CASE 2 - STARBUCK : Listen to Your Customers Starbucks unleashed "My Starbucks Idea" in 2008. The goal was to give customers an easy way to submit their requests and concerns in a better place than a suggestion box. The result - over 300 ideas from this microsite have made it into Starbucks stores around the world. Some of the highlights include: the new Hazelnut Machiatto flavor, a free treat for birthdays, and even the iconic green splash sticks that are now on the self-service counter by the napkins and sleeves. All of this came from hearing out what customers wanted and making the necessary changes. Promotional items are always valuable, whether they're offered for free or sold in a gift shop. Starbucks knows all about that value with their eye-catching custom travel mugs, tumblers, and ceramic mugs. They change these up every season, keeping things interesting for their dedicated fans. Today, the Starbucks mugs are some of the most iconic promotional items of all time! In fact, they've made an appearance in hit shows like Sex and the City and popular movies like The Devil Wears Prada. It just goes to show a great promotional product always steal the limelight! Starbucks has cultivated an environment that's welcoming and open. Every detail, from the lighting to the furniture, has been carefully considered to ensure customers feel at home in their stores. Take the round tables, for example. which were specifically chosen to help solo people feel less alone, but also open up communication with larger groups. This choice proves to be handy for everything from study sessions to work meetings. It also shows the attention Starbucks pays to detail. They've created a cozy environment that makes people want to return again and again, which is the goal of any thriving business. My Starbucks Rewards, which launched in April 2016, is a loyalty program that offers perks and benefits to frequent customers. You earn 2 "stars" for every $1 spent, which can eventually be redeemed for free drinks, the ability to pay by phone, and a fast pass to go through the line. If you're extra dedicated, you can even get an exclusive Starbucks Rewards Visa® Card. People enjoy My Starbucks Rewards because they're getting something for free and a better user experience with the mobile app. These are customer service qualities that should never be taken for granted. QUESTION 3 Describe Starbucks' marketing mix and how it was used to implement its marketing strategy.