本文是一篇Case Study代写范文，题目为：Case Study:How Starbucks Develop Its Brand Equity，本文以星巴克为例，探讨了星巴克的营销策略，评价了营销传播方案，并对整合营销传播方案的有效性进行了评价。
Case Study: How Starbucks Develop Its Brand Equity
Introduction引言
Nowadays, brand equity has become increasingly essential for a company in today’s marketplaces. To enhance brand equity, product, price and channel strategies are adopted strategically. In the past, companies tend to make use of traditional media, such as magazines and newspapers, to promote their products and services. As the media environment has changed dramatically recently, the digital revolution provides more effective options to establish communication between companies and consumers. By selecting the best communication options and managing the relationships, companies could develop an integrated marketing communication program to build their brand equity. Starbucks has successfully built its brand equity in foreign markets, such as China, and provide its consumers more than coffee. This essay aims to examine the strategies adopted by Starbucks, evaluate the effectiveness of Starbucks’ marketing communication by discussing the different media used and assess the integrated communication program by applying the general marketing communication guidelines and criteria.
如今，在当今市场上，品牌资产对一家公司来说变得越来越重要。为了提升品牌资产，从战略上采取产品、价格和渠道策略。过去，企业往往利用杂志、报纸等传统媒体来推广产品和服务。随着最近媒体环境的急剧变化，数字革命为企业和消费者之间建立沟通提供了更有效的选择。通过选择最佳的沟通方案和管理关系，企业可以制定一个整合的营销传播计划，以建立自己的品牌资产。星巴克成功地在中国等国外市场建立了品牌资产，为消费者提供的不仅仅是咖啡。本文旨在探讨星巴克所采用的策略，通过讨论星巴克所使用的不同媒体来评估星巴克的营销传播效果，并运用一般的营销传播准则和标准来评估星巴克的整合传播方案。
Part One: Marketing Strategies第一部分：营销策略
To build brand equity in marketplace, Starbucks has made attempts in marketing strategy adoption. First of all, Starbucks has designed and delivered a product and service that fully satisfies consumer needs by providing strict quality control and offering coffee of various kinds. As stated by Mullins, Walker and Boyd (2006), satisfying the needs of consumers and maintain their wants are the keys to sustain a competitive advantage and achieve company objective. Starbucks not only provides whole bean coffee, desserts and products including cups and coffee makers, but also constantly introduces new products based on the seasons and consumers’ taste in different regions. Secondly, Starbucks priced their products relatively high by adopting a value-based pricing strategy. This strategy plays a significant role in marketing especially in foreign markets, such as China. When entering the Chinese market, Starbucks decided to provide its products with a relatively high price considering the commodity price in China at that time, and provides its Chinese consumers with new experiences in both coffee and shop atmosphere. By establishing the connection between value and price, Starbucks managed to build its brand equity by delivering high-valued perception. In terms of channel strategy, Starbucks has chosen and maintained direct channels for years. Instead of franchises, Starbucks prefers to provide products and services through its own shops. This is because the company believes only in this way the shop operator could share the same value with the company and the quality control could be ensured. By adopting different marketing strategies, Starbucks successfully create strong, favorable and unique brand association to functional and symbolic benefits.
Part Two: Marketing Communication Options
The Starbucks’ choice on marketing communication options is different from most products and services providers. Instead of heavily relying on media advertising, such as TV, Starbucks prefer consumer promotions, trade promotion and so forth. The key concept of Starbucks’ promotion approach is that the shop itself serves as the best advertisement and the marketing communication options chosen by Starbucks is the implementation of its concept. Consumer promotion is one of the marketing communication options Starbucks chooses. Starbucks attempts to deliver samples of its new-flavored products to consumers in stores and it could help increase the possibilities for consumers make more consumptions. Also, Starbucks provides consumers with membership cards for scores collection. The score function of membership cards encourages consumers to invite friends to join in and purchase more Starbucks’ products instead of helping to save money for consumers. Meanwhile, the membership cards could help consumers to develop brand loyalty to some extent. Trade promotion is another marketing communication options used by Starbucks. For instance, Starbucks tend to promote their seasonal-flavor products by communication and advertisement display at the point of purchase. Consumers tend to change their product decisions by switching one to another when more information could be provided at the cashier. The guidance from shop assistances as well as the advertisement displayed on the cashier desk elect influence on the consumers’ final decisions. Also, Starbucks provide coffee tasting program for consumer education. This kind of training programs makes sense especially in market where consumers do not get used to drinking coffee.
Part Three: Effectiveness of Integrating Marketing Communication Program
To evaluate the marketing communication options, Integrating Marketing Communication Program is provided as theoretical and managerial guidelines. From the perspective of coverage, Starbucks’ target consumers with similar consumption pattern with could be reached by the consumer promotion. For instance, one tends to invite his or her friend to enjoy Starbucks’ coffee if he or she holds a membership card. However, it should be noted that sample providing as well as placing advertisement in stores could only reach existing consumers only. Interestingly, both sample providing and placing advertisement create desired response and communication effects by aiming at the existing consumers accurately. The logic is that existing consumers who get used to drinking Starbucks’ coffee are more willing to make consumption on other products of Starbucks that they have never tried before. It should be noted that consumer promotions and trade promotions manage to deliver the brand image Starbucks consistently and cohesively. Neither of the marketing communication options elects negative effects on Starbucks’ brand equity. Besides, the complementarity of communication options could be analyzed from the fact that although the consumers reached by different options overlap slightly, these options still attract their own consumers. When it comes to the evaluation of conformability, it could be difficult to judge a communication option in this case in terms of both communication and consumer conformability. However, it is obvious that Starbucks rarely adopts either multiple information provision strategy or broad information provision strategy. Finally, cost of consumer and trade promotions are under the control and acceptable.
Conclusion:结论
To summarize, the essay discusses the marketing strategies, evaluate the marketing communication options as well as assess the effectiveness of integrating marketing communication programs in the case study of Starbucks. Different markets share the similar product and channel strategies. Starbucks tries to provide consumers with products of various kinds and high quality through company-owned shops only. Pricing strategy is slightly different in different markets and evidences show that the relatively high price of Starbucks‘ products in certain markets help to establish connection between price and perceived value. All the marketing strategies adopted by Starbucks help to build brand equity in this case. Besides, as the digital revolutions bring new options for marketing communication options, Starbucks prefer consumer and trade promotions to traditional media advertisement. Both consumer and trade promotions help this company reach its target consumers effectively and provide them with products of various kinds and high quality. Finally, the Integrating Marketing Communication Program is provided as theoretical and managerial guidelines to examine the marketing communication options and their relationships. The marketing communication options and their relationship are examined by means of Integrating Marketing Communication program from different perspectives, namely, coverage, contribution, commonality, complementarity, conformability and cost.
总之，本文以星巴克为例，探讨了星巴克的营销策略，评价了营销传播方案，并对整合营销传播方案的有效性进行了评价。不同的市场共享相似的产品和渠道策略。星巴克试图只通过公司拥有的商店向消费者提供各种各样、高质量的产品。不同市场的定价策略略有不同，有证据表明，星巴克产品在某些市场相对较高的价格有助于建立价格与感知价值之间的联系。在这种情况下，星巴克采用的所有营销策略都有助于建立品牌资产。此外，随着数字革命带来了新的营销传播选择，星巴克更喜欢消费者和贸易促销，而不是传统的媒体广告。无论是消费者促销还是贸易促销，都有助于公司有效地接触目标消费者，为他们提供种类繁多、质量上乘的产品。最后，以整合行销传播计画作为理论与管理上的指导，来检视行销传播选择及其关系。通过整合营销传播方案，从覆盖范围、贡献、共性、互补性、整合性和成本等不同角度考察了营销传播方案及其相互关系。
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