Starbucks' marketing strategy revolves around creating immersive experiences by blending premium coffee offerings with a carefully curated ambiance, enticing customers to embrace a world of flavors and connect with a global community of coffee enthusiasts.One of the most well-known names in the world is Starbucks. Their brand recognition has hit epic heights because of how well they market themselves and how much they work to keep their brand the same.
We don't all have multi-million-dollar marketing budgets, which makes it hard to use the same marketing strategies as Starbucks.
But Starbucks' marketing approach is based on some basic core ideas that almost any brand can take and use.
In this post, we'll talk about how Starbucks' dedication to having a consistent brand made it the great brand it is today. We'll also talk about the ways they're still doing things the way they've always done them. We'll also talk about what you can do to put these marketing strategies and basic branding ideas into practice on your own.
Jerry Baldwin, Zev Siegl, and Gordon Bowker came up with the idea for Starbucks in 1971. At first, the coffee company only sold coffee beans. It didn't have any of the high-end coffee drinks for which it is now known.
The popular logo, which looks like a mermaid and was based on a Norse woodcut of a siren, has been with the company since the beginning, though it has changed a few times.
In 1986, Starbucks was sold by its original owners to a former manager, Howard Schultz. Schultz took over the brand and helped it grow into the coffee giant it is today.
Starbucks used to roast beans, but now it sells drinks that are inspired by coffee.
The company's first purpose statement shows what their original goal was:
"Make Starbucks the best place to get the best coffee in the world while staying true to our unwavering values as we grow."
Since 1987, when Howard Schultz bought the company from its founders, Starbucks has been working to become the "Third Place." The third place is somewhere between work and home.
The third place gave Starbucks the idea for its new goal statement, which is:
"To inspire and nourish the human spirit, one person, one cup, and one neighborhood at a time."
Starbucks tries to make sure that their customers, baristas, and organization all have a personal relationship with each other.
From their goal statement, you can see that Starbucks is all about getting to know their customers.
But who do they sell to?
A study report from April 2017 says that Starbucks' main customers are men and women from the middle class to the upper class who can afford to buy their more expensive drinks regularly.
How do they get people to pay that much money for coffee when they could just make it at home?
When their customers come into their shops, they give them something to do.
By focusing on the third place and giving customers a place to hang out and talk, they show their customers that the price of the drink is worth it.
When you order a good cup of coffee and are told to bring your notebook and work in the shop, it makes you feel good. That's what Starbucks is all about.
As a company that is known all over the world, Starbucks needs to keep their branding the same at all times. This includes every word they send, every piece of branded material they make, and everything about the way their stores look and feel.
Let's start with the design of their logo and company.
Over the past 47 years, the Starbucks logo has been changed four times to become the well-known symbol you see on your coffee cup today.
Work Design Group says that when Starbucks chose to change their brand in 2011, they had to deal with a certain problem.
Since they did business in 55 different countries, they needed a design for their brand that would appeal to a wide range of people. So, the new image was made.
Later, the words "Starbucks" and "Coffee" were taken off the cup so that the Starbucks name could be used for more than just coffee.
All of the things they make follow this clean, modern design concept.
Everything about Starbucks looks, sounds, and feels like Starbucks, from the stores to the digital material to the ads.
Even the cups and tumblers you can buy in stores look clean and current.
Every interaction with Starbucks feels the same, whether you're reading a social media post, standing in line, watching a TV ad, or doing anything else with their business.
I can go to the Starbucks near my house or the one an hour away and have the same experience at both.
Starbucks has been a leader in mobile for a long time.
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Copywriter: Kamran Tagiyev
Voiceover author: Jeremy G.
Animation author: Asad Asadzadeh
Sound editor: Mahluga Taghiyeva
Project manager: Kamran Tagiyev
