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

6. The 4 P’s of Starbucks Marketing 1. Product
Must meet customer requirements
Products should meet expectations
The goal is to satisfy consumers needs

7. 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

8. The 4 P’s of Starbucks Marketing 2. Price
Discounts, financing
Price decisions: profit margins and response of competitors
Determined by the quality of the product and the target consumers

9. The 4 P’s of Starbucks Marketing 2. 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

10. The 4 P’s of Starbucks Marketing 2. Price

11. The 4 P’s of Starbucks Marketing 3. Place
Channels of distribution
Distribution decisions include market coverage, channel member selection, logistics, and levels of service

12. The 4 P’s of Starbucks Marketing 3. Place
Starbucks has strategically located its retail locations
Target potential customers

13. The 4 P’s of Starbucks Marketing 3. Place
College campuses
Irreplaceable real estate
Helpful mobile applications
with store locations

14. The 4 P’s of Starbucks Marketing 4. Promotion
Business of communicating with customers
Promotion decisions involve advertising, public relations, media types
Successful promotion increases sales

15. The 4 P’s of Starbucks Marketing 4. Promotion
Starbucks is an overall success story when it comes to promoting their products and services
Brand image: “the third place”, unique & relaxing atmosphere

16. The 4 P’s of Starbucks Marketing 4. Promotion
Use technology to promote their brand
Social Media Marketing: Facebook daily notices
Free wifi
Loyalty cards

19. Starbuck’s ads
Starbucks: Make a Difference. Take The Pledge:
Starbucks new TV advert, UK:
Starbucks "Mondays Can Be Great" Campaign:

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