service customer

conscientiously,

cooking a coffee for an

only one customer .
 Tazo tea  Starbucks ice cream

espresso-based non-espresso
based
 Hot tea in filter bags  Frappuccino coffee drink

 Coffee machine
What are the “ACTUAL” levels of that
product?
Arabica beans
 Packaged
10000 feet
Higher temperatures
shortly
in altitude
after r
oasting
Highest
 Air-tight
Group of
Producingquality,
bags
growers wh f
a richer coffee

ole-bean
lavor

coffee
incorporate a pressure r
elease
Sumatra,
valve Kenya,

Ethiopia,
continue
andtoCosta
emit gases a
Ricapackaging
fter
What are the “AUGMENTED” levels of
that product?

Starbucks
Coffee Master
Environment
experience
 “We’re not in the business of filling bellies;

 enhance the quality of the coffee
Large,
we’re more
in the comfortable
Coffee
businessMaster locations
of filling souls ”

 feel more confident with the

 Relax and comfortable environment
coffee quality
 “enhanceEnvironment
the quality of everything the
customers see, touch, hear, smell, or taste ”
 “Third place” (besides home and work)
 Product
Service

Coffee
 “Third place” (besid
es home and work)
Tea
 Relax and comfortable e
Foods
nvironment

 At least one Coffee

master
 How are the concepts of service
marketing important to Starbucks?
5 linkEmployee
of service-profit
Trainingchain
 skills of front-line se
 Internal service quality
rvice employee
 24 hours training
 Satisfied and productive ser
viceemployees
Broken
 Support into 6 bclasses
process
 Greater
acking service
employee
 stop valueand
bad habits
prevent and
 Satisfied foul-ups
loyalon the
custom
er front line
 Healthy service profit
s and growth
How has Starbucks dealt with
issue of brand equity?

 Distinguishes Starbucks product

5 Key components
35
30
Brand loyalty
Powerful brand symbolism
25  Brand awareness Eight O'Clock
20  Coffees
 Perceived quality Starbucks
15  Packaging
 Brand associations Folgers Select
10  Store
 other design, baristas
Millstone
properties measures
5
 Italian-incised lexicon
0
 Music
TOP WHOLE BEAN
COFFEE BRANDS, 2006
How has Starbucks dealt with
issue of customer equity?

Starbucks's target Customer

Starbucks Target Customer Age
Occupation
Customer Response to Starbucks
housewife
Service Quality
16% student
18% 11% below 15
18%
10% 16-20
others
34%
74% 3%
21-25
very good
businessmen
20% 26-30
12% good
58% above 30
service
normal
6% industry
weak
0%
20%

Target
target
customers’
customers
ageare
areteenager
between 13
and 24
How has Starbucks dealt with
issue of Brand positioning?
6a)guiding principles
Brand name
① Provide great work environm
entService standards
b)
② Embrace diversity as an esse
c)ntial

Embrace
Apply
Provide
Develop
recognize
Contribute
thegreat
enthusiastically
component
Product
diversity
Highest
thatwork
profitabi
positivel
guarantees
sta
as an
③ Apply the Highest standards
ndards
essential
environment
satisfied
lity yisto
of
essential
of coffee
communities
component
coffee
customer to future
success
④ d) Packaging
Develop enthusiastically sati
sfied customer
⑤ e)Contribute
Deliverypositively to com
munities
⑥ recognize that profitability is
essential to future success