[Starbucks:An Instant Way to Enjoy Your Drinks in One Touch]

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[Starbucks: An Instant Way to Enjoy Your Drinks in One Touch]

This pandemic has brought several issues for businesses worldwide, and moving through an online platform is one of the strategies to survive. Consumers’ behavior is transforming quickly in the past few months; for example, they don’t hang out or lingering in coffee shops as they usually do before due to the virus’s threat out there. However, a great company like Starbucks knows exactly what method they should execute with this opportunity.

Recently, they have just introduced a campaign which contains three 15-second spots on TV and digital video that bring up its newest holiday drinks with a tagline, “Festive is a tap away, download the app today.” They are intentionally bringing up a campaign to create a persuasive message to download and order drinks through the app.

Furthermore, the company will give away a red holiday cup to U.S. customers who order a holiday beverage. The cup offer is designed to attract people to use the app and is available for in-store, drive-thru, curbside pickup, and delivery. At the same time, Starbucks is trying to point out their seasonal drinks while focusing the mobile system on limiting in-person contact because of coronavirus cases that get severe, also planning the schemes to publicize mobile ordering and payments.

Kevin Johnson, president and CEO of Starbucks, announced that mobile orders rose from 18% of sales in its March quarter to 24% in the September quarter, with improvements to its app and raising consumer awareness about mobile ordering. Mobile ordering has increased dramatically since lockdowns eased in many regions.

Source: www.marketingdive.com

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The idea of delivering the most value for the consumer has evolved over the years. As we know, the best marketing strategy is cetera desunt for adaptive future-leader mindset that uncertainly evolved over decades. Companies began to use various promises in effort to persuade and attract customers. The fiercely increasing conditions of competition added the popularity of the concept of “brand” and “advertisement” by adopting the concept of neo-marketing and elaborate them with psychological terms. Albeit, all emotion influences consumers personal relationships, business choices, and buying decisions. The emotion itself has situational and reactive qualities, as well as satisfaction and expectations formed over lifetimes of experiences and interactions.

When a boy goes to an ice cream parlor or restaurant, he will feel befuddled. Choosing what he is going to get, that’s the thing that he despises. Would chocolate chip or strawberry ice cream please him better? Cheeseburger or fried chicken? He feared that what he selected will not give him as much pleasure as the other option would give. What he doesn’t choose could provide a higher sense of pleasure than the one he chose. One interesting finding utilized by neuromarketing is that people really don’t want to lose out. People are just as worried about what they might lose as to what they might gain.
In the meantime, one of the biggest challenges that marketers deal with is customers’ expectations in the pre-purchase phenomenon where the consumers haven’t fixed their buying decision yet. To tackle the challenge, many companies are competing to build relationships with their customers, with the expectations that they will be able to provide the best customer experience for specific individuals. Therefore, the company must be customer-centric to carry out a successful marketing strategy in order to be noticed by consumers and to forge a brand identity.

According to McKinsey (2019), by making a fundamental change of mindset of focusing on the customers, companies gained significant enhancement on several aspects. Along with operational and IT improvements, companies generate 20 to 30 percent uplift in customer satisfaction, a 10 to 20 percent improvement in employee satisfaction, and economic gains ranging from 20 to 50 percent of the cost base addressed in the various journeys.

To overcome these challenges, companies have to understand consumers’ behavior and expectations. Hence, companies should put a bigger concern towards consumers’ buying-cycle from awareness to its advocacy. By implementing the concept of Neuromarketing, stereotypes of the communication matters of the marketing basis will be integrated with taste of individual market itself. The more personalized the promotion, the higher the probability that the advertisement will work. It could be done by using big data to allow the company for this huge aggregation of all consumers personal information that they’ve ever revealed to build a precise representation of who they are, now, more than ever before. Data and insight are not delivered to consumers as a whole but individually by delivering the most value to the customers with a very specific scope based on how they think.

In order to win in today’s marketplace, companies must be customer-centered, to the point that ideally, each individual customer’s values are taken into an account to derive the value that they are truly seeking. In essence, by generating consumer reactions, and treating them not as reactionary receptacles of marketing strategies, but as each their own person with differing individual values. Therefore, reinforcing belief is a very important matter for marketers that influences consumers experience. They must deliver superior value to their target customers traditionally and digitally with knowledge of neuroscience marketing strategies combined. Neuromarketing will surely strengthen customer’s contentment of a product itself.