Advances in Economics, Management and Political Sciences

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Proceedings of the 7th International Conference on Economic Management and Green Development

Series Vol. 32 , 10 November 2023


Open Access | Article

A Comparative Study of Coffee Marketing Strategies —Taking Starbucks and Luckin Coffee as Examples

Jiani Su * 1
1 University of Leeds

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 32, 112-116
Published 10 November 2023. © 2023 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Jiani Su. A Comparative Study of Coffee Marketing Strategies —Taking Starbucks and Luckin Coffee as Examples. AEMPS (2023) Vol. 32: 112-116. DOI: 10.54254/2754-1169/32/20231577.

Abstract

Coffee is becoming more and more popular due to the influence of a series of factors, such as economic level, cultural life, social activities, and so on. Therefore, the coffee industry is becoming more competitive in China. In order to get more market share, the coffee company uses different marketing strategies. Among those strategies, co-branding has become a very popular marketing strategy in recent years, and a lot of research has proven its effectiveness. In this paper, there will be a discussion about the different views of Starbucks and Luckin Coffee, which are two very famous coffee companies in China, on the marketing strategy of co-branding based on available research papers. The article will use market segmentation, product value, and a customer journey map to analyze why Starbucks and Luckin Coffee have different opinions about co-branding. The result of the analysis in this paper suggests that because Starbucks and Luckin Coffee have different market positions and other influence factors, the former does not focus on co-branding in its overall operation, while Luckin Coffee takes co-branding seriously. This paper provides some valuable suggestions for coffee companies on how to find accurate marketing strategies according to their characteristics and whether they could use co-branding in the Chinese coffee industry.

Keywords

Starbucks, Luckin Coffee, market segmentation, product value, customer journey map

References

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3. Starbucks Fiscal 2022 Annual Report. Financial Data. https://investor.starbucks.com/financial-data/annual-reports/default.aspx.

4. Haohui Z. (2022). Methods for Luckin Coffee to Develop its Core Competence. Advances in Economics, Business and Management Research, volume 648, 1527- 1532.

5. Luckin Coffee Inc. 2022 Annual Report. 2022. Annual Report. https://investor.luckincoffee.com/financial-information/annual-reports/

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10. Xiaocong C. (2022). Research on Marketing Innovation of Luckin Coffee. Advances in Economics, Business and Management Research, volume 648, 3047- 3052.

11. KC Karnes. (2020). What is Emotional Branding and How to Use it Effectively. CleverTap. https://clevertap.com/blog/emotional-branding/.

12. Dan T. (2023). What Is Product Value? (Plus How To Define It in 4 Steps). https://www.indeed.com/career-advice/career-development/product-value

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Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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Volume Title
Proceedings of the 7th International Conference on Economic Management and Green Development
ISBN (Print)
978-1-83558-085-1
ISBN (Online)
978-1-83558-086-8
Published Date
10 November 2023
Series
Advances in Economics, Management and Political Sciences
ISSN (Print)
2754-1169
ISSN (Online)
2754-1177
DOI
10.54254/2754-1169/32/20231577
Copyright
© 2023 The Author(s)
Open Access
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Copyright © 2023 EWA Publishing. Unless Otherwise Stated