The name Starbucks has become a household name over the years, and it is nearly synonymous with coffee as a whole. Both the iconic tricolor of green, black, and white and the emblem of the Siren have become nearly as recognizable as the company name itself. With such popularity, Starbuck faces an incredible amount of pressure to produce quality beverages. Starbucks has no qualms about meeting this demand, though. With a simple advertisement composed of a lone coffee cup accompanied by a bold promise, Starbucks guarantees customers a perfect cup of coffee.
The primary assumption underlying the ad’s success is that society is dependent on coffee. This deceptively minimalistic ad is constructed to draw the viewer’s eye to certain key features,
…show more content…
In a capitalistic society like America, the only way corporations will make money is by making customers happy. Starbucks knows that if it wants to profit, it needs to show customers it is worth their time. The text overlaying the enticing image of a hot cup of coffee literally states that a coffee from Starbucks will be perfect. “If your coffee isn’t perfect, we’ll make it over,” the ad promises. It goes on to say, “If it still isn’t perfect, make sure you’re in a Starbucks.” Aside from the explicit claim that a Starbucks coffee will be perfect, the ad makes this same claim implicitly as well. In these two sentences, the words “coffee,” “perfect,” and “Starbucks” are bolded and in a bigger font. This not only draws the viewer’s attention to these words, but it also encourages the viewer to subconsciously associate these three words with each other. Thus, the viewer begins to think that Starbucks coffee is perfect. The ad also guarantees customer satisfaction. Starbucks realizes that even a perfect product won’t sell if the customer is unhappy, so Starbucks aims to ensure potential customers that their voices will be heard. The reassurance that Starbucks will remake an imperfect drink shows that the company is willing to work for the customer’s happiness. This also feeds the potential customer’s sense of self-importance, which is …show more content…
This ad asserts that Starbucks coffee is superior to coffee from other coffeeshops. “If your coffee still isn’t perfect, make sure you’re in a Starbucks,” the ad advises the viewer, implying that only other coffeeshops make mistakes twice. Furthermore, since Starbucks promises perfect coffee, it is clearly implying that other coffeeshops don’t offer the same, meaning that other coffeeshops simply provide coffee of inferior quality. This is supported by the text lining the bottom of the ad, which claims that “It’s not just coffee. It’s Starbycks.” The message is that Starbucks offers a coffee-drinking experience that is unparalleled by other coffeeshops. Therefore people who drink coffee from Starbucks are enjoying a superior experience to people who drink coffee from other, “lesser” cafes. However, the ad fails to mention that Starbucks is only easily accessible to the affluent. Prices at Starbucks are exorbitant—drinks can cost upwards of ten dollars, an astonishing price for a beverage that can be found for as little as a dollar at a McDonald’s. Starbucks are rarely seen in underdeveloped or impoverished areas, simply since the available clientele would be unable to afford Starbucks drinks on a regular basis, and the clients that could would be unlikely to frequent low-income areas. Simply put, only rich people are able to drink the superior Starbucks
Advertisements are one of many things that Americans cannot get away from. Every American sees an average of 3,000 advertisements a day; whether it’s on the television, radio, while surfing the internet, or while driving around town. Advertisements try to get consumers to buy their products by getting their attention. Most advertisements don’t have anything to do with the product itself. Every company has a different way of getting the public’s attention, but every advertisement has the same goal - to sell the product. Every advertisement tries to appeal to the audience by using ethos, pathos, and logos, while also focusing on who their audience is and the purpose of the ad. An example of this is a Charmin commercial where there is a bear who gets excited when he gets to use the toilet paper because it is so soft.
Starbucks and other companies have found a new way to add economic value, and what they are selling is emotion and a feeling of belonging. Companies have now stopped trying to sell just their products, they are now making you feel good about buying their product. Bill Silver uses the example of the blueberry muffin. If you buy the blueberry muffin, then you get to eat a tasty pastry. But if you don’t buy a muffin, you still feel good about yourself because you resisted urge of buying that blueberry that would have costed you money and make you not as
Advertisements stand as a method of persuasion in order to sell a product. Starbucks, a high-quality coffee café was originally founded in 1971 in Seattle, Washington as a coffee bean and ground retailer fine restaurants. The name, inspired by a character in the book Moby Dick, captures the romance of the high seas and the seafaring tradition and history of early coffee traders. By 1986, Starbucks had become a popular coffeehouse chain inspired by the romance of espresso bars in Milan, Italy. Starbucks claims their goal is to create a connection with the consumer. Starbuck’s advertisements engage and spark your emotions visually which in-turn evokes desires. In this advertisement from Starbucks, we see the coffee chain is promoting their seasonal Pumpkin Spice Latte.
Starbucks is one of the top coffee retailers in the country. It is important for us to know how to break down and manipulate ads around us, like this Starbucks ad. This advertisement was first published around 2009 it was part of an ad campaign. Some other ads put out on this campaign was “Beware of cheaper coffee”, also implying that a good cup of coffee comes with a price. If we do not learn to break ads down, the ads will start to manipulate us into buying the product. It is important for us to learn this so we can actually control ourselves and things we buy. This Starbucks ad is promoting relaxing morning in the city by using perspective, focus, and text.
Coffee, one of the world’s most known beverages. Seen being drinking at work places, colleges, or in the convenience of your own home. There are a variety of companies that provide us the people with coffee. It can be your local market, bakeries, or even fast food places. 3 places that stand out and our known very well for supplying Americans with coffee is Starbucks, Dunkin Donuts, and McDonald’s. From their strategic advertising, deals, and even straight down to the design of their cups, they meet the definition of marketing. We will be examining these 3 companies using the marketing mix which consist of product, price, place, promotion and also cover value based marketing and see how these companies meet these definitions and how they satisfy their customers as well.
Why spend two dollars for a coffee from Starbucks when you could spend a dollar at Dunkin Donuts or even McDonalds? Everyone knows Starbucks is more expensive but that doesn’t stop them from buying it. At 10 am the Hazard Ave. Starbucks always has a line out the door. Why don’t those people just travel a minute down the road to Dunkin or McDonalds to get cheaper coffee? What it comes down to is, are you willing to pay more for a better taste coffee? Although some may argue that McDonalds or Dunkin’ has better coffee. Every person develops their own taste for coffee, whether they like it with cream and sugar or black. Personally, I’m a fan of my coffee with a little bit of milk. It really allows...
In 2002, unexpected findings of a market research showed problems regarding customer satisfaction and brand meaning for Starbucks customers. The situation was unacceptable for a company whose overall objective is to build the most recognized and respected brand in the world. Starbucks was supposed to represent a new and different place where any man would relax and enjoy quality time, alone or with others. But the market research showed that in the mind of the consumers, Starbucks brand is viewed as corporative, trying to expand endlessly and looking to make lots of money. This huge gap between customers' perception and Starbucks' values and goals called for immediate action.
Founded in 1971 at Seattle’s Pike Place Market, Starbucks Coffee, Tea and Spices, as it was originally called, has been “brewing-up” its famous blends in over 43 countries, including the United States. Now called Starbucks Coffee Company, business isn’t just about the coffee and tea anymore. Starbucks has its own line of bottled water, handcrafted beverages, fresh food, entertainment, merchandise and a Starbucks Card. The company has received numerous awards for their outstanding business practices. Fortune Magazine has ranked them as one of “The Best 100 Companies to Work For” in 1998, 2000, 2002, and 2008 (Starbucks, 2008). The Starbucks Experience provides consumers and the general public a direct line a of business communication. From friendly baristas to press releases from CEO Howard Schultz, Starbucks keeps its “partners” informed.
The key to its success lies not only in the quality of its products but also the ability to differentiate itself from the competition. With Starbucks, it has always been about quality. The company manages stringent quality control measures for sourcing the finest coffee beans, roasting processes as well as customer service and ancillary products. Furthermore, differentiation is key to market control and Starbucks is unquestioningly the most differentiated specialized coffee brands in the world. From the design of its coffee shops to the music played to the types of products offered, everything has a touch of uniqueness.
According to IBIS World Report the major players in the US coffee and snacks retail market are Starbucks and Dunkin’ Brands at 36.7% and 24.6% market share respectively with other competitors occupying the remaining market share of 38.7%. The industry is at the mature stage of its life cycle, has low barriers to entry and intense competition and rivalry between the players. The regulation and technological change within the industry is medium (IBIS world report)
When Starbucks started their target market were people who enjoyed coffee not just for the energy boost that they got from the caffeine, but people who enjoyed sitting down and drinking a well-prepared cup of coffee. Upon visiting Italy and falling in love with the coffee bars and the experience that they offered, Schultz envisioned a place between home and work where you could just sit and enjoy your coffee. Starbucks wanted to control their coffee from “raw green bean to the steaming cup” this meant that they had to talk with their farmers to make sure the quality was up to their standards. They
Overall, how satisfied are you , with [PRODUCT/SERVICE]? Please answer using the rating scale where (5) means "extremely satisfied" and (1) means "very unsatisfied."
Advertising generally tries to sell the things that consumers want even if they should not wish for them. Adverting things that consumers do not yearn for is not effective use of the advertiser’s money. A majority of what advertisers sell consists of customer items like food, clothing, cars and services-- things that people desire to have. On the other hand it is believed by some advertising experts that the greatest influence in advertising happens in choosing a brand at the point of sale.
Starbucks primary business is that of selling high premium coffee. They have been able to cater a specific product to a specific demographic. Specialization allows for the Starbucks company to deliver great quality and continue to maintain their customer base. Although there is a great amount of coffee flavors the coffee bean is still the constant ingredient in the great tasting coffee.
Starbucks is an international coffee house and it was created in 1971 when they opened the first store in Seattle, Newcastle. Currently, they own 21,000 stores in 65 different countries of the world, and their passion for the great coffee, excellent service and community interaction exceeds cultures and languages (Starbucks, 2014). This company is the number 1 brand coffeehouse chain in the world due to the best roaster, marketer and seller of speciality coffee. Its main slogan: “Our mission: to inspire and nurture the human spirit – one person, one cup and one neighbourhood at a time” (Jurevicius, 2013).