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Ca

se
Starbucks,
membangun brand
melalui experience
Case untuk Chapter 7 Consumer
Learning

CONSUMER BEHAVIOR
Starbucks Mission

Establish Starbucks
as the premier
purveyor of the
finest coffee in the
world while
maintaining our
uncompromising
principles while we
grow.
Environmental Mission

Starbucks is
committed to a
role of
environmental
leadership in all
facets of our
business.
Misi Starbucks

Mengubah
cara minum
kopi dan
mengapresiasi
kopi
Brand Experience

Live Music. Hear what musicians in your area are


playing.
Coffee Tastings. Sample coffees from around
the world with the experts.
Community Events. Become more involved in
your community through your local Starbucks store.
Local Initiatives. Starbucks business initiatives
in local communities - find out how they could
benefit you.
Brand Experience
BE adalah proses penciptaan
brand di benak konsumen
BE juga disebut experiential
communication
BE rasa terbaik dari kopi yang
ditawarkan
BE pengalaman konsumen
pada saat menikmati kopi di
starbucks
Brand Experience
BE dengan sampling,
mendorong peningkatan
penjualan sampai 20%.
BE dengan menciptakan menu
baru, wireless internet, musik,
CD burning, interior nyaman,
Brand Experience: Coffees

Brewed coffee
Caffè Misto/Café Au Lait: Coffee
and steamed milk
Coffee of the Week: Today's
freshly brewed coffee
Decaf Coffee of the Week:
Today's freshly brewed decaf
coffee
Brand Experience: Coffees

Espresso Hot
Caffè Americano
Caffè Latte
Caffè Mocha
Cappuccino
Caramel Macchiato
Cinnamon Dolce Latte
Espresso
Espresso Macchiato
More …
Brand Experience: Coffees

Espresso Iced
Iced Caffè Americano
Iced Caffè Latte
Iced Caffè Mocha
Iced Cappuccino
Iced Caramel Macchiato
More …
Brand Experience: Coffees

Frappuccino Blended
Coffee
Caramel Frappuccino Blended
Coffee
Cinnamon Dolce Frappuccino
Blended Coffee
Espresso Frappuccino Blended
Coffee
Java Chip Frappuccino Blended
Coffee
Brand Experience: Coffees

Classic Favorites
Apple juice
Chocolate milk
Cinnamon Dolce Crème
Hot Chocolate
Vanilla Crème
White Hot Chocolate
Brand Experience: Coffees

TAZO® TEA
Iced Tazo® Green Tea Latte
Iced Tazo® Red Tea Latte
Shaken Blueberry White Iced
Tea
Tazo® Black Shaken Iced Tea
Tazo® Black Tea Latte
Tazo® Chai Tea Latte
Tazo® Green Tea Latte
More …
Brand Experience: Water
Ethos Water was
founded in 2002 and
acquired by Starbucks in
2005.
By making Ethos™ water
available in Starbucks
coffeehouses, we hope
to inspire and empower
our customers to help
children and their
communities around the
world get clean water.
Brand Experience: Card

Coffea Arabica
Starbucks Card
Kemudahan pembayaran dengan deposit mulai dari USD 5
sampai USD 500, minimum USD 15
Digunakan untuk alat pembayaran di starbucks coffee shop
Dapat digunakan sebagai gift untuk teman
Brand Experience: Card

Coffea Arabica
Starbucks Card
Kemudahan pembayaran dengan deposit mulai dari USD 5
sampai USD 500, minimum USD 15
Digunakan untuk alat pembayaran di starbucks coffee shop
Dapat digunakan sebagai gift untuk teman
Brand Experience: Card

Coffea Arabica
Starbucks Card
Kemudahan pembayaran dengan deposit mulai dari USD 5
sampai USD 500, minimum USD 15
Digunakan untuk alat pembayaran di starbucks coffee shop
Dapat digunakan sebagai gift untuk teman
Brand Experience: Menu
Joya del Dia Blend™
Balanced and approachable, with clean,
delicate flavors and a soft cocoa finish,
this blend of Latin American coffees was
created by a renowned chef and a
Starbucks master blender to add a new
dimension to your coffee experience.

Geography Is a Flavor.™ You can tell a


lot about a coffee if you know where it’s
from because every bean has a
distinctive flavor particular to its land
of origin. Coffees from Latin America
are celebrated for their great balance,
medium body and clean finish.
Brand Experience: Marketing
Bahan dasar produk terbaik
Mengedukasi konsumen
Menciptakan suasana nyaman
Melatih partner untuk
memberi layanan terbaik
Kerjasama untuk
memperbaiki experience
Konsumen sebagai brand
advocate
Brand Experience: Music

Kerjasama dengan
hearmusic.com
iTunes
Burning CD dari
starbucks
entertainment
Starbucks Around The World
Australia
Austria
Beijing
Canada
Germany
Greece
Hawaii
Hong Kong
Indonesia
Japan
Malaysia
Starbucks Around The World
New Zealand
Peru
Shanghai
Singapore
South Korea
Spain
Switzerland
Taiwan
Turkey
United Kingdom
United States
Gifts