| Analysis of the histories of both Coca-Cola and | | | | presentation! Every move must be calculated and well |
| Starbucks offer us commoners a treasure trove of | | | | though out. |
| tips for our own marketing and branding campaigns. | | | | 8. Make a goal to make people happy, alongside |
| So, you area startup company, mom & pop job, | | | | whatever goals you may have. |
| and/or small business that cannot yet conceive of | | | | · The Starbucks experience was created to |
| Global domination? Here are 12 compiled tips from the | | | | make people happy. Drink a superior product in a |
| legends that took them from obscurity to near mythical | | | | comfortable setting. Recently the company has added |
| standings. | | | | wi-fi networks to stores. They also have free electrical |
| 1. Begin any venture with in-depth market research and | | | | outlets. |
| focus groups. | | | | · Coca-Cola has always driven their product |
| · Starbucks did intensive research on coffee | | | | on the Americana Dream; a carefree image of good |
| semantics, preferences, and already successful coffee | | | | times. People associate product with that. |
| stores to determine their initial product. | | | | 9. Convey a humanistic and selfless public image |
| · Dr. Pemberton based his introduction of | | | | versus cold and corporate. |
| Coca-Cola on the absence of alcohol during Prohibition | | | | · Starbucks is a corporate giant but gives |
| in Atlanta. He filled the public's need for a tasty and | | | | many charitable donations and heralds fair-trade. |
| "invigorating" drink within the confines of the law. | | | | 10. Remain loyal to regional and cultural differences as |
| 2. You must launch a totally original and quality concept, | | | | you market product. And target your differentiation |
| product, and/or service. | | | | based on localities. |
| · Coca-Cola introduced its original syrup as a | | | | · When Coca-Cola entered foreign markets, |
| nerve tonic in 1886 in an Atlanta pharmacy that tasted | | | | they introduced exclusively regional products alongside |
| good and put a spark in the patron's step! | | | | their staples. For instance, in Peru they made a golden |
| · Starbucks went after the entire coffee | | | | soda called Inca Cola, with added sweetness for the |
| experience, versus just a superior product. | | | | local market and a clear lychee soda in Thailand. |
| 3. Spend money on advertising, if for nothing but brand | | | | 11. Work with other companies on partnerships and |
| recognition. | | | | brand associations. |
| · Although immensely successful, Coke still puts | | | | · Starbucks has done many marketing blitzes, |
| out very stylized advertisements such as the Polar | | | | like their exclusive partnership with United Airlines, that |
| Bear Ad Campaign of the 1990's. | | | | only serves Starbucks brand coffee. Starbucks also |
| 4. Spend money on your brand "look" (logo) and do | | | | partnered with Apple's I-Tunes to draw customers into |
| giveaways of useful tools to distributors. | | | | the stores. |
| · Coca-Cola's first distributor was pharmacists. | | | | · In the 1980's Coca-Cola heavily marketed |
| Early in the company history, they developed the | | | | associations with sports such as FIFA, NBA, and |
| unique script that is still used today in the branding. | | | | Nascar. |
| They put this logo on various objects, such as | | | | 12. Gather endorsements and testimonials, celebrities |
| pharmaceutical scales, to keep their brand foremost in | | | | DO sell! |
| the minds of the people who matter. This was | | | | · One of Coca-Cola's first advertisements was |
| considered a marketing expense. | | | | a celebrity endorsement from music hall star, Hilda |
| 5. Make everything about your product unmistakable | | | | Clark in era between 1893 and 1904. In the late 1980's |
| · Coca-Cola held a contest to create a unique | | | | pop star Paula Abdul had a successful endorsement |
| bottle that the user would be able to "recognize in the | | | | deal with Diet Coke. |
| dark". "The Root Glass Company of Terre Haute | | | | 13. Follow the trends of the time in your product and/or |
| Indiana" won with their contour bottle design. | | | | service. |
| · Starbucks came up with their own | | | | · During the 1980's a fitness craze began to |
| terminology and products, like the famous Frappuccino, | | | | get America in shape Remember Sweatin to the |
| developed in 1995. | | | | Oldies' Richard Simmons and Jane Fonda workout |
| 6. Maintain consistency of products and services. | | | | videos? Coke evolved the Diet Coke product to go |
| · Starbucks developed a standardized and | | | | with this shift in the US mass mentality. |
| imitable business model and extensively trained their | | | | · When WWII began, Coca-Cola took that |
| employees on processes, products, company culture, | | | | opportunity to ensure that soldiers could have a Coke |
| and their brand of service. | | | | whenever they wanted one. This ended up introducing |
| · Wherever you go Coca-Cola Classic will | | | | Coke to a Global market and making it a tie that binds |
| taste the same! | | | | soldiers to their American life, thereby making it |
| 7. Do not try to grow your company for its own | | | | indispensable, like a family member. |
| sake.a. Focus on product and/or service quality and | | | | |
