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In our own words, the marketing concept aims to satisfy customers of a product / service above all, through delivering the needs and wants to them. By doing so, they also strive in a competitive market.

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Businesses satisfy customers through delivering their needs and wants. In order to do so, they need to know who their targeted market is.

Examples:
- Lipstick's main targeted demographic would be women.
- Shaving foam's main targeted demographic would be men.

Demographics of targeted markets could range from gender, age, nationality, income, etc.

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Nike Advertisement presenting how their shoes meet the needs and wants of their customers. (Behance, 2019).

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Nike is the best selling sports wear brand with an estimated 27.4% market share in the athletic footwear market. Their others competitors include Adidas, Puma, Under Armour, etc. (John Hughes, 2022).

The reason to their success is due to their deep understanding of their customers' needs. They offer direct service where customers can purchase their products in an instant, through retail stores, e-commerce, and third party retailers. This provides an overall better customer experience to satisfy customers and through this, Nike collects valuable data to identify what their customers like and don't like in their products and services. (John Hughes, 2022).

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Hughes, J. (2022) Nike Competitor Analysis. Available from: https://businesschronicler.com/competitors/nike-competitors-analysis/ [Accessed 11 April 2023].

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Competing in the athletic footwear, apparel, and equipment industry is no easy feat. New companies with innovative designs and technologies seem to pop up daily. Despite the industry's highly diversified and ever-changing landscape, one company continues to reign supreme: Nike. Nike is a leading athletic footwear, apparel, and equipment company with a mission to "bring inspiration and innovation to every athlete in the world." While there are many Nike competitors, I think five really stand out:

Top 5 Nike Competitors

The Nike Competitor Analysis at a Glance

Nike is the world's leading athletic footwear, apparel, and equipment company, with an estimated 27.4% market share in the athletic footwear market. Its competitive landscape includes many large, well-established companies and small, nimble startups. Nike's competitive advantage revolves around its focus on the customer, its strong brand, and its global reach.

Established in 1964 as Blue Ribbon Sports, Nike has since become a household name, with its iconic swoosh logo recognized around the globe. It has its headquarters in Beaverton, Oregon, employing over 73,300 employees in 170 countries globally.

Nike's success is due in part to its aggressive marketing campaigns and celebrity endorsements but also to its deep understanding of the needs of its customers. In 2021, it reported $44.5 billion in global revenue, up 19% from the previous year. As of July 2022, Nike's market capitalization was $169.857 billion. As the undisputed athletic footwear, apparel, and equipment industry leader, Nike faces stiff competition from many well-established companies. In this Nike competitors analysis, I'll detail five of Nike's top competitors. I'll look at their business models, their strategies for success, and how they stack up against Nike.

Nike Business Model and Competitive Strategy

Nike bases its business model on a direct-to-consumer approach. The company designs, develops, markets, and sells its products directly to consumers through its retail stores, e-commerce site, mobile app, and third-party retailers. Its focus on direct-to-consumer sales allows it to control the customer experience better, generate higher margins, and collect valuable customer data.

This model also enables Nike to keep a close eye on inventory levels and prevent overproduction, which can result in markdowns and heavy discounting. Nike breaks its financial metrics into three categories: Converse, NIKE Brand, and corporate overhead. In 2021, Nike's total revenue was $44.5 billion, with the Converse segment accounting for $2.2 billion and the NIKE Brand segment making up the remaining $42.3 billion.

Corporate revenues consist primarily of hedge gains and losses related to entities within the Nike brand, geographic operating segments, and the Converse segment. It manages these risks by entering into foreign currency contracts to minimize the impact of changes in exchange rates on operating results and cash flows. Nike's competitive strategy focuses on innovation, brand building, and expanding its direct-to-consumer channels. Its focus on research through the Nike Sport Research Laboratory (NSRL) and partnerships with universities and sports medicine centers are Nike's primary means of developing new products and technologies. While it has a manufacturing plant in Oregon, the company outsources most of its production to low-cost contractors in Asia and other parts of the world.

Nike Competitor Analysis

Nike competes in an industry with well-established companies and up-and-coming startups. Five of its main competitors include Adidas, Under Armour, Puma, New Balance, and Skechers.

Founded in 1949, Adidas is one of Nike's oldest and most formidable competitors. The Nike vs. Adidas rivalry is one of the most iconic in the business world. The two companies compete for market share, mindshare, and endorsement deals cutting across all product categories, including footwear, apparel, and equipment. The company has its headquarters in Herzogenaurach, Germany, and employs over 57,000 people globally. Adidas is a German multinational corporation that designs and manufactures sports clothing, shoes, and accessories. It's the largest sportswear manufacturer in Europe and the second-largest globally after Nike. Adidas reported $25.122 billion in global revenue in 2021, up 10.83% from the previous year. As of July 2022, Adidas' market capitalization was $32.86 billion.

Adidas' competitive strategy focuses on elevating consumer experience, increasing brand credibility, and pushing the boundaries of sustainability. The company has invested heavily in artificial intelligence (AI) and data analytics to drive its product development and marketing efforts. By partnering with North American superstars like Kanye West and Pharrell Williams, Adidas increased its brand presence and credibility in the U.S. market by 17% in 2021.

The Covid-19 pandemic was a major setback for Adidas, as it closed most of its stores and saw a significant drop in demand for its products. As the Covid-19 subsides and people return to normal lives, Adidas expects its double-digit top-line growth to extend past 2022. However, the Russia and Ukraine war risks about 50% of Adidas' revenue in that region and about one percentage growth point of its total revenue. The Nike vs. Adidas rivalry will likely continue for the foreseeable future as both companies jostle for position in the global sportswear market. Nike will look to maintain its position as the market leader and possibly overtake Adidas in the European market. Adidas will seek to regain its footing in the North American market and grow its market share in emerging markets like China and India.

Under Armour

Founded in 1996, Under Armour is a relatively new entrant into the athletic apparel industry. The company has its headquarters in Baltimore, Maryland, and employs over 17,500 people globally. Under Armour reported $5.57 billion in global revenue in 2021, up 27% from the previous year. As of July 2022, Under Armour's market capitalization was $3.9 billion. Nike and Under Armour reported increased sales and revenue in their most recent fiscal years. North America, also Nike's primary market, is Under Armor's main driver of growth. In 2021, North America contributed 67% of its total revenue. However, the company is looking to expand its reach in other parts of the world and grow its sales internationally, such as the 2021 launch of Asia's 1000th store.

Under Armour's competitive strategy focuses on innovation, brand building, and expanding its product line. Its marketing efforts are heavily reliant on celebrity endorsements and high-profile partnerships. However, it's also focusing on digital marketing through content marketing and social media to grow its e-commerce sales. Nike's competition with Under Armour sounds like a Goliath and David story. Nike is the clear market leader with revenue that's nearly ten times that of Under Armour and a higher market capitalization. However, Under Armour is a faster-growing company with a more focused niche in the athletic apparel market. Under Armour will need to continue innovating its product line and marketing efforts to stand out in the industry.

Puma

Puma is a leading German multinational corporation that designs and manufactures athletic and casual footwear, apparel, and accessories. The company is the third-largest sportswear manufacturer behind Nike and Adidas, with 6.81 billion Euros in global revenue in 2021. Like Adidas, Puma hasn't been lenient in its sustainability efforts as it looks to achieve carbon neutrality by 2030. The DTC model has been a critical driver of Puma's success in recent years. The company's sales grew by 32% in 2021, with the Americas leading the way with 53.9% growth. While the Americas is an important market for Puma, Europe is its largest, with over 50% of total sales.

Puma uses a competition-based pricing strategy where it prices its products lower than its competitors, such as Nike and Adidas. However, it also offers premium products at a higher price to capture different market segments. Puma plans to continue expanding its product line and geographical reach to fuel future growth. When analyzing their social media channels, Nike has a neutral sentiment on social media while Adidas and Puma have a slightly positive sentiment. The findings suggest that people generally think positively of all three brands, but Nike is more likely to be seen as a status symbol.

New Balance

New Balance is one of Nike's main competitors in the athletic footwear industry. Although the company isn't as large as Nike, it has a significant presence in the market. Founded in 1906, New Balance is one of the oldest athletic footwear brands. Its headquarters are in Boston, Massachusetts, with operations in over 120 countries. The company employs about 6,000 people worldwide. New Balance achieved $4.4 billion in global revenue in 2020, a 10% increase from the previous year. New Balance's competitive strategy focuses on product differentiation and innovation. Its most popular product lines are its running shoes, which use innovative technologies to improve performance.

New Balance's aggressive marketing campaigns, such as its "Endorsed by No One" philosophy, helped it gain market share in the athletic footwear industry. Unlike Nike and Adidas, New Balance doesn't rely on celebrity endorsements. Instead, it focuses on connecting with its customers through grassroots marketing initiatives. New Balance is a privately held company competing in an industry with many publicly traded companies. It doesn't enjoy the same economies of scale as its larger competitors. However, its nimble size makes it more agile and quickly responds to changing customer needs. To stand out in the competitive athletic footwear market, New Balance focuses on creating innovative products. It invests heavily in research and development to develop new technologies for its running shoes. Apart from product differentiation, New Balance commits to domestic manufacturing, which helps it price its products at a premium.

Skechers

Skechers is an American footwear company headquartered in Manhattan Beach, California. Founded in 1992, the brand offers a wide range of shoe styles for men, women, and children. While Skechers doesn't have the same market share as Nike, it is a major competitor in the athletic footwear industry. In 2021, Skechers made $6.285 billion in revenue, a significant increase from the $4.597 billion it made in 2020. Its strong international presence contributed to 35% of its total revenue in 2021. As of December 31, 2021, Skechers operated 2,946 distributors, license, and franchise stores spread across the globe.

Like Nike, it actively pursues the DTC model and has a significant online presence. Its factories also feature outlet stores where Skechers sells its products at a discount. Skechers' competitive advantage is offering a cost-effective solution to its customers.

Skechers is a company that's quick to capitalize on trends. When athleisure became popular, it launched its comfortable sneakers and apparel line. It has also tapped into the growing demand for eco-friendly and sustainable products with its D'Lites Eco shoes made from recycled materials. Skechers' competition with Nike in the athletic footwear market is intense. While Nike has a more substantial brand presence, Skechers offers more affordable products. Skechers needs to continue expanding its product line and geographical reach to fuel future growth to stay competitive.

Nike SWOT Analysis

Below is a detailed SWOT analysis of Nike, highlighting its strengths, weaknesses, opportunities, and threats.

Strengths

Strong brand equity: Nike is a very well-known and reputable brand. It's the most valuable brand in the world, with a brand value of $30.4 billion as of 2021

Innovation: Nike is constantly coming up with new and innovative products, which keeps its customers engaged and loyal

Strong financials: Nike is a very financially strong company, with a revenue of $44.5 billion in 2020

Diverse product portfolio: Nike offers a wide range of products, including footwear, apparel, equipment, and accessories

Support from black communities: Nike has been very vocal in its support of the black community, which has endeared it to many customers

Legendary side brands: Nike has several very successful side brands, such as Jordan, Converse, and Hurley

Weaknesses

High dependence on North America: Nike generates a majority of its revenue from North America, which makes it vulnerable to economic conditions in the region

Poor labor conditions in suppliers' factories: Nike often faces criticism for the poor labor conditions in its suppliers' factories. Such issues include forced overtime, low wages, and unsafe working conditions

High customer churn rate: Nike has a high customer churn rate, which means that it often loses customers to its competitors

Opportunities

Expansion in emerging markets: Nike has an opportunity to expand its operations in emerging markets, such as India and China

Partnerships with other companies: Nike can form alliances with other companies to expand its product range and reach

Merges with metaverse: As the metaverse continues to grow, Nike has an opportunity to merge with smaller companies to gain a more significant presence

Artificial intelligence: Nike can use artificial intelligence to improve its operations and better understand its customer

Threats

Nike faces intense competition from other companies, such as Adidas and Under Armour

The sporting goods industry is cyclical, which means that Nike's sales are vulnerable to changes in the economic climate

Imitations by other companies often end up in lawsuits. Nike has to spend a lot of money on litigation to protect its designs and patents from being copied by other companies

Unfavorable macroeconomic conditions, such as a recession, can reduce Nike's sales and profitability

Trade tension such as the US-China trade war can also negatively impact Nike's business

FAQs

Conclusion

The Nike brand is one of the most valuable and well-recognized brands worldwide. It has a strong presence in North America and business in other regions. Nike competes for a global market share with some of the most iconic brands, including Adidas, Puma New Balance, Under Armour, and Skechers. It also competes with up-and-coming companies, importers, and smaller specialty firms.

The company has a diversified product line that includes footwear, apparel, equipment, and accessories, making it less vulnerable to changes in any product category. As a result of its strong brand equity, comprehensive product line, and global reach, Nike is one of the leaders in the sporting goods industry.
Recommended Reads:

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Nike Competitors Analysis - Business Chronicler

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Competing in the athletic footwear, apparel, and equipment industry is no easy feat. New companies with innovative designs and technologies seem to pop up daily. Despite the industry's highly diversified and ever-changing landscape, one company continues to reign supreme: Nike.

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Danforth, A. (2019) Nike Shoe Ad. [Behance]. Available from: https://www.behance.net/gallery/79556171/Nike-Shoe-Ad [Accessed 11 April 2023].

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Businesses must thoroughly think of who their targeted market is as the customer and consumer may differ and they must satisfy both.

For example, milk powder for babies is produced to meet the needs of babies who consume it, but the targeted market would be parents as they have purchasing power.

This images shows Enfamil's baby milk powder and how it is marketed to the needs and wants of parents through statements on the packaging such as 'reduce crying in 24 hours', 'brain building', and 'for fussiness, crying, gas & spit-up'.

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According to the market analysis result, find out the people's needs and wants. What basic tools do people need to do something? What tools are more effective when owned?

Examples:
- When people plant a flower in their house, they need the flowerpot, it's necessary, the basic tool used for loading soil.
- When women dress new clothes, if add an accessory, the visual effect will be even more dramatic. It's unnecessary to own an accessory, an accessory is not the basic.

In short, people need to have the necessities in their life and choose the basic items. Then, according to their personality and wishes, they can decide the things whether they want to buy them.

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Enfamil (2023) Available from: https://images.app.goo.gl/rKPm9U9J7tYrLABw6 [Accessed 11 April 2023].

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Starbucks marketing analysis from:
https://coschedule.com/marketing-strategy/marketing-strategy-examples/starbucks-marketing-strategy

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Starbucks is one of the most recognizable brands in the world. Their brand recognition has reached epic heights thanks to the strength of their marketing and their commitment to keeping their brand consistent.

Not all of us have multi-million dollar marketing budgets, which makes replicating Starbucks' marketing tactics at the same level nearly impossible.

However, there are some basic core principles behind the Starbucks marketing strategy that nearly any brand can borrow and implement.

In this post, we'll cover how their commitment to consistent branding made Starbucks the successful brand it is today. We'll also go over the tactics they are currently using that are continuing their tradition. Plus, we'll cover actionable takeaways you can use to implement those marketing strategies and basic branding principles yourself.

Download Your Marketing Strategy Template Bundle

Once you've read how Starbucks has mastered the art of branding and marketing strategy, use these templates to get organized, document your strategy, and build brand consistency into everything you do.

In this bundle, you'll receive:

A marketing strategy template to format all your ideas into a workable outline for you and your team to follow.

A marketing calendar template to organize all your projects.

A brand style guide template to help your marketing team maintain branding consistency.

Each of these templates will help you get your marketing team organized and outline the expectations that need to be met to keep everything consistent.

The History Of Starbucks

Starbucks was founded in 1971 by Jerry Baldwin, Zev Siegl, and Gordon Bowker. At first, the coffee company only sold coffee beans and didn't offer the premium coffee drinks it's known for now.

The famous logo, inspired by Norse woodcutting that contained a siren, the mermaid-like figure has been with the company since its inception (although it has undergone a few redesigns).

In 1986, the original owners sold Starbucks to former manager Howard Schultz, who took the brand and helped build it into the coffee behemoth it is today.

Here is a brief overview of the growth the company has experienced in the last 47 years:

The Mission Of Starbucks

Starbucks has changed from the bean roaster of the 1970's to the coffee inspired drink shop of today.

The original vision of Starbucks is reflected in their initial mission statement which was:

"Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow."

After Howard Schultz bought the company from its founding members in 1987 the company has focused on creating Starbucks to be the "Third Place." The idea of the third place is one that exists between work and home.

It was the idea of the third place that created the new mission statement for Starbucks which is:

"To inspire and nurture the human spirit - one person, one cup and one neighborhood at a time."

Starbucks focuses on creating that personal connection between their customers, their baristas and their organization.

How Starbucks Caters To Its Target Audience

As you can see from their mission statement, Starbucks is all about connecting with their customers.

But who are their customers?

According to a research report done in April 2017, the target audience for Starbucks is men and women in the middle to upper classes who can afford Starbucks higher priced beverages regularly.

So how do they convince people to fork over that kind of cash, when they could just have coffee at home?

They offer their target audience an experience when they come into their stores.

By focusing on the third place and giving their customers a place to be and interact, they make the price of the drink worth it in the eyes of their customers.

There is something comforting about ordering a good cup of coffee and being encouraged to sit in the shop with your laptop and work. That's the experience Starbucks provides.

The Consistency Of Starbucks' Branding & Experience

As an internationally recognized brand, Starbucks needs to be consistent with their branding at all times. This spans every message they send, every piece of branded collateral they create, and every aspect of their in-store design and experience.

The Classic Siren Logo

Let's start with their logo and branding design.

Over the course of 47 years, the Starbucks logo alone has gone through four different redesigns to create the iconic symbol that graces your coffee cup today.

According to Work Design Group, when Starbucks decided to revamp their branding in 2011, they faced a specific challenge.

By operating in 55 different countries, they needed a brand design that would appeal to a broad audience base. Thus the latest logo was born.

Later on, the words Starbucks and Coffee were cut from the cup so the brand could potentially expand beyond coffee products.

Unbeatable Branding Consistency

That clean, modern design philosophy extends to everything they create.

From the atmosphere in their stores, to their digital content, to their advertising, everything looks, sounds, and feels like Starbucks.

Even the cups and tumblers you can buy in the store have a clean, modern design to them.

The result? The experience you have with Starbucks always feels consistent, whether you're reading a social post, waiting in line, watching a TV ad, or interacting with their brand in any way, anywhere.

I can walk into my local Starbucks and another one an hour away and have the same experience. I know that their sizing will still be referred in the same Italian name sizes (Tall, Grande, Venti etc.), and the coffee I order in one store will taste the same as the other.

Technology & A Shift In Brand Identity

Starbucks has been a distinguished mobile pioneer for years.

After identifying the smartphone revolution early on, the company launched its first mobile app in 2009. Then, in 2011, rolled out its beloved in-app payment feature. But by 2014, the game changed: Starbucks created mobile order ahead, prepay, and pickup.

No queue, no wait time; people adored the effortless convenience.

However, while transactions increased, the "third place," the very notion behind Starbucks' existence, began to slip.

In 2019 alone, to-go orders represented 80 percent of transactions, while mobile orders contributed 31 percent of total orders. Cold beverages, inherently more portable than hot, were outselling hot drinks.

Clusters of coffee drinkers in conversation were no more. The communal nature of cafés was crumbling, and with it, Starbucks' brand identity.

Leading into 2020, company executives hinted at plans to "reinvent" or "reimagine" the "third place" concept. Starbucks was in an identity crisis, wanting to change but unsure of what new path to pursue.

Turning to its mobile app, Starbucks hoped to use digital technology to augment the feeling of connection. The key to any effective customer experience? Personalization.

The app began collecting data about individual customer preferences and purchasing behaviors to craft unique discount offers later. Additionally, when a customer picks up a mobile order, the app highlights the music playing in the store.

These seemingly small personalized touches make for a holistic brand interaction that bridges the online and physical experience.

While Starbucks continues reevaluating its brand identity, it is redefining its third space to a digital realm.

What Does Starbucks' Marketing Mix Look Like?

Starbucks does well incorporating the four P's throughout their marketing mix. Let's dive in a bit to see how they're doing it.

Product

Starbucks' product has to be high quality to get their target audience to justify buying it. You're paying for premium coffee which means it needs to taste better than the same iced macchiato that you could get at a McDonald's drive-through for less.

It's being able to craft a high-quality product every time that keeps people coming back. Not to mention their barista promise, that if you don't like your drink, they'll fix it.

Price

Starbucks sells their coffee at a premium price, or at least 25% higher than value brands. In 1990, only three percent of the coffee sold in the United States was sold at premium prices. By 2000, that number rose to 40% in what the Harvard Business Review calls, "The Starbucks Effect."

By offering customers exceptional drinks and food, Starbucks can charge more for them. Why? Because people are willing to pay for it.

Promotion

Starbucks uses a large variety of channels to market their product from social media to TV spots and ads. It's their mix of marketing media that makes their brand recognizable, and it's the consistent message that comes across every time that makes them stand out.

All of that promotion isn't cheap. However, compared to other major global brands like Apple and Nike, Starbucks spends significantly less on their marketing and can still make an impact.

Place

Read anything about Starbucks, and they'll probably mention the idea of " the third place." Their efforts to create a space where people want to come and hang out and relax. They do this by creating a similar environment in every Starbucks location.

The Content Starbucks Creates Highlights Their Dedication To Consistency

So we may have mentioned this once or twice already, but consistency to their branding and their content is what puts Starbucks' marketing strategy over the top.

Every piece of content they publish follows the same visual and language guidelines that customers have come to expect from the coffee giant. Take a look at the cohesiveness between the following examples.

Social Media

Take this Instagram post for example:

The photo is bright, modern, clean, and reflective of the Starbucks brand. The language in the post describes their new espresso shot in the same way that they would if they were chatting with a customer in the store, short, sweet, and to the point.

Web Page

Now let's say that the Instagram post caught your attention. It intrigued you to the point where you wanted to learn more. So you grab your laptop and find the landing page for Starbucks' brand new blonde espresso:

On that page you'll see consistent copy, except this time you'll find a little bit more about why Starbucks has brought out the blonde espresso. They also help cater to their audience and show different recipes that their customers can order to try the new shot.

Video

Finally, as you keep scrolling down the web page, you see a video:

In the video, you see a blended version of the 16-second spots that Starbucks created to launch the new blonde espresso. Once again, imagery, colors, and even language match the same style and tone as the Instagram post that we started with.

When you enter the store, you'll also see it branded to promote their new coffee:

So what does all of this show to a fellow marketer?

Consistent messaging, imagery, and branding is key to delivering a lasting message to your customers.

Every piece of content that was part of this campaign was flawlessly designed and matched perfectly. From first touch to final purchase, the experience is consistent.

That level of consistency should be part of every piece your brand creates.

7 Ways Starbucks Executes Its Remarkable Marketing Strategy (That You Can Copy)

So now you know a bit more about what makes Starbucks' marketing strategy successful. So how can you as a manager incorporate some of those strategies into your work?

Create A Loyalty Program

Starbucks has a great way of rewarding their customers who purchase their products. The Starbucks Rewards program offers incentives for buying products with free in-store refills, free products (after a certain amount of money is spent), and extra offers and discounts in the store.

Not to mention, the mobile app makes it easy for customers to pay ahead and find a store location.

Whether it's a mobile app program or something as simple as a punch card, try using a loyalty program to incentivize your customers to come back to your organization.

Repurpose Content Across Each Of Your Social Media Channels

Social media can be a powerhouse for any marketing team if used correctly, and Starbucks is doing just that through:

1. Repurposing content

2. Interacting with their customers

Starbucks creates a lot of content. However, they make it easier by repurposing content across their social media channels.

By repurposing, I mean breaking down a larger piece of content into smaller sections to reuse across multiple channels.

Now, Starbucks doesn't copy posts word for word and paste them across every network. Each social media channel is different and requires its message.

Take a look at the following photo that was used across three of their social media channels.

Facebook:

Twitter:

Instagram:

Each one of the posts is slightly different but still contains similar language that delivers the same message across to their audience.

So how can you do this for yourself?

Step One: Choose the language you want to use in each of your messages.

This could be as simple as product descriptors or a key phrase that needs to be in every part of your post.

Take the Starbucks posts for example. Each one contains the same "sublty sweet" reference.

Step Two: Tailor your message for each social media channel.

Each social media channel has its own set of message parameters and best practices that writers should follow.

For example, you have a 280 character limit on Twitter or hashtags aren't encouraged for Facebook posts.

Step Three: Post at the best time.

Your social media message is only as effective as the number of people who see it. So posting at the best time for each channel can help you maximize the views your content gets.

Offer Friendly Customer Service On Social Media

They also use their social media channels (primarily Twitter) to create conversations with their fans and customers, much like the ones their baristas would have in store. These are usually short and sweet conversations that touch on the customer's experience with the brand.

By making the most of the content they create and making their social media channels a place of conversation between their customers and the brand, Starbucks can solidify that relationship.

You can do this too.

Step 1: Choose a channel to focus on for customer support.

Choose a channel or channels that you'll spend a majority of your time interacting with fans on. This could be the channel they are most active on or one that is more conducive to conversation.

Go through your social media analytics and look at engagement rates for each channel. Your engagement rate is calculated with this equation:

Engagement rate= total interactions of posts in a time period / number of followers on that page x100.

Step 2: Create messaging guidelines for your social team.

The next step is to create a series of guidelines or templates that help the person respond in the same voice and tone as your brand.

Those guidelines could look something like this.

Don't use emojis when responding on Facebook.

Refer to our locations as lounges or stores.

Always be friendly and polite.

Use abbreviations only when necessary.

Step 3: Automate social media to maintain a consistent stream of content.

The last step in your process will be to automate your social media to keep a steady stream of content on each channel for your followers and fans to interact with.

If you're a CoSchedule customer, ReQueue makes it easy to automate and republish your best social media content. This feature that's built directly into your CoSchedule calendar will intelligently fill gaps in your schedule with your best evergreen content.

This video walks you through just how easy it is to start republishing your best content:

Use FOMO To Your Advantage With Limited-Time Products

There's another part of the Starbucks marketing strategy that is so important for brands to understand and that you can recreate with your products. It's creating a fear of missing out (FOMO) with your products.

Take their red holiday cups, for example. This has been a staple of their seasonal marketing since 1997. The kicker? No holiday cup is ever the same, and it's only available for a limited time.

There's one more example you're probably familiar with, too.

Three words: Pumpkin Spice Latte.

Yup, Starbucks started that craze, too. When you pioneer a craze fans crave during a specific season, you know you've created something significant. The fact that it's only available during the fall only increases the sales of the drink.

So how can you create that same kind of FOMO with your products?

Step One: Choose a product that your organization could offer for a limited time.

This could revolve around a season, a limited time ingredient, you name it. Once you have your product chosen, limit the time that you're going to make the product available.

Give your customers enough time to enjoy the product, but make it short enough that their time to purchase is limited. The way Starbucks uses the seasons is a perfect example of this.

Step Two: Spread the news about the product and get your audience talking about it.

Whether that's through social media, a press release, an email or an in-app message, get the word out to your customers as soon as possible.

Ensure that every message you send has consistent language and tone so it sends the proper message.

Maintain Consistent Branding Across Everything You Create

As a marketer, how can you bring this into your strategy? By creating brand guidelines and making sure that every aspect of your marketing sticks to them.

Stick To Your Mission Statement

Your mission statement is the promise that your company wants to fulfill for your customers. For Starbucks this is delivering individual experiences in their shops, creating great coffee, and having a positive impact on the neighborhoods they are in.

Your mission statement might be a little different.

Step One: Answer The Question "why do we exist?"

Your mission statement should answer the question: Why do we exist?

Step Two: Use this template to help get your mission statement started and work with your marketing team and upper management to figure out what your organization's purpose is:

At [Insert organization name] our goal is to bring [objective one], [objective two], and [objective three] to our customers through [action], [action], and [action].

Keep Everything Organized

The last thing that you should take away from the Starbucks marketing strategy is that you need to keep everything you do organized. The scale at which Starbucks executes their strategy cannot be done by a disorganized team.

Your marketing team needs a place where one version of truth exists.

So how do you do that?

With your CoSchedule marketing calendar. It's the one version of truth for your team.

You'll be so organized, you'll wonder why you didn't switch earlier. Every piece of your marketing strategy can be planned, published, and promoted, all in one place.

Incorporate What You've Learned Into Your Marketing Strategy

Now you know how Starbucks stays on top of the coffee industry and why so many admire their marketing strategy.

Starbucks' attention to detail and dedication to consistency are the reasons behind why the brand is so successful in its marketing efforts (among other reasons).

So are you inspired to jumpstart your own marketing strategy?

Get started free.

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Starbucks Marketing Strategy: Create A Remarkable Brand

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Starbucks is one of the most recognizable brands in the world. Their brand recognition has reached epic heights thanks to the strength of their marketing and their commitment to keeping their brand consistent. Not all of us have multi-million dollar marketing budgets, which makes replicating Starbucks' marketing tactics at the same level nearly impossible.

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The brand logo posted on each product, makes everyone know it.

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Starbucks is one of the most recognizable brands in the world. Their brand recognition has reached epic heights thanks to the strength of their marketing and their commitment to keeping their brand consistent.
Both Japan and Britain are world famous for their tea culture, which has developed into a huge coffee market. With a strong tea culture, China has vast potential for coffee consumption and is becoming the largest coffee consumption market in the world. In many large and medium-sized cities in China, the number of professional coffee places is growing at a rate of about 25 percent every year. Just because the Chinese coffee market is in its infancy, the growth rate of coffee consumption in China is phenomenal, which means a huge opportunity has arrived, which means more opportunities, more profit return room. Currently, coffee sales in China are only 70 billion yuan a year, a gap of 930 billion yuan. So the industry has huge potential. Statistics show that annual consumption in mainland China is between 30,000 tons and 40,000 tons at present, but the growth rate of coffee consumption is quite fast, between 10% and 15% per year. Statistics from the International Coffee Organization (ICO) show that with the increase of coffee consumption, China's coffee market will become an important coffee market in the world.

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De'longhi cafe machine is a stylish coffee maker,Not only to meet the needs of customers coffee can also be used as a fashion accessory in the kitchen.

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Style, design, quality,  and functionality are the elements shared by the Group's brands and that have led them to achieve global consumer  recognition over time as leaders in the coffee, food preparation, and comfort segments.

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De'longhi brand from:
De'longhi Portfolio | De' Longhi Group - Corporate Website (delonghigroup.com)