Starbucks' Marketing Strategies

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Feb 14, 2015 01:57
The recipe for Starbucks' success, I think, is the shop locations and the quality coffee-based drinks it offers. The shops are really an ideal place for people to catch up with their old friends, to have a casual meeting, and whatnot. They are actually unpretentious in designs and usually have a poor air-conditioning (they are not that cozy in winters, and I presumed it was part of Starbucks’ efforts to be eco-friendly), but their places are definitely noticeable! At any time, Starbucks has focused on selecting high-visibility and high-traffic locations to project its brand image. When we are calling friends to gather, simply by saying “Hey, we will see you at a Starbucks at xxx,” he or she will find the place effortlessly.

As for the coffee, they do serve invariable good quality espresso; the drink I mostly order is “Caffe Americano,” sometimes with one more shot or milk in it, via their thoughtful customized service. Most importantly, never forget about their marketing methods! One year ago, a Starbucks seller persuaded me into buying a membership card, explaining it was more cost-effective. After that, induced by its coupons, I became a regular customer, despite knowing the prices of the Starbucks drinks in China are the most expensive around the world. Note: Last year, CCTV, China’s largest TV networks, turned on Starbucks blaming it is offering coffee at the higher prices in China than the rest of the world, and therefore evoked a heated public discussion. Starbucks managed to get through it, and I was pretty impressed with its PR crisis management.

The other day, Starbucks China emailed me with a notification that I was eligible for a gold card that would offer more discount coupons. That means I was going to drink more coffee in its shops than I had ever done. Sighing, I thought to myself, “Well, Starbucks, you won!”



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