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Effects of sales promotions on consumer behavior
Chapter 3 impact of sale promotion on consumer buying behavior
Chapter 3 impact of sale promotion on consumer buying behavior
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As I would hate to admit it, I was a mindless consumer. Not long ago, I would regularly get caught into the advertiser’s web of promotions and exclusive events. Likewise, this does not exclude Starbucks. There was a time back in high school where I was swayed by Starbucks constant promotions which motivated me to continuously buy their products. Not only did I stop by every morning on my way to school to grab myself a cup of joe, but I would frequently encourage my friends to hang out at Starbucks after school as well. All for what you ask? To collect loyalty program stars. This establishment has created a strong foundation into enticing current customers to stay and future customers to join through crucial segmentations in which …show more content…
Compared to Tim Hortons, Starbucks also displays many attractive photographed drinks that tempt coffee consumers to visit their café. Likewise, the baristas live up to the perfectly photographed expectations as the appealing appearance of the drink charms me to visit again. In addition to a hospitable coffee shop, Starbucks created a loyalty program by which you can earn star points to gain access to benefits such as free birthday rewards, free in-store refills, and access to exclusive events and offers through their trendy phone app. For every dollar spent, one will get 2 stars and the more stars collected, one can climb up from the green status to gold status. Through their loyalty star rewards that is accessible through the Starbucks app, as many as 11 million active members (fortune) have been enticed to maintain or achieve the gold status where one is able to enjoy anything on the menu for free. Not to mention their marketing strategy of constantly emailing me double star days and discounted drink promotion codes lured me
The basis of Starbucks’ operations and policies is to connect with the staff so that they can better the organizational
Throughout the company’s historic growth, one thing has remained constant: the commitment of its franchisees to providing personalized and convenient business solutions and a world-class customer experience. Industry
Founded in 1971 at Seattle’s Pike Place Market, Starbucks Coffee, Tea and Spices, as it was originally called, has been “brewing-up” its famous blends in over 43 countries, including the United States. Now called Starbucks Coffee Company, business isn’t just about the coffee and tea anymore. Starbucks has its own line of bottled water, handcrafted beverages, fresh food, entertainment, merchandise and a Starbucks Card. The company has received numerous awards for their outstanding business practices. Fortune Magazine has ranked them as one of “The Best 100 Companies to Work For” in 1998, 2000, 2002, and 2008 (Starbucks, 2008). The Starbucks Experience provides consumers and the general public a direct line a of business communication. From friendly baristas to press releases from CEO Howard Schultz, Starbucks keeps its “partners” informed.
The large catalog includes a tremendous welcome bonus that can be claimed upon completing registration; various deposit bonuses, daily bonuses, referral bonuses, comp points, and of course, the famous free spins of Winner Casino. Slots enthusiasts are guaranteed to be found on the edge of their seats once they find out that Winner Casino grants a hefty number of free spins for its members. These allow bettors to play slot games without the need to use their own money or deposit credits. Players can simply use the allocated number of free spins rewarded and enjoy.
Starbucks is currently the industry leader in specialty coffee. They purchased more high quality coffee beans than anyone else in the world and keep in good standings with the producers to ensure they get the best beans. Getting the best beans is only the first part, Starbucks also has a “closed loop system” that protects the beans from oxygen immediately after roasting to the time of packaging. They did this through their invention of a one-way valve which let the natural gasses escape but keeping oxygen out. This gave them the unique ability to ensure freshness and extended the shelf life to 26 weeks. Starbucks isn’t only about the coffee, it’s also about a place where people can escape to enjoy music, reflect, read, or just chat. It is a total coffee experience. The retail outlet has been responsible for much of Starbucks growth and has contributed substantially to their brand equity.
Starbucks began its retention plan by analyzing their employees’ needs. The analysis drew variables of importance, such as positive culture, employee development, and benefits. As a result of the analysis, Starbucks CEO, Howard Schultz, came up with a plan to start a long-term retention program in his company. Mr. Schultz made sure that “he made it a point to put himself at the top of a respect pyramid in which he would be sure to be kind to everyone in the company with whom he interacted, with them passing on the respectful treatment, right down to the pyramid’s base”(“How Starbucks retains its employees”). The company also set up an online portal for employee development. Starbucks also launched a program to help its employees to achieve a college education. This educational program sends employees to Arizona State’s online program, providing juniors with free tuition and sophomores with financial aid. As a result of this initiative, Forbes (2015) has named Starbucks as one of “America’s Best
We will donate portions of each Café’s proceeds to a philanthropic cause that is relevant to the community around it. Studies show that “Seventy percent of students say they are more likely to buy from a brand that supports a charitable cause”(Bell). College students are likely to support and remember the brand of a coffee shop that supports a local-specific cause, as opposed to a generic corporate attempt at philanthropy.
Everything centers on the organizational culture within Starbucks. While being a customer service-based company and understanding that the customer satisfaction and loyalty are what will make the company profitable, Starbucks takes a different approach to customer service than other companies. By hiring employees that fit in the organizational culture (ICFAI, 2005) and treating their employees well (Lefevere, n.d.), Starbucks brings in and retains customers through their happy employees. The qualities that Starbucks hires for are "adaptability, dependability and the ability to work in a team" (ICFAI, 2005). The culture is supportive and laid back (Montana, 2005). Howard Shultz, Starbucks president and CEO, has the theory "that if you treat your employees well, they will treat your customers well" (Starbucks, 1997).
Starbucks takes their partners very seriously as well as their well-being. This is apparent in the rewards Starbucks offers to their partners. Starbucks has what they refer to as, “Your Special Blend” which is offered to part-time and full-time partners. Starbucks offers comprehensive health coverage, a highly competitive 401(k) program with company matching, a stock equity reward program, education benefits including tuition assistance, free coffee, and paid vacation (Your Special Blend: Rewarding Our
We served best quality food to satisfaction of buyer. Our main weakness is we provide better than other cafe but other competitor in lowest price.
Starbucks is a worldwide company, known for is delicious brews of coffee and seasonal varieties of tasty drinks for any occasion. Starbucks opened with two main goals, sharing great coffee with friends and to help make the world a little better. It originated in the historic Pike Place Market of Seattle, Washington in 1971 by Jerry Baldwin, Zev Siegl and Gordon Bowker. The creation of Starbucks’ name came from the seafaring tradition of early coffee traders and the romance evoked from Moby Dick. At the time, this individual shop specialized in the towering quality of coffee over competitors and other brewing services enabling its growth to becoming the largest coffee chain in Washington with numerous locations. In the early 1980s, the current CEO Schultz saw an opportunity for growth in the niche market. After a trip to Italy he brought back the idea of a café style environment of leisure and social meetings to the United States we now see in Starbucks locations today. Schultz ultimately left Starbucks to open his own coffee shop, Il Giornale which turned out to be a tremendous success. Fast forward a year later, Schultz got wind that Starbucks was going to sell all their components of Starbucks including their stores and factories, he immediately acquired the funds to buy Starbucks and linked both operations. Within five years he was able to open more than 125 stores starting in New England, Boston, Chicago, and gradually entered California. He wanted Starbucks to be a franchise system based on the mission of telling the truth and emphasize the quality,
The once small coffee house in Seattle, Washington has now turned into the most prominent coffee company in the world. Some people would say a trip to Starbucks is a treat, others it has become a daily ritual. It was able to grow into such a successful company because of the experience they made for each customer that walked through their doors. Offering a variety of high quality coffees to people all over the world and giving them the home away from home atmosphere. By staying true to their company mission statement, “To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time”, they were able to stand out more then any other company, and ultimately reach success.
"Rewarding everyday moments". The Starbucks Mantra clearly implies that they are not selling just coffee. They claim to be selling the coffee experience. Their coffee bars that sell specialty coffee also gives customers an ambience where they can be themselves. Starbucks advertises themselves as the third place between home and office, where you can escape, reflect, read, chat or listen. They have become the largest player in the coffee industry and is still looking for avenues to expand themselves.
Starbucks recognizes its employees for much of its success. This is due mostly to maintenance of a great and proven work environment for all employees. The company does not have a formal organizational chart; sot employees are permitted by management to make decisions without a management referral. Moreover, management trust and stands behind the decision of the employees and it is this that allows for employees to thinks for themselves as a part of the business, so as to make them feel as a true asset and not as just another employee.
With clear core values towards providing quality coffee, the best service, and atmosphere, Starbucks has enjoyed great success since it was founded 30 years ago. The company has being doing very well for last 11 years with 5% or more store sales increase, even with the rest economy still reeling from the post-9/11 recession. However recent research, conducted to Starbucks, have showed some concerns regarding company’s problem meeting customers’ expectations.