VALUE DELIVERY,EXPERIENCE BRAND

PRESENTED BY: MOHD. AAMIR(PM/2014/406)

DEPT OF PHARMACEUTICAL MANAGEMENT

NIPER HYDERABAD

V ALUE DELIVERY: CRUX OF MARKETING It is benefits that transfer into value.

Benefits : Utilities, and “several other things”.

Total customer benefits: It represents monetary worth he finds in the product by assigning credits to the various benefits

NOTE: All customer value is perceived value

STARBUCKS : FACTS AND FIGURES

STARBUCKS : AS EXPERIENCE BRAND

Experience brand: A brand that provides unique value to customers through experience.

Experience is the reason why customer pay for such a high price coffee.

Achieving Superior Engagement with customer Howard Schultz said “We are in the

business of human connection and engagement, creating communities in the third place between home and work”.

Starbucks does not vote for ‘quick service’ strategy for serving coffee in two minutes and sending the customer fast.You can sit for 5 hrs with single cup of coffee.

Continuation…….

Starbucks cafe provides comfortable and reasonably private seats.

Offer free laptop service and Wi-fi facility. Bigger outlets even host mini concerts. IDEA is to let the customer rejoice in a

comfortable environment, relish their coffee, chit chat with friends.

Want to be left alone; you can choose your corner.

Cup carries a sticker also with your name on it.

Meticulous Attention to the Process ’. Service process is the trump

card for Starbucks. Service Process: Arrangement

by which the service is actually produced and delivered to the customer.

Ex : For a training session, it closed all its outlets on a chosen day. Retrain its 1,35,000 employees. Open next day, urging customer to complaint if their drink was not ‘perfect

Trying to create “Coffee moments” in INDIA January 2012 Starbucks finally

announced a 50:50 joint venture with Tata Global Beverages, called Tata Starbucks Ltd.

WHY TATA ? 1. Brand Value 2. Starbucks know that supply chain is difficult part in India .

Continuation….

First store was opened in Horniman Circle area of South Mumbai, and have espresso sourced and roasted locally from India, through the coffee sourcing and roasting agreement with Tata coffee.

Starbucks in India has some Indian style product offerings such as Tandoori Paneer Roll, Elaichi Mawa Croissant and Murg Tikka Panini to suit Indian customers.

Enhancing the experience : Example of ‘Payment by mobile’ Facility Customers now can pay by waving

their mobile phones instead of cash or credit cards.

Hold phones in front of scanner at Starbucks cash registers. Payment is effected from Starbucks account.

Owners of Blackberrys, iPhones or iPod touches can use this facility to pay by downloading free Starbucks card app.

Continuation….

The choice of furniture and fixtures, the names of its drinks, the messages on the cups, the graphics, it's all been studiously crafted.

 A little tray at the register with the business cards of the manager and the assistant manager.

Makes them feel good, and it lets customers know that someone is in charge and accountable no less.

The best part about starbucks is the coffee customization.

What YOU can experience?