代写范文

留学资讯

写作技巧

论文代写专题

服务承诺

资金托管
原创保证
实力保障
24小时客服
使命必达

51Due提供Essay,Paper,Report,Assignment等学科作业的代写与辅导,同时涵盖Personal Statement,转学申请等留学文书代写。

51Due将让你达成学业目标
51Due将让你达成学业目标
51Due将让你达成学业目标
51Due将让你达成学业目标

私人订制你的未来职场 世界名企,高端行业岗位等 在新的起点上实现更高水平的发展

积累工作经验
多元化文化交流
专业实操技能
建立人际资源圈

Case Study: How Starbucks Develop Its Brand Equity

2020-02-18 来源: 51Due教员组 类别: Essay范文

下面51due教员组为大家整理一篇优秀的代写范文- How Starbucks Develop Its Brand Equity,供大家参考学习。这篇文章讲述的是星巴克成功地在中国等国外市场建立了品牌资产,为消费者提供的不仅仅是咖啡。本文旨在检验星巴克所采取的策略,通过讨论所使用的不同媒体来评估星巴克营销传播的有效性,并应用一般的营销传播准则和标准来评估整合传播计划。

Case Study: How Starbucks Develop Its Brand Equity

Introduction

Nowadays, brand equity has become increasingly essential for a company in today’s marketplaces. To enhance brand equity, product, price and channel strategies are adopted strategically. In the past, companies tend to make use of traditional media, such as magazines and newspapers, to promote their products and services. As the media environment has changed dramatically recently, the digital revolution provides more effective options to establish communication between companies and consumers. By selecting the best communication options and managing the relationships, companies could develop an integrated marketing communication program to build their brand equity. Starbucks has successfully built its brand equity in foreign markets, such as China, and provide its consumers more than coffee. This essay aims to examine the strategies adopted by Starbucks, evaluate the effectiveness of Starbucks’ marketing communication by discussing the different media used and assess the integrated communication program by applying the general marketing communication guidelines and criteria.

 

Part One: Marketing Strategies

To build brand equity in marketplace, Starbucks has made attempts in marketing strategy adoption. First of all, Starbucks has designed and delivered a product and service that fully satisfies consumer needs by providing strict quality control and offering coffee of various kinds. As stated by Mullins, Walker and Boyd (2006), satisfying the needs of consumers and maintain their wants are the keys to sustain a competitive advantage and achieve company objective. Starbucks not only provides whole bean coffee, desserts and products including cups and coffee makers, but also constantly introduces new products based on the seasons and consumers’ taste in different regions. Secondly, Starbucks priced their products relatively high by adopting a value-based pricing strategy. This strategy plays a significant role in marketing especially in foreign markets, such as China. When entering the Chinese market, Starbucks decided to provide its products with a relatively high price considering the commodity price in China at that time, and provides its Chinese consumers with new experiences in both coffee and shop atmosphere. By establishing the connection between value and price, Starbucks managed to build its brand equity by delivering high-valued perception. In terms of channel strategy, Starbucks has chosen and maintained direct channels for years. Instead of franchises, Starbucks prefers to provide products and services through its own shops. This is because the company believes only in this way the shop operator could share the same value with the company and the quality control could be ensured. By adopting different marketing strategies, Starbucks successfully create strong, favorable and unique brand association to functional and symbolic benefits.

 

Part Two: Marketing Communication Options

The Starbucks’ choice on marketing communication options is different from most products and services providers. Instead of heavily relying on media advertising, such as TV, Starbucks prefer consumer promotions, trade promotion and so forth. The key concept of Starbucks’ promotion approach is that the shop itself serves as the best advertisement and the marketing communication options chosen by Starbucks is the implementation of its concept. Consumer promotion is one of the marketing communication options Starbucks chooses. Starbucks attempts to deliver samples of its new-flavored products to consumers in stores and it could help increase the possibilities for consumers make more consumptions. Also, Starbucks provides consumers with membership cards for scores collection. The score function of membership cards encourages consumers to invite friends to join in and purchase more Starbucks’ products instead of helping to save money for consumers. Meanwhile, the membership cards could help consumers to develop brand loyalty to some extent. Trade promotion is another marketing communication options used by Starbucks. For instance, Starbucks tend to promote their seasonal-flavor products by communication and advertisement display at the point of purchase. Consumers tend to change their product decisions by switching one to another when more information could be provided at the cashier. The guidance from shop assistances as well as the advertisement displayed on the cashier desk elect influence on the consumers’ final decisions. Also, Starbucks provide coffee tasting program for consumer education. This kind of training programs makes sense especially in market where consumers do not get used to drinking coffee.

 

Part Three: Effectiveness of Integrating Marketing Communication Program

To evaluate the marketing communication options, Integrating Marketing Communication Program is provided as theoretical and managerial guidelines. From the perspective of coverage, Starbucks’ target consumers with similar consumption pattern with could be reached by the consumer promotion. For instance, one tends to invite his or her friend to enjoy Starbucks’ coffee if he or she holds a membership card. However, it should be noted that sample providing as well as placing advertisement in stores could only reach existing consumers only. Interestingly, both sample providing and placing advertisement create desired response and communication effects by aiming at the existing consumers accurately. The logic is that existing consumers who get used to drinking Starbucks’ coffee are more willing to make consumption on other products of Starbucks that they have never tried before. It should be noted that consumer promotions and trade promotions manage to deliver the brand image Starbucks consistently and cohesively. Neither of the marketing communication options elects negative effects on Starbucks’ brand equity. Besides, the complementarity of communication options could be analyzed from the fact that although the consumers reached by different options overlap slightly, these options still attract their own consumers. When it comes to the evaluation of conformability, it could be difficult to judge a communication option in this case in terms of both communication and consumer conformability. However, it is obvious that Starbucks rarely adopts either multiple information provision strategy or broad information provision strategy. Finally, cost of consumer and trade promotions are under the control and acceptable.

 

Conclusion:

To summarize, the essay discusses the marketing strategies, evaluate the marketing communication options as well as assess the effectiveness of integrating marketing communication programs in the case study of Starbucks. Different markets share the similar product and channel strategies. Starbucks tries to provide consumers with products of various kinds and high quality through company-owned shops only. Pricing strategy is slightly different in different markets and evidences show that the relatively high price of Starbucks‘ products in certain markets help to establish connection between price and perceived value. All the marketing strategies adopted by Starbucks help to build brand equity in this case. Besides, as the digital revolutions bring new options for marketing communication options, Starbucks prefer consumer and trade promotions to traditional media advertisement. Both consumer and trade promotions help this company reach its target consumers effectively and provide them with products of various kinds and high quality. Finally, the Integrating Marketing Communication Program is provided as theoretical and managerial guidelines to examine the marketing communication options and their relationships. The marketing communication options and their relationship are examined by means of Integrating Marketing Communication program from different perspectives, namely, coverage, contribution, commonality, complementarity, conformability and cost.

51due留学教育原创版权郑重声明:原创优秀代写范文源自编辑创作,未经官方许可,网站谢绝转载。对于侵权行为,未经同意的情况下,51Due有权追究法律责任。主要业务有essay代写、assignment代写、paper代写、作业代写服务。

51due为留学生提供最好的作业代写服务,亲们可以进入主页了解和获取更多代写范文提供作业代写服务,详情可以咨询我们的客服QQ800020041

 

 51due为留学生提供最好的作业代写服务,亲们可以进入主页了解和获取更多代写范文提供作业代写服务,详情可以咨询我们的客服QQ:800020041。


上一篇:Government Research Paper 下一篇:A Discussion of Decolonizatio