Principles Of Marketing Management – MKT210 Online Summer 20

Principles of Marketing Management – MKT210 Online Summer 2020 Two

For FTAP 5, you are required to complete a project presenting a product from a multinational corporation. The project should include: an overview of the company’s brand identity, including company name, logo, design, and symbols, and an explanation of the relationship between the company’s values, ethics, and social responsibility. Additionally, analyze a recently launched product by the company, detailing the nature of the product (tangible or intangible), the target marketing strategy used, and how the company engaged customers through promotion mix and digital marketing tools. Furthermore, discuss how the company demonstrates corporate social responsibility through projects, donations, or environmental initiatives. A bonus question asks your opinion on which communication tool builds more engagement and why. The project should be well-structured, including a cover page, table of contents, proper grammar, APA formatting, and references. Submission should be via Turnitin, adhering to plagiarism rules.

Paper For Above instruction

The contemporary landscape of multinational corporations (MNCs) is characterized not only by their expansive market reach but also by their ability to influence societal values and expectations through branding, communication, and social responsibility initiatives. For this project, I have selected Starbucks Corporation, a global leader in the coffeehouse industry, renowned for its distinctive brand identity, innovative product launches, and commitment to social responsibility. This paper provides an analysis of Starbucks' brand identity, a recent product launch, its promotion and digital marketing strategies, and its corporate social responsibility efforts, aligning with the project requirements outlined above.

Brand Identity of Starbucks

Starbucks, founded in 1971 in Seattle, Washington, has established a strong global brand recognized for its logo, which features a twin-tailed siren symbol, and its green and white color scheme that conveys freshness, vitality, and environmental consciousness. The company's design elements, including store layouts and product packaging, emphasize a cozy, inviting atmosphere aimed at creating a “third place” between home and work for customers. Starbucks’ values center around customer experience, quality, and ethical sourcing, with a core emphasis on social responsibility and sustainability. The relationship between Starbucks’ values and its ethics is evident in its commitment to ethical sourcing practices, fair trade coffee, and efforts to reduce its environmental footprint. Social initiatives, such as supporting coffee-growing communities and promoting environmental sustainability, reflect their corporate ethos of responsible corporate citizenship, aligning their brand image with societal values of ethical business practices and environmental stewardship.

Product Analysis: Recent Launch and Target Marketing Strategy

Starbucks launched the “Nitro Cold Brew,” a new beverage emphasizing innovation in its cold coffee offerings. The product is a ready-to-drink, cold brew coffee infused with nitrogen to produce a smooth, creamy texture and enhanced flavor experience. As a tangible product, it appeals to consumers seeking high-quality, innovative coffee experiences. Starbucks employs a differentiated targeting strategy aimed at urban, middle-to-high income consumers who are coffee enthusiasts and looking for premium, unique beverages. These customers value quality, uniqueness, and social experience, aligning with Starbucks’ brand image of an upscale, innovative cafe experience.

Promotion Mix and Digital Marketing Strategies

To promote the Nitro Cold Brew, Starbucks employed an integrated promotion mix that combines traditional advertising, public relations, and sales promotions with advanced digital marketing techniques. The advertising campaign featured vibrant visuals on digital billboards, social media advertisements, and influencer collaborations demonstrating the product’s unique appeal. Public relations efforts included press releases and media tastings to generate buzz among food and beverage critics. Sales promotions included limited-time offers and free samples in select stores to increase initial trial.

In digital marketing, Starbucks maximized its online presence through engaging social media content across platforms such as Instagram, Facebook, and Twitter. They used targeted ads, influencer marketing, and user-generated content campaigns to increase engagement. The Starbucks website provided detailed product descriptions, nutritional information, and engaging videos illustrating the product’s unique features, such as nitrogen infusion. Email marketing campaigns targeted loyal customers with tailored offers, while online videos showcased the making process, reinforcing the perception of quality and innovation. Mobile marketing was leveraged through the Starbucks app, which offered personalized promotional messages and easy ordering options, effectively enhancing customer experience and loyalty.

Examples include a series of Instagram posts showing the nitrogen being infused into cold brew, accompanied by user interaction and hashtag campaigns. The effectiveness of these strategies was evidenced by increased social media engagement metrics and positive customer feedback, indicating that Starbucks effectively used a mix of traditional and digital tools to promote its new product.

Corporate Social Responsibility and Ethical Practices

Starbucks demonstrates its commitment to corporate social responsibility (CSR) through various initiatives that focus on community engagement, environmental sustainability, and ethical sourcing. The company's Coffee and Farmer Equity (C.A.F.E.) Practices establish standards for ethical coffee sourcing, ensuring farmers are paid fairly and work in environmentally sustainable conditions. Additionally, Starbucks invests in programs that support coffee-growing communities, such as educational initiatives and collaborative development projects.

Environmental sustainability is prioritized through efforts to reduce water and energy consumption, waste reduction, and the promotion of recyclable packaging. Starbucks has committed to reducing its carbon footprint and has initiated the “Greener Stores” program aimed at achieving environmentally sustainable store operations worldwide. The company also invests in local community projects, from funding youth programs to supporting local charities, exemplifying its active engagement in social responsibility initiatives.

Starbucks’ dedication to CSR is reflected in its transparent reporting, public commitments to sustainability goals, and active participation in environmental and social projects, demonstrating that the company integrates social responsibility into its core business strategy.

Bonus Question: Which Communication Tool Builds More Engagement?

In my opinion, social media platforms build more engagement compared to traditional communication tools. Social media fosters direct interaction, instant feedback, and participatory campaigns that create a sense of community among consumers. Platforms like Instagram and TikTok enable brands to showcase products through visual storytelling, interactive content, and user-generated posts. For Starbucks, campaigns such as hashtag challenges and personalized promotions via the mobile app create a two-way communication channel that drives loyalty and active participation. The immediacy and personalization possible through social media significantly enhance customer engagement, whereas traditional tools like print or TV advertising tend to be more one-sided. Therefore, social media’s interactive nature and ability to foster user engagement make it a more powerful tool for building ongoing relationships with consumers.

Conclusion

Starbucks exemplifies a multinational corporation that successfully combines a distinctive brand identity, innovative product development, and a strong commitment to social responsibility. Its strategic use of integrated promotion and digital marketing enhances consumer engagement and reinforces its brand image. The company’s CSR initiatives further strengthen its reputation as a responsible corporate citizen. In the continuously evolving landscape of global marketing, Starbucks’ approach offers valuable insights into the importance of aligning brand identity, innovation, and ethical practices to maintain consumer loyalty and competitive advantage.

References

  • Kapferer, J.-N. (2012). The New Strategic Brand Management: Advanced Insights and Strategic Thinking. Kogan Page.
  • Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
  • Starbucks Corporation. (2021). Global Environmental & Social Impact Report. Retrieved from https://www.starbucks.com
  • Furlow, N. E. (2010). Telepresence, Social Media, and Digital Marketing: Strategies for Engaging Consumers. Journal of Digital & Social Media Marketing, 4(2), 104-111.
  • Hanna, R., Rohm, A., & Crittenden, V. (2011). We’re all connected: The power of the social media ecosystem. Business Horizons, 54(3), 265-273.
  • Schultz, D. E., & Kitchen, P. J. (2000). Communicating Globally: An Integrated Marketing Communications Perspective. Journal of Marketing Communications, 6(1), 5-22.
  • McLoughlin, D., & Kaplun, M. (2020). Digital marketing strategies for global brands. International Journal of Advertising, 39(4), 469-491.
  • Moorman, C. (2018). Ethical sourcing in multinational corporations. Journal of Business Ethics, 150(2), 393-408.
  • Lee, K. T., & Lee, S. (2019). Corporate social responsibility and consumer behavior: Theory and evidence. Journal of Business Research, 98, 267-275.
  • Sweeney, J. C. (2013). The impact of social media on consumer engagement. Journal of Product & Brand Management, 22(4), 278-285.

Related Assignments