Companies have different promotional strategies because they focus on ensuring that the approaches are suitable for their respective products and can be used effectively in the target markets (Hartline 76). For example, Starbucks emphasizes on getting personal with clients to help in its quest to attract and retain customers. On the other hand, Dunkin’ Donuts promotional strategy expanded its offerings to attract more customers.
The process of designing a promotional strategy includes
Identifying the goals of the business goals: Developing a marketing strategy encompasses identification of a company’s overarching business goals.
Stating the marketing goals: It is important to define specific marketing goals such as market development and penetration.
Research the market: Researching the market involves gathering relevant information about the size of the market, its growth potential, demographics, and social trends (Hartline 89).
Profiling the company’s potential customers to identify their needs and preferences
Profiling the competitors by identifying their supply chains, products, and marketing and pricing tactics.
Create strategies that are necessary for supporting the marketing goals.
Starbucks’s current promotion mix
Starbucks’s promotional mix includes public relations and advertising and sales promotions. The coffee maker uses the print media, television, and the internet for promoting its products. The use of public relations has not been particularly effective. In some instances, the company uses sales promotions that involve giving freebies to customers.
Starbucks can improve its marketing communication by showing its personality and cultivating a voice that is delightful to its consumers. Customers who are delighted or happy have a habit of talking positively about a brand, which translates into more business (Hartline 103). The company should also provide relevant content through its marketing activities. In this case, it should create remarkable content that can resonate well with the target audience. The company should improve the authenticity of its marketing communications for the targeted audience to consider it as genuine and reliable.
Work Cited
Hartline, Michael. Marketing Strategy, Text and Cases. New York: Prentice Hall, 2012. Print.
