A Study Of Starbucks’ Advertising Transformation

Starbucks was not interested in public advertising in the beginning. On thecontrary, Starbucks attached great importance to the feedback of the customers. Thesales strategy it has launched is called Word-of-Mouth Marketing. Before2007,Starbucks grabbed people’s hearts by superb quality of the coffee, excellent serviceand the “third-place” atmosphere as well as other aspects, such as its close andharmonious relations with its service staff. In2007, Starbucks switched its attitudestowards advertisement and there were advertisements of Starbucks on televisiongradually. Because more and more brands such as McDonald’s and Dunkin’ Donutsset foot in the coffee area and they all desire to have more market shares. Starbuckshas to seek new resources and methods to handle the problem to maintain its positionin the coffee market. Advertisements with its unique styles are an amazing helper.When we analyze the advertisements of Starbucks, we can find that the brand useseffective and pragmatic techniques to achieve its commercial goals. Thetransformation of Starbucks’ advertisements can also reflect its strong capacity whendealing with market crisis.