Integrated marketing Communication

Integrated marketing Communication

Advertising strategy

Starbucks is undoubtedly a multinational brand. The company has about 6,500 POS sites worldwide. The company has lost its network over thirty nations in an attempt to create an unprecedented portrait, and although this strategy has produced a degree of the first results of its industry worldwide, the organization has been successful in creating a real global brand. At the end of fiscal 2003, the coffee industry had a total of almost a thousand accredited outlets.

Starbucks maintain its image using fresh, colorful posters to evoke different seasons and enrich the brand with an impact of visual interest. Starbucks advertising remains primarily by word of mouth, although makes his advertising through publicity, that is, advertising films, TV series, etc., where it occupies a space not to advertise the company, but the announcement is made implicitly by the appearance of Starbucks products within a film. For example, in a film, Starbucks appears to be the restaurant where characters come. On the other hand, uses a strategy Starbucks win-win with newspapers so that Starbucks gives away in the different stores (Agrawal, 2000).

The newspapers announced the company which offers discount coupons. Others advertising methods used are vans that Starbucks offered coffee samples the streets, store locator by country and city in order to provide a timetable of in-store activities such as concerts, coffee tastings, exhibitions, courses, etc. through the website. Starbucks have been so successful because it has acquired a powerful personality making their brand concept into a "virus" that penetrates the different cultures through various channels such as cultural sponsorship, experience consumption and brand extensions.

Effectiveness of the advertising

Starbucks Corporation is a worldwide chain of coffee based in Seattle, Washington. It is the largest coffee company in the world, with about 17,800 outlets in 49 countries. Starbucks stock processed coffee and, espresso hot drinks and other beverages, snacks also sell some other products such as cups and grains coffee. It offers books, music CDs, and movies. Since the early 1990, the company has opened a new store on every Labor Day every year.

Another important factor to ensure that Starbucks is a successful company is its continuous innovation in products and equipment, thus introducing new drinks such as frappuccino, mochas of flavors, etc., and new services such as wireless network music, online catalogs, credit card type, etc. Also, Starbucks made alliances strategic, competitive advantage grow the business. The company makes this in order that the customer feels comfortable as a brand loyalty. Each store is made with the highest quality standards always thinking about the customers (Kotabe & Helsen, 2004).

Promotional strategies

The coffee products to specialized and international retailers Starbucks serves a variety of social media offers. Among these include Facebook, YouTube, Flickr, and Twitter and own corporate blog "My Starbucks Idea". Starbucks is seen as the company with one of the best social media strategies. Its activities are aimed at the needs, desires and preferences of its customers and encourage both through customer loyalty and in the context of ...