Part 2: Design Research Question

In what ways can Starbucks broaden their product range to a coffee car freshener/deodorizer to new and current customers in a successful way?

Step 2: Starbucks Brand Research

Starbucks Brand Identity: 

https://www.google.com/search?q=starbucks&espv=2&biw=1280&bih=705&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjN-N31upnMAhUJ32MKHSoqDk4Q_AUICCgD


Starbucks Mission Statement: 

"To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time."

Values: 

"With our partners, our coffee and our customers at our core, we live these values:

•       Creating a culture of warmth and belonging, where everyone is welcome.
•       Acting with courage, challenging the status quo and finding new ways to grow our company and each other.
•       Being present, connecting with transparency, dignity and respect.
•       Delivering our very best in all we do, holding ourselves accountable for results.

We are performance driven, through the lens of humanity."

http://www.starbucks.com/about-us/company-information/mission-statement

The Starbucks brand branches out into six different brands which they call their family.
This includes;

1. Starbucks itself, which first opened in 1971, and now has more than 18,000 stores throughout 62 countries. "We strive to bring both our heritage and an exceptional experience to life."

2. Teavana was founded in 1997 and provides the retail experience of heavenly tea where "Teaologists" engage. 

3. La Boulange began in 1999  and offers French pastries and baked goods made from scratch. This branch is one of the newer brands that has become a part of the Starbucks brand. 

4. Evolution Fresh was established in 1992 and these retail stores provide juices that are fresh and filled with pure, vibrant flavor. 

5. Seattle's Best Coffee started in 1970 and provides "a great cup of coffee every day, no matter where they are." 

6. And finally there is Tazo Tea which was founded in 1994 that provides the tradition of blending teas with spices, herbs, and roots. 

http://www.starbucks.com/careers/brands

Customer Experience/Customer Relationships

Starbucks takes passion in constantly improving to keep it's current customers happy as well as future customers. 

-Constant redesigns to keep app looking fresh and appealing

-Improving reward program for customers (https://news.starbucks.com/news/rewards-automatic-gold) 

-Providing a site where Starbucks customers are able to give input on how Starbucks can improve (http://mystarbucksidea.force.com/)

(https://strativity.com/cem-topic/the-starbucks-customer-experience-a-work-in-progress/)

Starbucks Tagline

-The Best Coffee and Espresso Drinks.
-Make every sip more rewarding.
-Pay with your phone. And do so much more.

Starbucks Touchpoints


Difference between Starbucks and it's Competitors

-Fast Service (3-5 minutes)
-Trained baristas
-Fresh coffee
-Drink combinations/Customization
-Machinery
-Employee benefits
-Mobile Ordering
-Free wifi
-Constant improvement
-New locations
-Product expansion

(http://www.businessinsider.com/starbucks-does-better-2011-7)

Coherance

-Consistency in coffee (Use in same machinery, same training, same treatment)
-Welcoming environment in every location, no matter the size

http://www.theatlantic.com/business/archive/2010/10/starbucks-puts-quality-over-quantity/64511/

Market Positioning

Starbucks has been established as highly reputable and basically as number one. This was reached through customer satisfaction and constant growth physical growth around the world, as well as customer experience growth in order to encompass a brand known for constantly improving for the customer.

(http://www.essay.uk.com/free-essays/marketing/strategy-on-market-segmentation-starbucks.php)

Starbucks Commitment

-Sourcing ethically and sustainably
-Creating opportunities through employment, training, and education
-Green retail "minimizing environmental footprint"
-Encouraging service and citizenship (promoting conversation, civic engagement, voter registration)

(http://www.starbucks.com/responsibility)

Starbucks Flexibility

Starbucks is constantly aiming to change and improve its brand for the better. This goes for creating a different experience for different countries and creating a personal experience for each location that is cultural to them.


Starbucks Employee Incentives

-Being more than just an employee, being a partner.
-Being able to be a part of something bigger and inspiring a positive change in the world through community service.
-Benefits: "Your Special Blend" Starbucks College Achievement Plan: Full reimbursement (each year) for a bachelor's degree through Arizona State University online. For military partners additional SCAP benefits may be provided to available spouse or child.

-Recognition Programs, career sabbaticals, other time-off programs

-30% off and online discounts, along with other incentives

-Equal opportunity employer, goal is to create a diverse workforce

(http://www.starbucks.com/careers/working-at-starbucks)

Stage 1: Generative Research

Constructive Method:
Generally used for concept development where it focuses on constraining the field for participants in order to avoid overwhelming them by creating physical interactive kits. This method allows insights that can come from creative play.

My project is based online, therefore the closest I can get to a hands on experience would be to create the social media website for consumers to interact with.

Link: http://www.fastcodesign.com/1669192/starbucks-concept-store-is-a-lab-for-reinventing-the-brand

This method was used by creating a store prototype.


Projective Method: 
This method focuses on expressions and reactions from participants from whatever they are exposed to. Reactions allow you to see their thoughts, feelings, and desires. This method is generally based on exercises that are more creative and, therefore,  are more open to interpretation.

This method would be beneficial to use, it would allow me to see how the participants interact with the brand extension I create for Starbucks. It will allow me to understand if I am going in the right direction and whether or not I need to change anything.

Link: https://www.youtube.com/watch?v=sW7i-oUHvA0

This commercial depicts a projective method used to capture consumers raw reactions.


Exploratory Method: 
Is based on conducting surveys, interviews, observations, etc.

This method will be useful in my project because I can use interviews and observations on how Starbucks customers feel about having a social media brand extension.

Link: https://www.tellcharleys.com/

This company has provided a survey link on the back of its receipts where consumers may give feedback on their experience and get certain products for free in their next visit.

Stage 1: Design Research Ideas