In preparing the communication purpose of Starbucks are playing important that are advertising and other integration marketing communication tools. Which is applying to present the business to solve the condition or capitalising the business opportunity is highly recommended. Communication objective suppose to be obviously differentiated from the business and marketing objective. Communication goal of Starbucks is creating consciousness, to transform the views, to construct the brand image, to re-place a brand in the customers view, etc. It is vital to get the business objective to improve the business enterprise and the marketplace objective is to maximize the market sales within the advertising campaign time and maximize the marketplace talk about within the returning period.
Communication Strategy
Starbucks communication strategy applies through promotion, advertising, kick off offers, using advertising, sales promotion, social sponsorship, public relationship and expenditure. They are the top to get close to the customers. They are the foundation to yank customers to make a ultimate decision to choose the product. These activities are followed by the Starbucks to create the existence on the market place. They have short term and permanent strategy to earn their objective and reach their eye-sight.
Short term and medium term:
Advertising: Starbucks advertise by electric and print media.
Launch offers: Offer new product to add in the market
Publicity: They add their brand in the global market
Using multimedia: using press to create new thing to the people
Long term:
Sales campaign: Starbucks offers rare metal cards to the faithful customers
Social sponsorship: They add in charity, recycling and reduce misuse, save drinking water and energy yet others.
Public relationship: They using customer data to produce a good relation and also remind or inform about their recent offers or activities.
Expenditure: They expend domestically and also internationally.
Income generation
Starbucks is the major coffee chain restaurant in the world and own and no franchising store over 49 countries. In my recommendation, Starbucks can improve their income and also brand commitment. We can review Starbucks present situation in every around the world. We need to identify exterior and inside factor to enhance the income generation. We can analysis power, weakness, opportunity and risks. Starbucks should utilize the strength, recover their weakness, take chance when they get opportunity and always plan any kind of threat.
To improve income technology, Starbucks should put focus on a few of the factors:
Staff training and service quality: Starbucks can recruit and teach that kind of staff who've good knowledge of communication skills, collaborate with colleague and customers. Worker should be encouraged by themselves and also from management. Then they suppose to give service properly and also offer new thing, recognise the business get profit from customers. High quality services are anticipated for their faithful customer. Better quality service and product bring new customer, which raise the income generation.
Technological use: Starbucks may use customer home service, make more place for internet users in the stores and setup different test of coffee maker machine in several place. Like just as the airport, train station. And customer can visit Starbucks internet site to learn about them and also find out about their products. They can order through the online which is better for income generation.
Vouchers discount and offers: Starbucks should give vouchers discount who are regular customer, give some periodic, promotional offer for each and every customer. Starbucks can provide some special offer for Starbucks credit cards to increase their customers and also give praise to the platinum customers.
Improve product quality: The company need to find out how staff serving coffee, foods and refreshments. They have to concern about product manufacturing and expired day and also side-effect of the products. Staffs need to be informing going to using every equipment, elements for espresso, tea, yet others. Starbucks can support farmer and suppliers who produce the very best quality product to supply to them. In Starbucks, barista should have good knowledge to keep the merchandise quality.
More expand: Enlargement is important which is depending on the public. And it is also bettering the income generation. Starbucks can increase their product items. Because some individuals like tea or they would like to buy different food with caffeine that are not available in the store. Thats why customer steps to other store to buy something. Starbucks need to save customers period to increase meal in the stores. People are challenging new store in different location of other countries. And Starbucks can get tons of earnings from that place
Culture: Starbucks may use different ethnic view in various place which can entice customer. People have different food behavior in several countries. They can try to bring in something new which is expected to people culture. Here customer is more attractive to buy that may bring increased sales to boost income technology.
Brand loyalty
In todays highly competitive market, bettering consumers' loyalty to brands permits marketers to keep up a comfortable, prolonged and leading position on the market. Brand Loyalty is the customer's conscious or unconscious decision, portrayed by his purpose or behavior, to buy a brand continuously. It occurs because the client feels that the brand supplies the exact product features, image and quality level at a reasonable price. To be able to build brand devotion, marketers must break customer habits, help them to gain new practices, and point out those practices by revealing customers of the value of these purchase and inspire them to continue buying those products in the foreseeable future.
Suggestions to boost Starbucks brand devotion:
Starbucks can acquire their customers responses from Facebook, Twitter, YouTube, My Starbucks ideas, Starbucks V2V.
Building greener stores. For instance using eco-friendly equipment, less CO2 emission, energy saving light bulbs etc.
Contribution to the charity from customers purchases
Fair-trade business policy
Sponsoring different sort of social fair or ads, supporting social responsibility
Customer can suggest about the merchandise and service quality
Providing most advanced technology to the customers like free Wi-Fi, power adapters etc.
Decorating stores in line with the needs of customers, it is helpful to target certain customers and building a brand loyalty for those.
