Brand Management

Brand Audit
STARBUCKS
Corporation
Submitted To: Submitted By:

Prof. Sahil Jasrotia Manisha Mazumdar

Brand History
 American largest coffeehouse chain, headquarters are in Seattle,
Washington.
 Jerry Baldwin, Gordon Bowker, and Zev Siegl started Starbucks 1971 in
Seattle's Pike Place Market.
 Starbucks supports rural communities through nonprofit groups with
economic and social development projects.
 Mission Statement: Starbucks emphasises developing a community of
happy and pleased consumers over time, unlike other businesses.
 Starbucks ideals unite staff and customers to achieve this purpose.
Brand Logs & Slogans
Few of the best sloagans of all time.

 Our way of loving you back

 You’re a sip away from GOLD
 It’s not just coffee. It’s Starbucks Brewed
for those who love Coffee
 A taste of the holidays
 Double the you
 The best coffee for the best YOU
 Share joy Here’s to the best part of your
day
 Morning starts with a coffee
 Rewarding taste buds
 Starbucks Double Shot. Bring on the day
 Packaging Association
Brand

Packaging Problems with the old Packaging Benefits from the new packaging

 Sense of Class  Cannot be handled properly  Less wastage material

 Minimal yet stylish
 Spillage proof
 Seasonal packaging
 Sense of individuality experience
for a customer
 No user space to carry extra
item
 Chances of spillage
 No space for take aways for
other item
 Cluttered Design
 Can hold extra material rather
than coffee
 Reflected brand value in
Packaging
 Minimal and confined
Attributes of
Starbucks Product

 Personalized (Personal taste with

a name tag)
 Variety and Options available
 Authenticity and Premium
Quality coffee beans
 Luxury
 High Quality experience
Direct Competition
of Starbucks

Caffee Coffee Day Mc Donald’s Mc Cafe Dunkin Donuts

 Café Coffee Day is  Starbucks  Massachusetts-based

competitor Mc Dunkin sells donuts
another worldwide Cafe is gaining
and coffee.
brand and Asia's market share. It's
supported by  Not yet a market of
largest Arabica
McDonald's' India but is a potential
bean grower and massive global competitor of
exporter. presence.
Starbucks
Indirect Indirect food chains and Bakeries

Different renowened fast chain joints

Competition such as:

 KFC
 Mc Donalds

Instant Coffee such as:

 Bru
 Nescafe
 Tata Coffee
 Levista coffee

Coffee Altrernative Segment

 Tazo
 Twinnings
 Tetley
 Dilmah
Market Share in • Market share is a company's proportion of a market's units or revenue. In 2020,
Starbucks has the most shops in the US coffee market. Despite shutting 600 stores in its
own nation, it had 15,337 locations and 40% market share

following ways: • To focused on its assets, the brand is closing sites. Take-out, drive-thru, and smartphone
 Hot Beverages( Coffee) orders will lead to additional urban Starbucks openings.

 Cold Beverages (Lattes, Drinks) • Dunkin, a major Starbucks rival, with over nine thousand shops in 2020. Nithin
Geereddy's Strategic Analysis of Starbucks. Corporation predicts 3.9% annual growth in
 Snacks
the US retail coffee and snack shop business over the next five years. Starbucks and
 Cookies Dunkin dominate their native market with over 60% market share.

• .
Brand Architecture- Products
Brand Structure- umbrella
 Starbucks Mugs
 Starbucks Coffee beans
 Starbucks Refreshers
 Starbucks Frappuccino

Brand Structure- Shared Status

 Starbucks logos associated with different
brands
 Equity transform from Starbucks to LabouLange
 Good Quality
Brand Structure- Cobranding
 bodum

Brand Structure- House of Brands

 Teavana
 Evolution fresh
 Ethos Water
Stabucks Pricing( Indian)
 Seasonal Special Drinks Hot/Cold (345-399)
 Bevreges Espresso Hot/ Iced (235/330)
 Brevrages Fruppucino (200-600)
 Sandwitches and Wraps (285-456)
 Croissants(234-450)
 Others(267-478)

Starbucks Profits
 Value Based Pricing to increase –
Profit Maximization
 Premium image of their Brand-
Inelastic Demand
 Versioning the product
Distribution Channel
Intensive Distribution Channel
Starbucks offers most of its product in their outlets
Exclusive Distribution Channel
Online Purchase and Delivery Services
 Belonging

Brand  Motivation
 Benefits
 Values
Personality
Diversity

 Training
 Leadership
 Success Profile

Inclusion

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Coustomer Knowledge
The unique product offerings Personalized Service
Starbucks succeeds because they offer
Combination of the unique product
personalized service. This service
offerings, the comfort feeling and
comprises welcome, flexible drink options,
excellent customer service
good service, genuine smile, welcoming
demeanor, and remembering clients'
favourite orders.
Customer Loyality
Program
Starbucks implemented Customer Bonds and
Loyalty Programs. Thus, Starbucks manipulated
equity and fairness to maximise customer
satisfaction and return on investment. Loyalty
cards provide customers a sense of worth.

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 Mental Map of Stabucks
Sophisticated
Variety

Relaxing And Comfortable

Convenient

Earthy colours

Too much option

Quality

Wholesome Fresh Expensive

Customized
Brand Association

Quality and Taste Experience

Starbucks

Personalized Social Class

 Brand Equity
Brand Association Brand Awareness

 Store Trash bags and reduce their  Good atmosphere outlets

paper napkins  Uses social media to introduce new
 Got 15th position in the top Green product
Partners,2008  Product giveaway, discount promotion
 Biggest purchaser of Faired Trade  Easy paying facility
Certified Coffee
 Customization of music in the outlet
to increase customer experience
 Funding of water projects in
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underdeveloped 22
areas
 Helping communities
 Brand Equity
Brand Loyality

 Biggest coffee Chain

 Original ingredients with affordable
price
 Marvellous environment
 Excellent coffee world wide
Important Target
 Starbucks targets both males and
females
Segment
 Over a wide age range from 22 to 60
 Starbucks age demographics is years old, with a primary emphasis
typically between 22 and 60, on marketing to consumers in urban
with the average age of the and suburban regions.
Starbucks customer being 42
year  The target demographic consists of
  North America, Europe. Asia generally wealthy people from the
Pacific, the Middle East, Africa middle class and above, as well as
and China educated, socially conscious, active,
 Starbucks customers are loyal, and busy individuals.
often developing a habit of
visiting the store regularly
 Starbucks target audience are
busy achievers and explorers,
with budget to spare and spend
Main Competitors of
Starbucks

Caffee Coffee Day

Mc Donald’s Mc Cafe

Instant Coffee

Coffee Alternative Segment

Coffee
Dunkin Donuts
 Perpectual Map
High Price Value

Cafe Coffee Day Mc Donald’s Mc Café

Dunkin Donuts

Low High
Functionality Functionality

Instant Coffee

Coffee Alternative Segment

Low Price Value

S W
STRENGTHS WEAKNESSES
 Strong Market Position and Global Brand Recognition  Expensive Products
 Products of the Highest Quality  Self-Cannibalization through overcrowding
 Location and Aesthetic appeal of its Stores  Negative large corporation image
 Goodwill among consumers due to Social Responsibly
Initiatives

O T
OPPORTUNITIES THREATS
 Expansion into Emerging Markets:  Increased Competition
 Expanding Product mix and offering  Price Volatility in the Global Coffee Market
 Expansion of retail operations  Developed Countries Market Saturation
 Changing Consumer tastes and lifestyle choices
Positioning
● Excellent store ambiance
● Social commitment
● Environnent protection
Recommendation
 The amount of time that newly hired
baristas spend during training should be
lengthen
 Take the time to educate EVERYONE about
coffee, including attending coffee seminars
with other people
 Increase the awareness of the great things
Starbucks does for local communities

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 References
 http://www.starbucksmelody.com/2015/05/12/10-ways-starbucks-
could-improve/
 https://www.coworker.org/petitions/higher-wages?source=facebo
ok-share-button&time=1423061976
 https://www.start.io/blog/starbucks-target-market-customer-chara
cteristics-marketing-strategy/#:~:text=Starbucks%20markets%20
to%20both%20males,socially%
 https://marketingmixx.com/brand-equity-of-starbucks/
 https://scholar.harvard.edu/files/nithingeereddy/files/starbucks_ca
se_analysis.pdf

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