The Starbucks Experience

The international chain of coffee, Starbucks, has managed to get the loyalty and engagement of the customers and make them the center of its strategy.

Its principal strategy is the differentiation, but this is based in a strategy called emotional marketing. The base of this type of marketing consists in a strong connection between the brand and the customer. This is because the most buying decisions are based on emotion and creating an emotional connection with the consumer. The success of this brand is based on addressing unmet needs, and Starbucks has done it by examining the individual demands of each consumer.

The main value of Starbucks lies in guiding their brand to a buyer who wants to belong to a select community. This people are women and men between 25 and 45 years, urban, which like new technologies and personalization and they are awared of the latest trends.

The strategy of Starbucks has made its public consider selling coffee as a service called Starbucks experience, not as a product. The priority of this experience is to create an emotional connection with the consumer, so consumers want to belong to Starbucks community, the company consist in involve the customer into the whole experience.