Did you know Starbucks has never just sold coffee? Starbucks sells ownership, fun, joy, environment and great value. Since those days Starbucks sells the promise of comfy seating and consistent Wi-Fi showing how their key service and experience is just amazing.
Starbucks sells the environment
Softly diversified music plays in the background. Usually a combination of jazz and soft pop. It offers you the sensation of being calm. Just loud enough to drown out any quiet talk without interfering with the topic. Starbucks excels in creating a consistently appealing ambient atmosphere and great customer experiences for a diverse range of uses. The customers appreciate the large tables, power outlets, and free Wi-Fi. There are intimate two-person tables available, which are ideal for first dates, couples and lovers.
Starbucks Sells Ownership
Starbucks, on the other hand, has one of the best marketing methods in the coffee industry such as misspelling customers’ names so they write about it on social media, whether consciously or inadvertently. Starbucks creates a sense of ownership by writing people’s names on the cups. Writing names on the cup makes customers feel a sense of ownership. They feel like the cup belongs to them, not anyone else.
Starbucks Sells Fun and Joy
Customers come up with crazy names such as “Babe”, “Crazy”, “Mr. King”, “RIP”, “Ghost”, “God” , or “Boss” when they order drinks and post it on social media with various catchy hashtags. Some couples or friends enjoy matching their names and drinks just for the sake of posting it on social media.
Starbucks Sells Great Value
Starbucks sells great values such as:
- Creating a welcoming culture of warmth and belonging for all.
- Acting with courage, questioning the existing quo, and developing new methods for our organization and each other to grow.
- Connecting with openness, dignity, and respect while being present.
- In whatever we do, we give it our all, and we hold ourselves accountable for the results.
- Through the prism of humanity, we are performance-driven.
In other words, Starbucks has mastered the art of marketing the café experience and ownership rather than the coffee itself. It makes no difference what they sell or how delicious their coffee is. They will continue to dominate as long as it is drinkable.
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