Welcome to our

prsentation
GROUP 3 - TEAM MEMBERS:

Ngô Minh Hoàng

What brand owns this logo?
STARBUCKS’S LOGO!
STARBUCKS
MARKETING
STRATEGY
I. Introduce Starbucks
II. Marketing strategy
- Product
- Place
- Prices
- Promotion
I. Introduce Starbucks

- Starbucks is an American coffee company
and coffee house chain
- Starbucks was founded in Seattle,
Washington in 1971
- Starbucks has positioned themselves well over
the years making their stores a destination spot
for trendy coffee-lovers
I. Introduce Starbucks

So how big has Starbucks became??

Let’s dig in to the numbers…
I. Introduce Starbucks

Today Starbucks is the largest

coffeehouse company in the world,
accounted for 31,256 stores
worldwide in 2019.
I. Introduce Starbucks

Average annual
revenue of a
starbucks store
increase ≈ 7%
year-over-year.
I. Introduce Starbucks

Top royalty index of coffee and

drink brands over the world in 2018
I. Introduce Starbucks
How does Starbucks became
customers’s first choice around the
world ?
II. Starbucks marketing strategy
Introduce

- Having a marketing mix (4Ps) that supports the firm’s

industry position as the leading coffeehouse chain in the
world.
- Marketing AI analyse 4 factor (4Ps)
II. Starbucks marketing strategy
1. Product
- focus on what will offer to
consumers
- Innovate products to suit customers'
needs
II. Starbucks marketing strategy
1. Product
Starbucks coffee is divided into 4
different criteria :
type of coffee bean whole
roastedcoffee
coffee
roasting blonde
medium
caffeine level dark
Decaf
Normalcoffee
coffee
flavored coffee
taste flavorless coffee
Teavana iced tea

=> Starbucks constantly refreshes its products and product lines with
seasonal products, limited edition products, products for the festive
season
II. Starbucks marketing strategy
2. Place
Build direct and personalized relationships with
customers
Distribute products at Starbucks cafes, Starbucks stores,
through the Starbucks App, and through retailers.
Links with hotels, airports, coffee shops for office
workers
=> Starbucks products are available in more than 40,000
grocery stores, including 33,000 stores in the United States.
This figure proves that Starbucks is number one in the cafe
market and offers premium drinks.
II. Starbucks marketing strategy
3. Promotion

Discount of starbucks on the occasion

II. Starbucks marketing strategy
3. Promotion
II. Starbucks marketing strategy
3. Promotion

Public relations
II. Starbucks marketing strategy
3. Promotion

Items for sale

II. Starbucks marketing strategy
4. Prices:
- The prices suitable for
each of size
- Starbucks provides great
product quality as well as
superb customer service and so
its customers do not mind
paying a bit higher prices
- Starbucks does not just sell coffee
but an entire experience built
around the idea of offering a luxury
experience
III. Summary
I. Introduce Starbucks
II. Marketing strategy
- Product
- Place
- Prices
- Promotion
Any question