Last week we discussed consumer behavior, CSR (corporate social responsibility) and segmentation mainly during the marketing classes.

I’ve realized that a good example of the company which successfully manages with lots of themes, including ones we have discussed, could be well known around the word Starbucks.

 I would not like to write about its target market or profitability or anything else you can find anywhere if you are interested in it.

So I think it is much more interesting to get to know about some unusual things which helped Starbucks to appeal customers word widely.

1.      1.  When social survey of Starbuck’s visitors was carried out, company found out that the social experience was the main factor of choice place for having coffee. The atmosphere of communication was created in coffee shops intentionally, because co-owner of the company and its CEO Howard Schultz were convinced that not only coffee brought people in such places, but also personal experience. So they tried to do everything for creating such atmosphere: comfortable sofas, fireplaces, gently curved lines of interior, free internet.

Howard Schultz emphasizes that his business is not to fill stomachs but to fill the soul. He even thought out the term "third place" - a balance between work and home.

2. Starbucks always focuses on the social responsibility. Ecology, only the adult labor, the principles of "Fair Trade".  In 2006 nearly half a million pounds of coffee was sold by the company, and 6% had been certified as Fair Trade. Not so much about all of Starbucks, but a decent respect to other manufacturers.

3. Open communication with visitors almost written in the official instructions of barista. Unsociable people, even if they are great professionals, Starbucks will not hire.

A serious problem appeared in the mid-2000s when new machines for making coffee had been bought. They were too big and blocked the barista from visitors.  In result, bar stands were modified to lower coffee machines

4. Buying coffee, you can choose: get free corrugated cardboard ring or pay a little extra sum and get a beautiful polyurethane logo Starbucks one. In such case you have not to throw it with the glass but you can carry this ring to the next coffee shop. No matter will you buy coffee at Starbucks or not, the logo on the ring will glorify Starbucks. So this little thing shows the care about people and the environment plus it is creative competitive measure.

Moreover, thermocups which you can buy in coffee shops have the same idea so it is the additional advertisement, not only the way to show other people that you use prestige and popular good.

By the way, reusable mugs and glasses or completely recyclable dishes - it is what Starbucks strives to achieve in the boarders of nature protection program. They say that by 2015, they will carry a reusable coffee iconic advertising.

5. The entrance should be oriented only on the east or south and there are not superstitions. Directors of company say ‘Just when you drink coffee, you want to enjoy the natural light but don’t want to get the sun right into your face’.

6. One of the Starbucks peculiarities is the fact that there are many stores which pay exactly one dollar per a year to landlords and landlords do not stay with nothing. Starbucks knows that the client will come for coffee, the atmosphere, the name written on the glass, good music. As a result, even almost hopeless place will become a checkpoint. So Starbucks and landlord are in the win-win situation.