STARBUCKS MARKETING ACTIONS

The company is setting up continually news marketing and commercial actions in order to keep in touch with its customers.

• Creation of a Starbucks community 

- Personnalization of Starbucks beverage on the packaging

• Crowdsourcing

==> http://mystarbucksideas.com/
- It is a crowdsourcing (co creation) experience : Starbucks appeals to the customers' ideas in order to improve Starbucks products and services or to find news products or concepts.
- All ideas are welcomed ( about the taste, decoration, ingredients, recipes, services...)

• Customer satisfaction and loyalty

- Free loyalty card with numerous benefits : free drinks starting from 9 bought drinks
- Rewarding of loyal clients

• Brand values

Starbucks uses several strategies to support its position and values about fair trade, client proximity....

- Humanitarian commitments 

Example =AIDS operation : On the Foursquare website, each customer who indicates its location, Starbucks will donate 1$ for the AIDS treatment.

- Social marketing based en share, generosity

 Example => for the christmas of 2012 with the promotional operation " Buy 1 - Get 1 free"