Starbucks Coffee

Paper Summary:

In this paper, Starbucks Coffee messaging is analyzed from a promotion and pricing analysis perspective, with specific attention to television, Internet and point-of-purchase media strategies. Starbucks' promotional messaging is analyzed in the context of each media strategy the company has chosen to use, including how the company positions its products for its target markets. The paper also evaluates how Starbucks' product life-cycles are rapid and marked with high levels of innovation. The paper concludes that due to Starbucks' many lifetime customers and a product strategy that never stops due to the multi-hemisphere focus of the company, Starbucks dominates global coffee service today.

Outline:
Introduction
Messaging Analysis
Analysis by Media Strategy

From the Paper:

"Starbucks wisely supplants this "reward yourself" messaging with a focus on their core demographic of coffee drinkers looking for the caffeine to excel at their many activities, both professional and personal. This is readily apparent in their TV spots showing the young professional going off to work with a Double Shot in their hand. This is a motivating spot in that there is a marching band behind the young professional and even a cheering section when he gets to his desk. Clearly, caffeine sells. This specific commercial was called "Eye of the Tiger" as the band itself follows him through his morning routine and out the door to work."

Sample of Sources Used:

• Citigroup Research (2006) - SBUX: Too Hot For Us. Citigroup Global Markets Research. May 16, 2006.
• Mintel Research, 2006, A Classy Cup of Coffee, Convenience Store News March 15, 2006. Retrieved April 28, 2006, from http://www.csnews.com/csn/foodservice/article_display.jsp?vnu_content_id=1002158065
• Starbucks Profile, 2005 - Starbucks Corporation. Company Profile. June, 2005. DataMonitor Corporation. New York, NY.

More papers on Starbucks Coffee:

• Research Paper # 94179 : "Starbucks' Coffee Company"
• Essay # 55446 : "Starbucks' Coffee Shops"
• Marketing Plan # 91276 : "Product Positioning Paper - Starbucks Coffee "

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