Starbucks presentation - brand product
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Transcript of Starbucks presentation - brand product
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Contents
Start
Li Ivy
Maximilian
Phong Nguyen
An Le
Kito
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STARBUCKS
Product and BrandMK0389 [Global Marketing &
Communication]THE 2ND PRESENTATION
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IIntroduction
Contents
IIProducts
IIIBrand
IVTarget market
VGlobalization
VIConclusion
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Product offerings
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Product offerings
1 Drinks
Whole Bean Coffee
Bottled Drinks
Brewed Coffee
Kids’ DrinksTea
Smoothies
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Product offerings
2 Foods
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Products offerings
3 Others
Coffee maker
Starbucks book
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Brand Strategy
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“Brand”- underlying Theory
• unique design, symbol, words, or a combination of these– Creating image– Identifying & differentiating product w/i
market• Benefits f/ customers• Values assoc’d. by cmrs
• Legal termini• “Trademark” – distinctive sign or indicator• “Brand Name” – representation of firm
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The “Starbucks” Brand
• […]
• Wide range of branded products (xmpls.) 1
– SBUX airline coffee, SBUX office coffee
– SBUX coffee ice cream, SBUX coffee beer
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“Brand Awareness”- underlying Theory
• Primary goal of advertising and marketing strategy @ product introduction period!
• Extent of brand recognition among (potential) customers– Correct association w/
particular product• Logo, product, quality
– Definition as % of target market
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Brand Strategy- underlying Theory
• Bhat and Reddy (1998): “functional and symbolic significance for
consumers” 2
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Brand Strategy- underlying Theory
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Brand Strategy- SBUX• “Attitude Branding”
- Choice to represent a larger feeling
• “Fetish Branding”3
– Greater sense of purpose4
• Eg. Striving for the best4
– The cup of coffee you’re drinking really matters4
--------------------------------------------------------------------------------------------------------Direction of future development is still uncertain– Increased # of stores might result in deteriorated quality
and uniqueness5
• […]
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Brand Image- underlying Theory
• Fisher, Volckner & Sattler (2010)6:– Consumers’
Perceptions about brand
– Reflected by brand associations held in consumer memory
• Neumeier (2004): – customer's mental
picture of a brand7
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Brand Image- The SBUXperience
• 3 Elements of “SBUXperience”
– Coffee – taste and aroma, quality
– Stores – design & atmosphere– People – outstanding staff
qualification, customer as part of company, “3rd place […to] escape, reflect, read, chat or listen ”8
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Brand attributes Features that highlight the physical and
personality aspects of the brand.
Starbucks:In-store decorationAtmosphereMusicQuality of products
Any damn fool can put on a deal, but it takes
genius, faith and perseverance to create
a brand
David Ogilvy (1911-1999)
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Brand personality The set of human characteristics associated
with a brand (Aaker, 1997)
Now, if Starbucks is a girl… Then, she must be:
• Outgoing
• Youthful
• Personable
• Friendly
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Brand promise
• Highest quality of coffee
• Exceptional customer service
• Same experience around the world
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Target market
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Starbucks has diverse target market: the segments will vary based on the different products offerings.
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• Primary target market is adults (aged 25 - 40): customers tend to have high income.
• Young adults (aged 18- 24): students who have average income.
• Kid and teens (aged 13 - 17): most items for kids are purchased by their parents.
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Globalisation/Localisation/Glocalisation
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International perspective
Globalisation
Localisation•Integrated global brand
-Same product-Same logo-Same service system
Glocalisation
•Food and drinks preferences
•Local store
•Web sites with global banners but local pages
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Conclusion Providing a wide range
of high quality products
Good brand strategy
Focus on online commercials and marketing
Glocalisation
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References Business Dictionary (2011), ‘Brand Awareness, Business Dictionary, [Online]. Available
at: < http://www.businessdictionary.com/definition/brand-awareness.html > (Accessed: 29 October 2011).
Business Distionary (2011), ‘Brand', Business Distionary, [Online]. Available at: http://www.businessdictionary.com/definition/brand.html (Accessed: 30 October 2011).
Desai, K.K., Ratneshwar, S., (2003), 'Consumer perceptions of product variants positioned on a typical attributes', Journal of the academy of marketing science, 31(1), p 22-35.
Effective brands. Available at: http://www.effectivebrands.com/downloads/bulletin_starbucks.pdf [Accessed on: 29 October 2011]
Fisher M., Volckner F. and Sattler H., (2010), ‘How important are brands? A cross-cultural category, Cross-country study’. Journal of marketing research, XLVII, p 823-839
Klein, N. (2000), ‘No Logo: Taking Aim at the Brand Bullies’. Picador: Picador Publisher.
Lee, S., 2007. Are starbucks prices to high? Available at: http://www.brandchannel.com/features_effect.asp?id=78 [ Accessed on 30 October 2011].
Mulyanegara, R.C., Tsarenko, Y., Anderson, A., 2009. 'The big fine and brand personality: investigating the impact of consumer personality on preferences towards particular brand personality' Brand management 16(4), p 234, 247
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Rotman (2009), ‘The Starbucks brand', Rotman School of Management, [Online]. Available at: < http://www.rotman.utoronto.ca/bic/case%20series/PDFs/starbucks.pdf > (Accessed: 29 October 2011).
Schultz, H. (1997), ‘Pour Your Heart Into It: How Starbucks Built a Company One Cup at a Time’. New York, Hyperion.
Srinivas, K., Subodh, B. (1991), ‘Symbolic and functional positioning of brands’. Journal of Consumer Marketing, Vol. 15, Issue 1.
Starbucks (2011) 'Menu', Starbucks, [Online]. Available at: < http://www.starbucks.com/menu> (Accessed: 29 October 2011).
Starbucks (2011), ‘Mission Statement', Starbucks, [Online]. Available at: < http://www.starbucks.com/about-us/company-information/mission-statement> (Accessed: 29 October 2011).
Starbucks (2011), 'Responsibility', Starbucks, [Online]. Available at: < http://www.starbucks.com/responsibility/environment> (Accessed: 29 October 2011).
The Guardian (2011), ‘No Logo by Naomi Klein (part II) ', The Guardian, [Online]. Available at: < http://www.guardian.co.uk/books/2000/nov/27/firstchapters.reviews > (Accessed: 29 October 2011).
Yunker, J., (2006), ‘Starbucks CEO on Globalization: Don’t Go Changing’. Chief Executive Magazine, [online]. Available at: http://www.globalbydesign.com/blog/2006/12/03/starbucks-ceo-on-globalization-dont-go-changing/ [Accessed 29th October, 2011].
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Producer
An-Le
Directed by
Maximilian
Designed by
Phong Nguyen
Screenplay by
Kito
Production supervisor
Ran
Cast
Phong Nguyen
Himself
Maximilian
Himself
An Le
Herself
Kito Liziqun
Herself
Ran Li
Herself
© 2011
All rights reserved.
Inspired by Microsoft™’s Windows 8 Metro Interface
A tribute to Steve Jobs
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Thank you for listening
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Q&A
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© 2011 Phong [email protected]
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