Question

In: Operations Management

How does Self-Concept and Lifestyle Assessment relate to Marketing Strategy for a company like Starbucks

How does Self-Concept and Lifestyle Assessment relate to Marketing Strategy for a company like Starbucks

Solutions

Expert Solution

Buyer lifestyle and self concept are two closely allied marketing ideas that allows individuals to say about themselves and companies to create a remarkable brand. Starbucks designed marketing strategies to create a specific lifestyle for the customers by offering an experience of drinking coffee rather than just coffee. Who goes to Starbucks? Coffee lovers or a specific portion of population with specific lifestyle. Subtle branding techniques and postmodern identity encourage a specific lifestyle for their target market. Instead of traditional advertising, Starbucks preferred to promote by inviting customers to enjoy a way of life and promote a lifestyle of intellectuality, activism and innovation. Starbucks offer likeminded people a place to hear what they want to hear about and how they want to be seen by the world.

A couple of years ago Starbucks started putting quotes on cups saying, The way I see it. The idea was to provide the buyers a conversation starter and also to reflect the image they want to show. An espresso or a latte has become a part of the lifestyle and it has helped their customer to distinct themselves among the population. Starbucks used this concept wisely to create a market for them keep them emotionally connected.


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