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Starbucks Coffee Editor

Coffee lovers may have heard of Starbucks, the protagonist of a well-known American novel more than a century ago. In the 1970s, three Americans turned it into a coffee shop sign to promote the American spirit. Since then, a cup of Starbucks coffee has fascinated the whole world. Starbucks is a hot coffee for young men and women nowadays.

The Chinese name Starbucks Coffee and the foreign name Starbucks originated in the 1970s with excellent potential, relaxed and warm atmosphere.

Catalogue

1 Brand culture

2 Brand image

3 Coffee flavor

4 price increase for the first time

5 at home and abroad

6 value

7 quality

8 points for reference

Brand culture editor

Starbucks can turn one of the oldest goods in the world

Starbucks coffee

Starbucks coffee

It has developed into a distinctive, lasting and high value-added brand, which is inseparable from the "experience culture" and unique marketing methods that it adhered to at the beginning of its business.

Starbucks' success does not lie in the excellent quality of its coffee. The infection of relaxed and warm atmosphere is the magic weapon for Starbucks to win. Because the atmosphere rendered by Starbucks Cafe is a culture of advocating knowledge, respecting human standard and having a little "petty bourgeoisie" atmosphere. In Starbucks, the emphasis is no longer on coffee, but on culture and knowledge. "Starbucks" culture is actually a culture that focuses on the two themes of people and knowledge. the core of this culture is to make use of the most comfortable environment to help people broaden their knowledge and ability and excavate the greatest value of knowledge. [1]

Abroad, Starbucks is not a petty bourgeoisie, and the price is very cheap.

Brand image editor

Unlike other multinational companies, Starbucks is one of the few brands that do not take advantage of huge amounts of advertising and promotion. Starbucks brand promotion does not rely on advertising, its consistent strategy is to focus on brand image promotion, all over the world. Starbucks believes that coffee is unlike McDonald's, coffee has a unique culture, sponsorship of cultural activities, Starbucks image promotion is very important. For example, Starbucks was the main sponsor of the Dali painting exhibition held in Shanghai. Starbucks is also the sponsor of the Shanghai APEC Conference.

The appearance of Starbucks chain stores is simply considered from the environment around the store, but its interior decoration should be strictly in line with the unified decoration style of the chain stores. Each store itself is an image promotion and a link in the Starbucks business chain. American designers specially create rich visual elements and unified style for each store, so as to make customers and passers-by pleasing to the eye. to achieve the purpose of promoting the brand. This kind of promotion is called Tie-in, which closely links the image of the cafe to its customers.

In Starbucks coffee shops, employees are the main carriers to convey the value of experience, and the value of coffee can be enhanced through the service of employees, so employees are as important to the creation of experience as the environment. In fact, Starbucks employees are like coffee fans, they can explain the characteristics of each coffee product in detail, and they are good at communicating with customers and anticipating their needs. Employees are called "partners" at Starbucks because everyone has options, their status is fully respected, and they create great competitiveness for the Starbucks brand.

Coffee flavor editor

Starbucks' rich black coffee has infiltrated into the lives of all kinds of people around the world, but there is only one version of its management, copied from the North American continent and applicable everywhere. With consistent global management, quality and taste, Starbucks' success story does not begin with every cup of coffee with the same taste, but when coffee beans are still growing: very picky selection of coffee beans, from variety to origin to the shape of particles, every step has strict standards. Its coffee product evaluation experts evaluate more than 100000 cups of coffee every year to ensure its quality, select coffee beans by cup evaluation, and then determine the precise degree of roasting, so that the unique taste of each kind of coffee can be completely released. Starbucks' slogan is: give full play to the flavor of each coffee. The final process is to sell steaming coffee to customers along with the standard service model.

The connotation of coffee culture

Coca-Cola associates its sizzling drinks with carefree happiness; Nike uses "just-do-it" to convince runners that they sell personal success; Starbucks sells culture.

At Starbucks in Shanghai, a service called "Coffee classroom" has the best imagination in the game of "hanging coffee selling culture". If three or four people go for coffee together, Starbucks will equip them with a coffee maker. Once customers have any problems with the selection, brewing and roasting of coffee beans, the coffee maker will explain to him patiently and meticulously, so that customers can taste the coffee culture promoted by Starbucks while finding the coffee that best suits their taste. Culture gives its higher price a good reason to exist, from which customers get great psychological satisfaction, but the real winner is Starbucks.

In Starbucks' view, people's stranded space is divided into homes, offices and other places. McDonald's strives to create a home atmosphere and strive to maintain an ambiguous relationship with people's first space, the family, as long as possible. As a coffee shop, Starbucks is committed to seizing people's third detention space and keeping a close eye on people's detention space. Supporting facilities such as live piano performance, European and American classical music background, popular fashion newspapers and magazines, and exquisite European accessories strive to bring more "foreign atmosphere" to consumers. Let drinking coffee become a kind of life experience, let coffee drinkers feel very fashionable, very cultural.

Multidimensional Innovation: the Source of Starbucks Brand vigor

Successful marketing requires creativity and passion. In this era of eyeball economy, in order to attract more attention, the most important thing is to produce innovation and differentiation, so that consumers' attention to products can be transformed into consumer behavior. Starbucks for its brand culture to add strategic innovation, in the development of its unique "Starbucks" brand to inject vitality and enduring.

Service innovation: Starbucks also attaches great importance to the development of new service content according to the needs of customers. Seattle-based Starbucks is experimenting with business ideas to attract people into the store and stay longer. When you enter Starbucks, you will feel the music whirling in the air. Jazz, American country music and piano solos are often played in the store. These just cater to those fashionable, trendy, avant-garde white-collar workers. They are facing strong survival pressure every day, and they are in great need of spiritual comfort. at this moment, music plays this role, making you awaken some nostalgia that may have disappeared in your consumption of a culture. Since 2002, Starbucks has launched high-speed wireless Internet access in 1200 stores in North America and Europe, where customers with laptops or personal digital assistants (pda) can browse the web, send and receive emails and download messages over a cozy cup of coffee.

Channel innovation: in 1998, half of all coffee sales in the United States were sold through supermarkets and food. There is a broader market among more than 26000 grocery stores than Starbucks retail chains and special sales channels. Making full use of this channel can bring millions of consumers to the company. in addition, putting products into the supermarket can also save the company's transportation costs and reduce operating costs. The company's retail capacity will also be further strengthened, and Schultz and other company decision makers believe that supermarkets are an important way to continue to expand Starbucks coffee sales. Although Schultz laid down the rule of "refusing to enter the supermarket" because he could not bear the smell of fresh coffee beans, the changing environment constantly required the company to change its principles. In 1997, Schultz and his senior management ordered a move into the supermarket. Despite the risks and difficulties-after all, supermarkets are not sales venues that companies can control. However, the situation that worried Schultz did not happen, on the contrary, the original decision produced good results.

Consumer education: in the process of expanding into Asian countries, Starbucks has to face the problem: promoting and popularizing coffee in a country that is used to drinking tea is bound to encounter emotional resistance from consumers. To this end, Starbucks first focused on promoting "consumer education".

Starbucks branches must hold coffee lectures for customers once a week. The main content is the knowledge of coffee, how to make it yourself, the use of utensils and so on. The form is very flexible, generally choose when there are more customers, the time is controlled at about 30 minutes. Many customers asked questions one after another, and the commentators solved the doubts, and the atmosphere was very active. In Shanghai, Starbucks is planning and 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 may or may not, but the message is that the number of customers going to Starbucks is on the rise.

Mystery customer: for Starbucks, word-of-mouth is the best advertisement. In order to achieve the effect of word-of-mouth, it is necessary to serve every guest well. Starbucks' standard is to brew every cup of coffee and grasp every detail. You may be facing the 100th guest today, but for the guest, it is the first cup of coffee that begins with his knowledge of Starbucks. [2]

How to test "make every cup of coffee for the guest"? Starbucks has established a series of evaluation mechanisms, among which "mystery customer" is the most distinctive. That is, in addition to the usual theoretical knowledge inspection and practical operation inspection, they entrust a company with inspection ability to secretly send someone to pretend to be customers and come to various Starbucks coffee stores for consumption. during this period, the staff's service, skills, environmental atmosphere and other omni-directional inspection, and then combined with a comprehensive performance assessment, to determine the service quality of a store, whether a clerk can be promoted, and so on.

Editor of the first price increase

Starting from January 31, 2012, Starbucks adjusted the prices of hand-made coffee beverages at its stores in mainland China by 1 to 2 yuan per cup, with the chain giants increasing sharply in their stores in China, with analysts saying it pays more attention to profit indicators. "We will raise the prices of some products on January 31." Yesterday, Starbucks' contact in China said when asked by this newspaper that the price adjustment is mainly hand-made coffee drinks (such as latte, mocha, cappuccino, substitute coffee), commonly known as coffee products, covering all mainland stores, including Guangzhou.

The last time Starbucks adjusted its coffee products in China was in April 2007, the contact said. The price adjustment is mainly due to the increase in operating costs, including raw materials, manpower, logistics, rent and so on.

Domestic and foreign editors

In the United States, Starbucks coffee, like Haagen-Dazs ice cream, is a common brand. A cup of coffee costs only $1 to $2, but a 12-ounce cup of Starbucks coffee in China is as high as 30 yuan. In addition to the high price of coffee, when Starbucks announced its entry into the domestic breakfast market, a breakfast was as high as 50 yuan, compared with McDonald's and KFC, a cup of coffee with a hamburger was only 6 yuan, and KFC's "value breakfast" was only as low as 6 yuan. Starbucks in China, taking the high-end route, selling at a high price.

Value editor

Starbucks' brand strategy is similar to Haagen-Dazs. Starbucks' product positioning is based on high-quality and elegant catering, choosing coffee shops with high visit rate and high passenger flow to create a noble and elegant social environment. Leisure food and beverage with fresh style and fashionable taste become typical, with noble raw materials and excellent selection, and the main product coffee has been very popular. It is reported that Starbucks prices are positioned as "luxury goods that most people can afford", while consumers are positioned as "white-collar workers". They have a higher income and their loyalty is not easy to change. Starbucks' rising prices in China's catering industry are based on the psychological tendency of white-collar workers to pursue stability, enjoy a fashionable atmosphere and quality service.

Quality editor

Starbucks is famous for its coffee, which can make high-end customers feel highly dependent, which can not underestimate its high-quality coffee ingredients. Starbucks has a wide variety of coffee and strives to bring people the purest coffee. In the production, there are also stringent requirements, such as Starbucks' main product latte to boil milk to at least 150 degrees Fahrenheit. With the change of the times, Starbucks has also changed in the product structure, began to increase tea, cakes and so on, products into diversification, but the brand image is still undiminished.

Draw lessons from the editor

In the catering service industry, foreign brands have made remarkable achievements in China. Haagen-Dazs, Starbucks, KFC, McDonald's, and so on are good examples. Today, when fast food culture is so popular, catering brands appear on the stage one after another, how to break through among many competitors? We must find our own characteristics and constantly innovate and improve. The success of a brand must have its unique characteristics. Due to the different needs of many customers, sometimes it may encounter bottlenecks to attract customers through products and prices, while warm service and good dining atmosphere are paid more attention to. If domestic catering brands can also capture the hearts of consumers, while improving product quality, grasp the value of service, I believe it can also achieve good results.