A Research On Story Marketing Of Coffee Brands In The New Consumption Era

Although the overall economic environment is quite challenging in the post-Covid era,the food and beverage industry under the new consumption sector still receives close attention in VC funding.Take the coffee market as an example.The market is of enormous potential and is expected to hit a market size of trillions-Yuan in 2025.However,the new consumption market is competitive and homogeneous,and its marketing efficiency is relatively low.This paper aims to find out,from the perspective of story marketing,how brands can better connect with consumers and build or even alter customers’ understanding and perception,thus further influencing and fostering audiences to take action.Meanwhile,limited research focuses on emerging domestic brands to help them plan and implement storytelling strategies.This study is to supplement the above in light of the current background.This study utilizes the multi-case analysis method taking Starbucks,Nescafe,Satumbird,and MANNER as sample cases.It constructs a basic analytical framework for story marketing,focusing on two main problems:"what stories to tell" and"how to tell a story",covering two main problems with six dimensions,including themes,characters,plots,narrative principles,forms&communication,and technology drive.To summarize,this paper concludes that there are two main approaches a coffee brand can take if it intends to build a brand through story marketing.The first is constructing a high-quality brand story,including digging out core messages through design thinking.Second,circulate properly.Stories should be adapted to different channels.Marketers should fully utilize coffee’s unique attributes to expand contacts and use technologies to open up new ideas for content creation and dissemination.