Personality vs. users image

Author: AL annd Valérie

What is Starbucks ’personality?

By applying the five dimensions of brand personality defined by Jenifer Aaker (1997), it seems that Starbucks has combined both “Sincerity” and “Excitement”.   Indeed, the assets that describes theses dimensions are:
- Sincerity: Down to earth, honest, wholesome, cheerful
-  Excitement: Daring, spirited, imaginative, up-to-date

From: valuebasedmanagement.net

Contrast between personality and users image

Integrating tradition and ecology in biggest cities worldwide that’s the originality of Starbucks ’concept. Indeed, there’s an interesting contrast to analyze between Starbucks ‘personality and its clients. 

Personality and values	Users image
Traditional Respectful Ethic and Social Federative Trendy	Modern Urban Active Young

In fact, Starbucks aims at creating a kind of zone out of cluttered cities where people can find a cool and peace but still connecting space. While, individualism, hurry and stress are key words in cities, Starbucks is clearly a smart concept that also perfectly fits ethic and sustainable trends. 

Starbucks, a responsible citizen

Authors: AL and Valérie

 “We've always believed that businesses can - and should - have a positive impact on the communities they serve.”

This sentence from the official website gives a great overview of Starbucks commitment in terms of CSR. This responsibility toward society is definitely part of the brand personality and values.

Even if there are plenty definitions of CSR with subtle differences, we can outline the following ladders from economic to philanthropic.  

 Source: The pyramid of corporate social responsibility (CSR), Carroll (1991)

From this diagram, we understand that CSR is about going further than just obeying the law. Starbucks finally, reaches the last ladder through a high involvement in local communities and the integration of CSR in all business departments: logistic, marketing, production, HR, etc.

Indeed, the company promotes its engagement in favor of local communities by encouraging young people and its employees to support their communities. Moreover, Starbucks created its own foundation in 1997.

Their action and supplying strategies oriented to ethic also participate to the improvement of suppliers working and living conditions.

Then, ecology is a key word for boutique and packaging design or recycling.

Finally, Starbucks encourages diversity among its employees, suppliers, customers and globally all its partners.

In coffee shops, you can feel this engagement and responsibility with the atmosphere the company has developed: wood, natural materials and colors, and informational signs.

Starbucks "Brand Extension"

The advantage of Brand extension:

·The new product would open market quickly and easily.

·It would reduce cost of advertising and other marketing tools for new products

·The products would be more enrich in Starbucks and t would provide all kinds of choice to customers.

·it would be helpful to increase brand value.

The disadvantage of Brand extension

·The image of brand would more ambiguous

·The professional level decreased

·If one products fail in market, it would negatively affect other products and the whole brand.

Author: Yiran Jin

Starbucks' brand strategy

Author: Yiran Jin

Positioning strategy

Starbuck's positioning is the best coffee and becoming the "third place "---the good place for social network except office and home. In Starbucks, customers can taste the best coffee and experience the special romance. Starbucks can meet the customer's need of pursuing the fashion and social status.

 

The nature of brand's products

Experience

Against risks, how can enhance Starbucks brand?

Author: Yiran Jin

1. Enhance quality

Starbucks should keep their target which focus on making high quality coffee. They should make sure their quality of service and product instead of how many shop they plan to open.

2. Diversification

Starbucks can launch multi-brand to increase profit. For example,Coca cola has different brand which include sprite, Coca light etc..That multi-brand strategy would help Starbucks strength image of brand.

3. Service of quality
 

The Starbucks can keep their high price but at the same time, they should assure their good quality of product and service. Because the positioning of Starbucks is high quality of Coffee. So they should make sure their original raw materials provision.

What are the risks for Starbucks brand?

Author: Yiran Ji

In recent years, the development of Starbucks has been at extremely fast speed. So some problems were exposed and those problems negatively affect the Starbuck's brand.

 

• The quality of products and service is comparatively poor than before.eg., the bottle was not convenient for customers to hold, the previous milk was substituted for Nestle's milk. However, the price of Starbucks coffee is increased.

 

• Starbucks follow the example of Apple. Starbucks changed their logo into "the siren " without any word or slogan. It means Starbucks would launch other drink products,eg.,tea.instead of just target on coffee.The positioning of Starbucks is "high quality of coffee",if they are going to launch other drink ,they would break down their previous positioning.it makes no sense in the long run and it may bad for the brand.

• Short of value chain. In some countries. The providers were already replaced by local provider. The previous export-purchase model is disappeared.

In 2008, The president of Starbucks decided to close their 600 coffee shop and lay off 1,2000 employees.

Starbucks' Kano model

Authors: Valérie C. & Anne-Laure N.

The least we can say is that Starbucks has a strong personality: this map shows its consumers that the brand does not leave indifferent! Because the company has founded its entire strategy on the customer experience, they are the basis of brand identity. The typical consumer likes of Starbucks brand, it is surprised and attached to it. But it has not as followers: it is also hated and many groups on Facebook show that consumers are very disappointed assets and do not hesitate to express their hatred. Look at the Kano model of Starbucks, which shows a map of its consumers: