POSITIONING
==> Innovative products of the coffee industry and provide excellent service : Starbucks wants to satisfy its consumer and create a long terme relationship.- Premium products
- very high control of quality (each steps od coffee production)
- High quality and personalized service
- Adapted environment
- "THE THIRD PLACE" : people can feel relax and interact with others : the place between home and work.
PRODUCT
Starbucks developed a very large product range in order to match the several needs:- Numerous taste and kind of products
- Several benefits => light product, fresh beverage for summer, seasonal offers, without cafe.
Core products:
- Coffee beans
- Hot and cold coffees and related beverages (tea, juice, smoothie, hot and cold chocolate...)
Others Products :
- Equipment and coffees-related accessories
- Snacks : healthy organic sandwiches, salads, and pastry and cakes, fresh desserts and yoghurts
- Seasonal offering : christmas flavor and products for example
Services:
- Music
- Sales of equipment
- Wifi
WAY OF SELLING:
- Trained staff
- Coffee cup and coffee taste choice by the consumer
- Higher product variety and quality
PRICE
- Price and quality determines the value of Starbucks products => Starbucks wants to show that the price supported its positioning ( efficient training staff, atmosphere, services, quality products...)
- Range from $1.00 tp $5.00
- 2010 => Announcement of an increasing of price due to the increasing price of coffee beans.
PLACE
Network:
- Starbucks headquarter is located at 3475 Victory Blvd, Staten Island, New York.
- products available in approximately 39,000 grocery and warehouse stores, (33,000 in US ans 5,000 international market)
- Channels : warehouse club, convenience stores, grocery stores
- Selected highly visible locations and opened stores
The typical Starbucks Shop:
- High quality ans well designed furnitures => Starbucks takes care about the consumer satisfaction by providing quality services, atmosphere, efficient staff with barista, customer experience...
- Free wifi to everybody
- Board with Starbucks suppliers and stories
- Outlets in high street areas and developed cities
- Starbucks headquarter is located at 3475 Victory Blvd, Staten Island, New York.
- products available in approximately 39,000 grocery and warehouse stores, (33,000 in US ans 5,000 international market)
- Channels : warehouse club, convenience stores, grocery stores
- Selected highly visible locations and opened stores
The typical Starbucks Shop:
- High quality ans well designed furnitures => Starbucks takes care about the consumer satisfaction by providing quality services, atmosphere, efficient staff with barista, customer experience...
- Free wifi to everybody
- Board with Starbucks suppliers and stories
- Outlets in high street areas and developed cities
PROMOTION
- Fair trade and "green coffee"
- Charity
- product placement
- Cross selling
- online or mobile coffee ordering for busy people
- new coffee evaluation
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