Marketing

The Chief marketing officer of Starbucks is Mathew Ryan. Mathew Ryan’s responsibilities include the development and execution of marketing plans, management of the food and beverage portfolio including new product development, digital customer experience innovation, creative and brand management, data analytics, and consumer insights. Starbuck’s Marketing Strategy utilizes communicating the message of quality via multiple channels Focus on product and place elements of the marketing mix.

Customer segmentation and targeting premium customer segment. Integrated application of multiple marketing communication channels. Consistent increase of the marketing budget to implement the above measures and initiatives. Starbuck’s Marketing Mix (the four Ps) are pretty standard. The products are various types of coffees, teas and juices. The price ranges between $2-$5. Starbucks has roughly 27,339 stores worldwide. Starbucks achieves promotion through the app and discounts, and rewards.  Think with google gave us a good insight into the different tools utilized. Omnichannels are relating to a type of retail that integrates the different methods of shopping available to consumers (Online, physical store).  Data Analytics & Measurement shows how consumers experience the brand across platforms.  

Google Trends showed a graph that shared the Interest in Starbucks over the past year and it showed that Starbucks fluctuates between 50 and 100 (very popular). The Interest in Coffee over the past year showed that coffee stays in between 75 and 100 (even more popular).

Starbucks uses Google analytics for marketing purposes. They utilize Virtual Baristas through Starbucks mobile app, place orders through voice command or messaging to a virtual barista using artificial intelligence. Expansion of products are considered based on data to determine which products would do well being sold at grocery stores and partnering with other businesses.  Starbucks is in the process and has many new designs and develop services. Experience is most of the Starbucks stores don’t look exactly alike, each store has personal touches and the goal is to make each store not like the other. Technology is the Starbucks app to make it easier, faster and more convenient for the customer to order products.