PROJECT

REPORT
ON MARKETING
MIX OF
STARBUCKS
 INDEX
S.no Topic
1. HISTORY OF STARBUCKS
2. BRAND EQUITY OF STARBUCKS
3. MARKETING MIX OF STARBUCKS
4. PRODUCT STRATEGY OF STARBUCKS
5. PRIICE STRATEGY OF STARBUCKS
6. PLACE STRATEGY OF STARBUCKS
7. PROMOTION STRATEGY OF STARBUCKS
8. CONCLUSION
 HISTORY OF STARBUCKS
The first store of Starbucks was started in SEATTLE ,
WASHINGTON
on MARCH 30,1971 , by three partners who were students
at the
UNIVERSITY OF SAM FRANCISCO (USF) . In 1987 ,the
original
owners of Starbucks sold the company to HOWARD D.
SCHULTZ ,
an American Business-Man who redesigned the Starbuks
and
beganthe company.
The first store of Starbucks was
started in SEATTLE ,
WASHINGTON on MARCH 30,1971 ,
by three partners who
were students at the UNIVERSITY OF
SAM FRANCISCO
(USF) . In 1987 ,the original owners of
Starbucks sold
the company to HOWARD D.
SCHULTZ , an
American Business Man who
redesigned
the Starbuks and began the company.
 BRAND EQUITY
Starbucks is a good example of who has successfully brand equity management
strategies. First in 2018 Starbucks changed its logo again by dropping the words
“STARBUCKS COFFEE” Starbucks is a brand who changed its logo much more
frequently compare to other companies. The newest version implies that
Starbucks is not just about coffee but could have any brand extension in future. The
amazing thing is that all the changes were very relevant and customer were never
confused by its changed.
 MARKETING MIX OF STARBUKS
A company’s marketing mix is a series of action of techniques, that is
Employs to promote its brand or product
In the market place . The 4P’s of
marketing mix that make up a
CONVENTIONAL MARKETING
MIX .
The 4P’s are:-
▪ PRODUCT
▪ PRICE
▪ PLACE
▪ PROMOTION
 PRODUCT STRATEGY
OF STARBUKS
The product is the value offered by a brand to its
customers. Starbucks
Is a brand that is renowned for its Premium Quality
Coffee. It offers
more than 1000 varities of food items including Coffee,
Smoothies,
Cookies,Tea, Muffins,
Pastries,Doughnuts,Fresh
Fruits,Juice,
Blended Beverages
and much
more.
Product categories in which Starbucks
deals are:-
▪ COFFEE
▪ TEA
▪ FRAPPUCCINO

• BAKED GOODS
• SMOOTHIES
• STARBUCKS MERCHANDISE (MUGS,
INSTANT COFFEE ETC.)
OTHER FOOD ITEMS OR BEVERAGES
 PRICE STRATEGY
OF STARBUKS
The pricing of a product is a delicate
decision
that matters to consumers the most .The
price of a product is set by keeping in mind
the brand image and the demand for the
Product in the target market. Starbuks adopt
the PREMIUM PRICING STRATEGY. The
purpose behind this strategy is to cultivate
a sense in the market that their product
Is superior to others. Starbucks sees its
products
At high price to their target audience.
 PLACE STRATEGY
OF STARBUKS
The place and distribution strategy is a component
of the Marketing Mix
that plays a vital role in the success of any
business.The location were the
Business runs its operations is a crucial factor.
STARBUCKS PLACE STRATEGY has played a
huge role in the success of the chain store. It
has more than 30,000 stores in around 83
countries across the globe. Starbucks offers the
Maximum number of their products at their
stores.
 PROMOTION STRATEGY
OF STARBUKS
The promotion mix refers to unique blend of
advertising ,sales promotion , public
reactions ,
social media and e-commerce used to
promote a
product . The promotion strategy is a part of
the
Marketing Mix that refers to inform, persuade
or
remind target audience about a company’s
products .
Starbucks promote its products by the following
mediums:-
▪ ADVERTISING
▪ OFFLINE
▪ ONLINE
▪ SOCIAL MEDIA
▪ SALES PROMOTION
▪ WORD OF MOUTH MARKETING
▪ STARBUCKS PROMOTES ITS PRODUCTS
BOTH OFFLINE AND ONLINE ADVERTISING
THANK YOU