-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
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