In-Depth Analysis of Starbucks Marketing Strategies and Campaigns

This report provides a comprehensive analysis of Starbucks' marketing strategies, encompassing traditional marketing concepts, digital marketing, and social media campaigns. The report begins with an introduction to marketing, marketing mix, and the significance of digital and social media marketing in contemporary business. It delves into the application of these concepts within the context of Starbucks, examining its marketing campaigns and content strategies. The report also evaluates the effectiveness of Starbucks' social media marketing, providing examples of content and analyzing successful campaigns like "Meet Me at Starbucks" and Dove's "#ShowUs" project. The report concludes by summarizing the key findings and highlighting the importance of marketing in driving sales and brand awareness for Starbucks.

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Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
PART 1............................................................................................................................................1
What is marketing?.....................................................................................................................1
What is marketing mix and role of communication mix in it. ...................................................2
Evaluate what is digital marketing?............................................................................................3
Analyse the concept of social media marketing..........................................................................3
Significant of digital marketing and social marketing in contemporary business. ....................4
PART 2............................................................................................................................................4
Examples of social media contents ............................................................................................4
Effective campaign......................................................................................................................5
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is the important aspect for business as this is the prominent procedure that
undertakes activities in order promote buying and selling of goods in order to satisfy the need of
customers. Marketing is also define as discipline which involves all action that company take to
attract customers and to maintain relationship with them. Moreover, digital marketing is one of
the major component of marketing that involves utilisation of internet and online based digital
technologies like desktop, mobile phones and other digital media platform in order to promote
goods and services (Alves, Sousa, and Machado, 2020). Digital marketing platforms are
increasingly incorporated with organisation's marketing plan so that higher reach to customers
can be obtained in effective and through which sales and revenue get enhanced with
adequateness. This report id based on the Starbucks which is an American based multinational
chain of coffee-house and roaster reserves with headquarter in Seattle Washington. The below
report is consist of analysis and understanding of marketing concept along with marketing mix,
evaluation of digital marketing, social media marketing and their importance. Moreover it will
also represent marking campaigns of company.
MAIN BODY
PART 1
What is marketing?
Marketing is refers to the activities which is being undertaken by the company in order to
promote the buying and selling of goods and services. Along with this, it is an action that has
been perform to build and maintain effective relationship with customers so that loyal customers
base can be created. Moreover, employees that has been work in corporation's marketing
department seeks to get the attention of potential customers with usage of effective tools and
techniques (Paranjape, 2018). Networking with past or existing client if the part of marketing
process along with this, it also includes writing thank you emails, returning calls etc. at the most
basic level a company has been seeks to aligned their products and services with customers need
and requirements. Matching products to customers requirements will lead to higher sales and
profitability. It is a key to organisational success as it helps in transferring and exchange of
goods through which it make goods available. Along with this, it provides support in raising
standard of living by making available uninterrupted supply of products at reasonable price.
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Marketing also play crucial role in development of marketing as this is complex mechanism and
involves many people and creates employment. In addition to this decision making is the crucial
part of an organisation in order to achieve the success and growth. In this marketing has serve as
base for decision making, manufacturing department is largely depend on the mechanism of
marketing to decide what need to be produce. Innovating and implementation of new idea in
business is need to regulated in stipulate period of time in order to maintain competitiveness in
market (Paranjape, 2018). In this also marketing act as new source of new ideas as this provides
to scope to understanding of new demand pattern or trends prevailing in market.
What is marketing mix and role of communication mix in it.
Marketing mix is refer to the combination of factor which is controlled by the company
in order to influence consumer buy products and services from them. Marketing mix is define as
the foundation model of businesses inn which they have been use set of action and tactics to
promote its brand and products at market place. It is associated with the 4 Ps, product, price,
place and promotion. Moreover, now a days marketing has been also including people, physical
evidence and process (Jiménez-Castillo, and Sánchez-Fernández, 2019). All the elements of
marketing mix are connected with each and influence each other through which they have been
developed business plan for company and controlled it in right way. With the support of this
business will get great success and growth, but for that it needs market research, proper
understanding and consultation with staff. Main elements of marketing mix is discussed below:
Product: This is refer to the commodity or item which is developed in order to satisfy the
need of consumers and is being sold at market place. The product can be tangible and intangible
or can be in the form of product and services.
Price: This is one the important element of marketing mix, this is refers to amount that
customer pay in return to product or services. This is one of the critical component as company's
survival and profit has been depended upon this.
Place: This is related to the distribution of products and services or this can be
understand by the means through which product reaches to it final user. It is also define as the
place at which marketers allow access of products to customers so that they can purchase it.
Promotion: This is the process through which marketers inform customers about features
and benefits of their products and services (Kumar, and Singh, 2020). It provides support in to
grabbing the attention of customers and influence them for purchasing the goods and services.
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Role communication mix:
This involves all the tools used by company in order to communicate with potential or
existing customers(Chaffey, and Ellis-Chadwick, 2019). This comes under promotion element
of marketing mix in which it provides support in to connect with customers and influence them
to buy product. It has been done through advertisement, social media, direct marketing etc. and
to see better results company effectively use all area and factors in order to develop integrated
multi-channel.
Evaluate what is digital marketing?
Digital marketing refers to the component of marketing that has been utilises internet and
online based digital technologies in order to promote goods and services of company. Digital
technologies includes desktop computer, mobile phone and other digital media platforms. In
today's marketing digital platforms become increasingly incorporated with business and its
marketing plan along with everyday life as people are more often use digital devices rather
visiting physical shops. It provides support to company in to get higher reach to customer
through which their sales and revenue get enhanced (Heinze, and. et. al., 2020). Moreover, this is
cost effective, flexible and with this company can get rapid expansion. Other then this, digital
marketing is one of effective tool to interact with potential customers along with also help in to
build and maintain goods relationship.
Analyse the concept of social media marketing.
Social media marketing is define as the marketing which involves creating and sharing of
content on social media networks in order ton accomplish successful marketing campaign and
branding goals. It is utilize by organisation to build brand, enhance sales and to drive website
traffics. This marketing includes posting great content on social media marketing, listening and
engaging audience along with this analyse the results so that corrective measures can be taken.
Social media initially started with only publishing and business are sharing their content on
social media so that their website can be encouraged along with sales. But now it is beyond to
just place where content get published (Ki, and Kim, 2019). But now businesses are concerning
about people and started conversation and response to people so that a better connection can be
build. There are various kind of platforms such as twitter, you Tube, Instagram etc.
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Significant of digital marketing and social marketing in contemporary business.
Importance of digital marketing
Digital marketing is less expensive in compared to other marketing methods, specific prices if
being based on what a company is doing but spending on the advertisement is lower then other
methods or techniques. It will help company in to reduce it cost and enhance it profitability.
 Many of the consumers are now often to digital device and this has become everyday life
routine and many of them do online shopping. Digital marketing help in to provide reach
to those people and thus expand the reach of customer (Tajvidi, and. et. al., 2018). With
the prominent use google shopping ads and brand awareness campaign company will
successfully expand brand recognition and boost sales.
importance of social media marketing
 Social media has been help in to boost company visibility among potential customers, it
offers benefit to create free business profile on the major social networks so that brand
get customer's attention and build awareness of products and services.
 Customers are increasingly aware about the products and company with that, they has
been search for information before making decision. Moreover social provides benefit to
communicate with customers so that trust can be build which help in to enhance sales and
revenue of the company.
PART 2
Examples of social media contents
Social media content is refers ton the content which is created by organisation for social
networks in to enhance sales and awareness. Some of the examples are discussed below:
Product photos: In this company has been share photos on social media in creative
manner and make sure that sharing photos should not look like similar to last ones in online
stores. While sharing this is company need to ensures that photos have to be fit in brand. This is
an effective way for social media content as varied images keep the interest of visitors and gain
audience attention. Posting images has been help in to make audience remember about the
company's messages. It provides various benefits when a company trying to build a brand and
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communicate marketing messages so that larger number of customers base can attracted toward
organisation.
Influencer content: This is the method in which company can pair up with influencers
that fits well with brand. So that they can generate contents which are going to be share on
company's page as well as on influencer profile while ensuring content has been match with rest
of the post so that it can help in to reach potential customers. And while selecting influence
company need to analyse its engagement and number of followers (Pucci, and. et. al., 2019). For
instance, a clothing brand could work with fashion bloggers and children's clothing brand has
been work with parent blogger. This is help business to reach to potential customers as they are
having good networks, their contacts are engage in conversation about their post and leads to
brand building. As they are having multiple audience which has been leads to increase visibility
among audience.
Effective campaign
“Meet me at Starbucks” campaign
Starbucks is the grate place to meet up friends or lunch with strangers, for this company
has been launch a “meet me at Starbucks” campaign in 2014, in which they have provides a
chance to their customers to win one year free coffee in exchange of HowWeMet story. The
#HowWeMet hashtag has been used to tell the story and allow the people to read each other
stories. This campaign has been executed in worldwide so that people get excited stories to read
with the help of this people are getting more engaged and see the Starbucks with a angle.
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Project #ShowUs by DOVE
This project of dove has been created in 2019, in which it launched with name real beauty
campaign, for women and non-binary participants that are working in front and behind the
camera with the motive to showcase real and unfiltered beauty. This has been used the approach
to what beauty looks like. With the help of this dove has bee obtain the customers attention along
with this it has a positive impact and has developed a type of change in which audience started
seeing the world in different way.
CONCLUSION
As per the above analysis it has been concluded that marketing is one of the most
important factor in to increase sales and profitability. Marketing is the some combination of
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factors which is used to promote buying and selling of goods and services. Moreover digital
marketing is one of the component of marketing which make the effective usage of internet and
digital based technologies which provides higher reach to potential customers. Social media is
used for marketing through social media platforms such as twitter, Instagram, Pinterest etc. both
digital marketing and social media marketing has significant impact over company's sales and
revenue.
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REFERENCES
Books and Journals
Alves, G.M., Sousa, B.M. and Machado, A., 2020. The role of digital marketing and online
relationship quality in social tourism: A tourism for all case study. In Digital marketing
strategies for tourism, hospitality, and airline industries (pp. 49-70). IGI Global.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Heinze, and. et. al., 2020. Digital and social media marketing: a results-driven approach.
Routledge.
Jiménez-Castillo, D. and Sánchez-Fernández, R., 2019. The role of digital influencers in brand
recommendation: Examining their impact on engagement, expected value and purchase
intention. International Journal of Information Management, 49, pp.366-376.
Ki, C.W.C. and Kim, Y.K., 2019. The mechanism by which social media influencers persuade
consumers: The role of consumers’ desire to mimic. Psychology & Marketing, 36(10),
pp.905-922.
Kumar, P. and Singh, G., 2020. Using social media and digital marketing tools and techniques
for developing brand equity with connected consumers. In Handbook of research on
innovations in technology and marketing for the connected consumer (pp. 336-355). IGI
Global.
Paranjape, S., 2018. Role of Digital Marketing for Developing Customer Loyalty. Sansmaran
Research Journal, pp.1-7.
Paranjape, S., 2018. Role of Digital Marketing for Developing Customer Loyalty. Sansmaran
Research Journal, pp.1-7.
Pucci, and. et. al., 2019. Does social media usage affect online purchasing intention for wine?
The moderating role of subjective and objective knowledge. British Food Journal.
Tajvidi, and. et. al., 2018. Brand co-creation through social commerce information sharing: The
role of social media. Journal of Business Research.
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