Introduction
This tagline comes from a popular brand of camera that can best describe the premise behind the YouTube viral video entitled Meet Me at Starbucks. Specifically commissioned by Starbucks, the aim of the video was to capture the very essence of human emotion for a purpose other than just invoking emotions. With technology or without, Starbucks has been able to capture the essence of togetherness among its customers of various age groups.
Since Starbucks was opened to business in 1971, it has carefully grown to become a household name. With the latest advertisement of Starbucks, it delivers the powerful tagline that is commonly heard among countries with a Starbucks outlet, “Meet Me at Starbucks.” The advertising mini-documentary, which lasted for a span of five minutes, intends to capture the most significant moments in some of the special gatherings of people in any of the branches where the shot of the video was done. Shot in 28 different cities across the globe, this campaign has earned numerous recognitions from different award giving bodies aside from earning the respect and accolade of customers and audiences from all over the world.
Starbucks has 21,000 outlets from 65 different countries worldwide. Catering to over millions of customer’s Starbucks operate in an ambiance that inspire and nurture human spirit as according to the company’s mission statement . This paper will review the Meet Me Starbucks Campaign according to the demographic profile, culture, motivation and perception of the company’s customers from the selected locations identified earlier. The review will be evaluated using consumer behavior theories appropriate for each of the four sections. The concentration of the review shall be within the following cities: New York, Singapore, Paris and Bogota.
Incidentally, the attention of social analyst has been drawn to the medium used by Starbucks in forwarding this advertisement and began their analysis on the medium apart from the intention. Nevertheless, the intention of a campaign cannot be isolated entirely from the medium used. In fact, the medium is only utilized to accentuate and to bring the intent and all the elements of the campaign forward to the consumers. While the realization of how strong of an influence and how fast of a technology, online social media is particularly at disseminating information, it does not end there. Starbuck’s campaign has an interesting facet and appeal to the analysis of consumer behavior from the context of culture, motivation and perception.
Discussion
Self-Identity
In the US alone, Starbucks holds 33% of the total coffee drinker’s market share . Based on Starbuck SEC Report in 2012, it caters directly to three specific target market composed of adults, young adults and kids and teens . According to Starbucks, their primary markets are the adult community whose age ranges from 25 to 40 years old. This accounts to approximately 40% of the total market share of Starbuck’s target market. Due to the Company’s earnest efforts, the adult market grows about 3% annually. The second largest market shares of Starbucks are the young adults whose age falls under 18 to 24 years old. This group accounts for 40% of the Company’s total sales. Finally, Starbucks also caters to the much younger audience. This group refers to crowd with ages between 13 to 17 years old. However, it only accounts to 2% of the Company’s total sales.
Furthermore, the embodiment of the values embedded in the advertisement promoted by Starbucks created a sense of association among consumers. Hence, whenever consumers avail of the product endorsed by this company it gives them the impression that they are also purchasing a “self-image.” This was the logic presented by the authors of a study published in 2004. The research strongly suggests that when people buy a product they have seen advertised somewhere, part of the reason why they are buying is because they associate themselves with the concept presented in the advertisement (Anderson, et al., 2005, 127).
Self-identity is a wide area that encompasses questions ranging from who you are, what role society plays and social identity. The social identity theory explicitly mentions that we define ourselves based on the social categories that we feel we belong to. These social categories may be gender roles, political associations, gender roles, families and niche. Social identity that encompasses self-identity is inclusive of membership of social groups and the perception and attitudes associated with that group.
Starbucks campaign of Meet Me at Starbucks captures this theory of self-identity to merge it into social identity and create a blend where all the people who are associated with Starbucks associate themselves as a part of the Starbucks greater family. Through the campaign, people can connect with the emotions of other Starbucks visitors as they share the same preferences. Starbucks, through this campaign establishes itself not only as a brand but also as an extended family, where there are many members.
Culture
Culture is the way in which people behave because of their backgrounds and other attributes that the Company possesses. Since there exist a number of culture that are unique in their own ways, it is necessary that a proper Communications or promotion strategy is used in marketing so that it essentially aides in communicating the gap between the cultural differences. This communication aspect comprises one of the four elements of the marketing mix - Promotion. By designing and implementing the strategy of effective and appropriate marketing communication mix, the marketers can appeal, convince, itch, and retell the customers about the brands of the company. Promotion means making the product reach the customer or simply communicating the product or service to the customer.
Through promotion, it is necessary that all groups and areas of culture be equally affected. For example, the advertisements or slogans that Starbucks uses should not offend one specific ethnicity or culture. The Company has always paid special attention to avoid this bias. The main achievement of a coffee shop is to male realize all the people in the café that belong to different ethnic regions that after all and above all, all the individuals belong to the greater religion of humanity. Thus, the design, implementation and evaluation of communication programs in the current business scenario pose a significant challenge to marketers(Jr., 1992).The marketer has to integrate these various communication options to derive the maximum benefit for the company, without hurting the emotions of the wide range of customers that the Company serves. Designing and integration of these communication options can be compared to how a composer combines various musical instruments in an orchestra (Valuebasedmanagement.net, 2010).
Armed with the knowledge that people respond favorably to relationships and emotions, Starbuck’s marketing campaign through the video entitled Meet Me at Starbucks was designed to stir some strong human emotions relating to social relationships. The video united people not in terms of their individual cultures, but on the foundation of a greater united culture of humanity. By doing so, Starbucks was able to draw the people’s attention towards their company and more so, on their products.
In a survey conducted in 2005, the authors said that consumers have their respective culture as far as buying is concerned (Arnould & Thompson, 2005). The experiential, socio-cultural, ideological and symbolic aspects of consumerism influence this culture (Arnould& Thompson, 2005).
Going back to logic presented by the authors in a study in 2005 on the contention of consumers buying the self-image of a product they have seen from an advertisement, which they could strongly relate to, was fairly reasonable. There is a popular cliché that could suffice for the explanation of this behavior—birds of the same feather flock together. Either this or it can very well be another cliché that encourages one to name his friends to be told who was, i.e., tell me who your friends are and I will tell you who you are. This is also the same premise is a psychosocial theory that sought to explain human behavior. This theory supports that human beings respond to stimulus they strongly feel connected with as with ideologies and social advocacies. A perfect study that reflects the principles embodied in the theory was one that was conducted in 2009. The study was on marketing for the purpose of protecting the youth and at the same time informing the people on public policy on the massive proliferation of calorie-dense and poorly nutrition foods directed to the children and the youths. According to this study, the model adopted by the manufacturers of these food items strategically targets the vulnerable points of their market, the children (Harris et al., 2009). These advertisers use cartoons, offers freebies and use colorful, eye-catching packaging that by instinct appeals to any child regardless of age, gender, ethnicity and social status.
Starbucks, keeping the mind these principles and their implications has been able to attract all cultures and mindsets of people. When we hear a Starbucks tagline or watch a Starbucks promotional video, we can associate immediately with the message that it imparts, which is of collectivism but not of individualism. This is how Starbucks connects cultures and is successful in almost all countries, as it does not favor to only one culture.
Motivation
Every consumer wants a product that motivates him or her in one way or the other. Be it through collectively adding up ideas that cater to each customers’ individual needs or through the communication that it does with the customers, it motivates people who walk in. Many young businessmen who enter Starbucks get inspired to run a business of such excellence, senior are motivated to continue their excellence and the youngsters are motivated towards creating a name as that of Starbucks in the community.
When customers purchase low-priced, regularly or routine products, not much of significant effort is made by them for gathering information about such products. Instead, they choose the brand, which they are familiar with or have been choosing from a long time. Purchase decision in such cases is quick. Therefore, customer involvement in such purchase decisions is low. Customers usually do no evaluate the post purchase performance of such products.
“Consumers show a great amount of brand differentiation when buying a low involvement product. They are not very brand conscious and often switch brands. They evaluate the product during consumption. For example, in the case of toilet soap, only very few people stick to a particular brand while buying soaps. This is not due to dissatisfaction, but due to the need for variety (Branding: a Key Marketing Tool, 1987).”
With these theories of motivation for the customers in engage in a certain brand, we can assess that the campaign that Starbucks has introduced is aimed at motivating the customers further in being associated with the Company. It cannot be ignored that the medium utilized by the Starbucks to achieve their goal was nothing traditional. This theory is guided on the premise of identifying the stimulus that draws people to respond to something to constitute repeat behavior (Alderson & Cox, 2006).
In an online article published earlier in 2014, the author mentioned that Starbuck’s strategic plan to attract the young adult market is to invent on the latest technological breakthroughs. This includes installing Wi-Fi in all of its 21,000 outlets located worldwide. This makes access to social media sites more convenient and efficient for majority of their clients. This allows Starbucks customers to easily connect to the internet during their stay at the establishment making internet browsing accessible, economic and convenient.
The motivation thus comes by indulging all types of age groups and backgrounds into the decision making process. It is because the flavors at Starbucks turn out to be the way they are also because of the demand put forward by various consumer groups. The campaign is a success in motivating people to indulge in the brand by promoting that all their needs related to variety and service quality are to be fulfilled at Starbucks.
Starbucks, with its implication of technology in the effective culture that it has built, motivates its affiliates whether they are the customers, suppliers or employees. The continuous improvement culture at Starbucks, which is reflected in the quality of services and products that it serves, is the source of motivation for everyone who has once been a part of Starbucks.
Perception
Starbucks consumers may carry different perceptions on the extent and quality of services and communication that the Company imparts to its customers. But, the average impact on perceptions is favorable for the Company. Seniors perceive Starbucks as a business of excellence and are hitched with the services that it provided. The youth perceive the Starbucks way as an innovative and complex business process that is developed with constant dedication to improvement. The teenagers are more concerned on the product and brand value, along with ambience that the Company provides them, which it has been able to pull off successfully.
The present situation that the majority of business organization is currently positioned is increasingly complicated, unstable, and progressive business environments. In addition, it is also plagued with a variety of realities based on numerous values, preferences, and specifications. As a result, the difficulties required by globalization, has significantly raised competition, extending beyond the socio-cultural and technological progress, and the expedition of changes are delivering about new additional challenges for the organization. Therefore, retaining the current customers and drawing new customers in the contemporary times has become a crucial determinant in business.
One of the most essential promotional tools of Starbucks is the word of mouth, which seems to be doing great. That is why, Starbucks also leaves no tables unturned to positively influence the customers and build the image of excellence every time people visit the place. The good word of mouth nationally and internationally has promoted to the brand name that Starbucks has created. Thus, the image that the Company has created among seniors, youths and teenagers alike is the proof of a favorable perception of Starbucks on its customers.
In this study the research and studies conducted in the past simply try to emphasize that society can learn that how significantly the variations exist across specific patterns like ages, income, ethnicity and gender. Through the merits presented in this study, there were insightful realizations as to the results of different demographic profiles. By applying the use of the expectation-disconfirmation framework in this premise, many, has been able to enumerate further brand personality along with the existing correlation of strengths as the mediators of consumer responses.
Conclusion
Consumers nowadays are highly influenced by technology. However, society diverts the attention of the consumers into the things that truly matters by conditioning them to think what society wants it to think. It is almost like trying to frame a cover up that would divert the attention of the people to social relevant issues. In addition, this study has been able to foster the understanding that consumerism has lead people to be manipulated to believe that they need something without necessarily having any significant importance to majority of their purchases. It is only facilitated in this manner to further convince the people that they actually need to spend because by this organizations are able to earn a profit and amass earnings. If the objective is to draw the consumers into patronage the only most effective solution is to address the things that they will respond to. By finding a connection between the consumer and the product, marketers have already been successful in generating that potential consumer into a loyal consumer. A marketer should be able to capture the attention of the audience, allow for the ad to communicate to the audience without necessarily having to convey it in words. Rather, it needs to communicate mentally.
Starbucks has been able to capitalize on these concepts and brought out the latest advertisement campaign with the assessment of the same. It has a favorable impact on the perceptions, motivation and culture of the customers, by promoting togetherness and togetherness is a concept that caters to the needs and mentalities of all age groups and across all backgrounds. Thus, it is strongly suggested that when people buy a product or avail of a certain service, they have seen advertised somewhere, part of the reason why they are buying is because they associate themselves with the concept presented in the Starbucks advertisement.
Bibliography
Alderson, W. & Cox, R., 2006. Towards a Theory of Marketing. In B. Wooliscroft, ed. A Twenty-First Century Guide to Aldersonian Marketing Thought. New York: Springer USA. pp.39-59.
Anderson, S., Glantz, S. & Ling, P., 2005. Emotions for sale: cigarette advertising and women’s psychosocial needs. Tobacco Control, (14), pp.127–35.
Arnould, E. & Thompson, C., 2005. Consumer Culture Theory (CCT): Twenty Years of Research. Journal of Consumer Research, 31(4), pp.868-82.
Brace, I., 2004. Questionnaire Design: How to Plan, Structure and Write Survey Material for Effective Market Research. [Print] London, UK: Market Research in Practice Series.
Bradshaw, D. & Brash, C., 2001. Managing customer relationships in the e‐business world: how to personalise computer relationships for increased profitability. International Journal of Retail & Distribution Management, 29(12), pp.520 - 530.
Campaign for Commercial Free Childhood, 2008. Marketing Violence to Children. [Web] [Accessed 18 November 2014].
David, F., Cochran, D. & Gibson, C., 1985. A framework for developing an effective mission statement. Journal of Business Strategy, 2(2), pp.4-17.
Egan, J., 2008. Relationship Marketing: Exploring Relational Strategies in Marketing. New York: Financial Times/Prentice Hall.
Epstein-Reeves, J. & Weinreb, E., 2013. Sustainable Business. [Online] Available at: http://www.theguardian.com/sustainable-business/lee-scott-walmart-sustainability.
Foxall, G., 2008. Intentional Behaviorism Revisited. Behavior and Philosophy, 36, pp.113-55.
Foxall, G. et al., 2006. Consumer Behavior Analysis and Social Marketing: The Case of Environmental Conservation. Behavior and Social Issues, 15(1), pp.101-25.
Harris, J., Brownell, K. & Bargh, J., 2009. The Food Marketing Defense Model: Integrating Psychological Research to Protect Youth and Inform Public Policy. Social Issues Policy Review , 3(1), pp.211–71.
Himansu, S.M., 2008. Consumer Behavior. [Online] Available at: http://knol.google.com/k/himansu-s-m/consumer-behaviour/3en3iw745mee/5# [Accessed 12 May 2009].
Jr., F.E.W., 1992. The Changing role of Marketing in the Corporation. Journal of Marketin Vol. 56, pp.1-17.
Kim, C. & Mauborgne, R., 2002. Charting Your Company’s Future. Harvard Business Review, [Print]. pp.138–43.
King, C. & Grace, D., 2006. Exploring managers' perspectives of the impact of brand management strategies on employee roles within a service firm. Journal of Services Marketing, 20(6), pp.369-80.
Kirchmer, M., 1999. Business Process Oriented Implementation of Standard Software: how to achieve competitive advantage efficiently and effectively. [Print] Berlin, Heidelberg: Springer Science & Business Media.
Kotler, P. & Keller, K., 2011. Marketing Management. 14th ed. Upper Saddle River, New Jersey: Prentice Hall.
O'Farrell, R., 2014. Chron: Small Business Target Market. [Online] Available at: http://smallbusiness.chron.com/starbucks-target-audience-10553.html [Accessed 27 November 2014].
Panapasa, G., 2008. Fiji Times Website. [Online] Available at: http://www.fijitimes.com/story.aspx?ref=archive&id=92229 [Accessed 19 November 2014].
Perman, S., 2006. Small Business: Taking the Pulse of Family Business. [Online] Available at: http://www.businessweek.com/stories/2006-02-13/taking-the-pulse-of-family-businessbusinessweek-business-news-stock-market-and-financial-advice.
Starbucks Audit and Compliance Committee, 2012. Assets: Starbucks. [Online] Available at: http://assets.starbucks.com/assets/56c250ddb17e4fc8a80d32a6b3fb0a5a.pdf [Accessed 27 November 2014].
Starbucks, 2014. Starbucks: Company Profile. [Online] Available at: http://globalassets.starbucks.com/assets/233b9b746b384f8ca57882614f6cebdb.pdf [Accessed 25 November 2014].
Stewart, T.A., 2003. The Wealth of Knowledge: Intellectual Capital and the Twenty-First Century Organization. 1st ed. New York: Crown Business.
Stim, R., 2010. Contract: The Essential Business Desk Reference. 1st ed. Berkeley, California: Delta, Printing Solutions, Inc.
Value based management.net, n.d. 7Ps - Extended Marketing Mi. [Online] Available at: http://www.valuebasedmanagement.net/methods_booms_bitner_7Ps.html [Accessed 14 April 2008].
Web Finance, Inc., 2014. Definition: Marketing Function. [Online] Available at: http://www.businessdictionary.com/definition/marketing-function.html.
Williamson, D. et al., 2003. Strategic Management and Business Analysis. UK: Routledge.
Wreden, N., 2002. Archive: Using Surveys to Get the Information Your Business Needs - Survey Says? Identify Your Objectives. [Web] [Accessed 31 October 2014].
