Starbucks

Starbucks

Starbucks

Starbucks key of success is the ability to change the concept consumers had about drinking coffee. With more than 6000 outlets across the world (2003 numbers) and the intention of increasing them in the near future, the company has transformed coffee into a lifestyle accessory with as much elegance as the latest fashion. However, their way to success was not so easy and if we go back in 1971, we will find that coffee didn't look like it was a great business. There were no signs of getting better, either.

Coffee consumption in the United States had peaked in the 1960s, but by 1971 it was on the decline. Most Americans drank something called “coffee” that came ground up very finely in vacuum-sealed tins. Nevertheless, there was appeared tiny Seattle based chain with innovative idea of how to do business that in a few years changed the vision about the process of drinking coffee not only in USA but worldwide. Starbucks has evolved into a great success due to their outstanding implementation of Integrated Brand and Marketing Communications.

Examine the psychology of Consumer decision-making

Major features of IMC

a) Customer centric:

Every IMC strategy begins with an acute understanding of the customer. This approach goes far beyond demographics to uncover segments and customer motivation that drive purchasing decisions

b) IMC is data-driven:

Marketers have more information than ever about their customers' behaviours and preferences-IMC depends on this data to identify and understand the company's best customers and to make informed decisions regarding how to communicate with them

c) IMC is integration:

Customers and other stakeholders- including investors, the media, employees and others- do not distinguish between messages intended for them and those intended for other audiences. IMC not only integrates the marketing communication of advertising, direct and e-commerce marketing and Public relations, but also advocates the alignment of ...