Stage 2-Part A: Brand Research 

What is Starbuck’s brand identity?

• Creating the "Starbucks Experience"
• High quality coffee
• A "third place" outside of work and home
• High end, but inclusive
• Warm
• Inviting
• "Starbucks Success Is Its Word of Mouth/Social Media/Viral Marketing Strategy." SOS EMarketing. N.p., 27 Mar. 2011. Web. 15 Apr. 2016. http://www.sosemarketing.com/2011/03/29 /starbuck%E2%80%99s-success-is-its-word-of-mouthsocial-mediaviral-marketing-strategy/

What is Starbuck’s brand vision?

• Rich, rewarding customer experience
• "Company Information." Starbucks Coffee Company. N.p., n.d. Web. 18 Apr. 2016. http://www.starbucks.com/about-us/company-information/mission-statement

What is Starbuck’s customer experience?

• The ambiance of the store (music, furniture, outlets, seating arrangement, etc.) tells the customer that they should stay awhile. 
• "Company Information." Starbucks Coffee Company. N.p., n.d. Web. 18 Apr. 2016. http://www.starbucks.com/about-us/company-information/mission-statement
• Writing your name on your drink
• Free wifi

How does the existing brand create relationships with customers?

• By rewarding loyalty
• By having employees who are properly trained and knowledgable
• By listening to the needs of customers (drink customization)
• Writing on drinks
• Social media interaction
• "Keeping Customers - The Importance of Loyalty." Marketing Donut. Web. 15 Apr. 2016. http://www.marketingdonut.co.uk/ marketing/customer-care/customer-service/keeping-customers-the-importance-of-loyalty

What are Starbuck’s taglines?

• They really don't have a tagline. 
• Yohn, Denise Lee. "The Death of the Tagline." AdWeek. N.p., 9 Sept. 2013. Web. 17 Apr. 2016. <http://www.adweek.com/news/advertising-branding/death-tagline-152255>.
• "Uniquely Starbucks" 
• "Starbucks Marketing Strategy Unconventionally Effective." Starbucks Marketing Strategy. VoteforUs, n.d. Web. 17 Apr. 2016. <http://www.voteforus.com/starbucks marketingstrategy.html>.
• "It's bigger than coffee."

What are Starbucks' touch points?

• Coffee
• Tea and other beverages (Evolution Fresh juices)
• Food
• Music
• Packaging (logo, coffee sleeves, etc.)
• Interactions between baristas and customers
• Website
• App
• Merchandise
• RTD ("Ready to Drink") products
• Store atmosphere
• "Starbucks Menu." Starbucks Coffee Company. N.p., n.d. Web. 18 Apr. 2016. http://www.starbucks.com/menu

How does Starbucks differentiate itself from its competitors?

• Word-of-mouth advertising
• Proclaims higher quality coffee
• Safe and inviting environment
• Consistent experience
• Ridiculous number of locations
• "Starbucks Success Is Its Word of Mouth/Social Media/Viral Marketing Strategy." SOS EMarketing. N.p., 27 Mar. 2011. Web. 15 Apr. 2016. http://www.sosemarketing.com/2011/03/29 /starbuck%E2%80%99s-success-is-its-word-of-mouthsocial-mediaviral-marketing-strategy/

How does Starbucks make promises to or covenants with customers?

• The company size created brand recognition and a sense of security in quality
• Consistent customer experience satisfaction
• Consistent product
• Word-of-mouth advertising rather than traditional advertising
• "Keeping Customers - The Importance of Loyalty." Marketing Donut. Web. 15 Apr. 2016. http://www.marketingdonut.co.uk/ marketing/customer-care/customer-service/keeping-customers-the-importance-of-loyalty

How does Starbuck’s approach coherence?

• The amount of training hours invested in each barista produces a consistent drink flavor across stores. 
• Their design aesthetic does not vary much between locations
• The ingredients for each drink are pre-measured/marked
• Food is pre-made
• Having so many locations gives the consumer that no matter where they are, there will always be a Starbucks nearby.
• Morgan, Alecia. "How Does Starbucks Train Its Baristas?" Quora, 12 Oct. 2012. Web. 16 Apr. 2016. https://www.quora.com/How-does-Starbucks-train-its-baristas

What is Starbuck’s market position and why?

• "Starbucks positioned itself in the market as a highly reputed brand. In this case, the company has planned its positioning in a way that brings a distinction between their products’ brand from those of competitors, and enjoy the greatest strategic advantage in their target markets. Their positioning strategy was based on the customer so as to provide the best service beyond customers’ expectations. They gained a competitive advantage over employee and customer satisfaction. This was enhanced by its positioning development strategy that was customer based which provided the utmost facility in terms furniture, layout and music. Concerning employee satisfaction, they make them as partners and provide them with personal security, freedom to participate in every decision of the business and make it successful...Starbucks tried to position themselves in the coffee industry as a premium product through creating a high standard, providing an excellent service and introducing innovative products."
• "Starbucks Coffee Segmentation and Target Market." Essay Topics and Samples Online for Free Starbucks Coffee Segmentation and Target Market Comments. N.p., 28 Sept. 2015. Web. 18 Apr. 2016. http://studymoose.com/starbucks-coffee-segmentation-and-target-market-essay
• Starbucks has obtained this market position because other coffee shops were not as focused on quality of product. Starbucks catered to the "coffee snob". Now that the market is much more saturated, Starbucks continues to cater to its image as high quality coffee hang out by perpetuating its role as a relaxing, inviting environment through brand recognition. 

What is Starbuck’s commitment?

• "To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time."
  • "Company Information." Starbucks Coffee Company. N.p., n.d. Web. 18 Apr. 2016. http://www.starbucks.com/about-us/company-information/mission-statement

How does Starbuck’s approach flexibility?

• Drive-through stores
• Ready to Drink products
• Preordering app
• Gift cards

What is Starbuck’s approach value?

• "Creating a culture of warmth and belonging, where everyone is welcome."
• "Acting with courage, challenging the status quo and finding new ways to grow our company and each other."
• "Being present, connecting with transparency, dignity and respect."
• "Delivering our very best in all we do, holding ourselves accountable for results."
• "We are performance driven, through the lens of humanity."
• "Company Information." Starbucks Coffee Company. N.p., n.d. Web. 18 Apr. 2016. http://www.starbucks.com/about-us/company-information/mission-statement

How are Starbuck’s employees incentivized to rally around the organization’s mission or vision? 

• Comprehensive health coverage for eligible full- and part-time partners
• Equity in the company through "Bean Stock"
• College program 
• "College Plan." Starbucks Coffee Company. N.p., n.d. Web. 18 Apr. 2016. http://www.starbucks.com/careers/college-plan
• Required trainings on Starbucks' values and methodology

Stage 2-Part B: Design Question

Americans in general, but especially Coloradans, are clamoring for all things health and fitness. Starbucks does not currently have a variety of products that meet this need and is thus not catering to existing customers and also missing a large demographic of potential consumers who avoid it due to its high calorie count and lack of nutritional value. The Starbucks mission is "to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time”, but without physical wellbeing, the spirit cannot thrive. How can design of a Starbucks brand extension cater to the consumers’ desire for health and fitness?

http://www.coloradohealth.org/yellow.aspx?id=6273

http://www.starbucks.com/about-us/company-information/mission-statement

http://www.calorieking.com/foods/calories-in-starbucks_b-YmlkPTk0OA.html