Successful Marketing of Starbucks Coffee

Faced with the tea culture in Asia, Starbucks in Shanghai is implementing a service called Coffee Room, which says that if three or four people go for coffee together, Starbucks will provide them with a barista. Baristas will explain patiently so that customers can appreciate Starbucks' coffee culture while finding the coffee that best suits their taste. Customers are psychologically satisfied, and the winner, of course, is Starbucks. In the war with China's deep-rooted tea culture, Starbucks won a huge group of white-collar workers with huge spending power with its invincible experiential marketing.

In 1996, Starbucks opened its first overseas chain store in Tokyo. Six years later, it has entered 32 markets around the world, with more than 6,000 chain stores. Now it is growing at the rate of opening three or four chain stores every day, and the price of each cup of coffee is twice that of other coffee shops. What's the magic?

The author of Corporate Spirit points out: "Starbucks has succeeded in creating a coffee religion characterized by the Starbucks experience." It is said that Starbucks'"experiential marketing" approach is a magic weapon to make it have a unique charm, of which baristas play an important role. At Starbucks, the interaction between guests and baristas, and between guests and guests is one of its characteristics. There are many kinds of coffee here, customers are more selective, you can drink any kind of coffee; second, it is fresh, and here you can find people who actively make coffee for you and take the trouble to teach you how to drink coffee. You look at the Global wall decoration, bar, conditioning cabinet, holding a cup will suddenly be in New York, the United States.

With the entry of world-famous coffee companies such as Starbucks into China, the new profession of baristas is becoming hot.