ADVERTISING STARBUCKS

Dibuat untuk melengkapi tugas marketing semester 2.
kelompok
Marlina
Rachel Hadeli Lie
Jessica Stefani
Richard G.
Henry

MARKETING
SEGMENTATION, TARGETING, and POSITIONING
Date : October, 23th, 2007

THE LONDON SCHOOL OF PUBLIC RELATIONS
2007¬

1. SEGMENTATION and TARGETING
Segmentation is the dividing of a market into groups of customers that share common needs. (Worsam)

Targeting is selecting one or more market segments to enter .(Worsam)

1. 1 GEOGRAPHIC
• Religion : City in metro size (Focusing on Java)
• Density : Mall and office centers

1.2. DEMOGRAPHIC
• Age : 15-45


Reason for targeting : These age groups are the ones that represents the Heavy coffee cunsomers. They are targeted because they are adults who are most likely to be the decision makers in their respective homes. They are the ones who are making their own income; the ones that are able to freely purchase whatever they want.

• Gender : Male and Female

Reason for targeting : Gender is irrelevant when it comes to drinking coffee.

• Occupation :

Reason for targeting : People with thesetwo professions are the decision makers. Homemakers are the ones who chooses what their children eat and drink, bisinessn people are the ones who are able to purchase whatever they desire. So by targeting these two professions, Starbucks are ensured of getting customers who are, in simple terms, independent when making buying decisions.
• Education

Reason for targeting ; people in these particular education levels are those whose ages match the segment that Starbucks is targering. They are the people who have regular jobs and are not dependent on others when buying goods or services.

• Religion : All ( Religion irrelevant when it comes to drinking coffee)
• Race : All ( Race irrelevant when it comes to drinking coffee)

1.3. SOCIAL GRADE
A : Bishops, surgeons, directors of large firms, etc.
B : Vicars, college lectures, police inspectors, etc.

1.4. PSYCHOGRAPHIC
Starbucks offer sophisticated lifestyle wit modern technology (wi-fi) in every Starbucks cafe mix with various kinds of coffee and snacks arround the world. Starbucks uses Italian coffee ambience.

2. POSITIONING

Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.

2.1 Statement positioning :

2.2 Physical positioning :
Relaxation ( Integrated retail design has played a large role in starbucks’ ability to charge a premium for a cup of coffee. The elements include lightwood tones at the counters; polished dark-marble countertops; lamps,walls, and tables imitating coffee tones from green to light and darker browms; comfortables chairs, well-designed cups; and coffee packages smooth and soft to the touch.