marketing MBA unit 6 - Unit 6 addresses branding and...

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Unit 6 addresses branding and positioning. The pages of the text that will be most useful to you inanswering the complete questions will be from page 204-211 (basic branding decisions, differentiation,positioning).TheStarbuckscase requires you to make branding decisions from the perspective of several years ago.The good news is that you should find plenty of scholarly articles related to the case study. Here are acouple of potential articles:Chakravorti, B. (2010). Stakeholder Marketing 2.0.Journal of public policy & marketing,29(1), 97-102.Retrieved from-74f8b420c980%40sessionmgr105&vid=0&hid=118Talpau, A., & Boscor, D. (2011). Customer-oriented marketing-a strategy that guarantees success:Starbucks and McDonald's.Bulletin of the Transilvania University of Brasov. Economic Sciences. SeriesV,4(1), 51. Retrieved from%20PDF/09%20talpau%20boscor%201%20BUT%202011.pdfSuggested search terms / phrases include:Starbucks non brand decisions1)
In the beginning, Starbucks founders believed that coffee was much more than what Folgersand Maxwell house had to offer (Ferrell & Hartline, 2014).They felt the brands were too blandand that they needed to educate consumers about the rich brands of European style coffee. Thisbasic branding decision was to enhance self-image carrying a status of being prestige and highquality that they communicated highly to consumers.While building their reputation, Starbucksonly sold their coffee offerings in one of their own stores. The focus on quality of the productcould not be compromised by selling it through a third party as coffee is a perishable item andthey could not guarantee the freshness if it was not handled personally. Starbucks private-labelbrand and prestigious reputation and rich taste set them aside from the competition and persuadecustomers to pay the higher cost.Schultz was once Starbucks marketing director who later on purchasing the original Starbuckswith the name patent. He visited trade shows across the world to keep up with trends to set themaside from American coffee choices and keep heightening their image.It was at a trade show inMilan, where Shultz discovered the relationship Italian’s knew with coffee as they gathered andlaughed a local coffee bar. He found the vision that he sought for his company to be the placebetween work and home where business professionals and students could enjoy a variety ofcoffee, relax and interact or conduct a business luncheon. Starbuck’s choice of offering a place torelax between work and home and offering prestigious coffee choices appealed to consumers andjustified the cost of a cup of Starbucks coffee. Starbucks built brand recognition, brandpreference and brand loyalty.

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Marketing, Starbucks non brand, Starbucks initial branding

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