Digital Marketing Strategies of Starbucks in Australia

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Digital Marketing
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Table of Contents
Introduction.................................................................................................................................................2
The Digital Marketing Strategies That Have Been Used By the Brand.......................................................2
Why the brand has been unsuccessful with their digital marketing strategies..............................................3
A Competitor Brand....................................................................................................................................4
References...................................................................................................................................................5

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Introduction
Starbucks is an American coffee company, was founded in 1971 and it is spread across
67 countries, and there were 27,339 stores around every part of the country. Starbucks
introduced its first store in Australia in the year 2000 in Sydney’s CBD, and it has 34 coffee
stores in Brisbane, Sydney, Melbourne, and the Gold Coast. It was owned by Withers Group
chief executive Warren Wilmot of Australia; he aims to make Starbucks the most reliable coffee
chain in Australia. Coffee houses of Starbucks offer more than the excellent coffee across the
world. In Australia, their head branch is located in Mount Waverly, Victoria.
Current offerings
Starbucks serve fresh roasted whole bean coffees, fresh Frappuccino with some delicious
sandwiches, pastries, micro-ground instant coffee (VIA), fresh juices, they are providing voucher
code for December, from these voucher customer will get discounts, free delivery or gifts on
their order (Järvinen and Karjaluoto, 2015). Some offers are seasonal including their Pumpkin
spice latte.
Positioning and Target Audience of the Brand
Starbucks positioning and targeting comprise marketing decisions direct to identify a
group of people among the public as customers in future for business and target through examine
their needs and wants. Starbucks uses positioning are as follows-
 Mono segment positioning
 Adaptive positioning
 Standby positioning
The Digital Marketing Strategies That Have Been Used By the Brand
To increase its digital relationship with the customers, this brand is applying new ideas to
draw the attention of digitally registered customers. Starbucks coffee chain is offering its mobile
order & pay ahead, collect stars and earn rewards, find stores and much more through Starbucks
application to all the customers and providing Wi-Fi at its stores for the public. Also, Starbucks
is recreating its Frappuccino Happy Hour through the digital coupons (Kannan, 2017). For direct
digital relationships, Starbucks updated program will sign customers up and promote different