Brief history of the term “marketing-mix”
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1964’ Neil H. Borden published “The Concept of the Marketing
Mix”
“Marketing-Mix” included: product, planning, price, branding, distribution channels, personal selling, advertising, promotions, packaging, display, servicing, physical handling, and fact finding analysis

Brief history of the term “marketing-mix”

1940’s James Culliton
“marketing manager=mixer of ingredients”

Brief history of the term “marketing-mix”
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E. Jerome McCarthy grouped each aspect into 4 categories
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The 4P’s of Marketing: product, place, price, promotion

The 4 P’s of Starbucks Marketing
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Must meet customer requirements
Products should meet expectations
The goal is to satisfy consumers needs

The 4 P’s of Starbucks Marketing
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Starbucks is known for one product: extremely good coffee
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No more breakfast sandwiches because does not compete with coffee aroma

The 4 P’s of Starbucks Marketing
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Discounts, financing
Price decisions: profit margins and response of competitors
Determined by the quality of the product and the target consumers

The 4 P’s of Starbucks Marketing
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
Starbucks has achieved the highest price point for cofee in the restaurant industry
Consistent high quality beverage
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Threat of competitors: McDonald’s- McCafe
Dunkin Donuts- Dunkachino
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Starbucks counter offer: $1 cofee item

The 4 P’s of Starbucks Marketing

The 4 P’s of Starbucks Marketing
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
Channels of distribution
Distribution decisions include market coverage, channel member selection, logistics, and levels of service

The 4 P’s of Starbucks Marketing
3
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Starbucks has strategically located its retail locations
Target potential customers

The 4 P’s of Starbucks Marketing
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College campuses
Irreplaceable real estate
Helpful mobile applications with store locations

The 4 P’s of Starbucks Marketing
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Business of communicating with customers
Promotion decisions involve advertising, public relations, media types
Successful promotion increases sales

The 4 P’s of Starbucks Marketing
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Starbucks is an overall success story when it comes to promoting their products and services
Brand image: “the third place”, unique & relaxing atmosphere

The 4 P’s of Starbucks Marketing
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Use technology to promote their brand
Social Media Marketing: Facebook daily notices
Free wifi
Loyalty cards


Starbucks: Make a Difference. Take The Pledge: http://www.youtube.com/watch?v=KRFofwu-0o4
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Starbucks new TV advert, UK: http://www.youtube.com/watch?v=19r4I70fZRU
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Starbucks "Mondays Can Be Great" Campaign: http://www.youtube.com/watch?v=sj5NxPryPXE

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