Starbucks Marketing Strategies.
Starbucks employs unconventional advertisement strategies where they have sidestepped main avenues such as newspapers, billboards, or ad spaces. The company has a well known viral campaign that has been deemed very effective in marketing the Starbucks brand. Their brand marketing largely relies on word of mouth, where satisfied customers act as ambassadors for the company.
As Mueller aptly noted, the company has put a lot of detail to uphold the quality of its coffee that, much as it may be slightly higher priced than its competitors, it has a characteristic aroma and taste that is deeply satisfying. This is one most important way of ensuring customer loyalty. They ensure customer satisfaction in all departments of their service delivery, an experience that leaves lasting positive impressions on customers (112).
They have set up the ‘Discover Our Heritage’ facility on their website aimed at creating a community around their product, dwelling on the history of the company and highlighting aspects of Starbucks experience with words such as “honest brand”, “first real cup of Coffee”, “big comfy chairs”. A customer is able to distinguish and set it apart as a unique brand. They also have a forum for customers to contribute ideas and express their views on the products.
Innovation has been part of their strategy for a long time. Starbucks has improved the variety of their main product, introducing different flavors to their coffee, diversifying the array of foods on their menu as well as experimenting with creative ideas: they are known to be among the pioneers to introduce internet services to run along their main line of business in the same premises. They have the ‘HearMusic’ subsidiary where customers are able to sample online music and intend to make this an income generating venture. The uniqueness of their brand marketing is what has largely contributed to the success of retail giant (Mueller 134).
BIBLIOGRAPHY l 1033 Mueller, Barbara. Dynamics of International Advertising: Theoretical and Practical Perspective. New York: Peter Lang, 2010.