Starbucks'S Experience Marketing

In the world, Starbucks is the only world coffee brand that stores all over the four continents.

First, adopt flexible investment and cooperation modes according to the different market conditions in different parts of the world.

According to the proportion of shares held by Starbuck Corp headquarters in the world, there are four main modes of cooperation between Starbucks and other parts of the world: Starbucks:

1. Starbucks accounted for 100% of the equity, such as in the UK, Thailand and Australia.

2. Starbucks accounted for 50% of the shares, such as in Japan, Korea and other places;

3., Starbucks has a relatively small share, generally around 5%, such as China's Taiwan, Hongkong, Hawaii and Shanghai before the capital increase.

4. Starbucks does not account for shares, but purely authorized operations, such as in Philippines, Singapore, Malaysia and Beijing.

The advantage of doing this is that "it can borrow other people's strength to do many things for it, and do it at the same time."

Over the past 30 years, Starbucks has declared its entire policy: stick to the company's Direct stores and do not join stores all over the world.

The reason why Starbucks take the way of direct battalion is: behind the brand is people in operation, Starbucks strictly demands its own operator identification with company concept, agrees with the brand, emphasizes the consistency of action, discipline and quality, while the franchisees are investors, they only regard franchised brands as a way to make money, so their sole purpose is to make money instead of running the brand.

Therefore, in order not to let the brand get unnecessary interference, Starbucks decided not to open franchise.

Three, do not spend a penny to advertise.

"Our store is the best advertisement," said Starbucks's operators.

It is understood that Starbucks has never spent a penny on advertising in the mass media.

Starbucks believes that in the service sector, the most important marketing channel is the branch itself, not advertising.

If the products and services in the store are not good enough, do more advertisements to attract customers, and only let them see the negative image.

Starbucks does not want to spend huge amounts of money on advertising and promotion, but insists that every employee has the most professional knowledge and service enthusiasm.

"Our employees, like" coffee pass ", can explain the characteristics of each coffee product in detail.

Through one to one service, win trust and word of mouth.

This is both economical and practical, and it is also unique to Starbucks! "

In addition, Schultz, founder of Starbucks, is aware of the importance of employees in brand communication. He has created a new way to manage his brand. He spent money spent on advertising for employees' welfare and training.

This has played an important role in Starbucks's "word of mouth" brand management.

Four, style: make full use of "experience".

Starbucks's main competitive strategy is to communicate with customers in the coffee shop, with special emphasis on communication with customers.

Every waiter has to receive a series of training, such as basic sales skills, basic knowledge of coffee, coffee making techniques, etc.

Every servant is required to anticipate the needs of customers.

In addition, Starbucks is better at "experience" beyond coffee, such as atmosphere management, personalized store design, warm lighting, soft music, etc.

Just like McDonald's has been promoting the sale of joy, Starbucks has gradually decomposed the American culture into something that can be experienced.

"Take every customer seriously and cook only one cup of coffee at a time."

This concept, drawn from the technological spirit of Italy old cafe, is the secret of Starbucks's rapid rise.

Pay attention to the concept of "oneatatime" (current experience), emphasize the "living" experience in the work, life and leisure entertainment.

Starbucks also strongly emphasizes the consumption culture of the American style. Customers can talk and laugh at will, or even move tables and chairs.

This is also part of Starbucks's marketing style.

Five, design: performance characteristics

It is understood that at Starbucks's US headquarters, there is a dedicated design room with a group of professional designers and artists who specializes in designing Starbucks shops all over the world.

When designing every retail outlet, they will think about how to integrate Starbucks in the light of the characteristics of the local business circle.

Therefore, every shop in Starbucks has made full use of its personality characteristics on the basis of brand unification.

This is quite different from McDonald's and other chain brands, which emphasize the highly unified visual design of all stores.

In design, Starbucks emphasizes that every building has its own style, so that Starbucks's style should be integrated into the original buildings instead of destroying the original design of the buildings.

With each new store, they took a digital camera to shoot the interior and surrounding environment of the store. The photos were sent to the U. S. headquarters, and the headquarters was asked to help the design, and then go back to the construction team.

In this way, Starbucks always keeps its original flavor.

For example, Starbucks in Shanghai, China, is dominated by young consumers.

While developing new stores, they spent their time searching for a distinctive shop site and designing it with local landscape.

Starbucks, located in the Town God's Temple market, looks like a modern temple. The Binjiang branch on the Whampoa River shows garden glass curtain and palace like magnificence.

At night, through the huge glass windows, watching the neon flashing and shining streets, sip a cup of pure coffee, which is a feeling of "Yap".

In a busy life, people are eager to relax and leisurely. If your products and services meet the needs of people, so that they have a wonderful and quiet experience, they will attract more consumers and enhance their brand awareness.