The reasons for Starbucks' success should be used for reference.

Starbucks Coffee-A successful model of brand extension enterprises create famous brands, famous brands make enterprises. The emergence of famous brands is by no means easy, it requires the efforts of one or even several generations of enterprises, and requires all aspects of conditions. Famous brand can produce great influence, cohesion and attraction, and provide a strong driving force for the development of enterprises, which can be called the internal extension effect of famous brand. As long as we take a look at those famous-brand enterprises, we will find that the quality of the personnel there is generally high, which is often the place that talented people yearn for; the management is scientific and characteristic, and it has the qualities that many modern enterprises should have; the decision-making team is well versed in the famous brand strategy or strategy, and there is a whole set of implementation plans and steps around the development of famous brand products to meet the needs of the market. The staff there are always energetic, enterprising and have a sense of honor for being a member of a famous brand enterprise, which can be said to be a concentrated expression of the internal extension of the famous brand.

Decision background

Starbucks Coffee was founded in 1971 with its first store in Seattle. In the 1980s, Starbucks first became famous, with 8 million people patronizing Starbucks coffee shops almost every week. By the 1990s, Starbucks had become one of the most well-known brands in the world. At present, Starbucks is the largest brand retail store and the largest specialty coffee supplier in the United States.

Decision analysis

One of the reasons for Starbucks' success is that Starbucks pays close attention to consumers all the time, experiencing the whole experience of tasting coffee, and making consumers realize that the brand can be so vivid and diversified.

Diversification: Starbucks has a wide variety of coffee, and customers can drink any kind of coffee.

Fresh: where can you find someone who energetically makes coffee for you and takes the trouble to teach you how to drink coffee? Only at Starbucks! This has become the main driving force to provide customers with the "Starbucks experience".

Unification: in Starbucks coffee shops, customers see the unified decoration, wall decoration, bar and conditioning cabinets of Starbucks stores around the world.

At Starbucks, you get more experiences other than drinking coffee, such as atmosphere creation, personalized interior design, warm lighting, soft music, etc., just as McDonald's has always advocated selling joy. Starbucks gradually breaks down American culture into things that can be experienced.

Attaching importance to communication and communication with customers is an important strategy of Starbucks. Starbucks waiters should be able to anticipate the needs of customers and pay more attention to customer reactions when patiently explaining the different tastes and aromas of coffee. In addition, Starbucks also creates its own "coffee way" in terms of products, services and experiences.

Product

The coffee beans used by Starbucks are the best from the world's major coffee bean products and are roasted in Seattle. In the view of Starbucks management, product quality is the soul of the company and the primary factor for the survival of the company, so Starbucks always buys raw materials directly from the coffee producing area. After the raw materials are sent to Starbucks' coffee stir-frying workshop, they will be skillfully stir-fried and mixed according to strict standards, and then packed into plastic bags and shipped to Starbucks chains or wholesalers. Starbucks specially designed the bags to prevent air and water from entering to maintain the freshness of the products. The company also has strict rules: once the bags are opened, the coffee beans must be sold within seven days. Starbucks has always regarded the quality of its products as its own life, from the purchase of coffee raw materials to the stir-frying process to sales channels are subject to strict audit control and physical examination.

Service

Starbucks requires all employees to understand the knowledge of coffee and the method of making coffee beverage. in addition to providing quality service to customers, they should also introduce such knowledge to customers in detail. In addition, Starbucks also uses unique means to communicate and interact with customers. For example, Starbucks puts the counter not far from the door, and when guests open the door and enter, the staff at the bar, no matter how busy they are, turn around, look at the customer's eyes and say welcome with a smile. Some Starbucks have a reply on the bar with sugar, milk and recycled paper towels asking customers to write comments that say, "Let's do better." first, ask customers to make a satisfactory evaluation of the quality of service, the environment, the quality of goods, and the overall feeling, and then write down their own opinions. Starbucks will also respond to customers' comments and suggestions one by one.

Experience

No matter where consumers are in any Starbucks cafe, they will experience a new way of life, that is, experiential marketing plays a real role. If the success of brand managers in the 1980s lies in the creation of brand image, then the most successful brand in the 1990s is the creation of brand experience. Starbucks has a clear grasp of all consumer behavior and pays more attention to the whole experience of consumers before, during and after consumption, making consumers feel that the brand is visible and within reach.

By the end of 1996, Starbucks had become the most charismatic specialty coffee brand in the American market. Schultz and senior executives agree that Starbucks' idea of creating a retail chain is the source of the brand's continued consumer recognition and eventual success. In a sense, Starbucks belongs to the category of coffee retailers, but the company's management believes that it represents a unique "coffee culture."

At the same time, Starbucks executives are vigorously promoting an idea: third Space. Starbucks strives to make her coffee shop a third space, a comfortable social gathering place outside family and work, and another "living room" for customers, where they can either meet guests or relax alone. Today, it can be said that Starbucks' goal has been achieved, because quite a lot of customers visit Starbucks coffee shops more than a dozen times in a month.

Extension of decision-making action products

Starbucks is a vertical conglomerate based on roasting coffee beans and then moving to cafes, bottled coffee drinks, coffee ice cream, cafe scene CD records and retail household coffee machines. Its success does not lie in the excellent quality of its coffee. The infection of relaxed and warm atmosphere is the secret of Starbucks' success.

The "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 expand their knowledge and ability and excavate the greatest value of knowledge. The purpose of introducing Starbucks culture into the office is to enable people who work hard to absorb inspiration from this environment and fully combine reason with sensibility, so as to make their work more creative and passionate.

An extension of habit

The powerful power of famous brands is reflected in forcing people to form certain habits, and an important reason for forming habits is the introduction of a new standard. Before McDonald's, no one understood that hamburgers could be eaten this way. Drinking tea is a habit of Asians. Teahouses have always been irrelevant and consolidated at a low level. Starbucks has developed a new "drinking method" and "practice".

On the face of it, Starbucks just decorated the coffee shop, and it didn't change the coffee. In fact, Starbucks has changed everything, redesigning coffee drinking, the oldest behavior in the Western diet. "heart" is very important here, with the heart, the taste of coffee is different. Starbucks redivides the coffee shop. It thinks that coffee is a spiritual and romantic thing and can't be drunk casually. In addition, Starbucks also redesigned the coffee making machine, coffee grinding, cooking are different, with a new standard, a new definition.

Today, Starbucks has set standards in the coffee industry, not only for coffee, but also for water, temperature, milk, cups, and Starbucks have been redesigned and standardized.

Starbucks has also changed its customers. In the past, most people had a physical need to drink coffee, but today they have more emotional needs. The physiological needs are limited, while the emotional needs are endless. Starbucks captures the emotional needs of consumers. Coffee sellers at Starbucks are also different. In the past, the job of a waiter in a coffee shop was rarely seen as a formal job, but today Starbucks has brought them a lot of dignity and dignity.

The extension of the market

We rarely see Starbucks ads, which is a bit incredible for a retail company, especially in China, as if it is impossible to sell products without being a "standard king" or a "diving king".

Obviously, Starbucks has a unique "market extension" approach.

Some people have questioned whether coffee can have a place in China, a country that values tea culture. In this regard, Starbucks' answer is: Japan is also a tea-drinking country, but Japan accounts for the third place in coffee sales in the world, even larger than Europe and the United States. For Chinese people, drinking coffee is not only a kind of enjoyment of life, but also a kind of consumption fashion. It can be predicted that with the increasing prosperity of China's economy, more and more people who pursue fashion consumption will walk into cafes.

It is not difficult to find that Starbucks is generally located in shopping malls and office buildings with a dense flow of people, especially those with a large number of rich people. Because, these places are places frequented by rich people, and of course, they are also places where petty bourgeoisie can show their identity. With such a market positioning, there is no problem in attracting a specific group of people.

There is no doubt that Starbucks' strategy is "high-end intervention". Analysts commented that industrial opportunities always exist, the market is not fully satisfied, and Starbucks' success is actually market-driven. Therefore, Starbucks' success lies in its sophisticated market extension and the resulting reverse thinking.

Decision evaluation for the successful extension of Starbucks coffee, famous professor Kevin Ryan Keller commented in the article "Brand report Card-grading your Brand": as far as a good brand is concerned, brand equity is associated with the actual quality of products or services, as well as with a variety of intangible factors.

Why do customers have a certain product? It is not because of the various attributes of the product, but because this attribute, together with brand image, service and many other tangible and intangible factors, forms an attractive whole. Sometimes, even customers themselves do not know, let alone say that what they want in their hearts is this whole.

Defining a different product in the rain, setting a different standard for it, adopting a different way of market intervention, and finally taking a different path of internationalization is a successful "extension" of Starbucks.

Starbucks' success mainly lies in that it is the egg laid by the market, and everything is done in the invisible hand of the market. Starbucks has made full use of the most popular "experience" as its "marketing tool" to win. "customer-oriented", "treat every customer seriously, cook only that cup of coffee of the customer at a time". This corporate philosophy, taken from the old Italian cafe, reveals the secret of Starbucks' rapid rise, the concept of focusing on the present experience, and the emphasis on managing the "present" life experience in daily work, life and leisure. In the case of ingenious use of "experiential marketing", Starbucks unwittingly created this strong brand and culture. Starbucks has done a perfect job of "storing the invisible in the tangible".