Starbucks Branding Survey Questions based on 44 surveyees

Design Research Question

Question: How can Starbucks liquor license increase sales by creating a multipurpose after hours space.


I believe Starbucks can increase there revenue by creating an after hours space that consists of a community bar. To obtain the desirability, I propose Starbucks incorporates there community lifestyle in a nightlife setting. Keeping the culture involved however for adults of all ages. I will use design to solve this problem by implementing a multi purpose wall that can be transformed into a bar by a simple mechanism to rotate the wall. The idea is ahead of its time, however it definitely doable with the help of engineers and architects. This idea has relevance, if Starbucks would open as a bar at night many people would be interested in stopping by. To prove my theory I asked 20 people in the 21-28 range in the downtown Denver area if they would go to Starbucks if they opened at night as a bar and I had positive feedback on the idea.

Starbucks Brand Research

Starbucks Brand Research:

-Starbucks Brand Identity:  The brands identity is represented by the siren. When you see that siren you know what store it is immediately. From what Joseph Ruiz states, “ it means good hot coffee just the way I like it whenever I see the symbol.” Also the sernior writer of starbucks Steven M. mentions on the starbucks site that “She stands unbound, sharing our stories, inviting all of us in to explore, to find something new and to connect with each other.”

http://www.strategicdriven.com/marketing-insights-blog/starbucks-brand-starbucks-brand-identity-personality-experience/

http://www.starbucks.com/blog/so-who-is-the-siren

-Starbucks Brand Vision: “to establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.” This vision statement has the following components relevant to Starbucks:

Premier purveyance

Finest coffee in the world

Uncompromising principles

Growth

http://panmore.com/starbucks-coffee-vision-statement-mission-statement

-Customer Experience: The customer experience focuses on employees first. If the employees are happy in there work environment, then in return will result in higher customer satisfaction. Also Quality Control of there product was very important with the customer experience. Everytime you walk into a Starbucks you know that you will be greeted with a smile, firendly attitude and empathy.

https://www.nbrii.com/blog/the-customer-experience-starbucks/ 

-The existing brand creates relationships with customers by getting to know there clientel on a personal level, remembering the people who come in and asking them more than just how they were doing. 

-Some taglines include “Heres to the best part of your day” “Taste starbucks taste passion”, ‘The best coffee for the best you”. Starbucks doesnt have a tagline in there logos because the design is powerful.  Starbucks never ran commercials until mid to late 2000’s. 

-Starbucks has a plethora of  touchpoints including but not limited to, techonological advances for drink service, public relations efforts including funraising for ETHOS water and other charities. Customer contact points making customers first priority in everything they do. 

https://www.prophet.com/blog/aakeronbrands/122-five-steps-to-getting-brand-touchpoints-right

-Starbucks differentiates itself from its competitors by showing where the coffee comes from, showing great customer service and making it a priority. They also created a culture for a niche of people that is broad. They make there locations inviting and make them an area for having meetings and study time unlike there competitors. 

-Starbucks brand promise is comprised of making sure every customer is satisfied everytime. They give you exactly what you want. They commit to there customers which alot of comapnies struggle to do. 

http://yourbrandexposed.com/starbucks-the-brand-promise-makes-the-difference/

-Starbucks approaches coherence by keeping there company consistent. If every store was not consistent there would be a failure within the company. Everything from the customer experience to the store aesthetic all has to be consistent. 

Starbucks marketing strategies consist of carrying out segmentation, targeting, and positioning. Starbucks wanted to stand out and be unique to its competitors. By creating a culture and vibe of  Italian cofee bars they strive to better there products and services. They took this approach to build a connection with there customers.

http://www.essay.uk.com/free-essays/marketing/strategy-on-market-segmentation-starbucks.php

Starbucks is commiteed to creating a global social impact in neighborhoods around the world. “So it is there vision that together we will elevate our partners, customers, suppliers and neighbors to create positive change.”

http://www.starbucks.com/responsibility

Starbucks is a very flexible company. They constantly test new technology to better there customers. When they come up with new rigorous ideas that they think will be best in the market they constantly test it to make sure it is in  everyones best interest.

http://www.mobilecommercedaily.com/starbucks-exec-balance-rigor-and-flexibility-for-successful-testing-and-omnianalytics

Starbucks approach value: “The answer comes in understanding customer perceived value. Starbucks has changed our perceived value of coffee. We are not simply buying coffee at Starbucks–we are buying an “experience.” We pay more we pereceive a greater value.”

https://www.ecosystems.us/site/customer-value-is-more-than-roi/

Starbucks employees are incentivized to rally around the organizations missions statement and vision by having discounts in store on food and drinks. They also receive great benefits in health insurance. You also get a free bag of coffee each week, deal with interesting people and staff. Overall the environment is great and is to most a perfect job.

http://sharonhr.blogspot.com/2007/11/10-reasons-why-ill-work-at-starbucks.html

Gantt Chart

Planning: Scope and Timelines

A.     Planning: Scope and Timelines.

·  The scope for my project will consist of finding a solution to help solve Starbucks ongoing dilemma of not making a profit with there stores being closed during the after hours.  Using their liquor license we can create a solution to their dilemma. The outcome would be a highly crafted integrated wall transformation system that allows the wall to rotate around from a coffee bar into a liquor bar. Creating a community vibe after hours might allow this big business to help the growth of a extension to there company that hasn’t been put into action.

·My Project exclusions will pertain to the type of liquor that will be served and the interior design aspect even though they will relate to the final conclusion to my research.

·My projects constraints will consist of the due date given by my professor, the time allotted for interviews vs. the time allotted for designing my idea. Also I will have to set time constraints on my interview process so that there is a even balance between all aspects of the project. My timeline will be shown in the Gantt chart.

· Assuming my projects design is put into action. I will need contractors to design the architectural space. Materials will include survey sheets and limited supply of resources to build a in-store design. The personnel needed for this assignment will consist of architects, employees, executives, as well as consumers. In this project we are assuming that Starbucks wants to be open after 10pm and serve liquor as a bar.

· Project deliverables that are excluded include: after hour logo design, an app to order beers through Starbucks and the creation of a bar space that is combinable with the regular hour coffee bar process.

C.     Investigation: Define Current State

Identify possible issues/ opportunities

· The desired businesses out come is for Starbucks as a company to grow outside their comfort zone and create a new business for after hours.

· The user wants a hip bar for after hours that incorporates coffee and liquor.

· The technology used in my design will create a multi purpose wall that allows the wall to float on the rotational device that turns the coffee bar into a liquor bar.

·Generative research is still in process.