Starbucks distinguishes itself as a top grade coffee to get its high course and is priced slightly higher compared to coffee of Caffe Nero. It remains true to its American creativity and highlights exclusively on its broad variety of coffee beverages with just a few desserts and snacks. Aside from that, Starbucks distinguishes itself from other cafes by giving an extremely comfortable atmosphere with amenities such as Wi-Fi so their clients can enjoy browsing the net when drinking their coffee.
(b)On the flip side Caffe Nero highlights on its Italian mix and also portrays itself as not merely a café but also a restaurant and pub. It has a broad menu with many different dishes that are popular. Because of this many men and women see Caffe Nero to have foods rather than simply a cup of coffee coffee. A vibe that was pure has been attracted by them for their festivals thus staying true. For their customers’ ease and to grow their bringing loyalty cards have been launched by them.
Marketing strategies help companies in promoting their services and products in a particular way that they would like to. While cashing in their points they attempt to make an image of the brand in order to accomplish a market share and their goal sales. Marketing strategies help companies by catering that others don’t identify in gaining a competitive advantage. Marketing strategies vary to people stretching over several decades in length from 1 year programs. Lots of variables are taken into account when devising strategies and marketing strategies which are characterized from the environment where the provider functions. This is most frequently known as a SWOT (strengths, weaknesses, opportunities, threats) analysis which aids companies in identifying the locations that they are able to make the most of and also the places that they have to be cautious of.
The main element that any company must take under account, when generating its advertising approaches is its competitions. Competitors’ actions have a massive influence on which a company should do. From the coffee series business there are now lots of independent coffee stores in UK such as the hottest Starbucks, Monmouth Coffee, Coffee Aroma, The Apple Tree and Caffe Nero. In this mission Starbucks and Caffe Nero’s marketing approaches is going to be evaluated and a critical analysis will be due to the both.
The very first Starbucks outlet was started in Seattle nicely over thirty decades back. Now Starbucks proudly stands at $4.1 billion together with tens of thousands of outlets not just in the United States but all around the world. A number of businesses have researched the secrets and strategies adopted by Starbucks in a try to find out how Starbucks climbed. The advertising strategies being embraced by Starbucks at current will be dealt with within this mission (voteforus.com 2011).
Particular advertising plan:-LRB-**)
The promotion strategy adopted by Starbucks has stayed unconventional. They did not embrace the trends of advertising utilizing television advertisements, newspaper advertisements or billboards. They depended upon word – of – mouth.
The most significant thing which Starbucks never lost control of is that the quality of the coffee legumes. They had been the first ones to present the true Italian “burnt espresso” taste to the Americans. By charging a higher cost than other cafes they justify their caliber.
Another attention of Starbucks outlets is that the environment they supply in their festivals because of their clients. Starbucks has been encouraged to unwind when from home and from their workplace. They’ve begun supplying Wi-Fi connectivity within their sockets so that their clients can surf the world wide web too while they like their cup of coffee.
Client satisfaction is the most powerful positive point of Starbucks. Is given a treatment that they feel as though they’re in a location that was particular.
The Starbucks community:-LRB-**)
Starbucks has truly taken complete advantage of the most recent hype of social networking. They’ve embraced their marketing strategies around networking sites like producing fan pages in which they respond to all clients and stay in touch with posting all the info, videos and images.
Starbucks has ever maintained its menu fresh with always thinking up new things and distinct combinations and tastes in their coffee. Some of the most recent hit beverages are the Green Tea Latte contemplating that the health conscious consumers together with iced tea and Frappuccino because of their sockets in warmer climates.
Starbucks has always portrayed itself as a premium excellent goods and thus made a decision to rely on word – of – mouth advertising only. This functioned to be a rather helpful advertising strategy compared to heading for promotional advertisements from magazines, newspapers, billboards etc.. They’ve recently started utilizing the networking sites in the way that was best . Their Facebook and Twitter pages also have proved very helpful in boosting the image of Starbucks while also letting them have direct communication with each of their clients on a single stage
Based on chairman of Caffe Nero, Gerry Ford (2008), Caffe Nero Group Ltd is ‘the biggest independent coffee merchant in UK, with over 400 shops in the UK’. It was established in the season 1977 and now has its sockets available abroad too in Turkey and Middle East. They differentiate themselves in UK from other café’s by emphasizing that they’re a Italian Coffee Company. Their principal goal, as in the words of Gerry Ford (2008), ‘is to deliver a European design coffee home experience offering superior espresso – based gourmet coffee, authentic Italian food items along with a relaxing setting in each shop’.
Caffe Nero has been awarded many awards for its top grade coffee over the last few years and also for its outstanding experience that they provide in their stores. Tatler has ranked Caffe Nero because ‘The best espresso this side of Milan while Egon Ronay has branded it as “The conventional Italian Café”. Caffe Nero has also been awarded the tag by UK customers as “The finest UK Coffee House” in eight consecutive decades (Allegra Report, the UK’s authoritative guide for its coffee sector).
CAFFE NERO’S USP:-LRB-**)
The Caffe Nero’s advertising plan largely focus on its special selling point that is a pure Italian theme. Caffe Nero portrays its self out of over only a café. It has produced a combination of restaurant and a cum pub. Therefore Caffe Nero isn’t confined to just providing a location for coffee and snacks instead you are able to go there simply to enjoy a meal. They’ve a vast assortment of desserts together with many dishes such as pasta, soups, sandwiches, the wraps and paninis.
CAFFE NERO’S TARGET MARKET
Caffe Nero mostly targets tourists in UK or the Italians looking for their Italian flavor in cuisine. They’re currently targeting the middle – income group of individuals that are middle – aged, students or business people who would rather go during their lunch breaks to a café. What’s more, Caffe Nero has formed a partnership with the famed series retail shop, House of Fraser, because of that approximately 145 cafes opened up, a lot of which were situated within House of Fraser stores (James, Situation Analysis of the Caffe Nero Group Ltd – Festive Town
Critical Evaluation Between the Two Companies
Now that a simple inspection was given about the marketing strategies being used by both Starbucks and Caffe Nero, an investigation will be done on which distinguishes them from each other.
(*****). Caffe Nero and Starbucks are direct rivals however Caffe Nero distinguishes itself out of Starbucks by promoting more economical coffee than Starbucks. Caffe Nero provides a larger array of food items combined together its coffee drinks making it stand apart from Starbucks that doesn’t have such a vast assortment of assortments. Caffe Nero adopts a solid brand positioning by highlighting on its European – design coffee store when compared with Starbucks that can be of American origin. Caffe Nero has a special selling point which highlights on the cafes mid – design whereas Starbucks is of fashion. Starbucks has successfully opened tens of thousands of sockets overseas and at the global marketplace whereas Caffe Nero still lacks in global expertise and has only recently opened its shops in Turkey and the Middle East. Whereas Caffe Nero doesn’t have sockets in Central London Starbucks has lots of outlets all. Caffe Nero has plenty of possibility of growing since it appreciates many unique selling things such as its pure European validity.
1.) Ford, G (2008), ‘THE BEST ESPRESSO THIS SIDE OF MILAN’
2. Voteforus.com (March 29, 2011) Starbucks Success Is It is Word Of Mouth/Social Media/Viral Marketing Strategy
3. James, S, Situation Analysis of the Caffe Nero Group Ltd – Festive Town
4. VoteforUs.com Starbucks Marketing Strategy Unconventionally Effective
5.) Kembell, B, Hawks, M, Kembell, S, Perry, L, Olsen, L 2002, ‘Catching the Starbucks Fever’, ” Missouri State University. Unpublished.
6.) Rajul (2010), ‘Starbucks vs Caffe Nero vs Costa: who wins?’