A Comparative Marketing Strategy Analysis Among Starbucks and Caffe Nero

Starbucks portrays alone as a significant good quality coffee for the superior course and is priced a little bit greater than the coffee of Caffe Nero. It stays legitimate to its American originality and emphasizes only on its huge range of espresso drinks with only a few treats and desserts. Apart from that, Starbucks distinguishes itself from other cafes by giving a quite cozy environment with facilities like Wi-Fi so their prospects can take pleasure in surfing the world-wide-web whilst drinking their coffee.

On the other hand Caffe Nero emphasizes on its Italian mix and portrays alone as not only a café but also a bar and cafe. It has pretty an considerable menu with a range of preferred Italian dishes. Due to this quite a few people today take a look at Caffe Nero to have meals alternatively than just a cup of espresso. They have introduced a pure European vibe to their cafes so remaining true to their originality. For the advantage of their customers and to insert to their attracting they have also introduced loyalty cards.


Marketing methods enable organizations in advertising and marketing their solutions and services in a sure way that they want to. While cashing on their most important details they check out to make an graphic of their brand in the minds of their concentrate on clients so as to obtain their concentrate on sales and a favorable sector share. Marketing techniques support organizations in getting a competitive edge by catering to those specific niches that other people fail to detect. Marketing techniques devised by organizations differ in period from 1 calendar year ideas to those extending very well more than many decades. A good deal of things are taken into thing to consider when devising marketing plans and approaches that are outlined by the surroundings inside which the company operates. This is most typically referred to as a SWOT (strengths, weaknesses, options, threats) investigation which helps enterprises in pinpointing the areas which they can consider advantage of and the spots which they want to be watchful of.

The most significant component that any business has to just take into consideration, when generating its marketing procedures is its competitors. Competitors’ actions have a substantial impact on what an corporation should do. In the coffee chain industry there are now a great deal of impartial espresso retailers in United kingdom like the most common Starbucks, Monmouth Espresso, Espresso Aroma, The Apple Tree and Caffe Nero. In this assignment the marketing tactics of equally Starbucks and Caffe Nero will be reviewed following which a essential investigation will be offered of the both equally.


The to start with Starbucks outlet was opened in Seattle well over 30 yrs back. These days Starbucks proudly stands at $4.1 billion with hundreds of shops not only in the United States but all over the environment. Numerous businesses have analyzed the tricks and methods adopted by Starbucks in an try to master how Starbucks grew so quick. The marketing tactics currently being adopted by Starbucks at existing will be talked over in this assignment (voteforus.com 2011).

Unique marketing strategy:

The marketing strategy adopted by Starbucks has remained unconventional. They did not undertake the typical models of advertisement applying billboards, newspaper ads or tv commercials. Alternatively they relied on word – of – mouth to endorse their brand title.

Product high-quality:

The most significant matter that Starbucks under no circumstances misplaced command of is the excellent of their espresso beans. They were the very first ones to introduce the accurate Italian “burnt espresso” taste to the Americans. They justify their large good quality by charging a a bit greater price than most other cafes.

Cozy atmosphere:

A different concentration of Starbucks outlets is the ecosystem they present in their cafes for their clients. Starbucks has generally been promoted as that best spot to chill out when out of home and out of the place of work. They have started out featuring Wi-Fi connectivity in their outlets so that their shoppers can look through the world-wide-web as effectively when they appreciate their cup of coffee.

Customer satisfaction:

Client pleasure is the strongest favorable position of Starbucks. Each purchaser that enters a Starbucks outlet is given this kind of a specific cure that they genuinely truly feel like they are in a particular area.

The Starbucks community:

Starbucks has truly taken full advantage of the most up-to-date hype of social media. They have adopted their most recent marketing strategies around social media sites like building lover webpages on Facebook and Twitter the place they in fact reply to all shoppers and retain in touch by submitting photos, videos and all the latest promotional details.


Starbucks has constantly kept its menu fresh new by frequently coming up with new objects and diverse blends and flavors in their espresso. Some of their most current strike beverages have been the Environmentally friendly Tea Latte looking at the health acutely aware individuals alongside with iced tea and Frappuccino for their retailers in hotter climates.

Brand Marketing:

Starbucks has normally portrayed alone as a large good quality product and hence decided to rely on phrase – of – mouth promotion only. This served to be a really valuable marketing strategy as comparison to heading for advertising adverts in magazines, newspapers, billboards etcetera. They have a short while ago started employing the social media internet sites in the most powerful fashion ever. Their Facebook and Twitter web pages have proved pretty useful in advertising the graphic of Starbucks even though also enabling them to have immediate communication with all their shoppers on a single system


According to chairman of Caffe Nero, Gerry Ford (2008), Caffe Nero Team Ltd is ‘the biggest independent coffee retailer in British isles, with in excess of 400 merchants in the UK’. It was started in the calendar year 1977 and right now has its shops open up overseas as effectively in Turkey and Center East. They distinguish them selves from other café’s in British isles by emphasizing on the simple fact that they are an Italian Espresso Company. Their main aim, as in the text of Gerry Ford (2008), ‘is to provide a European design espresso household expertise giving premium espresso – based gourmand coffee, genuine Italian food products and solutions and a calming atmosphere in every single store’.

Caffe Nero has been supplied a lot of awards for its large high quality coffee above the yrs and for its fantastic encounter that they supply in their stores. Tatler has rated Caffe Nero as ‘The most effective espresso this aspect of Milan even though Egon Ronay has labeled it as “The Common Italian Café”. Caffe Nero has also been provided the label by British isles shoppers as “The greatest United kingdom Espresso Dwelling” in 9 consecutive decades (Allegra Report, the UK’s definitive information for the espresso industry).


The Caffe Nero’s marketing strategy largely emphasis on its unique selling position which is a pure Italian topic. Caffe Nero portrays its self from far more than just a café. Rather it has designed a ideal mix of a café cum bar and cafe. As a result Caffe Nero is not confined to only giving a place for coffee and snacks relatively you can go there just to enjoy a food. They have a broad range of exquisite desserts along with several Italian dishes like the Italian wraps, soups, sandwiches, pasta and paninis.

CAFFE NERO’S Focus on Market place

Caffe Nero primarily targets visitors in Uk or the Italians looking for their Italian taste in delicacies. They are concentrating on the center – cash flow group of people today who are middle – aged, pupils or business folks who prefer to go to a café during their lunch breaks. In addition, Caffe Nero has fashioned a partnership with the famous chain retail keep, House of Fraser, owing to which all around 145 cafes opened up, lots of of which were being positioned inside House of Fraser suppliers (James, Problem Examination of the Caffe Nero Group Ltd – Festive Metropolis

Important Examination Involving the Two Organizations

Now that a fundamental overview has been specified on the marketing approaches getting utilized by each Starbucks and Caffe Nero, an assessment will be carried out on what differentiates them from every other.

  • Caffe Nero and Starbucks are direct competitors but Caffe Nero distinguishes by itself from Starbucks by selling more cost-effective coffee than Starbucks.
  • Caffe Nero offers a wider variety of food merchandise together with its espresso drinks which would make it stand apart from Starbucks which does not have these kinds of a large range of assortments.
  • Caffe Nero adopts a powerful brand positioning by emphasizing on its European – design espresso store as when compared to Starbucks which is of American origin. Caffe Nero has a unique selling level which emphasizes on the cafes continental – type whereas Starbucks is of American design and style.
  • Starbucks has properly opened 1000’s of retailers overseas and in the global sector whereas Caffe Nero continue to lacks in global skills and has just a short while ago opened its outlets in Turkey and the Center East.
  • Starbucks has a good deal of retailers all more than British isles whereas Caffe Nero does not have enough shops in Central London.
  • Caffe Nero has a great deal of probable of rising mainly because it enjoys a lot of unique selling points like its pure European authenticity.


1. Ford, G (2008), ‘THE Greatest ESPRESSO THIS Side OF MILAN’

2. Voteforus.com (March 29, 2011) Starbucks Achievements Is It truly is Term Of Mouth/Social Media/Viral Marketing Strategy

3. James, S, Condition Assessment of the Caffe Nero Team Ltd – Festive Town

4. VoteforUs.com Starbucks Marketing Strategy Unconventionally Successful

5. Kembell, B, Hawks, M, Kembell, S, Perry, L, Olsen, L 2002, ‘Catching the Starbucks Fever’, Missouri State College. Unpublished.

6. Rajul (2010), ‘Starbucks vs Caffe Nero vs Costa: who wins?’