In India, Starbucks’ initial marketing mix was based on segmenting consumers socio-economically. Focusing on professionals who need a relaxing environment.
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Starbucks segments its market by establishing stores in areas where it can reach the demographic and geographic target audiences.
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Companies tend to focus on one segment when they enter new markets. If they succeed, they expand into other segments.
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Starbucks followed the same approach and catered to teens and young adults by expanding its product line and social media presence.
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Starbucks’ marketing strategy has allowed them to establish a unique market position. It’s all about the brand’s differentiated experience. They are a well-respected brand.
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To reach today’s tech-savvy generation, the company’s marketing mix has increased the use of digital technology and social media to promote the brand and engage customers.