Starbucks

Marketing
Presentation
Lydia
Lydia Harris
Harris
MKT
MKT 345
345
Southern
Southern New
New Hampshire
Hampshire University
University

(Drink Logos, 2021)

 • Male and Female Millennials (Ages 23 to 38)

• College educated

Consumer • HHI $50,000-74,999

Segment • Not married & no kids

• Consumer segment has disposable income and high amount

of brand loyalty

(Lukk, 2020)
 Primary Sources
• Resource 1-Starbucks 2019 SEC Form 10-K
https://www.sec.gov/Archives/edgar/data/8
29224/000082922419000051/sbux-9292019
x10xk.htm
• Resource 2- Starbucks’ website
https://www.starbucks.com/careers/working
-at-starbucks/culture-and-values
• Resource 3- Interview with Starbucks CEO,
Kevin Johnson
https://finance.yahoo.com/video/starbucks-
ceo-consumer-behaviors-post-211021151.ht
ml

(Admin, 2020)
 Secondary Sources

• Resource 1- Journal of Social and

Development Sciences
https://ojs.amhinternational.com/index.php/js
ds/article/view/682/682
• Resource 2- International Journal of Business
and Management Invention
http://www.ijbmi.org/papers/Vol(7)5/Version-1
/F0705014445.pdf
• Resource 3- QSR Magazine
https://www.qsrmagazine.com/consumer-tren
ds/5-ways-starbucks-innovating-customer-expe
rience

(Admin, 2020)
Segmentation
Strategies

• Demographics

• Psychographics

• Behavioral

(Simmons, 2016)
Market Segment

• Demographic
• Age, Family Status and Income

• Psychographic
• Attitudes, Opinions and Values

• Behavioral
• Brand Loyalty and Patterns of Use

(Drink Logos, 2021)

Consumer Segment

• Male and Female Millennials (Ages 23-38)

• College educated

• HHI $50,000-74,999

• Not married & no kids

• Brand Loyal

• Ambitious & Social

• Enjoys quality over price

(Drink Logos, 2021)

 Research Needs

• Technology

• Convenience/Experience

• Flavor Variety

(Schuman, 2016)
Stages of Consumer
Buying Process

1. Problem Recognition
2. Information Search
3. Evaluation of Alternatives
4. Purchase Decision
5. Post Purchase Evaluation

(Starbucks, 2021)
Marketing Strategy
• Problem Recognition— Consistent
advertising of products
• Information Search— Brand
Recognition/SEO Tactics
• Evaluation of Alternatives— Targeted
advertisements on social media
platforms
• Purchase Decision— Provide additional
coupons/offers
• Post Purchase Evaluation— Send post-
purchase survey

(Rodriguez , 2020)
Buying Process

• Problem Recognition
• Information Search
• Evaluation of Alternatives

(Admin, 2020)
Goals

• Increase awareness and sales

for new coffee product by 30%
in the first month of its release
• Raise engagement on social
media platforms by 25%
• Increase the number of mobile
orders by 15%

(Miller, 2021)
Channels &
Messaging Strategies

• Facebook

• Instagram

(Askew, 2019)
 • Provides an experience that offer personalized marketing offers
One-to-One • Creates strong relationships with loyal customers
Marketing • Starbucks Rewards app offers personalized promotions dependent on past
purchases

(Starbucks Rewards, n.d.)

Stages &
Strategy
• Purchase Decision
• Post-Purchase Evaluation

(Miller, 2020)
References
• Admin. (2020, October 30). Why a Siren, Starbucks? - Behind the Starbucks Logo Design. Retrieved from
https://www.logoworks.com/blog/siren-starbucks-logo-design/.

• Askew, K. (2019, July 29). 'The opportunity is big, really big': Nestlé CEO on potential in Starbucks and plant-
based innovation. Retrieved from
https://www.foodnavigator.com/Article/2019/07/29/The-opportunity-is-big-really-big-Drink.

• Choudhury, P. (2020, December 23). 5 Most Effective Social Media to Reach Millennials in 2021. Retrieved from
https://wpmanageninja.com/5-most-effective-social-media-to-reach-millennials-in-2021/.

• Foster, L. B. (2018, May). 5 Ways Starbucks is Innovating the Customer Experience. Retrieved from
https://www.qsrmagazine.com/consumer-trends/5-ways-starbucks-innovating-customer-experience.

• Kardes F., Cronley M., & Cline T. (2020). Consumer Behavior. [MBS Direct]. Retrieved from 
https://mbsdirect.vitalsource.com/#/books/9781305161689/.

• Khan, S. K., Yusop, Y. B., & Baharudin, F. B. (2018). Starbucks Market Segmentation and Targeting. International
Journal of Business and Management Invention (IJBMI), 7(5), 44-45. Retrieved from
http://www.ijbmi.org/papers/Vol(7)5/Version-1/F0705014445.pdf.

• Logos. (2021, February 17). Starbucks Logo. Retrieved from https://logos-world.net/starbucks-logo/

• Lukk, T. (2020, September 29). Where to Buy Coffee Beans Locally. Retrieved from
https://mspmag.com/eat-and-drink/where-to-buy-coffee-beans-mn/.

• Marketing Schools. (2020, November 24). One-to-One Marketing. Retrieved from

https://www.marketing-schools.org/types-of-marketing/one-to-one-marketing/.

• Melody. (2016, February 01). What is My Starbucks Rewards one-to-one marketing? Why did my friend get a
different offer than me? Retrieved from
http://www.starbucksmelody.com/2015/01/30/starbucks-one-to-one-marketing/.

• Miller, B. (2020, September 28). Starbucks Introduces Star Days For All Starbucks Rewards Members. Retrieved
from
https://www.chewboom.com/2020/09/28/starbucks-introduces-star-days-for-starbucks-rewards-members/.

(Admin, 2020)
References
• Miller, K. (2021, April 19). Starbucks Drinks With the Most Calories, Sugar, and Fat. Retrieved from
https://www.womenshealthmag.com/food/g29426759/unhealthy-starbucks-drinks/.

• Rodriguez, J. (2020, February 19). Marketing Lessons We Can Learn from Starbucks. Retrieved from
https://blog.shift4shop.com/starbucks-marketing-lessons.

• Schuman, E. (2016, July 15). Starbucks burned by aggressive pricing automation. Retrieved from
https://www.computerworld.com/article/3093567/starbucks-burned-by-aggressive-pricing-automation.html.

• Simmons, M. (2016, May 18). Starbucks coffee beans fill 435K s.f. of warehouse space under new deal in White
Marsh. Retrieved from
https://www.bizjournals.com/baltimore/blog/real-estate/2016/05/starbucks-coffee-beans-fill-435k-s-f-of-ware
house.html
.

• Starbucks. (2021, April 22). Retrieved from https://en.wikipedia.org/wiki/Starbucks

• Starbucks Corporation. (n.d.). Form 10-K ANNUAL REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE
SECURITIES EXCHANGE ACT OF 1934 For the Fiscal Year Ended September 29, 2019 (United States of America,
SEC). Retrieved from
https://www.sec.gov/Archives/edgar/data/829224/000082922419000051/sbux-9292019x10xk.htm.

• Starbucks Facebook. (n.d.). Retrieved from https://www.facebook.com/Starbucks.

• Starbucks Instagram. (n.d.). Retrieved from https://www.instagram.com/starbucks/.

• Starbucks Rewards™. (n.d.). Retrieved from https://www.starbucks.com.au/Starbucks-Rewards.

• Starbucks Segmentation, Targeting and Positioning – Targeting Premium Customers with Quality Products and
Service - Research-Methodology. (2017, April 15). Retrieved from
https://research-methodology.net/starbucks-segmentation-targeting-and-positioning-targeting-premium-custo
mers-with-quality-products-and-service/
.

• Tu, Y., Wang, C., & Chang, H. (2012). Corporate Brand Image and Customer Satisfaction on Loyalty: An Empirical
Study of StarbucksCoffee in Taiwan. Journal of Social and Development Sciences, 3, 24-32. Retrieved from
https://ojs.amhinternational.com/index.php/jsds/article/view/682/682.

• Yahoo!Finance. (2021, March 17). Starbucks CEO on consumer behaviors post-pandemic and his outlook for
2021. Retrieved from
https://finance.yahoo.com/video/starbucks-ceo-consumer-behaviors-post-211021151.html. (Admin, 2020)