What is Starbucks' marketing strategy? - Ecommerce blog and affiliate marketing (2023)

As a brand, you know you've achieved greatness when your brand is now identified with your industry's product. That's how most kitchen wipes are called Kleenex and searching for a term on the internet is called "Google". One of the most iconic brands in the world is Starbucks and they didn't become a huge brand overnight. Over the years, Starbucks has invested a lot of effort and money into marketing and customer satisfaction in an attempt to ensure that the Starbucks experience is consistent, wherever you are in the world looking for a cup of coffee.

While it's easy to see what Starbucks has accomplished as a result of having millions of dollars available for marketing, that doesn't mean that replicating Starbucksmarketing strategyit will cost a lot or it is impossible. This is because behind all the large sums that the brand dedicates to marketing, there are basic elementsMarketing strategiesand principles that helpedbuild a brand.

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A Brief History of Starbucks

The company as we know it today started in 1971 with Jerry Baldwin, Zev Siegl and Gordon Bowker selling coffee beans. The Starbucks logo features the iconic mermaid from Norse mythology. The image went through many changes before arriving at the iconic green logo that everyone knows for premium coffee today. The first Starbucks Coffeehouse did not open until 13 years after the company was formed. When Starbucks completed its first initial public offering, it changed its name tocustom logothat you now use in all of your marketing efforts today.

How does Starbucks serve its target market?

One of the most important principles that Starbucks stands for is caring for its customers. According to some research reports done in 2017, Starbucks caters to middle and upper class men and women who can afford premium beverages and regular Starbucks offerings. Starbucks' mission is to bring the world's best coffee to its customers without compromising its principles during growth.

The founders of Starbucks focused from the beginning on creating a store that would be the “Third Place” after the workplace and home. This can be reflected in Starbucks' new mission statement, which is to “inspire and nurture the human spirit wherever it may be, through every cup. As you can see, this could indicate that Starbucks has always focused oncreate a genuine relationship between customers, baristas and the company.

This represents exactlywhat starbucks is known for, creating an amazing environment where people can enjoy themselves and refill their glasses. That personal connection is extremely important and one of the main reasons many people will choose the more expensive Starbucks coffee and atmosphere over cheaper coffees elsewhere. This is the reason why people also prefer going to a Starbucks coffee shop even though they can make a cup at home.

The bottom line is that people will pay more for an experience than a product. Being able to sit in the cafeteria with your laptop and chat with friends while you work is a unique experience that many people love Starbucks around the world for. By ensuring the message and customer experience is not diluted, you can define your target audience and ensure they remain loyal to your brand for a long time. If you want to see how other brands are serving their audiences, check out theseaffiliate marketing website examples.

Exploring Starbucks Marketing Strategies

Starbucks is an international brand that offers the same appeal around the world. One benefit of being such a global brand is that you would have a large marketing budget that would allow you tohire the best marketing teamsto ensure it continues to maintain its global appeal. However, there are some marketing strategies that Starbucks have been using to ensure that they remain at the top of the coffee market.

  • Consistent customer and brand experience

You know a Starbucks the moment you see it anywhere in the world, regardless of country or location, because the company is consistent with everything it does regarding the brand. The classic mermaid logo is iconic, and after going through several redesigns, it has remained consistent such that when you see the green mermaid, you know it's a Starbucks cup. The last brand, in 2011, removed the texts from the logo and left only the main graphic. This allows the brand to be placed anywhere and on any product and still have the same appeal without looking out of place.

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What this helps Starbucks is, whether you're blogging online withselling food onlineor social media reading a caption, watching the TV ad or seeing the Starbucks brand anywhere, you always feel the same. The look is always consistent and you get everything that comes with the brand no matter what medium you view it in.

As a company, you must always ensure thatto your brandProvide a recognizable experience for all customers so they keep coming back to your business. It also makes it easy to create brand ambassadors that will make your products proud wherever you go.

  • Good product

Why would you spend twice as much on a Starbucks coffee instead of going to the McDonald's drive-thru? That's because you're paying for one of the highest quality coffees on the market. Starbucks audiences have come to appreciate the high quality of the product and the experiential value it offers. The fact that Starbucks' premium coffee tastes better than most other franchises also helps, as does their promise to fix your brew if you don't like it.

  • Experimental Sites

Starbucks has deservedly earned its "third place" reputation because of the way it has created a wonderful atmosphere at its locations around the world. Starbucks everywhere from malls to airports to the streets always looks the same. People are relaxed, happy and working without worrying about anything. There is plenty of food and drink for everyone and people can have their business meetings or lunches there. You can even hang out with your friends at a Starbucks and not feel like you're out of the house or bothering others. The vibe is something other brands try to replicate but find difficult to pull off.

  • loyalty program

Starbucks has an excellent rewards program through which it encourages customers to buy its products. These rewards include free store refills, free products, gift cards and cashback offers. Discounts and many other offers also ensure that customers feel that they are benefiting from the Starbucks ecosystem. StarBucks capitalizes on these tactics by usingCRM com e-mail marketing. They have a lot of data points about customers and they use it to create specialized offers for them. You can do the same with your business by running a referral program. You can easily manage areferral programof any kind using software like Omnistar to ensure you can grow your business. Increasing sales and traffic is easy when customers feel they are being rewarded.

Many of these promotions are also carried out through social media, where Starbucks rewards customers for sharing its content online. The brand often retweets and holds regular giveaways to reward its social media followers as well.

  • Use of social network

Starbucks has managed to create a social media culture that any marketing team will be proud of. What Starbucks has done is ensure that they create great social media channels that not only reuse content consistently across all channels, but also engage with their customers. starbuckscreate a lot of content, but split each into many smaller units that are reused across different channels. They also use various backlink services likeenlacesgestion.comto reach more people and increase traffic. Starbucks pays close attention to itsseo strategy, so it uses only the most advanced methods to promote your media channels. Each social media platform has unique content based on its user type. The language is different, friendly and simple. Twitter uses an abbreviated form, so even if the caption is shorter, it still conveys the same unique feeling that you do.

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Customers are also encouraged to take pictures with their Starbucks and coffee shop cups and share them on social media. The brand then retweets them and uses them in campaigns. This encourages customers to share information about referrals, promotions and other activities related to Starbucks. Extensive use of social media helps them create brand ambassadors for everyday men and women. Starbucks also runs regular social media promotions and contests rewarding likes, shares and mentions. This social media strategy is part of how Starbucks' overall appeal transcends the storefront to social media. In addition, Starbucks also guarantees thatCustomers with issues who report to the brand on social media also receive prompt responses.

  • Convenience: The Starbucks Mobile App

Starbucks makes it easy for you to walk into a store and pick up your order. Since much of Starbucks' demographic is mobile and on the go, the mobile app is a great way to shop for products on the go with a mobile phone and pick them up at the store with little delay. The Starbucks app allows the company to offer all the benefits of a loyalty card, referral program and customer rewards program all in one place. The more you use it, the more discounts and free drinks you can get at your favorite stores. The app also recommends products to customers by analyzing their shopping habits and search history. It's worth noting that the convenience of using the Starbucks app has been so great since it first launched in 2011. Over 20% of all Starbucks purchases are now made through the app. The app is also available on all major mobile operating system platforms to ensure you have maximum coverage. Starbucks used QR codes to generate mobile app downloads. The process was simple:Create QR Codewith Starbucks branding and paste them into traditional print and outdoor media to generate one-click app downloads. They ran the campaign from their US locations. In addition, they also usedDynamic QR Codesin magazines to direct users to watch a video about Starbucks' Caffe Verona blend.

using amarketing appIt's a great way to incorporatereference softwareto your marketing mix to facilitate

  • Social responsability

Did you know that Starbucks is one of the most socially responsible companies in the world? They have often used their brand to act as social advocates locally and internationally. Starbucks is openly LGBT-friendly and has established its stores as safe havens for people of all sexualities. Many brands also try to follow this line, but sometimes remain neutral on the truly divisive issues. Starbucks also regularly donates to humanitarian activities around the world, such as the 2015 Syrian crisis, providing millions of dollars to refugees and migrants.

Starbucks also launched an initiative to recruit 10,000 military veterans into its workforce, a move that was applauded nationwide. In short, Starbucks is socially responsible and doing its part to impact the country and the world.


Starbucks is a giant brand with a huge marketing budget, but they still do the simple things right. A business must ensure that its social media presence is representative of its goals, vision and products. By engaging customers through social media, promotions and referral programs, sales and revenue will definitely be improved. Be convenient, be available to your demographic through the most accessible means of communication they have. By doing this, you are creating ambassadors and advocates for your market, for your brand, resulting in a free marketing pull that also makes it easy to run a referral program. While not all brands can succeed in social or political activism, it is possible to be socially responsible and have a great reputation at the same time. Marketing never stops and can be done through a combination of carefully selected strategies.

Lauren Bradshaw, umaacademic essay writer for CustomWritingssays, “What I love most about Starbucks is that the guys have demonstrated a strong commitment to social responsibility. I mean, all initiatives and programs have a really positive impact on the environment and, well, people in particular. Your initiatives to reduce your carbon footprint are simply amazing! I hope they succeed with that."


Starbucks proved that it is possible to build a marketing brand from the ground up and still maintain a human face, great customer service and a fantastic brand. You can also do this for your business, taking advantage of technology to develop websites and applications that bring your product closer to your audience.woocommerce affiliate addonit would also make it easier for your products to reach more audiences. Or you can also have oneaffiliate tracking software.

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What is Starbucks main marketing strategy? ›

Their brand strategy is built around two main pillars: customer experience and quality. Starbucks has increased the perceived value of its brand by providing a unique, consistent “Starbucks experience.” As a result, customers are willing to pay a higher price for a cup of Starbucks coffee.

What are three main marketing strategies used in Starbucks? ›

Starbucks Marketing Strategy main points:

Quality based differentiation - premium quality tea and coffee. Excellent customer service. Consistent brand experience.

Does Starbucks have a marketing strategy? ›

Starbucks uses a large variety of channels to market their product from social media to TV spots and ads. It's their mix of marketing media that makes their brand recognizable, and it's the consistent message that comes across every time that makes them stand out.

What are the 4 types of marketing strategies? ›

What are the 4Ps of marketing? (Marketing mix explained) The four Ps are product, price, place, and promotion. They are an example of a “marketing mix,” or the combined tools and methodologies used by marketers to achieve their marketing objectives.

Why Starbucks strategy is successful? ›

The company has successfully built a loyal customer base due to the strategies it has set in place. Brand extensions, strategic locations, focusing highly on the customer experience, and the great ambiance have greatly impacted the success and growth of Starbucks throughout the years.

What are the strategic factors facing Starbucks? ›

Their main competitors are Dunkin Donuts, McDonald's, and Nestle in the US and brands like Costa Coffee and Caffè Nero in the UK, the two major markets for Starbucks.
Jul 26, 2021

Which positioning strategy did Starbucks use? ›

So, Starbucks' positioning strategy was 'Authentic Coffee, Great Experience and Quicker Delivery'.

What are the business strategies that Starbucks has followed to increase its profits? ›

Value Based Pricing Can Boost Margins

For the most part, Starbucks is a master of employingvalue based pricingto maximize profits, and they use research and customer analysis to formulate targeted price increases that capture the greatest amount consumers are willing to pay without driving them off.

How does Starbucks attract customers? ›

The one that Starbucks uses to attract customers who gush about their business? It's simple: they send birthday cards to their rewards members. All they do is email or text their customers on their birthdays – and they include a free drink voucher that the customer can redeem at any Starbucks location.

What type of market does Starbucks have? ›

Answer and Explanation: Starbucks, a US-based firm that has majored in the coffee industry, is considered monopolistic competition. This is because it has a great number of competitors and the market is easily accessible. Also, coffee is a product that can be easily differentiated.

How Starbucks use social media marketing? ›

Starbucks uses Facebook posts to share news, updates, reminders, and other engaging content. Starbucks makes new beverage announcements on Facebook. Sometimes, it's an interactive post; Starbucks shares engaging posts on Facebook.

What is a marketing strategy example? ›

Marketing strategies

For example, if your marketing plan is to promote a new product or service, you might have a strategy dedicated to how you're going to use email marketing to support these broader goals. Every marketing plan will most likely produce several marketing strategies as part of the broader plan.

What is the most common marketing strategy? ›

Most effective marketing strategy: SEO marketing

SEO or search engine marketing tops the list of effective marketing strategies for small business, because it forms the base that all your other online marketing strategies will build upon.

What is the best marketing strategy? ›

11 best digital marketing strategies
  • Influencer marketing.
  • Affiliate marketing.
  • Google Ads.
  • Podcasts.
  • Social media marketing.
  • Content marketing.
  • Video marketing.
  • Referral programs.
Mar 4, 2021

What is the best type of marketing strategy? ›

Content marketing is one of the best types of marketing strategies and its ultimate goal is to keep an audience engaged. And when someone is ready to buy something that you offer, they'll think of you first because you were already a useful resource for them. It enhances their customer experience.

What is new strategy in Starbucks? ›

Centering the Partner Experience in a Thriving Network

Starbucks partners are at the core of the Reinvention plan, as the company recommits to investing in its partner base with a three-pronged model of support that empowers partners to thrive at work, thrive as individuals, and thrive together.

Why is Starbucks successful on social media? ›

One of the primary reasons for Starbucks' social media success is the way they construct its brand image around both itself and its audience. Starbucks' marketing strategy is entirely aligned with the brand's mission - that of inspiring and nurturing the human spirit.

What is the Starbucks long term strategy? ›

As it implements its reinvention strategy, Starbucks said it also plans to build roughly 2,000 new U.S. stores between fiscal 2023 and 2025, accelerating its development strategy. By the end of fiscal 2025, it plans to have 45,000 locations worldwide.

What types of growth strategies has Starbucks used be specific? ›

Unit # Written Homework Assignment P-3-2 Starbucks has used three types of growth strategies, which are concentration strategy, vertical and the diversification strategy. Starbucks used the concentration strategy by renovating coffee, tea, juice, and bakery experience by serving cold/hot any time, and day.

Does Starbucks use diversification strategy? ›


Diversification involves developing new products to sell to new markets and this is considered to be the riskiest strategy. The world's largest coffeehouse chain engages in diversification sparingly. Rare occasions of diversification by Starbucks include selling CDs with own musical compilations.

Does Starbucks have a growth strategy? ›

The company also plans to add 2,000 new net stores in the U.S. by 2025, boosting its reach across cafes, pick-up, drive-thru and delivery. “Our partners have come to expect more from us.

What motivates customers at Starbucks? ›

Consumer motivations to branded coffee shops are most influenced by three factors: past experience/ familiarity; convenience of location/travel; and friends and family. With friendly staff, high quality of coffee and food, good atmosphere and good reputation the most important aspects for branded coffee shops.

Who are Starbucks target market? ›

The target market is relatively affluent – middle and upper class – as well as educated, socially aware, active and busy. There is a strong emphasis on beverage sales, amounting to over $18 billion in 2021, compared to food product sales of just over $5 billion during the same period.

What does Starbucks do to satisfy their customers? ›

Starbucks Offers Incentives

My Starbucks Rewards, which launched in April 2016, is a loyalty program that offers perks and benefits to frequent customers. You earn 2 “stars” for every $1 spent, which can eventually be redeemed for free drinks, the ability to pay by phone, and a fast pass to go through the line.

Who is Starbucks main target market? ›

The target market is relatively affluent – middle and upper class – as well as educated, socially aware, active and busy. There is a strong emphasis on beverage sales, amounting to over $18 billion in 2021, compared to food product sales of just over $5 billion during the same period.

What is Starbucks main focus? ›

In everything we do, we are always dedicated to Our Mission: to inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.

What is Starbucks main line of business? ›

Handcrafted Beverages: Fresh-brewed coffee, hot and iced espresso beverages, Frappuccino® coffee and non-coffee blended beverages, Starbucks Refreshers, smoothies and Tazo® teas. Merchandise: Coffee- and tea-brewing equipment, Verismo System by Starbucks, mugs and accessories, packaged goods, music, books and gifts.

What is the type of Starbucks market and why? ›

Answer and Explanation: Starbucks, a US-based firm that has majored in the coffee industry, is considered monopolistic competition. This is because it has a great number of competitors and the market is easily accessible. Also, coffee is a product that can be easily differentiated.

How does Starbucks engage customers? ›

By staying active on social media, Starbucks is able to engage with its customers and build brand loyalty. By understanding its customers' needs and desires, it can create products that meet those needs and increase sales. Starbucks provides a personalized experience to its audience on social media.

What is the pricing strategy of Starbucks? ›

Value Based Pricing Can Boost Margins

For the most part, Starbucks is a master of employingvalue based pricingto maximize profits, and they use research and customer analysis to formulate targeted price increases that capture the greatest amount consumers are willing to pay without driving them off.

What social media platforms does Starbucks use? ›

In terms of posting frequency - Starbucks posts daily on Instagram. Probably for having a more consolidated audience on Instagram, Starbucks still invests more in Instagram marketing compared to TikTok, with Instagram still being the most engaging channel for the brand.

What is Starbucks strategic vision? ›

Starbucks highlights its mission as “to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.” And its vision is to “treat people like family, and they will be loyal and give their all.”

What is Starbucks summary? ›

Starbucks Corp (Starbucks) is a specialty coffee retailer. It roasts, markets, and retails specialty coffee. The company, through its stores, offers several blends of coffee, handcrafted beverages, merchandise, and food items.

What makes Starbucks different from its competitors? ›

How Does Starbucks Differentiate Itself From Competitors? Starbucks differentiates itself by creating a "third home" value proposition. In addition to home and work, the company strives to have a welcoming, warm location for customers to consume their products.

What is the positioning strategy of Starbucks? ›

Positioning of Starbucks

The company's positioning strategy is customer-based, giving more than what the customer needs. Besides producing great coffee, it promotes a good reputation to its target market through excellent store ambiance, environmental protection, and social commitment.


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