Meet me at Starbucks – an interactive brand campaign | Truly Deeply - Brand Agency Melbourne
Feb 22, elements of both the SOHOi and the meeting place. The hypothesis is that appropriation practices vary according to These two approaches, the documentary and the qualitative, were enhanced . Starbucks helped me to. 14 1 | Page Introduction: Starbucks Corporation is an American global coffee . in order to test a hypothesis, in which case structured interviews are employed. . the “Meet Me at Starbucks” campaign that was launched in was widely P a g e of Starbucks through a mini documentary which was shot in 59 different. The hypothesis is that appropriation practices vary according to social and cultural profiles. These two approaches, the documentary and the qualitative, were enhanced by . Starbucks helped me to choose the best spots in the city. .. In fact, many people meet at Starbucks cafés and some, especially expatriate men.
They reached the conclusion that a moderate level of noise, such as the music and conversation that suffuse your average coffee house, provides a commensurately moderate level of distraction that actually elevates your thinking to a higher plane. The steady hum promotes more abstract thinking, activating the subconscious and facilitating creative problem-solving — the kind involved in coming up with new ideas, not technical analysis.
InMehta co-authored a paper published in The Journal of Consumer Research that presented these findings and read like a love letter to coffee shops in the gig economy.
Both freelancers, they needed a place to work and found that they gravitated to coffee shops. Suddenly, it all made sense. Since its launch inCallwood says 5. Coffee has fueled ideas for centuries. The first coffee houses sprang up in the s in the Middle East, the birthplace of the coffee trade.
Adding productivity Once upon a time, coffee shops frowned upon workers camping out for hours in a row. But inStarbucks began offering free, unlimited Wi-Fi at its stores, an acknowledgement that customers who can pull out their laptops are more apt to stay longer — and hopefully drink and eat more.
Bargaining Power of Buyers: The bargaining power of buyers is medium high as there are other similar options and stiff competition between the existing branded coffee retailers. Further, the switching costs are not high which further gives more power to the buyers.
The threat of substitutes is high as there are other options to choose from both directly and indirectly. Not only are there similar products rather they are indirect options such as tea and other beverages that serve as competition as well. It is a globally renowned brand that is associated with high quality. Further, Starbucks invests heavily in Corporate Social Responsibility and has taken strict steps to ensure a more sustainable and environmentally friendly value chain. Further, consumers like the ambiance and atmospherics at a Starbucks store.
Complimentary services such as Wi-Fi further add to the appealing ambiance. It is easily accessible given there are many outlets especially in busy centers.
The employees are well trained and provide good service quality. In terms of weaknesses, Starbucks is deemed as pricey and an expensive brand, especially given that there are more economical options available. Further, the aggressive expansion strategy of the brand has been criticized as well.
Starbucks in UK has opportunities in terms of launching new products and extensions as there is a diverse diaspora that can be catered to. Further, there are options for co- branding and introducing organic and healthier options given the spiked interest in organic food.
New consumer groups can be reached out to. The sale of whole coffee beans and equipment can 3 Page be pushed and prioritized. Expansion into non high street areas too can be considered in an effort to broaden the consumer base. The threats faced by Starbucks come from a growing competitive market. Given the consistent sales growth in the broader coffee market, it is deemed as a lucrative industry for potential new entrants.
Further, there is rising competition from fast food restaurants offering coffee. Moreover, the overall recessionary environment negatively impacts the branded coffee retailers as consumers are inclined towards saving rather than spending on premium coffee.
Marketing Mix for Starbucks in UK: Starbucks has a wide variety of products which includes special coffees, teas, smoothies, juices and hot chocolates. Additionally, they serve sandwiches and other bakery items which are popular among the local populace. There are healthy organic sandwiches, salads and pastries for vegetarians. The staff is well trained that helps in brewing good coffee. The product quality is good and there is diverse variety.
Further, the coffee cups are according to the coffee choice. On September 22, Starbucks announced that it would raise its prices due to the increase in the price of coffee beans and other raw materials.
Starbucks has an image of a premium coffee brand and is perceived as relatively expensive.Meet Me at Starbucks
However, it has maintained economical prices for some of its more popular beverages. Coffee and drinks that are more labor intensive and large sized are costlier. Tea prices are based on the number of tea bags since water in its non-bottled form is cheap. In terms of the place, Starbucks has good quality and aesthetically pleasing furnishing.
There is free Wi-Fi for everyone. Additionally, to cater to children, there is a children corner that aids to the convenience of individuals coming with families and children.
Usually, Starbucks is located in high street areas; in an effort to broaden their customer base, Starbucks can venture into non high street areas and developing economies such as Pakistan. Starbucks takes pride and invests heavily in its Fair Trade and Green Coffee commitment.
Starbucks is widely considered a socially responsible brand. Further, it is a brand that believes in interactive consumer feedback; it started a community website, My Starbucks Idea that was aimed at collecting feedback from its customers.
It also has a reward program that allows customers to receive free drinks after every 15 purchases at participating Starbucks stores. As a sales pitch, the company emphasizes upon quality over prices. Also, it focuses on creating a community atmosphere which helps develop a relationship with the customer. In 4 PageStarbucks launched its Starbucks Card, which is a stored-value card that can be reloaded and used again.
In an effort to assess consumer perception and attitudes towards Starbucks in the UK, a survey was floated, for which 41 responses were ascertained. In an effort to investigate consumer behavior towards Starbucks, a quantitative research approach was adopted instead of a qualitative research approach. Qualitative research used non-numeric data, and entails the usage of a wide variety of methods including interviews, focus group discussions, ethnographic research, case studies etc.
No Office? No Problem. Meet Me at Starbucks
In simple terms, what this means is that realists tend to explore or unearth an existing phenomenon minimizing biases and personal partialities. Positivism entails that worldly phenomenon works according to set patterns and logical cause and effect principles which allows us to test these theories and constructs. The assumption of the positivist or functionalist paradigm is that the reality is not related to the context and hence can be decomposed and studied by using standardized measures Bhattacherjee, Hence forth the sample set collected in a positivist is random, that is no conditions are applied to filter out data from certain groups or individuals.
Simply put, in a positivist method the researcher starts with a position a theory and tries to verify it with the means of the derived empirical data Bhattacherjee, The other popular methods are called interpretive methods in which the data is attained and the researcher tries to analyze the data in order to reach to theoretical postulates. Various forms of the interpretive and positivist methods are discussed below, discussing particularly the reason why a specific method was employed for the purpose of conducting a study on Starbucks.
There are various different methods employed to collect quantitative data. Traditionally, the attitude of the consumers for a product or a commodity is gauged via surveys, focus groups, personal interviews, observations and field trials.
Surveys allow the researcher to gather the responses of the individuals by having them fill out a concise and straightforward questionnaire. In association with a local partner, the company has divided China into four markets: TaiwanShanghaiBeijing xixand southern China.
Starbucks Launches First Brand Campaign, 'Meet Me at Starbucks'
The Starbucks in China hal, version 1 - 22 Feb Source: The implantation strategy aims to attract clients with high purchasing power by locating the shops in the "trendiest" and busiest localities, where the most expatriates circulate. The automated databases used in the United States are not much help in Chinese cities, which are in a state of constant transformation.
After a year goes by in a Chinese city, you will hardly be able to recognise the placexxi". So the hot spot prospectors, in their search for the ideal locations, follow the trails between the places where potential clients live, work and spend their leisure time.
A cult has developed around the brand: Thus Wang Jianshuo, from Shanghai, explores Beijing by travelling from one Starbucks to another, in order to be sure not to miss out on anything in the cityxxii.
Starbucks helped me to choose the best spots in the city. Their market research is excellent. Anywhere there's a Starbucks you can be sure of two things: The context of the research The rise of Starbucks coincides with the development of coffee-drinking, of access to the Internet, and now to Wi-Fi, in the context of tight control of the web by the government Mengin, Its strategy has had to come to terms with the territorial context.
Coffee in China China, which is known for its thousand-year-old tea culture, is witnessing the gradual growth over several decades of a new habit, that of coffee-drinking. Coffee consumption is still on a small scale, restricted to the urban coastal regions, and concerns only 0.
No Office? No Problem. Meet Me at Starbucks | Starbucks Newsroom
However its introduction is an inevitable trend. Announcement of the forthcoming opening of a Starbucks in Dalian in …in a shopping mall Source: In China, coffee is associated with the West.
The new coffee-drinkers are part of a population which is exposed to Western influences young urban dwellers, white collar workers, and expatriates as well as Chinese who have returned from abroad. As coffee is the symbol of a new lifestyle, the new coffee-drinkers are very susceptible to major brands. Davidoff, although a brand not reputed for its coffees, launched itself on the market in partnership with Mandarin Fine Food by means of a selection of highly refined coffees, consumed or distributed in well-known restaurants, private clubs and gourmet supermarkets.
Sales of its coffee depend on the symbol of its brand, associated with luxury and good taste. Foreigners who only a few years ago were still complaining that they could not get a decent cup of coffee in China now have the choice: Latte and Cappuccino are now the two most popular kinds of coffee while espresso is still considered to have too strong a taste.
But you have to pay the price: Its premium price is justified by the sale not just of a hal, version 1 - 22 Feb coffee, but also of a concept. While predictions about coffee consumption are very optimistic, some analystsxxvi are more cautious. Tea culture is deeply rooted in people's habits. Many drink tea at home and coffee in public "it's an attitude". Since coffee is expensive, it is likely that its consumption will grow slowly.
This neighbourhood has a very large student population and has the reputation of having become the new heart of the ICT market in Beijing. For all that, the clandestine venues have not disappeared, but have moved into the interstices of the metropolis. Graph adapted by GP. Price remains a discriminatory factor: The quality of the service provided speed and free access to websites varies according to price.
Only about twenty establishments, mostly located near the embassy quarter Sanlitun, Chaoyang, etc. Here one makes the best use of time; even if one comes alone without any particular objective", "you are certain to run into someone you know". Everyone speaks highly of the location most work nearbythe amenities that forge the brand image the range of coffees and the cleanliness which is on a par with modern standards, a much appreciated rarity in public places in Beijing today and the certainty of running into someone you know.
Differences appear between expatriates and Chinese. Expatriates, who respond more readily to the location and the range of coffees available, appreciate the self-service, which allows them to save time as well as to avoid pressing invitations to consume. However they are less responsive to Starbucks prices and culture. All in all, they opt for the most convenient place depending on their urban route, where they know they will be able to activate their work-centred social networks.
In contrast the Chinese put the price at the top of their list of reasons for their hal, version 1 - 22 Feb attraction. The price plays a discriminatory role, selecting the clientelexxxv and guaranteeing agreeable company.
This is confirmed by the favourite amenities cleanliness, the range of coffees, the atmosphere, the clientele and the Starbucks culture. The attraction of the complementary products is linked to a cultural difference, which has already been noted in the research on Shanghai Hwang, But I come here with friends and there are lots of people.
They often come from further awayxxxvi and seek above all signs of social distinction and a favourable atmosphere for their networks of professional and especially friendly relations. Evenings and weekends are the times when Beijingers are most numerous among the customers.
However the biggest crowds are found in the afternoon, which is a time for encounters between two meetings or just after work ends. The lunch break is still the time for expatriates and white collar workers who are "making the best use of time".
Two out of three people visit every business day, one out of three every day of the week. The Chinese stay the longest often for over an hour but while expatriates and businessmen usually stay less than an hour, many come several times a day.