STARBUCKS CHOCOLATE HUI YAN YI KATHY LAU HOI

STARBUCKS CHOCOLATE HUI YAN YI, KATHY LAU HOI LING, JOANNE LAU YAN LING, JENNY TO CHIN PANG, BEN WONG WA CHUN, RYAN

Brand Attributes One Person Image Green and earth colour logo Mermaid Stylish One Cup Customer Experience Write your name on the cup Smiley face “Just say yes” Customized Price High but affordable Quality High Comprehensiveness Store Facilities WIFI Music Comfortable seating One Neighbourhood Beverage Food Package and singleserve coffee and tea Coffee mugs Ubiquity 60 countries worldwide Approachable

Starbucks’ Wheel Seat and music How the brand makes me look makes me feel Stylish Good taste Satisfying Caffeine of Quality life Taste Refresh Comfortable 3 rd place Relax Customized WIFI Services Convenient Excitement New seasonal product

New Product Description • Brand Extension – Chocolate with fluid coffee filling Mocha Peppermint Chocolate Why chocolate ? Latte Cappuccino Vanilla Caramel Brand Extension Macchiato Caramel

Starbucks’ Wheel We are in the people business serving coffee, not the coffee business serving people Brand Stylish Not just coffee Satisfying Taste No limit to becoming Quality of Refresh life Exploration What does the product provide for me Relax Lifestyle Excitement Energetic For fun Happy New seasonal product How I would describe the product Delicious Sharing Personality Needs Unique Starbucks own flavours texture Endorphin Satisfy needs of coffee and chocolate at the same time Convenient Human spirit Mission Caffeine WIFI Services Customized Sense of belonging CORE Friendly For some caffeine addict 3 rd place Comfortable Value Good Caffeine taste Seat and music How the brand makes me look makes me feel Rich taste Happiness Product Chocolate and fluid coffee

Brand Equity • Customer-based brand equity Aaker(2009) Perceived Quality Brand Loyalty Superior level of customer service High degree of customer loyalty Brand Awareness Green and white Starbucks logo High quality of brand Selection and training of barista Brand Asset Brand name Starbucks indicates strong brand identify Customer Brand Associations American World-wide Large variety Corporate social responsibility

Archetypes • Explorer “Exploration is really the essence of the human spirit. ” Quoted by Frank Borman Freedom & Fulfillment Selfdirected • Get away from stress life • Helps people feel free • Explore the ways to satisfy customers needs • Create a lifestyle • New product categories • Endless possibilities for great parings • Experiencing new things

Geographic Segmentation & Targeting Private Offices Distribution New Territori es 7% Kowloon 35% Private Commercial Buildings Distribution Island 3% Island 1% Hong Kong Island 57% Hong Kong Island 30% New Territorie s 27% Kowloon 40% Sources: Rating and Valuation Department, 2015

Demographic Segmentation & Targeting Age 31% 25% 21% 1 -14 12% 15 -24 25 -44 45 -59 60 or above Source: Hong Kong Annual Digest of Satistics 2015

Demographic Segmentation & Targeting Education Level Median Monthly Income by Education Level Lower Secondary and Below $8, 500 Postsecondary 37% Lower Secondary and below 29% Upper Secondary/Sixth Form 34% Upper Secondary/Sixth Form $10, 000 Post-secondary $13, 500 (Diploma/Certificate) $12, 360 (Sub-degree Course) $25, 000 (Degree Course) Source: 2011 Population Census Thematic Report: Household Income Distribution in HK

Positioning and Competitor High quality Low Price Perceptual maps are based on the buyer's perception this is challenging: what may be viewed as a quality product by one buyer, may not be perceived as a quality product by another buyer. High Price Low quality

Positioning - Differentiation u. The product differences are usually minor; Can be merely a difference in PACKAGING or ADVERTISING THEME u. The physical product need not change, but it could. CORE

References Aaker, D. A. (2009). Managing brand equity. Simon and Schuster. Census and Satistics, The Government of the HKSAR. (2011). Hong Kong 2011 Population Census – Thematic Report: Household Income Distribution in Hong Kong. Retrieved from http: //www. censtatd. gov. hk/hkstat/sub/sp 170. jsp? product. Code=B 1120057 Chamberlin, E. H. (1949). The theory of monopolistic competition: A re-orientation of theory of value. Kotler, P. Keller, K. L. (2015). Marketing Management. USA: Pearson Rating and Valuation Department, HKSAR. (2015) Hong Kong Property Review 2015. Retrieved from http: //www. rvd. gov. hk/en/publications/hkpr. html http: //marketingideas 101. com/idea-center/brand-archetype-explorer/ http: //roastery. starbucks. com/assets/docs/Coffee-Exploration-Series. pdf http: //starbucksorder. tumblr. com/custom http: //www. starbucks. com/responsibility/environment