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Orange Earth
Starbucks Case Study
Ertunc AltintasZamira Kerimberdyyeva Serdar Celebi
Trip to Italy
1971
Trip to Italy
1991
Airline Travelers
1996
Airline Travelers
14% Return Rate
Bottled Beverages
Ice Cream
54% Market Share 1st Year
Packaged Coffee Beans
3500 Stores Nationwide
Brand Awareness
Brand Equity
Quality
Education
Innovation
Customer Relations
Opportunities
Question: 3 How do each of these brands threaten Starbucks? And how they use branding principles to deal with challenges
Serves 68 million custmers/dayOperates in 119 countries Mc Donalds changes coffee processing equipment Price is $1 for large coffee
How Starbucks used branding principles do deal with challenges: Mc Donalds POD brand image: luxurious yet affordable coffeeStarbucks agressive expansion across the globe
Question: 3 How do each of therese brands threaten Starbucks? And how they use branding principles to deal with challengesPanera Established in 1981 2008 named the healthiest restaraunt chain in USBrand image: fresh, healthy, delicious food in pleasant setting Fast service Social impact and social responsibility culture
How Starbucks used branding principles do deal with challenges:
Starbucks launches aggressive Social Media campaign Starbucks works on creation of positive brand image Starbucks promotes labor satisfaction within its company
Question: 3 How do each of therese brands threaten Starbucks? And how they use branding principles to deal with challengesKeurig is a beverage brewing system Major products: K-cup pods, tea pods etcKeurig has over 60 different brands of coffee Keurig machines as one of the most widely used single served machines in office setting
How Starbucks used branding principles do deal with challenges:
Brand expansion approach: Starbucks launches single brewed coffee machine called Verisimo Systems POD: Starbucks positions its brand as leader in coffee industry; while Keurig is rather focuses on production of K-cup machines
Summary of how Starbucks used brand principles to deal with challenges created by McDonalds, Panera and Keurig Increased brand power in US market and abroadInvesting time and resources in creating brand imageFocus on customers rather than competitionInnovation and technologyBrand extension approachBrand alliances Social impact initiatives
Starbucks Case Study
Ertunc AltintasZamira Kerimberdyyeva Serdar Celebi