“It’s Not Just Coffee. It’s Starbucks,” is the current tagline for Starbuck’s campaign. Starbucks has only been around since 1971, but has carried the title of “largest coffeehouse in the world” for many years. Everyday, millions of Americans purchase Starbucks coffee to and from work because of convenience, high-end quality, aesthetically pleasing atmosphere and brand name. However, Starbucks did not engage in a mass marketing campaign to build their brand. Instead, they capitalized on creating personal relationships with customers to ensure that patrons will feel the need to come back. Naomi Klein’s “No Logo,” discusses the branding phenomenon of Starbucks and how it became a “superbrand” as well as a lifestyle.
Starbucks is a conjured up to be “a comforting third place;” it’s neither a workplace nor home. Starbucks has created a place where people can network, relax, and enjoy the simple pleasures of a cup of coffee. The employees or “baristas” are trained to deliver superior service. Their comforting yet modern atmosphere, in addition to high quality coffee and superior customer service, generate a distinguished nook that sets Starbucks apart from other coffee vendors. This “Starbucks Experience” is one of the main reasons why Starbucks because such a hit this century. As Naomi Klein describes, “The Starbucks Model” highlights that fact that Starbucks is a place of “coffee…community…camaraderie…connection.”
Starbucks marketing tactics is not to launch a mass marketing campaign. On the other hand, they took the more personal approach. Big multi-million dollar companies like Nike spends up to 11% of their sales revenue on advertising, but Starbucks only spends about 1.4% of their sales revenue on advertising. They touched every customer “one coffee at a time.” Also, a major marketing tactic that Starbucks engages in is the location of their venues. They dropped clusters of Starbucks in populous urban areas, even though it...