Target Market Segments

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Target market segments
There are four different market segmentations that Starbucks coffee has targeted to establish its brand equity in the industry. First of all, Starbucks coffee’s demographic segmentation targets men and women in between the age of 25 to 40 years old. (Huff Post, 2013) However, later on the company decided to modify its segmentation to also target students. Starbucks coffee’s geographic segmentation is to target individuals that either goes to the mall, hotel, restaurant and college. Starbucks coffee’s psychographic segmentation targets sophisticated individual who believes in a healthy lifestyles. For last, Starbucks coffee behavioural segmentation is to target individuals who do not care paying the extra price for
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First of all, Starbucks Coffee ensures that their brand awareness is by offering memorable coffee flavor for their customers that will outstand from its direct competitors. Its brand awareness creates customers-relationship and customer loyalty. There is also the reputation of Starbucks Coffee that provides a strong image to its customers. Starbucks Coffee outstand the third leader in the coffee market retail and is highly repudiated for providing the best cup of coffee and best customer service experience. (Tampon, 2013) For last, there is the meaningfulness of the Starbucks Coffee that represents the brand effectively by caring about their customers’ needs by having supply of high quality to provide high quality coffee. Identity
Starbucks coffee indentifies itself very well through the logo’s color and the siren image. Historically, most European churches and cathedrals have a siren logo which represents the important beliefs of history, tradition and nature. Since Starbucks coffee original idea came from Europe, they decided to use honor the European beliefs by using the siren as a symbol of Mother Nature. (McGrath) The siren also represents the closeness of Starbucks coffee to the closeness of the Pacific Ocean. (McGrath) The green color is also another symbol that represents the environment and the raw coffee beans. Therefore, Starbucks coffee descriptive strategy communicates its brand by presenting their
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