Marketing Strategies of Starbucks Coffee Company and Caffè Nero Group Ltd

Marketing Strategies of Starbucks Coffee Company and Caffè Nero Group Ltd

Introduction

This research paper showed the information about Starbucks Corporation and Caffè Nero Group Ltd and how both companies is serving different countries with varieties of products[1]. There is also discussion about the competition associated with Starbucks Corporation and Caffè Nero Group Ltd. Starbucks Corporation is the coffee company and, one of the leading companies of Untied States of America which is situated in Washington. It is the biggest coffeehouse and a company, of the world because; it has 19,763 stores in various countries of the world. It has 12,848 stores in USA, 1,264 in Canada and 621 in China. Starbucks Corporation sells different varieties of coffees such as drip brewed coffee, espresso coffee, pastries, snacks and other items which include mugs and cups. There is also a brand of Starbucks Corporation such as Hear Music which sells books, music and film. The products of Starbucks Corporation are seasonal and vary from store to store and depend upon the locality. Ice cream and coffee are also sold at numerous stores. [2]

The Caffè Nero philosophy is really very simple: Premium Italian coffee. A warm and welcoming atmosphere. Good food and great personal service. At Caffè Nero, great people are the key to great service - those with genuine warmth and a positive outlook on life are the ones it seek out. The company's goal is to give friendly, personal service. Caffè Nero hopes to be fiddling while other coffee chains burn. The company is the UK's #3 specialty coffee chain (behind Whitbread Group's Costa Coffee and Starbucks) with more than 420 outlets throughout the country. It also has operations in Turkey and the United Arab Emirates. The company's cafes serves a variety of Italian-style espresso drinks, along with panini sandwiches, soups, pastas, and other dishes. Some locations are operated by retail chain House of Fraser; Caffè Nero also operates at London's Heathrow airport through a partnership with BAA. Founder, chairman and CEO Gerry Ford controls the company.[3]

Marketing Strategies of Starbucks Coffee Company

Starbucks is primarily adult-focused and aims to connect with their customers, communities, and children through various advertising tactics. The huge majority of these customers come from urban areas, where individuals are willing to go the extra mile to purchase costly gourmet coffee.[4]

In order to maximize their brand awareness and establish themselves as the most accepted and valued brand in the world and among their target market, Starbucks implemented a well-incorporated marketing curriculum that would employ a marketing mix that would satisfy the needs and wants of its target market.

Product

“The customer base is asking us to be innovative,” says Richard Feinberg, director of the Perdue University Retail Institute, on behalf of Starbucks. “Our organization is really looking to enhance the food side of our business” . It would be most beneficial for Starbucks to focus on their in-store items and baked goods. The test locations have already started to focus on ...