In setting up the communication goal of Starbucks are playing important that are advertising and other integration marketing communication tools. Which can be deciding on present the business enterprise to solve the condition or capitalising the business enterprise opportunity should be considered. Communication objective suppose to be evidently differentiated from the business enterprise and marketing purpose. Communication target of Starbucks is creating consciousness, to transform the views, to make the brand image, to re-place a brandname in the customers view, etc. It is essential to get the business enterprise objective to improve the business enterprise and the marketplace objective is to maximize the marketplace sales within the marketing campaign time and also to maximize the market show within the approaching period.
Communication Strategy
Starbucks communication strategy is applicable through publicity, advertising, release offers, using marketing, sales promotion, sociable sponsorship, public connection and expenditure. They are important to get near to the customers. They are the foundation to yank customers to produce a final decision to choose the product. These activities are accompanied by the Starbucks to make the existence in the market place. They have short-term and long term strategy to succeed 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 bring in in the market
Publicity: They bring in their brand in the global market
Using mass media: using marketing to publish new thing to the people
Long term:
Sales campaign: Starbucks offers gold cards to the faithful customers
Social sponsorship: They add in charity, recycling and reduce waste products, save water and energy and more.
Public connection: They using customer data to make a good connection and also remind or inform about their recent offers or activities.
Expenditure: They expend domestically and also internationally.
Income generation
Starbucks is the largest coffee chain restaurant on the planet and own and no franchising store over 49 countries. In my advice, Starbucks can improve their income and also brand loyalty. We can review Starbucks present situation in every around the world. We need to identify external and internal factor to improve the income generation. We can analysis power, weakness, opportunity and dangers. Starbucks should utilize the strength, retrieve their weakness, take chance when they get opportunity and always plan any sort of threat.
To improve income technology, Starbucks should put emphasis on a few of the factors:
Staff training and service quality: Starbucks can recruit and educate that kind of staff who have good understanding of communication skills, collaborate with colleague and customers. Staff should be motivated by themselves and also from management. Then they suppose to provide service properly and also offer new thing, which company get profit from customers. High quality services are anticipated for their devoted customer. Better quality service and product bring new customer, which improve the income era.
Technological use: Starbucks can use customer personal service, make more place for internet users in the stores and installation different test of coffee maker machine in various place. Like just as the airport, train station. And customer can visit Starbucks web site to learn about them and also know about their products. They can order through the online which will be better for income technology.
Vouchers discount and will be offering: Starbucks should give vouchers discount who are regular customer, give some occasional, promotional offer for each and every customer. Starbucks can give some special offer for Starbucks cards to increase their customers and also give prize to the silver customers.
Improve product quality: The business need to know how staff offering coffee, foods and beverages. They have to concern about product production and expired date and also side effect of the products. Staffs need to be informing about to using every equipment, substances for caffeine, tea, yet others. Starbucks can support farmer and suppliers who produce the best quality product to provide to them. In Starbucks, barista should have good knowledge to keep the products quality.
More expand: Development is important which is with respect to the public. And it is also improving the income era. Starbucks can increase their product items. Because many people like tea or they would like to buy different food with caffeine which are not available in the store. Thats why customer moves to other store to buy something. Starbucks need to save lots of customers the perfect time to increase food item in the stores. People are demanding new store in different location of other countries. And Starbucks can get plenty of income from that place
Culture: Starbucks may use different ethnic view in several place which can attract customer. People have different food behavior in various countries. They can try to expose something new which is expected to the individuals culture. Here customer is more appealing to buy that may bring increased sales to boost income era.
Brand loyalty
In today's highly competitive market, bettering consumers' commitment to brands allows marketers to maintain a comfortable, prolonged and leading position on the market. Brand Commitment is the customer's mindful or unconscious decision, expressed by his objective or behaviour, to buy a brandname constantly. It occurs because the client is convinced that the brand offers the appropriate product features, image and level of quality at a reasonable price. To be able to build brand loyalty, marketers must break customer patterns, help them to get new practices, and point out those patterns by showing customers of the value of these purchase and inspire them to keep buying those products in the foreseeable future.
Suggestions to improve Starbucks brand loyalty:
Starbucks can collect their customer's responses from Facebook, Twitter, YouTube, My Starbucks ideas, Starbucks V2V.
Building greener stores. For example using eco-friendly equipment, less CO2 emission, energy saving light bulbs etc.
Contribution to the charity from customer's purchases
Fair-trade business policy
Sponsoring different type of social fair or ads, supporting social responsibility
Customer can suggest about the product and service quality
Providing latest technology to the clients like free Wi-Fi, ability adapters etc.
Decorating stores according to the needs of customers, it is effective to focus on certain customers and making a brand loyalty for all those.
