Brand Selection: Starbucks
Starbucks is a popular global coffee company noted for its coffee, drinks, cuisine, and distinctive
customer experience. It maintains a strong presence across multiple communication channels.
Current Communication Audit for Starbucks
The site provides product and retail location information along with nutrition
information and business values.
The mobile app offers mobile ordering, a rewards program, the payment methods, and
personalized offers.
The websites, including Instagram, Facebook, and Twitter, are used to tell stories about
the brand, announce new product lines, engage customers, and contact customer care.
In-store atmosphere (ambience), customer service, product quality, and in-store
materials (such as menus, posters, etc.) are what define the in-store experience.
Advertising: New products, seasonal promotions, and brand messages are advertised
through television, print, and digital advertisements.
Public Relations: Community involvement, ethical sourcing, and collaborations were
parameters to convey the value-added image of the company.
Analysis of Starbucks' Current Communication
Starbucks' advertising is generally constant (green logo, uniform font), however there are
occasional variances in advertising messages. While the mobile app is nicely linked with the
rewards program, in-store messaging may not always correspond with digital efforts.
Starbucks' synergy is often strong, since it uses social media to magnify in-store promotions
and increase app usage. However, there are potential to better incorporate customer
feedback from social media into in-store enhancements. Starbucks has significant brand
equity, which is based on its reputation for quality and social responsibility, but this is
occasionally questioned by problems over social concerns or labor abuses.
Integration Proposal for Starbucks
Ensure that stores are using promotional materials that also resonate with current digital
corporate initiatives. Train the employees to use applications and rewards while interacting
with a customer.
Increase Synergy: Incorporate real-time social media feedbacks within your commerce laws.
For example, when a certain new drink is getting good online comments, have in-store
signage for that drink. Create a common editorial calendar which all digital and physical
marketing activities can co-ordinate.
Starbucks is a popular global coffee company noted for its coffee, drinks, cuisine, and distinctive
customer experience. It maintains a strong presence across multiple communication channels.
Current Communication Audit for Starbucks
The site provides product and retail location information along with nutrition
information and business values.
The mobile app offers mobile ordering, a rewards program, the payment methods, and
personalized offers.
The websites, including Instagram, Facebook, and Twitter, are used to tell stories about
the brand, announce new product lines, engage customers, and contact customer care.
In-store atmosphere (ambience), customer service, product quality, and in-store
materials (such as menus, posters, etc.) are what define the in-store experience.
Advertising: New products, seasonal promotions, and brand messages are advertised
through television, print, and digital advertisements.
Public Relations: Community involvement, ethical sourcing, and collaborations were
parameters to convey the value-added image of the company.
Analysis of Starbucks' Current Communication
Starbucks' advertising is generally constant (green logo, uniform font), however there are
occasional variances in advertising messages. While the mobile app is nicely linked with the
rewards program, in-store messaging may not always correspond with digital efforts.
Starbucks' synergy is often strong, since it uses social media to magnify in-store promotions
and increase app usage. However, there are potential to better incorporate customer
feedback from social media into in-store enhancements. Starbucks has significant brand
equity, which is based on its reputation for quality and social responsibility, but this is
occasionally questioned by problems over social concerns or labor abuses.
Integration Proposal for Starbucks
Ensure that stores are using promotional materials that also resonate with current digital
corporate initiatives. Train the employees to use applications and rewards while interacting
with a customer.
Increase Synergy: Incorporate real-time social media feedbacks within your commerce laws.
For example, when a certain new drink is getting good online comments, have in-store
signage for that drink. Create a common editorial calendar which all digital and physical
marketing activities can co-ordinate.
