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Starbucks Marketing

Introduction

Starbucks Corporation is an American international coffee company, which has coffeehouse chain based in Washington and Seattle. Starbucks is known as the largest coffeehouse organization in the whole world, which started in 1971 and now has a number of stores around the world. There are total 19, 972 stores spread in 60 different countries of the world, with 12, 937 being situation in United States of America. Apart from that, there are 1273 coffeehouses in Canada, 971 in Japan, 790 in Britain and 657 in China. In addition, South Korea, Mexico and Taiwan also have 453, 356 and 276 stores respectively.

Starbuck's specialties include drip brewed coffee, hot drinks based on espresso and a number of other hot and cold drinks. In addition, it sells salads, coffee beans, sandwiches, sweet pastries, Panini and a number of other snacks as well. The following paragraphs highlight and analyze the marketing techniques and strategies adopted by Starbucks, which have taken the business around the globe.

Starbucks Marketing

Starbucks started in 1971, as a small coffee shop started by Gerald Baldwin, Gordon Bowker and Ziev Siegl and within a span of thirty years, the coffee store has gained the status of being an intentional brands. It is eminent to mention here that although there is of dearth of international brands, the process of evolving from a small store and reaching the position of international brand is not only unique but is also rare (Williams, 2001, Pp: 53). Only a few brands in the world evolved from being small business, and each of them has some great and amazing marketing strategy behind.

It is a well known fact that there are no magical rules of marketing and each brand/ product has to adopt a different and distinct method of marketing, in order to achieve the goal of being the best brand in market and leave all the other brands behind. Starbucks, too, adopted its own unique and distinct marketing strategy, in order to increase business and make the brand go international. The major techniques and marketing tactics adopted by Starbucks are described below:

Continuous and consistent branding campaigns

Starbucks has followed the principle of consistent marketing and has succeeded in development of a brand personality, which is now sure to come through each and every communication. This implies that no matter which part of the world it is, the logo and the coffee stores of Starbucks are a similar sight and thus the brand is known the world over (Pham- Gia, 2009, Pp: 43). In addition, the brand has made use of continuous advertising and has also invested a lot in it, in order to ensure that the brand becomes a symbol of refreshment and best coffee in town, thus the branding campaigns never come to an end and are continued in one part of the world or another.

According to studies, the coffees store spends $87.7 million on advertising each year, which includes the advertising charges of all the various media of advertising. However, ...