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Starbucks is the most recognized coffee brand in the world. The marketing campaigns of Starbucks play a very significant role in its success. The company has established itself as an iconic brand with distinctive marketing of coffee branding, and exceptional customer service.
Generally, Starbucks is credited for the growth of the second wave of coffee culture. The company introduced a more comprehensive range of coffee experiences.
Due to its innovative marketing approach, the company has become a recognizable brand known for its high-quality coffee products and outstanding customer service. However, Starbucks marketing campaigns and Starbucks branding is based on some fundamental concepts that virtually any company can adopt and apply.
What is Starbucks?
Starbucks Corporation is a global network of coffee house chains known for the marketing of coffee headquartered in Seattle, Washington, in the United States. It began as a single small company in 1971 and is at the forefront of the global coffee revolution and coffee branding.
Tata Coffee and Starbucks Corporation planned to launch Starbucks outlets in India in January 2011. With India as a 50:50 joint partner, they opened their first store in Mumbai in 2012. The retail locations were identified as Starbucks “A Tata Alliance.”
By supporting enthusiastic partners and forging deep connections through coffee, Tata Starbucks has been committed to providing a warm and welcoming Starbucks experience in every corner of India for over a decade.
Why does Starbucks does marketing?
Companies can use marketing to increase brand recognition, engagement and sales through promotional programs. As a multinational brand, Starbucks branding in India has to deal with local competition, for which they need to focus on their marketing strategies.
Starbucks branding and Starbucks advertising campaigns are recognizable through the variety of marketing tools they use and stand out because of the constant message they convey.
Starbucks invests a lot of time and energy into in-store marketing to make its shop locations more appealing, friendly, and practical, for example, having the facility of Wifi.
Every piece of information they create follows the same linguistic and aesthetic standards that their audience expects from the global coffee company. A case study on the marketing campaigns of Starbucks can help us understand them better.
Top (Offline) Marketing Campaigns of Starbucks: Case Study
One of the most recognizable brands for marketing of coffee and coffee branding in the world, Starbucks, shows a creative and modern approach to its brand and marketing campaigns. Here is a case study on the marketing campaigns of Starbucks over the last few years.
1. “Meet Me At Starbucks” – Starbucks Advertising Campaign
The “Meet Me at Starbucks” is the Starbucks advertising campaign which was launched by Tata Starbucks Private Limited to mark the opening of its 150th store in India. A beautiful video commercial accompanying the grand opening captures the real moments of people coming for a coffee and returning for a really strong bond.
The message of Starbucks advertising campaign was “sometimes the best way to connect is to come together.” This message perfectly encapsulates Starbucks’ core principles and its function as an ideal third place.
The launch of Starbucks advertising campaign #ItStartsWithYourName was a digital, 360-degree campaign created especially for consumers in the cities of Bengaluru, Gurgaon, Indore, and Bhopal.
The video opens with two working women at Starbucks, one of whom is hesitant and homesick since she misses her mother in her new city. Her coworker shares her nickname with Starbucks to cheer her up, which results in them calling out her order by a name that makes her happy.
All new consumers are being encouraged by the ad to visit and experience the warmth, individualised service, and strong feeling of connection the brand provides.
3. #HereIsToJoy – Starbucks Optimist Series
Starbucks India, in collaboration with lifestyle brand The Label Life, has launched a limited-edition product line called “The Starbucks India Optimist Series.” The goal of the Starbucks India Optimist Series was to spread joy, optimism and hope for the future, which are core principles of both companies.
The “Here is to Joy” campaign will encourage consumers and business partners to actively choose joy every day. Starbucks’ goal was to inspire and nourish the human spirit.
The collection honours the ritual of making coffee, the familiarity of taste, the warmth of the cup in our hands and the first exquisite taste, and challenges Starbucks and The Label Life customers to take every opportunity to be positive.
4. #BrewYourOwnStarbucks- Marketing Campaigns of Starbucks
Tata Starbucks Private Limited has started a digital campaign called #BrewYourOwnStarbucks. It was to celebrate its 10 years of brewing, serving and producing beverages.
Through this campaign, the company honours its illustrious legacy in India. It deepens the enduring bonds it has established with its customers by giving them a once-in-a-lifetime chance to be featured on the Starbucks menu.
The advertisement celebrates Tata Starbucks’ 10th anniversary in India. It offers customers a special chance to interact with the company and contribute to its glorious legacy.
5. Diwali Blend- Starbucks Branding Campaign
Starbucks India embraced the festival of lights with the launch of Starbucks Diwali Blend, a new seasonal whole-bean coffee. It targeted consumers across India and in some other international markets.
Starbucks import hand-selected coffee from Valparai, Jumboor and Suntikoppa plantations in the flourishing hills of Karnataka and Tamil Nadu. It helps in bringing home the best of the country’s coffee production.
The packaging design features images of lanterns and intricate traditional patterns. It includes an alluring rangoli pattern in the centre, conveying the themes of light and enlightenment.
6. #MyMood #MyStarbucks Digital Campaign
To better reach its Indian customers, Starbucks has launched a marketing campaign. Starbucks invites customers to alter their beverages to suit their moods.
Using the interactive #MyMood#MyStarbucks campaign, customers can post their moods along with the drink that best suits them on the Starbucks Community Board. Starbucks offer two free modifications on their next visit to the customers who will complete the campaign.
Actress Jacqueline Fernandez and actress/writer Twinkle Khanna shared their mood and Starbucks drink at the campaign’s premiere.
7. Strategic collaboration between Starbucks and Imagine Meats as a part of Marketing Campaigns of Starbucks
Tata Starbucks has partnered with plant-based food specialist Imagine Meats to offer vegan meals in India. Ritesh Deshmukh and Genelia D’Souza are the founders of Imagine Meats. They make plant-based meats to cater to the tastes of the country’s vegan population.
Starbucks offered vegan croissant rolls, vegan hummus kebab wraps, vegan croissant rolls and vegan croissants.
The driving force behind Tata Starbucks’ new collaboration is the increasing demand for vegan products, according to the company.
8. The CSR marketing campaigns of Starbucks
With great pride, Tata Starbucks unveiled its new program, “Tata Starbucks Empowering Girls and Young Women.” It aims to empower girls and young women in India through education, skills development and economic opportunities.
Tata Starbucks will partner with non-profit groups such as Educate Girls to promote girls’ education in rural and neglected areas.
VIDYA India provides volunteer and educational assistance to girls and young women who have migrated from villages to major cities.
9. Happy Hours- Starbucks marketing campaigns
This was one of the most popular Starbucks marketing campaigns. Happy Hour was launched in 2018 to offer discounts on beverages outside Frappuccinos. Its aim was to increase Starbucks’ afternoon sales, which were previously low.
For instance, every few weeks, between 2 and 7 p.m. on Thursdays, this event offered consumers who purchased a handmade drink a second one free of charge.
10. Collaboration between Starbucks and Chef Sanjeev Kapoor
Chef Sanjeev Kapoor is a household name in India. Tata Starbucks announced the release of a limited edition menu. It was created in collaboration with Tata Sampann by famed chef Sanjeev Kapoor.
The savoury dishes on the #SanjeevKapoorMenuAtStarbucks are prepared with high-quality ingredients. It features a variety of international favourites with a distinctive Indian twist.
The limited menu includes dishes such as Masala Chicken Croissants, Bhuna Murgh Pie, Red Poha with Coconut Stew and more. The collaboration between Tata Starbucks and Chef Sanjeev Kapoor was symbolic of the evolving global coffee culture 9.
Tata Starbucks has stayed dedicated to offering a friendly and inviting Starbucks Experience throughout India since entering the market in 2012. They have done this by supporting their enthusiastic partners and creating deep connections over coffee.
Starbucks has demonstrated that it is possible to create an outstanding brand, amazing customer service, and a marketing brand from scratch.