星巴克Starbucks品牌拓展分析英文

星巴克Starbucks品牌拓展分析英文第1页/共43页ContentsRecommendationsMarketPenetrationMarketDevelopmentProductDevelopmentDiversification第2页/共43页IntroductionTheStarbuckscoffeecompanywasfoundedintheyear

1971anditsheadquarterissituatedinSeattle,Washington(USA).Starbucksoperatesachainofbrandedcoffeeshopsinaroundmorethan35

countriesoftheworld.Theoutletsofferhotandcoldcoffeedrinksandfewfooditemssuchasbeans,coffeeaccessoriesandteas.TheStarbucksowns7100ofoutlets.Themajorprocessofenlargementofstarbucksstartedfrom1982.SincethenStarbuckshasevolvedfromamodest$0.5millionbusinesstoawhopping$6.4billionofturnover.第3页/共43页MarketPenetrationBrandExtention-Starbucks01第4页/共43页1.MarketPenetrationInmarketpenetrationstrategy,theorganizationtriestogrowusingitsexistingofferings(productsandservices)inexistingmarkets.Inotherwords,ittriestoincreaseitsmarketshareincurrentmarketscenario.Thiscanbeaccomplishedby:(1)Pricedecrease;(2)Increaseinpromotionanddistributionsupport;(3)Acquisitionofarivalinthesamemarket;(4)Modestproductrefinements第5页/共43页1.MarketPenetration(1)IncreaseindistributionsupportStarbuckssoughtvariousmethodstodeliveritsproductsoutsideitsstorefrontoutlets.ItopenedlicensedretaillocationsinsidegrocerystoresandformedalliancewithSSCO,pepsiC.,U.S.foodservice,andKraftfoodstodistributeproductstogrocerystoreandotherfoodretailers.

第6页/共43页1.MarketPenetration(2)ModestProductrefinementsStarbucksfocusedheavilyonthedevelopingqualityexperienceofitsproductandservicerange.Starbuckshasdifferentiateditselfinprovidingauniqueexperiencetoitscustomersbygivingspecificthemesinstores.Theproductmixconsistsofdifferentbeveragestosuitpeople'sneeds.StarbuckshavealsotiedupboostupcompanyprofitabilitywithotherbeveragecompaniessuchasPepsicoandKraftfood.

第7页/共43页1.MarketPenetration(3)DigitalMarketingNewtechnologimprovethecustomerexperienceEncouragesconsumerstoparticipateinthedigitalbusiness(e.g.mobilepaymentsystems)

"Thirdspace"amobileInternetplatformasthe"Fourthspace."第8页/共43页1.MarketPenetration(3)DigitalMarketingStarbucksbringstogetherallStarbucksdigitalitemscreatebrandsandsustainStarbuckscustomerrelationship.

(e.g.Web,Mobile,SocialMedia,DigitalMarketing,StarbucksCardandE-Commerce,Wi-Fi,StarbucksDigitalNetworking,EmergingIn-StoreConsumerTechnology)

第9页/共43页1.MarketPenetration第10页/共43页1.MarketPenetration(3)DigitalMarketingStarbucksusetheonlinetocreateanonlinecommunityforitsoverallbrandimageservicestomeetandpromotetheofflinestoresales.ThisO2OmarketingapproachenablesStarbuckstobeeffectiveinbranding.(e.g.StarbucksDigitalNetworkServicethroughthefreeWififorfreereading"TheWallStreetJournal","NewYorkTimes","USAToday","TheEconomist"andotherpaidcontent.)第11页/共43页1.MarketPenetration(3)DigitalMarketingStarbucksoffersfreeonlineservice

attractandretainalargenumberofcustomersforofflinestores.(e.g.myStarbucksallowsuserstomorequicklyquerytonearbystoresandmenudrinksinformation,greatlyincreasingcustomerloyalty)第12页/共43页1.MarketPenetration(4)"Starcard"Thepromotionof"Starcard"hasbroughtmoresalesrevenuetoStarbucks.Eachcustomer's"Starcard"consumptionwillberecorded.Withtheaccumulationofconsumerspending,customerswillbeabletogetmorefeedbackexperience.(e.g.freecoffeedrinks,exclusivecoffeeclassrooms,newproductexperience)Thecustomer'sconsumptionhabitsandpreferenceswillbefeedbacktoStarbuckstimelythroughthe"Starcard".Starbuckscanmorefullylistentothepracticalneedsofcustomers,andthenmaketheappropriatemarketpenetrationstrategy.第13页/共43页1.MarketPenetrationSnowmanStarcardClassicCupStarCardThanksgivingStarCard第14页/共43页MarketDevelopmentBrandExtention-Starbucks02第15页/共43页2.MarketDevelopmentInmarketdevelopmentstrategy,afirmtriestoexpandintonewmarkets(geographies,countriesetc.)usingitsexistingofferings.Thiscanbeaccomplishedby:(1)Differentcustomersegments;(2)Industrialbuyersforagoodthatwaspreviouslysoldonlytothehouseholds;(3)Newareasorregionsaboutofthecountry(4)Foreignmarkets.第16页/共43页2.MarketDevelopmentStarbuckshasdevelopedspecialtycoffeemarketinUSbyeducatingconsumersandcreatingtrends.IthascreatedbrandawarenessanddemandforcoffeestoresamongstAmericanpopulation.Starbucksessentiallytransformedacommodityintospecialtyitemthatconsumerwereabletopaytopmoneyforit.第17页/共43页2.MarketDevelopmentStarbuckshasmadeconcertedeffortstoexpandgloballythroughtheyears,anditsprogresshasbeenastounding.NowStarbucksisthechiefretailerforbrandspecialtycoffeeinthewholeworld.Ithasmorethan7,500shopsallocatedinCanada,theUSA,Europe,AsiaandtheMiddleEast.Starbucksrevenueisgrowingyearly.Itisopeningaboutthreeshopsdaily.第18页/共43页2.MarketDevelopmentOnekeytoitsglobalsuccesshasbeenStarbucks'willingnesstoadaptitsmenutodifferentculturalpreferencesandregionaltastes.e.g.Starbucks'Mooncakes;Starbucks'DragonDumplings.

第19页/共43页2.MarketDevelopmentStarbuckswillalsoconductspromotionsondifferentfestivals.e.g.2016ChristmasDay-StarbucksselectedeightredcupdesignlistedinChina.第20页/共43页ProductDevelopmentBrandExtention-Starbucks03第21页/共43页3.ProductdevelopmentTobeapremiumproductinthecoffeetrade,theyaimathighstandards,introductionofinnovativeproductsandprovidingexcellentservicecombinedwithunforgettableexperience.Itsproduct-mixexpandedfrom12

maincategoriesofdrinkstypesand7foodcategories(Starbucksweb)tokeepupwiththemomentumandtosatisfymorecustomerneeds.第22页/共43页3.Productdevelopment第23页/共43页Theyhavebeenconstantlyintroducingnewproducts,suchasfournew"VIAflavoredcoffees",andtryingtoattractteadrinkersbyintroducing"TazoTea".VIAflavoredCoffeesTazoTea3.Productdevelopment第24页/共43页Inadditionto"TazoTea".,Starbuckshasalsointroducedotherseriesoftealeaves3.Productdevelopment第25页/共43页Theyhaveseasonalofferingssuchasstrawberry,creamFrappuccinointhesummerandgingerbreadlatteinChristmas.Goinglittlebeyond,theyalsooffersStarbuckscoffeeandcappuccinomakersforcustomerwhowishtopurchasethem(Starbucksstore).

Strawberry,CreamFrappuccinoGingerbreadLatte3.Productdevelopment第26页/共43页MuchworkwasdoneonbrandextensionsintonewproductcategoriestoenhancetheStarbucksCoffeecustomerexperience.Withsalescomingfrombeverages,pre-packagedcoffeeintheirstoresandongroceryshelves,andanexplosionofotherretailproductstheydeveloped,theemphasisonthehighest-qualitycoffeebeansseemedtobeanafterthought.Torefocusonitscorecompetencyandmainbranddifferential,Starbuckscreatedalimitededitionseriesofthefinestwhole-beanvarietalcoffees.3.Productdevelopment第27页/共43页3.Productdevelopment第28页/共43页Thecompanyalsocreatedpackagedgoodstoenjoyathome,includingtheFontanabrandofflavorsyrups,Infusiatea,plusalineofbaked-goodmixes,jamsandbiscotticonfections.3.Productdevelopment第29页/共43页DiversificationBrandExtention-Starbucks04第30页/共43页（1）ConcentricDiversification:togeneratemorerevenueandhighsales,Starbucksincreaseditsproductrangesmerequicklyandwithoutdivertingfromitsmainproducts.Starbucksnewproductrangeswererelatedwitheachotherandthusgivingconsumersapresentationofstrongestofbrandofspecialtyinitsproducts.4.Diversification第31页/共43页4.Diversification①

AfterthegreatsuccessoftheFrappuccinoblendedbeveragesin-store,StarbuckspartneredwithPepsiCo

tointroduceabottledversioninthegrocerystore.WedevelopedpackagingthatcarriedtheStarbucksqualitymessageandbrandmystiqueintothisnewchannel.PepsicoandStarbuckscommittedtomorebottlingfacilitiesandsalescontinuedtoclimbdramatically.第32页/共43页②AnothersuccessfulpartnershippairedStarbuckscoffeewithDreyer'sIceCreamtocreatewhatinstantlybecameAmerica'sfavoritecoffeeicecream.HecklerAssociatescreatedacompletelynewanduniquegraphicsystemforthecoffeeicecreamflavorsthatplacedtheStarbuckslogofrontandcenteronthepackage.StarbucksicecreamwontheAmericanMarketingAssociation'sBestProductintroductionof1996intheice-creamcategory.Encouragedbytheproduct'sgreatsuccess,thecompanyalsointroducedlow-fatversionsandicecreambars.Wecreatedapackagingsystemthatcouldeasilyaccommodatealloftheseproductadditions.4.Diversification第33页/共43页③Coffeeandbeerareanothernaturalpairing.StarbucksworkedwithourclientRedHookBeertocreateDoubleBlackStout,adeliciousdarkbeer.Wenamedthisnewproductandcreatedtheco-brandedpackaging,balancingthevoiceofbothcompanies'identitiesonthelabel.4.Diversification第34页/共43页（2）ConcentricDiversification:togeneratemorerevenueandhighsales,Starbucksincreaseditsproductrangesmerequicklyandwithoutdivertingfromitsmainproducts.Starbucksnewproductrangeswererelatedwitheachotherandthusgivingconsumersapresentationofstrongestofbrandofspecialtyinitsproducts.4.Diversification第35页/共43页Starbuckssawanopportunitywhentheyrealizedthatcustomerswereregularlyrequestingtheplaylistforthemusicmixestheyheardinthestores.TheyworkedwithBlueNoteRecordstoproduceajazzCDofstorefavorites.TheCDwouldbesoldinthecoffeeshopsalongwithBlueNoteBlendcoffeebeans.HecklerAssociatesdesignedthecoverofthisfirstCD,theBlueNoteBlendpackaging,aT-shirtandthein-storepromotionalmaterialstosupporttheintroduction.Saleswereou