MARKETING STRATEGY

SEGMENT & TARGETING

• Every age group.• Tech savvy individuals.• Men and women.• High disposable income. • Brand focused

POSITIONING

• Starbucks has positioned itself as an upscale brand which provide rich experience.

• It is obvious from the mission statement that they are trying to make it the best for socializing.

• Starbucks is trying to reposition itself as a “third place” for its customers

PRODUCT

• Coffee: More than 30 blends and premium coffees. • Handcrafted Beverages: Fresh-brewed coffee, hot

and iced espresso beverages, Frappuccino, smoothies and Tazo teas.

• Fresh Food: Baked pastries, sandwiches, salads, oatmeal, yogurt parfaits and fruit cups.

• Merchandise: Coffee- and tea-brewing equipment, mugs and accessories, packaged goods, music, books and gifts

PRICE

• Premium price.

• Prices range from $1.00-$4.20 for drinks which is higher than any other retailers.

• Starbucks is more expensive when compared to quick-service restaurants

PLACE

• Distributed directly to customers through own retail stores and retail partners.

• Located in high-traffic, high-visibility locations, focusing on pedestrian consumers.

• Company also focus on drive-thru retail stores for the convenience of non-pedestrian consumers

PROMOTION

COMPETITION

PARTNERSHIPS

• Starbucks agreed to a partnership with APPLE to collaborate on selling music as part of the “coffeehouse experience”.

• Starbucks announced a new partnership with ‘Arizona State University’ to allow starbucks employees to complete 4 years of college at ASU.

ENVIRONMENTAL IMPACT

• In 1991,Starbucks started “Grounds for your Garden”.

• In 2004,Starbucks reduced the size of their paper napkins and store garbage bags.

• In 2008,Starbucks was ranked No.15 on the U.S Environmental Protection Agency’s list.

• In October 2008,the Sun Newspaper reported starbucks wasting 23.4 million litres of water a day.

RECYCLING

• In 2006,Starbucks began using 10% recycled paper in its beverage cups.

• ALLEN HERSHKOWITZ of the natural resources defense council called the 10% content “Minuscule”.

CONCLUSION

•As a closing note, Starbucks’ marketing strategy has always been aligning company objectives with customer experience. •They continue to dominate the market by excelling in customer service and top quality products.• As Starbucks prepares to expand and enter into new fiscal years, they must remain confident. Starbucks is a market leader in their industry and in the coffee house industry.

AIR ASIA

INTRODUCTION

• AirAsia is a Malaysian low cost airline.

• AirAsia was founded in December 1993 and commenced operations in November 1996.

• Headquarted at Kuala Lumpur International Airport.

• Tony Fernandes is the Director and co-founder.

• Fleet Size-188.

• Operates to 100 destinations.

AirAsia India

• AirAsia India was founded in March 2013 and commenced operations in June 2014.

• It is headquarted in Chennai.• Operates to five destinations.

SERVICES

• Hi Flyer Program.

• AirAsia Red Carpet.• Web Check in.• Bookings – Online & Mobile App.• Cargo & Courier services.

ON BOARD FACILITIES

• Food and Beverages.• AirAsia Official Merchandise.• AirAsia Flatbed Seats.

• Duty-Free shopping.

CUSTOMER CARE

• Telephonic Assistance.

• Online Complaint Register.

DESTINATIONS

BUSINESS PROCESS AND OPERATION

SWOT ANALYSIS

DESTINATIONS

AirAsia currently operates more than 142 routes to 78 destinations, with over 400daily flights.

SUBSIDIARIES

• AirAsia India• Indonesia AirAsia• Thai AirAsia• Philippines AirAsia• AirAsia X• AirAsia Japan• AirAsia Zest

BUSINESS PROCESS AND OPERATION

• To book a flight with AirAsia, customers can choose the following channels

• 1. Call centre• 2. Sales office and airport sales counter• 3. Authorized travel agents• 4. Mobile booking via mobile.airasia.com or• 5. Online (http://www.airasia.com)

AirAsia Electronic Ticket Ordering

Process

Welcome to Air Asia Internet Homepage!

SWOT ANALYSIS

Strengths

• Low operational and maintenance cost

• Low operating cost• Strong management team

consists of industry experts and ex-top government officials

• Multi-skilled and well-trained staff

• Low cost airlines

Weaknesses

• Service resource is limited• Huge investment • Rising fuel price• The flight times are more

or less limited to 2.5 hours. So they cannot operate flights of longer duration without any Frill

Opportunities

• Low fares offered by Air Asia are encouraging people to fly

• Airbus A320 would encourage greater passenger capacity

• With the commitment in ensuring the security of staff and customers, customer will have more confident to fly via AirAsia

Threats

• Entrance of other low cost couriers

• Full service airlines has stared to cut the costs to compete

• Aviation regulation and government policy

• Accident and disaster affect customer confidence

BIBLIOGRAPHY

• CBN, “Coffee Talk,” accessed June 18, 2011

http://www.cbn.com/health/NaturalHealth/coffee.asp

• Espresso & Coffee Guide, accessed July 5,2011

http://www.espressocoffeeguide.com/2011/06/Starbucks-canada-2011/

• Starbucks, “About Us,” accessed June 15, 2011 www.Starbucks.com/about-us

BIBLIOGRAPHY

• https://en.wikipedia.org/wiki/AirAsia

• http://www.airasia.com/in/en/about-us/hi-we-are-airasia.page

• http://www.airasia.com/ask/template.do?id=43

THANK YOU