Starbucks

Brand An American coffee company and coffee house chain Starbucks distinguishes itself for having a different taste to other companies. There are a variety of drinks including hot and cold, coffee, full and loose leaf teas, juices, and beverages. There are also pastries and snacks sold there. People know that they can do more than just drink coffee. People do their work there and socialise with others.

Brand

Starbucks operates in 72 countries with 23,768 stores around the world. There will be a shop opening in Milan next year. This be the 24th European country which there will be a shop opening. Starbucks also do ethical sourcing.

Current Marketing Digital marketing working well in the US with phone and the application. A phone app is also in the UK and it can be improved. In order to encourage youth to drink tea, there is a summer campaign where there will be three iced tea drinks released. This will also promote the Tevana tea range since there has been a 29% of growth in UK with iced tea. The first drink that will be released is Shaken iced tea and there will two which follows which includes Hot tea and Tea latte. There will also be promotion in store and high street with tasting and social media.

What Starbucks are doing well?

With the Starbucks app in the US there are 18% of transactions which are ordered from phone. Food and drinks can be ordered from your phone. The Starbucks app has also has also launched in the UK. Starbucks would also like to create brand partnerships in the UK like they have done in America with Spotify.

What are they not doing to well?

Starbucks does not pay corporation tax in the UK every year. There are times where Starbucks to do not make a profit yearly. They have also had to close down stores. They paid 8.6 million in tax around 2012

What would I change?

I would improve the way that the Starbucks Application is being used in the UK since the company can improve it and make it better. I would also make the Starbucks application worldwide since Starbucks is an international company and if people travel they may also like to use their rewards worldwide not just in the country that they live in.

Social Media Starbucks have different media pages which include Facebook, instagram, twitter, Snapchat. I would say that they can advertise their YouTube channel more on twitter and Facebook especially when they are doing campaigns.

An aim can be to increase the brand awareness on social media by 30% in six months. They can do this by doing more adverts on YouTube and adding links to the adverts on twitter, and Facebook. They can inform people about offers and discount that people can get with on different occasions throughout the year. Another aim is to promote their new drinks on snapchat. They also done this by having an interactive lens for a day when they promoted their loyalty card.

Aim and objectives I would increase the brand awareness of the Starbucks Application by 30% in UK since they have over 600 stores.

One aim would be to by advertising on social media through and by making a video which can be shown on TV, Facebook, YouTube. Another aim to increase brand awareness is to engage with the audience by asking questions about the Starbucks application through social media so that they are aware of the Starbucks Application. If the audience advertise it then they will have points on their loyalty card.