical gold card
14. • Metro Cities, Tier 1 Cities ,upscale locations,
• near offices, and near many college campuses
Employees of corporate houses, busy office goers, coffee lovers,
Coffee addicts
Loyal customer
Positive attitude
18. • Need Recognition :- Energy, Social life, Status
• Information Search :- Social groups/ Reference groups,
Advertisements, Internet
• Evaluation Of Alternatives :- Instant home coffee machines, Competing
coffee houses, Other drink options(Tea, Soft Drinks, Water)
• Purchase Decision
• Post Purchase Decision :- Delight or Dissatisfaction
Speciality coffe selections:::Starbucks worked directly with growers to purchase green coffee beans, it oversaw the custom-roasting process
Customised coffee: name on coffee mug,coffee as per your choice of falvours
Coffee culture: ac,wifi,books to read ,best coffee, music
Ambience provoking coffee culture
Consisting ,invironment
Creating community : they started a community website called my star bucks idea
Extension of lifestyle: third place to home or work
Starbucks 14% market share, 59 stores,95.2 Cr.
Ccd 63% market share, over 1200 stores,260 Cr.
Barista: 17%-20% market share,200 stores,200 Cr.
Costa coffee 14%, market share,108 stores,108 Cr
Direct competitors: Quick service restaurents speciality coffee
Indirect:::chayos,local tea vendors
Broad: mad over donuts, dunkin ,
customer intimacy.:::” This included simple things such as remembering someone’s name or drink order,bonding with customers
Experience::
FortElphinstone building, Horniman Circle,
Veer Nariman Road, Fort
Mumbai 400001
Timings: 08:00-00:30 hrs (Mon-Sun)
↑ http://www.indiacoffee.org/coffeeinindia/database-jan-2013-14.htm Coffee Board of India - Database on Coffee
![Background and Products
Features and Benefits
Competitors[Direct/Indirect/Broad]
Brand Value Proposition[Promise/Affinity/Bonding/Liking]
Brand Awareness/Recognision/Recall
Brand Equity [QAAAL]
Segmentation/Targeting/Positioning
Target marketing Strategies
POD/POP
Consumer Behavior](https://image.slidesharecdn.com/starbucksmarketingkaustubh-151118135503-lva1-app6891/85/Starbucks-marketing-stpd-brand-equity-1-320.jpg)
