Few companies have been as successful as Starbucks in recent years. The coffee chain has grown rapidly, consistently opening new stores across the globe. It’s now the world leader in premium coffee and it has become one of the most recognizable brands in the world.
Starbucks’ marketing strategy has played a key role in its growth. In this article, we’ll take a look at the elements of Starbucks’ marketing strategy and explore some of the lessons that other businesses can learn from it.
- About Starbucks
- 10 Learnings For More Effective Marketing As Seen from Starbucks
- 1. Starbucks Focuses on Quality
- 2. Starbucks Creates an Emotional Connection with Customers
- 3. Personalization
- 4. Starbucks Uses Technology to Enhance the Customer Experience
- 5. Starbucks Communicates Consistently Across All Channels
- 6. Starbucks Focuses on Local Markets
- 7. Starbucks Prioritizes Sustainability
- 8. Starbucks Builds Partnerships with Other Brands
- 9. Starbucks Is Always Innovating
- 10. Starbucks Focuses on the Future
- Starbucks: A Marketing Powerhouse
Starbucks claims that they are able to sell more than 4 billion cups of coffee around the world each year. To give you a better understanding of coffee sales, an independent coffee shop can sell an average of 300 cups of coffee a day.
The success of Starbucks can be attributed to many factors. Aside from the marketing mix or strategies that they used to promote their products in the market, Starbucks has an impeccable product to start with. Everybody loves their coffee – or at least a product from their menu.
Starbucks opened its first store in 1971 under its three founders – Jerry Baldwin, Gordon Bowker and Zev Siegl – and it never sold anything but coffee beans at first. The goal was to change the public perception of what a cup of coffee should be, so they started selling quality coffee beans roasted by a gourmet coffee company called Peet’s.
Starbucks was able to acquire Peet’s but it wasn’t until 1984 that Starbucks opened its first espresso bar with the advice of its new marketing director, Howard Schultz, who later bought the company.
It wasn’t smooth sailing for the company. It had its own share of challenges that nearly caused it to go bankrupt. One thing it did absolutely right from the very beginning was nailing the product. Now, it just needs a progressive corporate leader with the right marketing knowledge to lead it to success.
That’s the role of Howard Schultz, the company’s CEO from 1987 to 2016. When he retired, the company had 25,085 stores around the world, with about 300,000 employees and still continues to expand to this day.
10 Learnings For More Effective Marketing As Seen from Starbucks
Aside from good coffee, Starbucks also showcased the best marketing practices in the industry. It’s important to learn and master the basics of marketing and branding, but it’s also helpful to look at successful businesses and see what they did differently. The following are some of the top learnings from the iconic brand’s marketing strategies and initiatives:
1. Starbucks Focuses on Quality
One of the most important aspects of Starbucks’ marketing strategy is its focus on quality. The company goes to great lengths to ensure that its coffee is consistently excellent, investing in training for its baristas and working with suppliers to source the best beans.
This focus on quality has helped to create a strong brand identity for Starbucks. When customers know that they can rely on Starbucks for a great cup of coffee, they are more likely to become loyal fans of the company.
2. Starbucks Creates an Emotional Connection with Customers
Another key element of Starbucks’ marketing strategy is its focus on creating an emotional connection with customers. The company does this in a number of ways, including using music and design to create a warm and inviting atmosphere in its stores.
Starbucks also tells stories that resonate with its customers. For example, the company’s holiday cups have often featured heartwarming messages or stories that help customers feel a connection to the brand.
Starbucks is popular for writing down the name of the customer on their cup. This is the brand speaking to consumers at a more localized and personal level.
This kind of strategy gave birth to more user-generated content. This is the type of content where the user or customers create the content for the company and share it of their own free will.
The rise of social media amplified this strategy. People began posting their Starbucks coffee cups, branded with their names, on social media. It’s no longer a trend but more of a habit for most.
4. Starbucks Uses Technology to Enhance the Customer Experience
Starbucks has also been a pioneer in using technology to enhance the customer experience. The company was one of the first to introduce mobile apps and digital loyalty programs, making it easy for customers to pay and earn rewards.
More recently, Starbucks has been experimenting with new technologies such as artificial intelligence and augmented reality. These innovations have helped the company to further improve the customer experience and stay ahead of the competition.
5. Starbucks Communicates Consistently Across All Channels
Another important aspect of Starbucks’ marketing strategy is its consistent communication across all channels. The company uses a variety of channels to reach its customers, including TV, radio, print, and digital.
Starbucks also makes sure that its messaging is consistent across all of these channels. This helps to create a strong and cohesive brand identity that customers can easily recognize and remember.
6. Starbucks Focuses on Local Markets
While Starbucks is a global brand, it also recognizes the importance of local markets. The company tailors its marketing strategy to each market, using local media channels and adjusting its messaging to appeal to local customers.
For example, in China, Starbucks’ ads often feature Chinese celebrities or reference Chinese culture. This helps the company to connect with its customers in a way that is relevant and meaningful to them.
7. Starbucks Prioritizes Sustainability
Another key element of Starbucks’ marketing strategy is its focus on sustainability. The company has long been committed to sustainable practices, such as sourcing coffee beans from farmers who practice responsible agricultural methods.
More recently, Starbucks has been working to reduce its environmental impact, setting goals to reduce waste and increase recycling. These efforts help to build trust and loyalty among customers who are concerned about the environment.
8. Starbucks Builds Partnerships with Other Brands
Starbucks also knows the importance of building partnerships with other brands. The company has formed partnerships with a number of brands, such as Starbucks-Spotify and Starbucks-Uber, that help to extend its reach and appeal to new customers.
These partnerships also give Starbucks access to new technology and marketing channels. For example, the company’s partnership with Uber gives it a way to reach customers who might not otherwise visit a Starbucks store.
9. Starbucks Is Always Innovating
Starbucks’ marketing strategy is built on a foundation of innovation. The company is always experimenting with new ideas and technologies to improve the customer experience.
For example, Starbucks was one of the first companies to offer mobile ordering and payment. And more recently, the company has been testing new ideas such as delivery and in-store pickup.
These innovations help to keep Starbucks’ brand fresh and relevant. They also give customers new reasons to visit Starbucks stores and try new products.
10. Starbucks Focuses on the Future
In addition to its focus on innovation, Starbucks is also always looking to the future. The company has set ambitious goals for growth, planning to open more than 55,000 new stores by 2030.
Starbucks also invests in new technologies that will help it to reach its goals. For example, the company is testing autonomous retail locations that could eventually be rolled out on a larger scale.
By focusing on the future, Starbucks is ensuring that its marketing strategy remains relevant and effective.
Starbucks: A Marketing Powerhouse
There’s no doubt that Starbucks is a marketing powerhouse. The company has built a strong brand identity and created an impressive customer base.
It has done this by following a smart and strategic marketing strategy. By focusing on innovation, sustainability, and partnerships, Starbucks has been able to stay ahead of the competition.
Whether you’re a small business or a global brand, there’s a lot to learn from Starbucks’ marketing strategy. By following these lessons, you can create a strong marketing strategy of your own.