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Case Study范文-Starbucks' Brand Equity

發布時間:2021-03-10 10:23:11 閱讀:1119

案例簡介

  • 作者:致遠教育
  • 導讀:本文是一篇CaseStudy代寫范文,本文以星巴克為例,探討了星巴克的營銷策略,評價了營銷傳播方案,并對整合營銷傳播方案的有效性進行了評價。
  • 字數:1878 字
  • 預計閱讀時間:6分鐘

案例詳情

本文是一篇Case Study代寫范文,題目為:Case Study:How Starbucks Develop Its Brand Equity,本文以星巴克為例,探討了星巴克的營銷策略,評價了營銷傳播方案,并對整合營銷傳播方案的有效性進行了評價。

星巴克logo

Case Study: How Starbucks Develop Its Brand Equity

Introduction引言

Nowadays, brand equity has become increasingly essential for a company in today’s marketplaces. To enhance brand equity, product, price and channel strategies are adopted strategically. In the past, companies tend to make use of traditional media, such as magazines and newspapers, to promote their products and services. As the media environment has changed dramatically recently, the digital revolution provides more effective options to establish communication between companies and consumers. By selecting the best communication options and managing the relationships, companies could develop an integrated marketing communication program to build their brand equity. Starbucks has successfully built its brand equity in foreign markets, such as China, and provide its consumers more than coffee. This essay aims to examine the strategies adopted by Starbucks, evaluate the effectiveness of Starbucks’ marketing communication by discussing the different media used and assess the integrated communication program by applying the general marketing communication guidelines and criteria.

如今,在當今市場上,品牌資產對一家公司來說變得越來越重要。為了提升品牌資產,從戰略上采取產品、價格和渠道策略。過去,企業往往利用雜志、報紙等傳統媒體來推廣產品和服務。隨著最近媒體環境的急劇變化,數字革命為企業和消費者之間建立溝通提供了更有效的選擇。通過選擇最佳的溝通方案和管理關系,企業可以制定一個整合的營銷傳播計劃,以建立自己的品牌資產。星巴克成功地在中國等國外市場建立了品牌資產,為消費者提供的不僅僅是咖啡。本文旨在探討星巴克所采用的策略,通過討論星巴克所使用的不同媒體來評估星巴克的營銷傳播效果,并運用一般的營銷傳播準則和標準來評估星巴克的整合傳播方案。

Part One: Marketing Strategies第一部分:營銷策略

To build brand equity in marketplace, Starbucks has made attempts in marketing strategy adoption. First of all, Starbucks has designed and delivered a product and service that fully satisfies consumer needs by providing strict quality control and offering coffee of various kinds. As stated by Mullins, Walker and Boyd (2006), satisfying the needs of consumers and maintain their wants are the keys to sustain a competitive advantage and achieve company objective. Starbucks not only provides whole bean coffee, desserts and products including cups and coffee makers, but also constantly introduces new products based on the seasons and consumers’ taste in different regions. Secondly, Starbucks priced their products relatively high by adopting a value-based pricing strategy. This strategy plays a significant role in marketing especially in foreign markets, such as China. When entering the Chinese market, Starbucks decided to provide its products with a relatively high price considering the commodity price in China at that time, and provides its Chinese consumers with new experiences in both coffee and shop atmosphere. By establishing the connection between value and price, Starbucks managed to build its brand equity by delivering high-valued perception. In terms of channel strategy, Starbucks has chosen and maintained direct channels for years. Instead of franchises, Starbucks prefers to provide products and services through its own shops. This is because the company believes only in this way the shop operator could share the same value with the company and the quality control could be ensured. By adopting different marketing strategies, Starbucks successfully create strong, favorable and unique brand association to functional and symbolic benefits.

Part Two: Marketing Communication Options

The Starbucks’ choice on marketing communication options is different from most products and services providers. Instead of heavily relying on media advertising, such as TV, Starbucks prefer consumer promotions, trade promotion and so forth. The key concept of Starbucks’ promotion approach is that the shop itself serves as the best advertisement and the marketing communication options chosen by Starbucks is the implementation of its concept. Consumer promotion is one of the marketing communication options Starbucks chooses. Starbucks attempts to deliver samples of its new-flavored products to consumers in stores and it could help increase the possibilities for consumers make more consumptions. Also, Starbucks provides consumers with membership cards for scores collection. The score function of membership cards encourages consumers to invite friends to join in and purchase more Starbucks’ products instead of helping to save money for consumers. Meanwhile, the membership cards could help consumers to develop brand loyalty to some extent. Trade promotion is another marketing communication options used by Starbucks. For instance, Starbucks tend to promote their seasonal-flavor products by communication and advertisement display at the point of purchase. Consumers tend to change their product decisions by switching one to another when more information could be provided at the cashier. The guidance from shop assistances as well as the advertisement displayed on the cashier desk elect influence on the consumers’ final decisions. Also, Starbucks provide coffee tasting program for consumer education. This kind of training programs makes sense especially in market where consumers do not get used to drinking coffee.

Part Three: Effectiveness of Integrating Marketing Communication Program

To evaluate the marketing communication options, Integrating Marketing Communication Program is provided as theoretical and managerial guidelines. From the perspective of coverage, Starbucks’ target consumers with similar consumption pattern with could be reached by the consumer promotion. For instance, one tends to invite his or her friend to enjoy Starbucks’ coffee if he or she holds a membership card. However, it should be noted that sample providing as well as placing advertisement in stores could only reach existing consumers only. Interestingly, both sample providing and placing advertisement create desired response and communication effects by aiming at the existing consumers accurately. The logic is that existing consumers who get used to drinking Starbucks’ coffee are more willing to make consumption on other products of Starbucks that they have never tried before. It should be noted that consumer promotions and trade promotions manage to deliver the brand image Starbucks consistently and cohesively. Neither of the marketing communication options elects negative effects on Starbucks’ brand equity. Besides, the complementarity of communication options could be analyzed from the fact that although the consumers reached by different options overlap slightly, these options still attract their own consumers. When it comes to the evaluation of conformability, it could be difficult to judge a communication option in this case in terms of both communication and consumer conformability. However, it is obvious that Starbucks rarely adopts either multiple information provision strategy or broad information provision strategy. Finally, cost of consumer and trade promotions are under the control and acceptable.

Conclusion:結論

To summarize, the essay discusses the marketing strategies, evaluate the marketing communication options as well as assess the effectiveness of integrating marketing communication programs in the case study of Starbucks. Different markets share the similar product and channel strategies. Starbucks tries to provide consumers with products of various kinds and high quality through company-owned shops only. Pricing strategy is slightly different in different markets and evidences show that the relatively high price of Starbucks‘ products in certain markets help to establish connection between price and perceived value. All the marketing strategies adopted by Starbucks help to build brand equity in this case. Besides, as the digital revolutions bring new options for marketing communication options, Starbucks prefer consumer and trade promotions to traditional media advertisement. Both consumer and trade promotions help this company reach its target consumers effectively and provide them with products of various kinds and high quality. Finally, the Integrating Marketing Communication Program is provided as theoretical and managerial guidelines to examine the marketing communication options and their relationships. The marketing communication options and their relationship are examined by means of Integrating Marketing Communication program from different perspectives, namely, coverage, contribution, commonality, complementarity, conformability and cost. 

總之,本文以星巴克為例,探討了星巴克的營銷策略,評價了營銷傳播方案,并對整合營銷傳播方案的有效性進行了評價。不同的市場共享相似的產品和渠道策略。星巴克試圖只通過公司擁有的商店向消費者提供各種各樣、高質量的產品。不同市場的定價策略略有不同,有證據表明,星巴克產品在某些市場相對較高的價格有助于建立價格與感知價值之間的聯系。在這種情況下,星巴克采用的所有營銷策略都有助于建立品牌資產。此外,隨著數字革命帶來了新的營銷傳播選擇,星巴克更喜歡消費者和貿易促銷,而不是傳統的媒體廣告。無論是消費者促銷還是貿易促銷,都有助于公司有效地接觸目標消費者,為他們提供種類繁多、質量上乘的產品。最后,以整合行銷傳播計畫作為理論與管理上的指導,來檢視行銷傳播選擇及其關系。通過整合營銷傳播方案,從覆蓋范圍、貢獻、共性、互補性、整合性和成本等不同角度考察了營銷傳播方案及其相互關系。

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