No matter how good the product is, it will most probably not be successful without the use of promotion. Communication to customers is an essential key to make them aware, informed and more apt to take action. All the promotional strategies from advertising, public relation, personal selling and sales promotion must be combined effectively and efficiency. It is important to promote on each and every stage of the purchase decision making process in order to make customer buy the products. The AIDA concept outlines four basic levels of the purchase decision making process attention, interest, desire, action and indicates the most effective promotion strategies on each level.
Starbucks mostly attracts attention through high publicity and all kinds of direct and indirect advertisement. For example, the coffee company seems to be everywhere in NYC. The extreme appearance of the Starbucks brand on cups, stores, packages, TV, social media These outlets catch the average consumers eye immediately and unintentional.
Simple
awareness is not enough to drive a consumer to buy, interest must be
created. Starbucks creates high interest by advertising
their unique store experience and by public relations. For instance, Starbucks attracts interest by sponsoring communities
such as the store in Harlem, NYC that shares the profit with the community.
Starbucks encourages desire by different sales promotion that persuade customers to by new products and by well trained sales people.
"In 1971,
our original store in Seattle’s Pike Place Market served its first cup of
coffee. Today, Starbucks Coffee Company is the leading retailer, roaster and
brand of specialty coffee in the world. More than 40 million customers visit
Starbucks retail stores every week where they enjoy cup after cup of freshly
brewed coffee.
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