Starbucks Brand Loyalty - Case Study Example

Starbucks – Branding Table of Contents Starbucks – Branding Table of Contents 2 Introduction 4 Methodology 5 Situation Analysis 5 Unique Selling Proposition of Starbucks 6 SWOT Analysis of Starbucks 7 Strengths 7 Global Brand Recognition and Strong Market Position 7 Location and appeal of the stores 7 Customer base loyalty program 7 Human Resource Management 8 Products with the premium quality 8 Weaknesses 8 Clashing in Coffee culture 8 Extensive Product line 9 Opportunities 9 Expanding Offerings and Product mix 9 Expansion into Developing Markets 9 Threats 10 Volatility in price in Global Coffee Market 10 Huge Competition 10 PESTLE Analysis 10 Political 10 Economical 11 Social 11 Technological 11 Legal 11 Environmental 12 Value Chain of Starbucks 12 Segmentation 17 Targeting 18 Positioning 18 Recommendations 20 Operations 20 Establishing another Brand Image 20 Marketing 21 Range of products 21 Conclusion 21 References 22 Introduction Since the commencement of Starbucks in Seattle, Washington 1971, the organization has developed to convey its items and administrations to a large number of espresso partners everywhere throughout the world. With an expanding number of cafes in excess of 16,000 areas over the globe, Starbucks has had the capacity to achieve the position as the most prevailing player in primed to devour espresso business for common clients. The name Starbucks was determined from Herman Melvilles 1851 Fantastic Novel "Moby Dick". The logo is planned in a two-tailed mermaid dark and white picture circled with the stores name in green and white. Starbucks has been a Hugh victory with an unforeseen monstrous turnover at the starting phase of operation (Adubato, 2011). Its store started to thrive in distinctive parts of America. An eminent ambitious person, Howard Schultz joined the organization during 1980s as a marketing official and obtained the Starbucks in 1987. He further dealt with the refreshment organization as a premium item until it opened up to the world 5years recent in 1992. Starbucks statement of purpose is depicted as "the chief merchant of the worlds finest espresso while administering stable standards in development". These standards keep on increasing the vicinity of Starbucks, commanding the retail shop-espresso market and expanding its aggregate income. Starbucks has had the capacity to keep contenders out of area by its forceful and predominating advertising force. Research has shown that Starbucks workers are paid higher than adversaries with wellbeing protection and investment opportunities to make overwhelming workload adaptable. Expressions of-mouth is the significant promoting apparatus Starbucks utilization to addition clients. The organization uses just 1% of its incomes yearly on showcasing exercises which is added up to $30 million US dollars contrasted with its opponents higher advertising plans. The organization has had the capacity to present some inventive items like the Starbucks Express the place clients could have the benefit to request online or telephone reservation before their landing in a bistro. The organization additionally has a client card that work with an introduced programmed coffee machines to lessen transaction times and velocity administrations. All these administrations are furnished with a free remote web administration for its clients. Notwithstanding the solid vicinity of Starbucks and its predominating business control, the organization still is faced by tests of business sector immersion, passage of new contenders and change in clients recognition. Methodology The data was assembled with the utilization of a qualitative approach and sauced from various secondary platform of information like articles; website, text books and online journals compose ups to get the knowledge about the marketing strategies of Starbucks in distinctive demographic backgrounds. The hypotheses and theories will be analyzed to identify various factors which control the marketing strategies of an organization and hypothesis of administering standard and adjusting to new situations. This study will give an in-depth knowledge and understanding about the successful brand positioning of Starbucks in the world. Situation Analysis Various people who are from different background and race drink coffee in the morning or in afternoon and evening, whether at office, home or at a cafe. Because of the huge client base, high demand and potential business which were increased by 50% in 2007, investors get attracted to this industry in spite of the severe competition among the players in the industry. It has also been seen that the cost of coffee has also increased from $108.39/lb in January 2009 to $184.26/ lb in December 2010 which indicates an improvement of 200% in the cost of coffee in the space of 23 months (Geelhoed, 2013). This increment has prompted the synchronous expansion of the cost of coffee in the world. The main dominant players in the business are Starbucks, McDonalds Mc Cafe and Dunkin Donuts Coffee. The business is expected to develop constantly and expands to the developing markets in developing nations. For instance, the big Coffee market of Brazils has grown by 39% from the year 2000 to 2009. On the other hand, in spite of the quickly developing pace of the Coffee business, new organizations that can spread its outlets in different countries with reasonable cost or can defend their explanation behind the increasing costs of Coffee will have the capacity to get the leadership in this market situation. There are some driving forces in the industry like specialized products for the upper middle class, industrialization in developing economies, improvement that compel customers to choose between moderate costs and other substitute goods. Unique Selling Proposition of Starbucks The unique selling proposition of Starbucks can be derived by differentiating it products and services from the products and services of its competitors to attract more customers towards the brand. Starbucks USP should be like that which can be easily memorable and can be easily understood by the customers. For example- Starbucks has different slogans but the meanings of them are quite same and relationship between work season and Coffee. But they need to come up with a unique slogan which will portray the unique benefits and features of its products which cannot be provided by the competitors (Kotler and Armstrong, 2012). SWOT Analysis of Starbucks Strengths Global Brand Recognition and Strong Market Position The company has its presence in more than 60 countries around the world and it has 36.7% of market share in USA. It is also considered as the most renowned brand in the segment of Coffee and it has ranked 91st in the best brands around the world in 2013. It is very efficient in leveraging the rich brand value by merchandizing different products with the core product of the company. Thus it helps the company to get significant amount of competitive advantage which further adds benefits to its expansion in international market. Location and appeal of the stores Starbucks has established it stores in the most strategic and prime places around the world to get the maximum advantage out of it. The company always targets such locations where traffic and populations are high and visibility of the store is optimum like downtown, suburban retail centers, university campus, offices and also in some selected rural areas. Apart from this, the styling and designing of their stores are also unique which provides significant and competitive advantages over others. They attract customers by providing good music, free wifi , warm atmosphere and great service which becomes a comfortable meeting places for the customers(Geereddy, No Date). Customer base loyalty program It has built a strong customer base by providing different loyalty programs to earn loyalty form the customers with the Starbucks Card and Reward programs (Geereddy, No Date). Human Resource Management It is known for the highly knowledgeable employees who are the main asserts of Starbucks and they use to get other benefits like health insurance, retirement accounts and shares option. This efficient management of human resource provides good customer services. Products with the premium quality It provides main importance to the quality of the product and maintains the same level of quality for customer satisfaction. Apart from the above, the company has launched the major advertising campaign which focuses only on the customer satisfaction. The company has created a website called MyStarbucks.com which designed to get valuable feedback from the customers. The president of global development of Starbucks has come up with a new idea of redesigning the stores according to the local community. The company is also trying to break its big corporate image to get closer to the customer to fulfill their satisfaction level. It is also encouraging the online fans of the company to share their stories of Starbuck to get more customers and new investors for the company (Vandymkting, No Date). Weaknesses Clashing in Coffee culture European or American culture in Coffee may clash with the culture of other developing countries in the world. Thus the coffee culture of Starbucks may not be accepted in some nations in their international expansion strategy. Extensive Product line As Starbucks always provides premium quality coffees and food items thus the cost is also higher. But this high cost may be the reason for some weakness in the developing countries. Apart from the above, Starbucks may also face some weaknesses because of their rapid development of new product and creativity. They also need to think that their innovation might not go well in the market (Staffs.ac.uk., No Date). Opportunities Expanding Offerings and Product mix It has started to expand the product mix by entering into new fresh juice product and tea segment by acquiring smart strategy. It provides significant expansion opportunities to the company. Expansion into Developing Markets The self cannibalization and increase dissemination of the USA market leads the company to expand their business in international market. It has made a great brand image in many countries including India where it will make a joint venture. It has got good potential growth from future expansion in the developing markets and nations. They can earn profit by leveraging their experience, size, goodwill and financial power to capture new market shares (Geereddy, No Date). Apart from the above, Starbucks has introduced new cold coffee named Frappacino for the evening customers. It also produces it trademark and licensed products of Coffee and Tea which are available in large groceries. It is listed in many stock exchanges including NYSE (Lee, 2010). Threats Volatility in price in Global Coffee Market It has been seen that there is significant price fluctuations in the market price of premium quality coffee beans which cannot be controlled by Starbucks. Huge Competition This is the biggest threat for Starbucks in the market at the mature stage where pressure on the company is increasing by its competitors like McDonalds, Costa Coffee, mom and pop specialty coffee stores and Pete’s Coffee. The main competitor of Starbucks is Dunkin Brands which has 24.6% market share in USA. Apart from the above, the company has also failed to realize the actual implication of economic recession. In this time of global financial crisis, it has been seen that consumers are less spending on luxury products like having a cup of premium coffee and more spending on basic necessities (Lee, 2010). PESTLE Analysis Political USA has withdrawn itself from the International Coffee agreement which has set a limit on coffee exportation and it is a major influence on the operations of Starbucks. Along with this, the price fluctuation and instability in the coffee producing countries have also affected the buying behavior and production of Starbucks (Thomson, Shah & Thomas, 2006). Economical Increasing inflation rate in the countries where Starbucks operates their business activities have reduced the sales of the company. Due to high inflation customers are not able to buy a coffee and for this reason the sales are going downwards. This type of financial crisis or recession leads the buyers to not spend on luxury goods rather than basic necessities. Lower economic growth and changes in cultures and taste buds may affect the sales performance of Starbucks. Social The brand image and brand value of Starbucks is increasing in many countries with the perception that the customers of other countries are high class people. Thus it may help Starbucks to meet the social status of the customers in new countries. Technological The adoption and dependence on technology of Starbucks to improve the quality of the product and service has helped the company to earn efficiency in the field and to meet the satisfaction level of the customers. Starbucks uses technology to invent new products and to improve the ways of service delivery. Legal Different regulations for health and safety measures are taken by govt. in every country. Thus depending on this situation, the turnover and operations of Starbucks varies from country to country. Environmental The company sometime faces challenges like waste management rules and environmental pollution from different countries and govt. in which they are operating their business. It has faced challenges regarding getting permission or allowance to set up brewing plants and manage waste. It has been seen that some countries have imposed strict govt. laws on environmental policy for companies like Starbucks. Value Chain of Starbucks Starbucks has a strong value chain which has added in the international development and has allowed the international market to innovate new products which better suits in different countries according to their culture and taste. For example it has added value to the Japan’s market by developing Green Tea Latte. Apart from this, downstream value added like online store of Starbucks which allows the customer to create their own profile, create new drink and even order online. It has also developed mobile application which can locate the nearest store of Starbucks (Simmons, 2005). Administering a compelling brand picture is a testing errand, where an organization needs to administer the feeling of force without losing a feeling of congruity (Cagan and Vogel, 2001). The force of the Starbucks brand is outstandingly solid and has been imitated by various related and inconsequential items and organizations far and wide (Knapp, 1999: 199). The development of Starbucks from simply a little espresso supplier into a worldwide brand was quick and compelling (Schultz and Yang, 1997). Behind this worldwide blast lay the idea of a Starbucks brand, one which assaulted the client on each of the five faculties from the emanation of the espresso, the up to date craftsmanship on the dividers to the contemporary music soundtrack and cleaned pinewood tables (Bedbury and Fenichell, 2003: 107). By February 2008, be that as it may, the brand had endured 40% decrease in offer value and owing to the current subsidence is constantly forced into a project of store terminations (Smales, 2008). A few reasons lay behind this, for example, the achievement of opponent espresso houses, the immersion of a few regions with Starbucks coffeehouses and the decrease in buyer investing during an era of financial hardship. On the other hand, this decrease in deals was not basically because of exogenous elements: it spoke to the decrease in the brands viability. Surprisingly, the Starbucks brand has been forced onto the back foot. In numerous past cases of a solid brand enduring a decrease in deals, brands frequently endure on the grounds that the organization neglects to take supply of the cooperative parts of branding – the components added by the client to the brand or item based upon their own particular encounters (Ries, 2004: 196). An organization cant control what the purchaser cohorts with the brand, it can just point them in the right bearing. This examination will accordingly mean to examine if the Starbucks decay came about because of a disappointment of system that prompted negative companionships being made with the brand. It is imperative to perceive how close the reaction circle is kept in Starbucks, in the degree to which the organization tracks and reinforces client observation of the brand. Put essentially, this examination will point accordingly to look at the degree to which what Starbucks needs clients to consider them is matched by what clients truly consider them. Despite the fact that sounding basic, it speaks to an indispensable some piece of the branding practice that can now and again be ignored by some, regularly exceptionally famous and fruitful, organizations. In spite of the fact that the historical backdrop of branding appears to be moderately short, developing as a cognizant destination in the Nineteenth Century, components of acquaintanceship might be seen in the Port of Portugal or tea from China from at any rate the Seventeenth Century. Then again, branding activities turned into an obsessive type of marketing in the mid to late Nineteenth Century, bringing about probably the most longstanding brand-names, for example, Cadbury, Schwepps, Bovril and Oxo. Branding got to be extremely huge after 1869 when Heinz offered fruitful pickles that were then trusted and reveled in by buyers, in the long run turning into the brand itself. Once brand devotion has been secured, shoppers appear to be hesitant to abstain from creating and exchanging loyalties; a component called attention to in the Heinz trademark Beanz Meanz Heinz (Rooney, 1995). Where numerous indistinguishable items existed, endeavours were made to expand the quality to the customer. Various methods were created for this technique, and numerous brands were reinforced through sponsorship of endeavours, for example, Robert Scotts Antarctic campaigns, were the photos demonstrating brave adventurers crunching on Cadburys ended up being an imperative new road for strengthening a brand (Cubitt and Warren, 2000, pp - 118). A solid brand can envision life span in the marketplace: in 1923 the brand pioneers in cruisers and sodas were Harvey Davidson and Coca Cola thus it is today (Kathman, 2002 pp - 27) Branding is generally seen as accepting its first definition in an update issued by the firm Proctor and Gamble in Cincinnati in 1931 (Kathman, 2002, pp - 25). This enunciated the fundamental standards of brand administration as exploration, improvement and correspondence. Branding accepted a help by the improvement of expansive scale supermarkets where comparable items might be shown beside one another importance the bundle no more comparative encased the item, it had now to offer it. Makers progressively started to create the standards of making the picture of a brand from visual methods. Contemporaneously, Louis Cheskin created the Standard of Sensation Transference which showed that buyers have a tendency to allot desires and affiliations of items dependent upon the configuration, shape, colors of the bundles of an item (Ries, 2004). This expanded the part of the originator in item advancement to one offering an item notwithstanding basically a viable result. This was exacerbated by the increment of select toward oneself situations in the nature. At the centre of a branding activity lies the item itself. This could be encompassed by an essential shelf of branding, the bundling, name, and routes in which the item is displayed. The external shelf is the guarantee, the conveyance credit, after-deals administration and different variables that can enlarge the item past its introductory use (Ries, 2004). Just about anything could be branded and it is seen as embodying four primary variables: the properties, profits, values and the identity. Diverse brands can concentrate on distinctive viewpoints, for example, a saving money administration concentrating on the qualities gave by the item. The normal for a solid brand is that it offers critical fiscal and perceptual profits, is steady and concentrates on quality and utilization a full marketing blend to unite execution and position. As Schmitt (2000, pp - 165) notes, items are no more packages of useful aspects, however an intention to give and improve a clients experience customers need to be fortified, entertained, taught and tested. The hypothetical point of view of branding has experienced resurgence as of late. Instead of being seen essentially as a name, term, sign, image, or an outline or basically a real issue in item technique, (Kotler, 2000, pp - 396, 404), brands have gotten all encompassing and advanced elements (Keller, 2003). For Kapferer (1997), the brand is basically seen as a sign that reveals the characteristics of the item. Though branding customarily was under the control of the marketing office, the method now has all the earmarks of being substantially more than this, to the degree of being seen as speaking to the item as well as the organization reasoning (Aaker and Joachmisthaler, 2000). Late commitments to the writing have included Aaker and Joachmisthaler (2000) who set the hypothesis of brand administration display as one which grasps thoughts of system instead of the customary model of strategies (Urde, 2003). They see the building of branding as enveloping the four tests: hierarchical, brand structural planning, brand personality and position and brand building. An elective model is given by Davis (2000) which sees the brand as an advantage. He characterizes this as a financial methodology, which endeavors to manufacture the significance of the brand, imparting it inside and remotely (Davis, 2000: 12). This origination of a brand is one which fits the Starbucks model well, from its staff preparing to its corporate rationality, the organization sees its brand as having an unmistakable significance instead of basically an intends to offer an item (Michelli, 2006). This corporate branding has accepted consideration additionally by Aaker (2004) and Schultz and Hatch (2003). The hypothetical and investigative open deliberation of branding in the writing has had a tendency to linger behind the useful achievement of branding methods, thus it shows up Starbucks organization reasoning was created in front of its hypothetical enunciation. Starbucks is regularly utilized within marketing and business reading material as a reasonable illustration of a fruitful brand (Knapp, 1999: 199). Given that a brands prosperity brings about impersonation and further hypothetical and key verbalization, no doubt foremost that if the Starbucks case of what could be named an effective "all encompassing" brand is to be held, then it might be a noteworthy and essential commitment to the civil argument to secure what has happened with what was a runaway example of overcoming adversity of viable branding in the 1990s. In the event that the achievement of this branding methodology is to be imitated then the potential for its life span ought to be made. Put essentially, are individuals only exhausted of Starbucks now the variety has worn off and there are a plenty of imitators, or can this be seen basically as a "blip" for a brand which holds the possibility to be around as long as Heinz. Marketing system is doing segmentation, targeting and positioning. Doing the definite understanding of the marketplace into vital choices and the targeting of fitting client gatherings is crucial. This targeting ought to underscore on any differential focal points and embrace a suitable positioning inside the target fragments (Dibb and Simkin, 1996). Starbucks has received a Differentiation method it is a technique which looks to give item or administration that offer profits and ought to be not quite the same as contenders that are generally esteemed by clients. The point this methodology is further bolstering attain good fortune by offering better items or administrations at same or higher cost. At the point when Starbucks was propelled there were numerous espresso bars in the United States around then however Starbucks needed to stand novel from the others. Marketing can possibly help the exceedingly paramount parts of the hierarchical intensity, in particular enhancement (Kerin, 1992) and focused dissection (Varadarajan, 1992) and Schulz needed to advance and reproduce the knowledge of the Italian espresso bar society. Starbucks essentially concentrated on the system of new items, a stronger association with the clients as the Third place and extending store areas in the United States and abroad. Starbucks has emulated the basic STP process (Segmentation, Targeting and Positioning). Segmentation Market Segmentation is a methodology of partitioning a market into notable gatherings of purchasers with diverse needs, qualities, or conduct that may oblige separate items or marketing projects is called Market Segmentation (Kotler and Armstrong, 2006). At first Starbucks was based as a Socio-Economic segmentation base in shopper Markets as it has focused on social class especially the business class individuals the individuals who are working at the workplace and needed to have some espresso with a great air and offices. Starbucks additionally had divided his market by geographic and demographically by selecting the store area where they can discover the informed and espresso sweethearts (Dibb and Simkin, 1996). Targeting After an organization has characterized market portions, it can enter one or numerous sections of a given market and ought to settle on choice about what number of and which client gatherings to target (Dibb and Simkin, 1996). Target Marketing is a methodology of assessing each one market portions engagingness and selecting one or more sections to enter (Kotler and Armstrong, 2006). The idea of target marketing is an intelligent meaning of the essential rationality of marketing (Lancaster and Massingham, 1993). An organization ought to target sections in which it can gainfully produce the best client esteem and support it extra minutes. Starbucks needed to create a trustworthy association with the clients, Most of organizations enter in another market y serving a solitary portion, and if this demonstrates fruitful than they include more portions, at first Starbucks did the same thing focused on the folks with the adolescent youngsters and it was hit idea and it has included more fragments by including Teenagers and created its item run likewise (Kotler and Armstrong, 2006). Positioning When the organization has chosen which market fragments to enter it ought to choose what positions it needs to involve in those sections. Market Positioning is masterminding an item to involve clear, unique, and alluring spot in respect to contending items in the personalities of target clients. An items position is the place that the item possesses in respect to rivals in buyers personalities. Here thus the Starbucks has created an interesting market position for their items on the grounds that if an item is to be precisely same like the others on the market than purchasers might have no motivation to purchase it. Starbucks has situated themselves in the market as a very rumoured brand (Kotler and Armstrong, 2006). Hence Starbucks has arranged his positioning in such a route, to the point that it recognize their items from contending brands and provide for them the best vital preference in their target markets. Starbucks has an engagingly basic proclamation to move and sustain the human soul "one man, one mug, and one area at once". Starbucks positioning technique was client base so it can give the best administration more than what the clients anticipate. Starbucks has picked up preference over client fulfilment and representative fulfilment as Starbucks had created its positioning system dependent upon the client and gave the most extreme office as far as format, furniture to the music, and regarding worker fulfilment Starbucks make worker as an accomplices and provided for them an individual security with an opportunity to take an interest in the each choice of the business and make it fruitful (Porter & Miller, 1985, Porter, 1998). With a specific end goal to build its number of profoundly fulfilled clients, the fundamental test of Starbucks is to movement its brand picture of a benefit minding organization to a client arranged brand. So as to do thus, Starbucks ought to set up an inside key marketing group. This will permit Starbucks to have a proactive criticism of client fulfilment and henceforth speedier usage of arrangements of activity. At that point Starbucks might set up a branding system by positioning itself as the espresso bar brand that gives individuals the best espresso and the best encounter. Because of its position as a pioneer in the business, Starbucks is characterizing the patterns (as it did with the Frappuccino line of items) and after that Starbucks might make a group of clients who just decide to devour the best espresso, which implies a Starbucks espresso. Individuals must be pleased to show that they are devouring a Starbucks espresso, as no better espresso exists. Recommendations Operations It can be recommended that Starbucks should maintain the current state and encourage the use of new technology to ensure more effective delivery of products and services. As the company will expand itself, new opportunities in new market should be explored with new and innovative products. It can be achieved through efficient human resource, customers’ mindset up on the brand image and meeting the new satisfaction and demand level of customers in different countries will the help the company to achieve success. Establishing another Brand Image Starbucks should establish a second brand image by introducing low price brand of the company which will be able to compete against the competitors like Mc Café and Dunkin Donuts. It will help the company to reach more customers who are different income levels. Thus Starbucks will be able to manage two brand images one for higher class people to maintain their status and another low brand image for general people. It will help the company to earn more profit in developing countries like India, China, and Brazil where price is one of the most important factors that dominates the buying behavior of customers. Along with introduction of low price brand, Starbucks need to develop independent features for each of its products to reach the customers. It means that the company can continue its main business of providing premium quality Coffee to specific higher class people. Along with this, the low price brand will fight with other lower price competitor to increase the sales performance of the company. The company will also need to redesign some of the outlets to create differentiation among the new brand stores. Marketing For the premium brand of Starbucks, the "no change" to "reasonable change" option can be considered and prescribed but for the low price brand, the option of "radical change” is suggested. The new low price brand will need some forceful efforts of advertising in order to enter into the market while the main brand will still proceed on the traditional advertisement method which is word of mouth. These forceful advertising activities will improve the sales in some areas and will have a general effect on customer satisfaction. Range of products The company should opt for some changes in the option of products ranges for the high price brand to meet the new satisfaction level of the customers. It can offer lunch meals which are made of organic ingredients which will add value to the brand image of Starbucks and will satisfy the customer’s taste buds. Conclusion As a conclusion we could say that by developing so rapidly Starbucks may have lost its principle objective, which is to fulfil its clients however much as could reasonably be expected. Subsequently with a specific end goal to enhance client fulfilment and to expand the amount of profoundly fulfilled clients, we prescribe that Starbucks contribute the $40 million proposed by Day in the process of childbirth hours, as an intention to build the inclination of the clients of being an important client. References Aaker, D. 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