Marketing is the governing axis to raise consumer experience around a cup of coffee. Thus Starbucks has written starts from its history in Mexico for more than 22 years and, today, it seeks to deepen its strategy through the new digital channels.
“Marketing in Starbucks Mexico is the heart, because it is talking about this great brand (…) is the center of our coffee, our partners and our customers, and of this whole system, including our coffee growers,” he says, in an interview, Bibiana Rosique, CMO of Starbucks Mexico.
The third space, as Starbucks identifies their stores, tries to hug consumers in the various scenarios that they can experience throughout their days, while moving towards the fourth space, as recognized by the customization of each client.
In this sense, Bibiana believes that there are great opportunities for the brand that represents progress through customization, as a differentiating element against other companies, which is manifested in the omnichannel of the brand and its loyalty program, which adds more than 1.5 million active members.
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“Our value proposal is to continue connecting with our more than 13,000 partners, with our clients and with our coffee growers. There are many stories to tell, but, today, thousands are counted and tomorrow they will continue to tell 2,000 0 3,000 stories at Starbucks Mexico, ”he says.
Bibiana is a graduate of the Degree in Marketing from the Technological and Higher Studies Institute of Monterrey, also has a certificate of leadership performance from the University of New Jersey City and has various professional certifications. Since October 2017, she serves as director of Marketing at Starbucks Mexico.
The main challenge for the siren brand lies in the constant search for new trends and, above all, understanding the new artificial intelligence ecosystem, which promises to raise the experience of customers and partners.
“Today, innovating in marketing is being in constant movement. And I speak about artificial intelligence and how to generate new platforms to understand the consumer from today and what he looks for in the future, ”he says.
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Starbucks in Mexico is a brand operated by Alsea, a company that opened the first store in the country during 2002 and, according to the latest quarterly report of the business group, already reaches 860 stores in the Mexican Republic.
In addition, Starbucks Coffee counts more than 40,000 stores worldwide and is the leading toaster and retailer of special coffees worldwide.
“The upcoming marketing trends are already present (…) is this customization that we want to reach in which the menu speaks in a different mood and even the climate, for example, if you feel warm or how I accompany you in these emotions that you are traveling,” explains Rosique.
And it is that the marketing world advances very fast and Starbucks Mexico seeks to accompany consumers in the new needs that they develop when consuming.
“Starbucks Mexico is a brand loved by us, first, for our partners and our clients and, well, the road follows its tour and each of you are part of what today makes Starbuck a unique brand,” says Bibiana Rosique.
