Do you know the price of the coffee ?
Yes, we get around 30, 40 or 100 rupees. But have you ever tasted a coffee worth 300?
Yes 300, we are talking about Starbucks. World’s premium coffee store with comfort and luxury.
It started with humble beginnings. Howard was born into a poor family, where his father used to work as a cleaner. They didn't have basic facilities at their home. Eventually, Howard's father got sick and died due to illness. He realized his father never got any benefits from his workplace.
As he grew up, he was a good athlete in school. He got a scholarship for playing basketball, which helped him in his education. He started his first job as a sales agent in a Starbucks coffee bean shop. It was small and minimal with basic resources. He really worked hard and helped gain momentum for the store. He moved to Italy and started observing shops throughout and learned about the culture and how coffee was designed and served.
His own star buck beans were suffering from debt and the owners started thinking of selling it. This made Howard think and where he decided to take the risk of buying the entire company.
The journey of Starbucks.
He changed coffee beans into creating authentic coffee. His experience of selling beans and his education helped him explore the markets and expand. People started liking his coffee, and his branches started increasing in the US. The business worked effectively, and he earned good profits, but he realized his younger days. His motive was never profit-making or money. He wanted to give an experience that no other coffee shop would give, he wanted to give dignity to every person who works and visits his store.
Marketing strategies
* He treated his employees more than his family, gave them health and stock. Even given good salaries, he believed in happy employees and a happy company.
* He sold experiences more than coffee. Created an ambience worth visiting multiple times. After home, office, it should be Starbucks.
* He gave premium experience and status symbol to his coffee. With expensive pricing, quality, and comfort with Wi-Fi.
* Personalization of names on the coffee, feels as if the coffee was made only for you.
* Choosing high profile, high footfall areas and a premium location made the coffee worth visiting.
* Focused on designs and detailing in Starbucks products.
* Digital Domination with collecting stars for coffee and reviews and advertisements.
Today, Starbucks has 40,000 stores worldwide, with a presence in 80+ countries.
