Business Strategy and Marketing Solutions

A Complete Marketing Course From Starbucks In One Visit

  

 Email Article  

Tweet  

  

Here's a powerful experience I had at Starbucks. (The marketing lessons are highlighted in red.) I visited a local store (Islip, NY and always friendly) to redeem an empty bag for a free Tall of their ground coffee that I enjoy at home  (repeat incentive) and also to check out the store after a remodel (newsworthy and helps build the in-store experience).

The Starbucks Experience: Greater Than Marketing 101

I found a product that I had been looking for, a single-serve French press called a Travel Press (a unique and branded item) that also serves as a drinking mug (utility-multiple product attributes). This really simplifies that extra cup of coffee in the afternoon (extended product attributes).

The server mentioned to me (server training) that Starbucks just introduced a new product called the Clover Brewing System. Clover is a vacuum press idea (sort of an inverted French press using a vacuum) which pulls the coffee liquid away from the grounds rather than pushing the grounds away from the liquid (proprietary technology). The end result is a smooth cup of coffee without the oils or grounds that can seep into it (product superiority and competitive advantage). Go to their web page for a delicious description with incredible detail (the details help position the product as superior).

The process is interesting to watch (customer interaction and visible demonstration). A new bean product was recommended to me for use in the Clover. It's called Reserve (yes, another new, branded product), which is a premium product with a higher profit margin (improves the profitability mix). The server grinds the beans, places the ground coffee into the machine, you watch the process then enjoy a great cup of coffee. See my photo.

Since I was already enjoying a Tall cup of their new Blonde product (yet another new product and brilliantly named) I was offered a free trial from the Clover (yes, my second free cup and a perfect trial tactic).

KEY TAKEAWAY

Monitoring the great brands and businesses is a terrific idea for business ideas.

Would you like to market like Starbucks? Contact me here and mention what you would like to discuss.

Trademarks used in this article are the property of their respective owners.