星巴克品牌案例研究报告.ppt

Starbuck is one of the few brands which never use huge advertising and Sales promotion BrandZ Top 100 Most Valuable Global Brands 2011 Starbuck ranked 72，after Coca-Cola Pepsi What makes Starbucks so successful？ Starbucks can develop one of the world s oldest commercial to the out of the ordinary, durable, high value-added brands, due to the “Cultural marketing” and “Mouth marketing”. What are the “Cultural marketing” and “Mouth marketing”? Just to see some pictures to experience Starbuck “Mouth marketing” and “Cultural marketing” Starbuck in China Literally, Starbucks marketing culture means at least four  Kinds of cultural product and form marketing 各种文化产品或形式的营销 。 Using a variety of cultural products or form to assist in the marketing of goods利用各种文化产品或形式来协助商品的营销 。 Considered as a social and cultural environment under the influence of marketing考虑作为社会环境的文化影响下的营销 。 Marketing in order to form a pro-competitive and sales culture为了形成一种有利于竞争和销售的文化而营销 。 So, in the end what is “mouth marketing mean? 以消费者口头传播的方式来推动星巴克目标顾客群的扩大和增长。对星巴克而言，口碑就是最好的广告。为实现这种口碑效应，就要服务好每一位顾客。 Consumers’ oral communication promote the expansion and growth of Starbucks’ target customer. To Starbucks, the best advertising is word of mouth. To achieve this reputation effect, It need to service every customer well. 此可见，企业推广品牌，并非只有依靠铺天盖地的广告这种途径，而是要向顾客传递品牌内涵，以赢得顾客认可和接受。 This shows that enterprises to promote the brand, not just rely on the avalanche of advertising ,but to pass to the customer brand content, in order to win customers’ approval and acceptance. 星巴克重点在产品、服务和体验三大方面营造自己的品牌。 Starbucks focuses on products, services and experiences to create their brand.