Marketing strategy of Starbucks Essay Example | Topics and Well Written Essays - 1000 words

merchandising strategy of Starbucks - Essay ExampleStarbucks is attempting to involve its customers in the product in many ways. First, the company is marketed as a status item hence it is high involvement (has higher psychological, economic, and social risk) cheaper coffee or unbranded coffee from its competitors. Secondly, Starbucks is utilizing different campaign, like Bold Coffee campaign and the Via taste challenge so as to get its customers to come to the store continuously and try the refreshed products. This is a perfect purpose of the buyer behavior theory that predicts that the customers could switch brands only to try a new thing. Offering its customers with a new flavor to try every week, the company actively manages the natural inclination of the customers to try new things. These strategies together with emphasizing on socially responsible behavior, the company are also offering customers with extra benefits on which they can evaluate its products. Through building a strong brand that its customers are true to, implying that the customers dont even consider the other brands whenever they are going for coffee, immediately they will have Starbucks since its the coffee for any person who loves coffee. These are the strategies that are employed by Starbucks to keep its alive customers satisfied (Simon, B. 2009). Promotion is the most common promotional mix elements utilized by Starbucks are mesh marketing, advertising, public relations, personal selling, and sales promotion (Michelli, J. A. 2007).