Characteristics and Effectiveness of Marketing Communication Tools Used by Starbucks

MARKETING
COMMUNICATION

Table of Contents
INTRODUCTION...........................................................................................................................3
1 . Characteristic, features and effectiveness of various marketing communication tools
Starbucks currently uses.........................................................................................................4
2 . Analysis of consumer buying process having a influence on Marketing communication
process of Starbucks...............................................................................................................6
3 . Analysis of Communication process which is applied on Starbucks marketing
communication.......................................................................................................................9
4 . Understanding of relevant theories, development of a marketing communication strategy
for Starbucks in Brunei. Pricing plan and Various stages of Product Life cycle.................11
CONCLUSION..............................................................................................................................16
REFERNCE...................................................................................................................................17
Books & Journals...........................................................................................................................17

INTRODUCTION
Marketing communication is a process which is adopted by companies so that they are
able to convey to their target customers about various products and services in which they are
dealing. This is a direct or indirect form of communication for persuading the customers so that
they they can have a positive stimulation towards the company. Marketing communication uses
various activities such as sales promotion, advertising, events, public relations, direct marketing,
personal selling and many other related activities(DIACONU, OANCEA, and BRINZEA,
2016). This report is based on various marketing communication tools being used by Starbucks.
Starbucks is a American company having a coffee house chain across various parts in the world.
It was founded in the year 1971, in Washington. They deal in to products such as ice cream,
coffee and bottled drinks of coffee. They are present over 30,000 places worldwide. various
aspects discussed in this report are features, characteristics & effectiveness of various marketing
communication tools which Starbucks is currently employing. Analysis of the consumer buying
process which which is having influence on marketing communication used by Starbucks. The
way in which communication process is applied on Starbucks as a global organisation. Lastly a
marketing communication strategy is developed for the various outlets of Starbucks in Brunei.
This includes a pricing plan which can be used on the product life cycle.

1. Characteristic, features and effectiveness of various marketing communication tools Starbucks
currently uses.
Marketing communication is a way that companies uses in order to give a direct message
to its target customers. These tools help organisation to promote their product and make aware
about the product in the market. It includes public relation, advertising, sales promotion, direct
selling, sponsorship, social media and so on(Pearson and Perera, 2018). The manager of
Starbucks uses different marketing communication tools to promote its brand which is described
in detail below:
Advertising: It is a non personal communication and presentation of a product, service or
idea. It is a one way and paid form if marketing communication tool.
Analysis: In context to Starbucks, the company uses media and print advertising to
target the customers. Starbucks social media campaign like Tweet @ tweet a coffee, #Treat
Receipt etc. attract a lot of customers that impact the sale and profitability of the company.
Social media advertising helps Starbucks to develop a product according to the customer choices
and preferences that will lead to customer satisfaction.
Sales Promotion: It is a tool to influence target customer to purchase the product. It is a
short term plan to increase the sale and to build customer loyalty. Sales promotion includes
discount, sampling, combo packs, rebates , direct mails etc.
Analysis: With reference to Starbucks, the manager uses these tool on continuous basis.
For instance, Loyalty cards & programs allows customer to collect points and gain rewards while
purchasing Starbucks products and services. The company also gives offer to every customer on
Friday that is Buy one & get one free product. In addition to this, Starbucks increases its sales
through seasonal sales offer, point of sales material and so on(van Tonder and Mulder, 2015).
public relation: It is an effective communication tool that companies uses in order to
build a good relationship & reputation of a brand with the public. It is free promotion that is
made by the third party.
Analysis: Public relations help Starbucks in development of positive relations between
the company and their prospective and present customers. This is a very effective tool which is
used by brands who are providing high perceived value to their customers. This technique has
been effectively used by Starbucks while not using hype of commercials in their marketing
function instead they value people apart from their profits. They focus on achieving high