Buy custom Starbucks: Delivering Customer Service
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| Topic: |
Business
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| Number of pages / Number of words: |
14 / 3646 |
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They view the Starbucks brand very differently from the existing loyal customers. Younger consumers are not yet loyal to the ?brand' and since they do not fit the general demographic of a typical Starbucks customer (willing to pay a premium price, know the importance of quality coffee), this presents a marketing opportunity for Starbucks to capture this additional market segment by stressing Starbucks' benefits over their low-priced competitors where the consumers normally buy coffee (gas stations, McDonalds)...
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Starbucks should capture this new customer base to be their second permanent loyal segment via means of advertisements and promotional campaigns that emphasize on Starbucks' premium coffee and quality brand image. Using the quality emphasis will not only increase awareness of Starbucks' superior service and quality to all its customers, but also capture the ?new consumers' segment appropriately to make this the key reason they chose Starbucks versus lower price competitors...
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