extraordinary starbucks
TRANSCRIPT
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
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