brand image
Unlike other multinational companies, Starbucks is one of the few brands that have not used a lot of advertisements and promotions. Starbucks brand promotion does not depend on advertising, and its consistent strategy is to focus on brand image promotion, which is universal. Starbucks thinks coffee is not like McDonald's. Coffee has a unique culture, and sponsoring cultural activities is very important for Starbucks to enhance its image. For example, Starbucks is the main sponsor of Dali Art Exhibition in Shanghai. Starbucks is also a sponsor of the APEC meeting in Shanghai. The appearance of Starbucks chain stores is purely considered from the surrounding environment, but its interior decoration should strictly match the unified decoration style of the chain stores. Each store itself is an image promotion and a link in Starbucks' commercial chain. American design studios create rich visual elements and unified styles for each shop, thus pleasing customers and passers-by and promoting brands. This promotion method is called tying, which is to closely link the image of the cafe with the customers. In Starbucks coffee shop, employees are the main carrier to convey the value of experience, and the value of coffee can only be improved through the service of employees, so the creation of experience by employees is as important 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 predicting their needs. Employees are called "partners" in Starbucks, because everyone has the right to choose and their status is respected enough, which also creates great competitiveness for Starbucks brand.
Coffee flavor
Starbucks' strong black coffee fragrance permeates people's lives all over the world, but its management has only one version, that is, copying the North American continent and applying it everywhere. In terms of consistent management, quality and taste on a global scale, Starbucks' success story does not start with every cup of coffee with the same taste, but when the coffee beans are still growing: they are very picky about the choice of coffee beans, and there are strict standards in every link from variety to origin to particle shape; It is said that Starbucks will never allow coffee beans that have not been strictly evaluated by experts to enter the market. Its coffee tasting experts evaluate more than 6,543,800 cups of coffee every year to ensure the quality, select coffee beans by cup evaluation method, and then determine the accurate roasting degree, so that the unique taste of each cup of coffee can be completely released. Starbucks slogan is: Give full play to the flavor of every kind of coffee. The last step is to sell steaming coffee to customers together with the standard service model. The cultural connotation of coffee Coca-Cola associates its sizzling drinks with carefree happiness; Nike uses "just-do-it" to convince runners that they are selling personal success; Starbucks sells culture. At Starbucks in Shanghai, a service called "Coffee Classroom" played the trick of "hanging coffee to sell culture" as much as possible. If three or four people go for coffee together, Starbucks will equip these people with a coffee master. Once the customer has any questions about the choice, brewing and baking of coffee beans, the coffee master will patiently and meticulously explain to him, so that customers can find the coffee that suits their taste best and also appreciate the coffee culture promoted by Starbucks. Culture gives its high price a good reason for existence, and customers get great psychological satisfaction from it. The real winner is Starbucks. Starbucks said that people's detention space is divided into families, offices and other places. McDonald's strives to create a family atmosphere and maintain a lasting ambiguous relationship with people's first space-family; As a coffee shop, Starbucks is committed to seizing people's third detention space, keeping an eye on people's detention space to make money, and providing supporting facilities such as live piano performance, European and American classical music background, fashion newspapers and magazines, and exquisite European ornaments. , trying to bring more "foreign flavor" to consumers. Let drinking coffee become a life experience, and let coffee drinkers feel fashion and culture. The source of Starbucks brand vitality. Successful marketing requires creativity and passion. In this era of eyeball economy, in order to attract more people's attention, the most important thing is to create innovation and form differentiation, so as to turn consumers' attention to products into consumption behavior. Starbucks' strategic innovation of adding notes to brand culture has continuously injected vitality into its unique "Starbucks" brand in its development and lasted for a long time. Service innovation: Starbucks also attaches great importance to developing new service content according to customers' needs. Seattle-based Starbucks is trying various business ideas to attract people into the store and extend their stay. When you walk into Starbucks, you will feel the music hovering in the air shaking your soul. This shop often plays some jazz, American country music and piano solos. These just cater to those fashionable, trendy and avant-garde white-collar workers. They are faced with great pressure of survival every day and need spiritual comfort very much. Music at the moment just plays this role, which makes you awaken some nostalgic feelings that may have disappeared in your heart when you consume a culture. Since 2002, Starbucks has launched high-speed wireless Internet access service in 65,438+0,200 chain stores in North America and Europe. Customers with laptops or personal digital assistants (pda) can surf the Internet, send and receive emails and download information while enjoying coffee. Channel innovation: From 65438 to 0998, coffee sold through supermarkets and food in the United States accounted for half of the total sales in that year. Among more than 26,000 grocery stores, there is a broader market than Starbucks retail chain stores and special sales channels. Making full use of this channel can bring millions of consumers to the company. In addition, putting the products into the supermarket can also save the transportation cost of the company and reduce the operating cost. The company's retail capacity will be further strengthened, and the decision makers of Schultz and other companies believe that supermarkets are an important way to continue to develop Starbucks coffee sales. Although Schultz made the rule of "refusing to enter the supermarket" because he could not bear the deterioration of fresh coffee beans, the change of environment constantly required the company to revise the principle. 1997, Schultz and his senior managers ordered to enter the supermarket. Despite the risks and difficulties-after all, the supermarket is not a sales place that the company can control. However, what worried Schultz did not happen. On the contrary, the initial decision produced good results. Consumer education: In the process of expanding to Asian countries, Starbucks has to face the problem that promoting and popularizing coffee in a country that is used to drinking tea will inevitably encounter emotional resistance from consumers. Starbucks first focused on promoting "consumer education". Starbucks branch must hold a coffee lecture for customers once a week. The main contents are related knowledge of coffee, how to brew it yourself and the use of utensils. The form is very flexible. Generally, when there are many customers, the time is controlled at about 30 minutes. Many customers have asked questions, and the atmosphere is very warm. In Shanghai, Starbucks is planning and implementing a service called "Coffee Classroom". Its content is: If three or four people go for coffee together, Starbucks will equip them with a special barista. Of course, the barista is dispensable, but the information revealed is that the number of customers who go to Starbucks together is on the rise. Mysterious customer: For Starbucks, word of mouth is the best advertisement. In order to achieve this word-of-mouth effect, we must serve every guest well. Starbucks standard is: make every cup of coffee well and grasp every detail. You may be facing the100th guest today, but for this guest, this is the first cup of coffee, and his understanding of Starbucks began with this cup of coffee. How to check "Make every cup of coffee for guests"? Starbucks has established a series of evaluation mechanisms, among which "mysterious customers" are the most distinctive. That is, in addition to the usual theoretical knowledge inspection and practical operation inspection, they entrusted a company with inspection ability to secretly send people to pretend to be customers and come to various Starbucks coffee branches for consumption. During this period, they conducted an all-round inspection of employees' services, skills and environmental atmosphere. , combined with comprehensive performance appraisal to determine the service quality of a store, whether a clerk can be promoted and so on.