In India, Starbucks’ initial marketing mix was based on segmenting consumers socio-economically. Focusing on professionals who need a relaxing environment.


Starbucks segments its market by establishing stores in areas where it can reach the demographic and geographic target audiences.


Companies tend to focus on one segment when they enter new markets. If they succeed, they expand into other segments.


Starbucks followed the same approach and catered to teens and young adults by expanding its product line and social media presence.


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. 


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.

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