extraordinary starbucks

extraordinary starbucks

presented by…

liem yao #36407001yuli t # 36407007

robin s #36407022frisca #36407053

tobias #36407059shervyn p #364097

marketing management UK.Petra

brandHISTORY

first store of STARBUCKSfirst store of STARBUCKS

Schultz Schultz join in as director of MARKETING

Memperluas gerai hingga ke luar ASSTARBUCKS go public

MAP membeli frandchise STARBUCKS di Indonesia

the LOGO

product

main product is

Coffee

disajikan secara istimewa untuk memberikan

kepuasan tersendiri

Berikut beberapa contoh bentuk kopi yang ditawarkan adalah:

consumer can add topping

Coffee best friends :

•Sweet •Pastries, Muffins, •Cakes, Cookies and Scones•Savoury •Sandwiches

price

Premium Pricing Premium Pricing Strategy//SkimmiStrategy//Skimming Pricingng Pricing

High Value High Value Product Product (Branded)// (Branded)// harga yang cukup harga yang cukup tinggitinggi

Range harga minuman ± Rp 17.500,- sampai ± Rp 45.000,-.

Range harga makanan ± Rp 11.000,- sampai ± Rp 30.000,-.

promotion

“If you votewe give you a cup of coffee”

video

“buy 10 cups (delivery service)

free 1 cups”

“treat a friend”buy one get two

frapuchinoes

facebook

facebook

place

starbucks paris

starbucks shanghai

starbucks citraland

starbucks taman

anggrek

starbucks PlazaIndonesia

starbucks SiloamHospital

starbucks cengkareng

the most important of 4P isPLACE

Starbucks VisionBecoming the #3rd

place(after home, office)

core

lifestyle

core

prestige

actual

coffee

actual

service

actual

interior

atmosfer

augmented

music

wifi

promise starbucks

• Memberikan experience yang berbeda kepada setiap konsumen

• Konsumen dapat membuat kopi sesuai dengan keinginannya

• Karyawan menjadi partner• Konsumen dapat menuangkan ide

kopinyamystarbucksidea

experience starbucks

AtmosferService

Kopi

BRANDSTRATEGIES STARBUCKS

Family brand

• Ethos Water2001,Peter Thum, misi sosial

• Tazo TeaSteve Smith, Stephen Lee,Tom Mesher

• FrappucinoThe Coffee Connection

• Hear MusicRetail Music, Opera, Film

• Green Tea Frappuccino® blended beverage

• Iced Green Tea Latte

• Frappuccino® blended juice drink

• Starbucks Pastries

• Starbucks Muffins

• Starbucks Cookies and Scones

BRAND EXTENSION

cakes, sandwich, cookies

BRAND EXTENSION

Tazo Tea//Ethos WaterHear Music

BRAND EXTENSION

CO-BRANDING

Frappucino Bottled

PepsiCo dan Starbucks

Video

BRAND STRATEGIESBRAND STRATEGIES

Pergeseran dari Kopi ke Experience

Tak Semuanya CoffeeHolic

Kebijakan Pedang Bermata Dua

Membuka pangsa pasar dan peluang baru

BRAND STRATEGIESBRAND STRATEGIES

No Problem, selama core product masih kopi.

Tidak disukai CoffeeHolic, dilakukan protes.

BRAND STRATEGIESBRAND STRATEGIES

just

thankyou