The Starbucks Project

According to Starbucks It takes many hands to craft the perfect cup of coffee — from the farmers who tend to the red-ripe coffee cherries, to the master roasters who coax the best from every bean, and to the barista who serves it with care. They are committed to the highest standards of quality and service, embracing their heritage while innovating to create new experiences to savor.

“We believe Starbucks can, and should, have a positive impact on the communities we serve.”

Behind every cup of coffee is a story.

Why people go to starbucks:

1. It is a place for reading and working too while drinking coffee.
2. It is open for more hours than some other coffee shops.
3. It’s overpriced and people tend to think that they are drinking something high quality.
4. They’re convenient. (drive thru, comfortable chairs)
5. It is all about Quality, convenience and time.
6. Starbucks always creates new seasonal drinks that are fun to try.
7. It is a well-known shop. Wherever you are, the products are more or less the same, so you know what to expect when you enter a Starbucks.
8. Accessibility. Starbucks are on every corner.
9. Friendly Customer Service.
10. You get your name on the cup.
11. Good music, big place, air condition.

Why people dont go to starbucks:

1. Starbucks doesn’t really sell coffee. They sell sweetened coffee based drinks.
2. It’s overpriced.
3. You just pay for the image and the trend not for the coffee.
4. Support a small, local coffee shop who cares about coffee from seed to cup and cares about me as a guest, not as money in the door.
5. Better coffee that didn’t require sugar.
6. “Starbucks killed my local coffee shop”.
7. Too many unhealthy product selections.
8. Menu madness. They always change their menus something that is confusing for the customer.
9. They have too many stores. You finally get bored seeing Starbucks everywhere.
10. The drinks are supersized and over sweetened.

The Competitors:

1. Coffee Island
2. Mikel
3. Gregory’s
4. Coffee Berry
5. Coffee Lab
6. Everest
7. Flocafe

We have to find a reason for people to follow to the company’s social network!

The Costumers:

• The target age of Starbucks’ market is 22 to 60, with the teen audience growing steadily.
• Starbucks’ primary customers consist of men and women aged 25 to 40 who are hip, contemporary and willing to shell out a few extra dollars for a specialty drink.
• Teenagers who are studying and grownups who go there to do their office work.
• Elderly people who just feel comfortable and finds the place and the employees friendly.
• The company’s positioning strategy is customer-based, giving more than what the customer needs. Besides producing great coffee, it promotes a good reputation to its target market through excellent store ambiance, environmental protection, and social commitment.
• Consumers go to Starbucks for breaks, to think, write and create creativity. Consumer feels that they are more creative, and can get more things than anywhere else. Consumers are looking for the experience of the coffee house.
• Tourists.

Instagram Strategy:

We should do creative and amusing Instagram stories related to our products. For example, we should post stories about the reactions of customers when they consume their favorite drinks.

·We should post photos from all our new products (targeting) ·We should post desirable photos from our delicious snaks ·We should focus on the summer time . During the summer costumers are more likely to desire a fresh cold Starbucks drink . So , we should post photos about summer . For example we can post a tanned girl on a beach drinking a Mochaccino from Starbucks.

·We should collaborate ( as on TikTok ) with Greek famous influencers to post videos and photos to our profile.

·We should organise and promote competitions . For instance, every month a client of Starbucks will win a trip to a Greek island and the winner will be announced at our official Greekpage of Starbucks on Instagram .

Here is the Idea:

1. The company invites a Greek star with a large audience on Instagram and a great influence on the audience (entertainment), the star spends the whole day on Starbucksgr Instagram, her followers come to the page with her.
2. The task is to spend the whole day as your idol, it is possible to meet a star on the streets of Athens or in a STARBUKS brand cafe, get an autograph and a photo, and also participate in the creation of a new drink.
3. The star in the story conducts a vote and subscribers choose different ingredients and thus come up with a new drink themselves, which they will then buy in Starbucks cafeterias. Also, everyone who participated in the creation of the drink at the end of the day can receive a discount coupon at STARBUCKSGR.
4. To do this, you will need to fill in just your email and phone number. The company, in turn, will use email marketing and remind the client about itself.

ΥouΤube Strategy:

Starting from the world’s largest video-sharing network, Starbucks has created its own channel, similar to a Facebook or Twitter account. Starbucks currently has millions of subscribers on this channel, and the total number of views of Starbucks videos is about ten million people. The videos that Starbucks has uploaded to YouTube are mostly about coffee in general and Starbucks coffee, but also about Starbucks coffee in particular ( the company can become a sponsor of some videos or promote the brand through advertising)

Tik Tok Strategy:

With TikTok becoming a worldwide threat to other social media Giants, having already overstepped Instagram and Facebook in terms of users in only 3 years, it is almost impossible for Starbucks to not having already taken the opportunity to expand it’s social influence in this app yet. By observing the Global Starbucks franchise in the app, we have yet to see the Greek representatives mark their influence. Our campaign will make sure to establish Starbucks Greece as a modern day TikTok user, uploading videos daily through collaborations with influencers, expanding their domain and promoting their product too.

Ideas:

ASMR

promotion videos from festivals

recipes

barista video

try this drink

- ·First of all, we should post on TikTok on a daily basis until our page to be known by the users. We should create a TikTok account that will be interactive with the users and fun to draw their attention. ·To be this goal achieved, we have to collaborate with Greek influencers and both our official page and theirs to post videos related to our unique products. ·- An ideal scenario would be to make our own trend. In other countries, mainly in America, Tik Tok has already made some Starbucks drinks viral such as the TikTok Iced White Mocha with more than 931k views ·- Moreover, we should post videos about recipes. This is a great chance for the TikTok users to learn how their favorite drinks are being made by the professional and well-educated staff. ·Videos in which the new drinks will be promoted creatively in order the clients to try and know the new tastes.

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Betty Tsakarestou