We begin a new series of posts in which we are going to expose the Starbucks Case (part 1): Lessons from its brand strategy. Starbucks, the world’s largest coffee chain, has a unique brand strategy to market its products. The most famous coffee is appreciated for the refined customer experience with a variety of product options to choose from.
Starbucks’ brand positioning is rooted in its coffee culture, which is projected in its unique aesthetics and retail shops around the world. The brand is well aware of its competitive advantages, which are key to differentiating itself from its competitors.
The brand is synonymous with quality, care and trust, having succeeded in creating a human connection with its customers. Consumers’ expectations when they visit a Starbucks shop are for a high quality, personalised coffee taste and friendly service in a welcoming environment.
At Starbucks, it’s the details that make the difference
To establish this level of trust among its target audience, the brand works on every detail conscientiously. Product quality monitoring is key, which is why it carries out rigid quality control throughout the entire supply chain. Each type of coffee is tested for suitability before it reaches its points of sale.
Teams of testers test samples from roasters, packers, distributors and retailers to ensure this process. They also ensure that excellent customer service is developed to generate customer satisfaction and loyalty.
But what if I told you that this is not the reason for their success? If you want to find out, I invite you to read the next post in the series dedicated to this iconic brand.
Photo credit: EA
