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Li vy
Maximilian
Phong Nguyen
An Le
K
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Product and Brand
MK0389 [Global Marketing & Communication]
THE 2
ND
PRESENTATON

ntroduction
Contents

Products

Brand
V
Target market
V
Globalization
V
Conclusion
Product offerings
Product offerings
1 Drinks
Whole Bean Coffee
Bottled Drinks
Brewed Coffee
Kids' Drinks
Tea
Smoothies
Product offerings
2 Foods
Products offerings
3 Others
Coffee maker
SLarbucks
book
Brand
Brand
- underlying Theory
unique design, symbol,
words, or a combination
of these
Legal termini
"Trademark" distinctive
sign or indicator
"Brand Name"
representation of firm
Brand Awareness
- underlying Theory
!rimary 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
Brand Strategy
- underlying Theory
Bhat and Reddy (1998): "functional and
symbolic significance for consumers"
2
Brand Strategy
- SBUX
'ery deepened
product portfolio
Large range of
branded products
(exmpls.)
1
SBUX airline
coffee, SBUX office
coffee
SBUX coffee ice
cream, SBUX
coffee beer
Brand Strategy
- SBUX
"Attitude Branding"
- Choice to represent a larger feeling
"Fetish Branding"
3
Greater sense of purpose
4
Eg. Striving for the best
4
--------------------------------------------------------------------------------------
Future !rospects:
Future development still uncertain
Increased number of stores might deteriorate
quality and uniqueness
5
Brand mage
- underlying Theory
Fisher, Volckner & Sattler
(2010)
6
:
Consumers' perceptions
Reflected by consumers'
brand associations
Neumeier (2004):
customer's mental
picture of a brand
7
Brand mage
- The SBUXperience
3 Elements of
"SBUXperience"
Coffee taste and aroma,
quality
Stores design & atmosphere
!eople outstanding staff
qualification, customer as part
of company, "3
rd
place [.to]
escape, reflect, read, chat or
listen "
8
Brand attributes
Features that highlight the physical and
personality aspects of the brand.
Starbucks:
In-store decoration
Atmosphere
Music
Quality of products

Any damn fool can put on

a deal, but it takes genius,
faith and perseverance to
create a brand
Brand personality
The set of human characteristics associated with a
brand (Aaker, 1997)
f Starbucks was a girl.
she would be:
utgoing
Youthful
!ersonable
Friendly"
9
Brand promise
ighest quality of coffee
Exceptional customer service
Same experience around the
world
Target market
Target market diversity:
the segments will vary based on the
different products offerings.
!rimary 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.
Globalisation/Localisation/Glocalisation
nternational perspective
Globalisation Globalisation
Localisation
ntegrated global brand
-Same product
-Same logo
-Same service
system
Localisation
ntegrated global brand
-Same product
-Same logo
-Same service
system
Glocalisation
Food and drinks
preferences
Local store
Web sites with global
banners but local pages
Glocalisation
Food and drinks
preferences
Local store
Web sites with global
banners but local pages
Conclusion
Providing a wide range
of high quality products
Good brand strategy
Focus on online
commercials and
marketing
Glocalisation
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', ournal 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), 'ow important are brands? A cross-cultural category,
Cross-country study'. Journal of marketing research, XLV, p 823-839
Klein, N. (2000), 'No Logo: Taking Aim at the Brand Bullies'. Picador: Picador Publisher.
Gonzalez, R. , 'De-mystifying Brand Personality'. , [Online]. Available at: <
http://amicusbd.com/personality.pdf> (Accessed: 29 October 2011).
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 nto t: 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, ssue 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 ) ', The Guardian, [Online]. Available
at: < http://www.guardian.co.uk/books/2000/nov/27/firstchapters.reviews > (Accessed: 29
October 2011).
Yunker, J., (2006), 'Starbucks CE 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].
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.
nspired by Microsoft's Windows 8 Metro nterface
A tribute to Steve Jobs
Thank you for listening
"&A