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Starbucks Marketing Mix Overview and Case Study

Explore the 4P's of Starbucks Marketing Strategy - Product, Price, Place, and Promotion - and discover how Starbucks has successfully implemented each element in its marketing efforts. Learn about Starbucks' tactics in product development, pricing, strategic placement, and promotion campaigns to attract and retain customers. Delve into the history of the marketing mix concept and how Starbucks applies it in modern business practices.

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Starbucks Marketing Mix Overview and Case Study

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  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 Marketing1. 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 Marketing2. 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 Marketing2. 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 Marketing2. Price

  10. The 4 P’s of Starbucks Marketing3. 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 Marketing3. Place • College campuses • Irreplaceable real estate • Helpful mobile applications with store locations

  13. The 4 P’s of Starbucks Marketing4. 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 Marketing4. 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 Marketing4. 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. END

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