Tangible and Intangible Brand Attributes - Essay Example

Tangible and Intangible Brand Attributes Tangible attributes are physical elements of a product that affects the consumers’ buying behavior. These include size, shape, smell, tastes, touch, etc. On the other hand, intangible attributes are elements of a product or service that is perceived. These include; price, beauty, quality, reliability. Both of these elements play a significant role in influencing the customer behavior. In addition, they enhance the value of the product or service in the market. However, one of the major differences between the two aspects is that tangible attributes can be seen, touched, or smelled. However, intangible attributes can only be perceived by the consumers and the explanation can vary from one customer to the other. Intangible Attributes Intangible attributes plays a significant role in attracting more customers towards the products and services by the business. However, there is no clear outline of specific attributes that can achieve this aspect. This section will discuss various attributes that can be used by the restaurants in order to increase the number of clients. Pricing Indian social classes have a major impact on the success of the product in the market. In order for Starbucks to succeed in the Indian market, it needs need to distinguish the needs of people in different social classes. However, people in a higher social class rarely interact with those in a low social class. As a result, the pricing of the product should be unique to ensure that it segments the market and reaches the target market. For instance, outlets located in areas where majority of the people are poor should ensure that the prices of the products are friendly to the population (Kapferer 2012). Coffee Dates Starbucks should organize evening coffee dates for Indian couples. It should ensure that once in a week, it organizes a function to appreciate and make Indian couples feel good while in the outlets. During such days, the company should offer discounted products such as coffee and other meals. This is to ensure that money does not prevent people from enjoying their love (Wells, Burnett & Moriarty 2006). This day should be one when the firm experiences a very low number of customers. For instance, during Mondays, many customers are not willing to go for a date having spent their money during the weekends. This can be the most appropriate time to appreciate loyal customers in India. Besides making Starbucks the first choice for the couples, it would enable the firm to improve its reputation in the market (Koekemoer & Bird 2004). This would play a significant role in increasing customer loyalty and the number of referrals, an aspect that would improve the overall performance of the firm in the market. Local music Indian culture is characterized by unique music. The local population is very dedicated in ensuring that the local music is passed from one generation to the other. In order for Starbucks brand to penetrate the market, it needs to use this music in order to create a romantic environment in its premises. The selection of music is very critical. Indian community has very festivals and music has its festival. However, soft music with romantic words would be ideal for the outlets (Roll 2006). Mainly, the outlets should consider live bands which are very common in the Indian society. This would attract more lovers to the restaurants. Interior Design Indians are very selective when it comes to color. Each color has its meaning and wrong selection of color would have a major impact on the overall performance of the business in the market. The local population likes to mix different colors but all of them symbolize something. For instance, gold color symbolizes wealth while black is a sign of doom. However, purple is the favorite for those in love. Therefore, the outlets should consider using such colors on their walls or different paintings. In addition, the packages should consider the color element in order to attract the right market segment (Kapferer & 2008). This is through using different colors on different packages depending on the customers being targeted by the product. Mainly, the products which target the couples that are in love should be wrapped in purple. Love festivals Young generation forms the largest market segment in the Indian population. These are people with a disposable income which they are willing to use in purchasing products or services that meet their expectations. Falling in love is one of the stages that this generation goes through. Many get married at this age. Therefore, the couples are willing to spend a fortune in order to express their love to each other. Days that have been marked as those of people who love each other are very important to this generation. However, Starbucks should create festivals to attract this generation. The firm should popularize these occasions through the use of audio, visual and print media. For instance, the firm can create a love Friday as a day for those in love. The outlets should create a feeling of romance through decorating the premises with colors and lighting that symbolizes love. This would make this generation to enjoy their love as they take the products from Starbucks. In addition, this strategy would change the perception of the Indian population that the firm is investing in the market in order to introduce the western culture (Hassanien, Dale, & Clarke 2010). This is one of the major factors that have made most of the companies that emanates from the West to fail in their quest to penetrate the Indian market. Quality products Marriage is one of the most celebrated stages of life in India. Unlike in other cultures where the children starts to live on their own when they start earning their salaries, in India, children live with their parents until they get married. Therefore, this transition is very significant in the lives of the Indian population. The Indian people are willing to spend any amount in order to mark this day. Starbucks can use this opportunity to make its outlets one of the most preferred joints for weddings and other related activities. This is through changing the perception of the people concerning the outlets as a coffee shop. The diversification process would play a significant role in reducing the risks and uncertainties associated with concentrating on a single product or service line (Panda 2008). Dressing code One of the unique cultural elements of the Indian culture is the dressing code. Unlike other cultures where there is no specific mode of dressing, India has a cultural dress code which is unique and loved by the local population. Starbucks has outsourced services from employees emanating from different parts of the world in an attempt to promote diversity in the workplace (Gitman & McDaniel 2008). However, even the foreign subordinates need to appreciate the local culture in order to promote the operations of the business in the market. This can be achieved by introducing a dressing code that aligns very well with the local culture. The dress code should be that of servants who serve people who are getting married or have recently married. This will auger well with the overall theme being promoted in the outlets. Restaurant design The design of the hotel is critical in creating a romance and theater environment. Many of the couples like privacy (Borja 2003). This cannot be achieved in the current design of the outlets. Many of the outlets have open spaces where all people take their meal. However, love is a very crucial element in the Indian culture. Due to the strict values that are held by the local culture, many of the people are not fond of visiting public places because there lacks privacy. However, Starbucks can exploit this opportunity by creating cubicles for the couples who want to spend their time together aside from the rest of the customers. In these cubicles, entertainment services should be provided and there should be enough space for the couples to take their meals at their own comfort. In addition, the lighting in the cubicles should be different from the rest of the system in the outlets. This would play a significant role in creating a different feeling. Photo services Couples who are on date would like to have memories of the time they spent in the outlets. The restaurant should introduce picture and video taking services. The couples visiting the premises should be given an opportunity to take photos when spending great time together. The services should be given in a subsidized cost. This is to ensure that all people irrespective of their social class afford the services. Tangible Attributes Tangible attributes enhances the level customer relationship management. It enhances the level of satisfaction. This section will analyze various attributes that can be used by the restaurant to attract more clients and enable it to create a specific environment. Free samples Indians are known for their generosity. Customers expect organization to give free samples or offers to their loyal customers as a way of showing appreciation. In order for the outlets to create a romance and theatre feeling, it needs to give free sweets or chocolates for the couples. In addition, it can develop a promotional activity which selects one of the couples who will be treated for a free dinner (Pringle, Field & Institute of Practitioners in Advertising, 2008). Moreover, Starbucks can create a coffee brand specifically for those in love. Statistics indicate that Indians like recognition. For instance, the rich keep off hotels and other businesses that are frequented by the people of low social classes. The Starbucks can use this as an opportunity to develop a brand that will target couples who are trying to express love to each other. However, such a brand needs to be promoted intensively in order for the customers to know its existence. This will make it possible for the people to have the urge of experience an environment of love when visiting the firm’s premises. Couple’s offers Starbucks can extend its generosity through providing a couple with an offer which promotes a movie for two. Many of the people opt to go alone because of the expenses incurred to buy two tickets. However, the firm can create a romance environment by selling just one ticket for the two people (Batey 2008). However, it must be mandatory that the other person is one’s lover. This is to ensure that the theater is a place of two people who are dearly in love. In addition, this would ensure that consumers treat their love to movie dates, an aspect that would strengthen their love. Besides improving the reputation of the business in relation to love issues, this strategy would encourage the couples to purchase other Starbucks products that are being sold in the theatre, e.g. coffee. This would play a significant role in promoting the business and increasing the overall sales. Unique breakfast menu Breakfast is one of the important meals to Indians. According to Indian culture, treating one for breakfast is a symbol that one cares about the other. Starbucks can use this as an opportunity to serve people who are in love. This is through creating a breakfast menu specifically for the couples. This should be composed of foods such as grapes which are associated with love by the local population (Fuchs & Stuchtey 2001). The breakfast should only be served for two people who are in love. This is to ensure that the customers feel comfortable when taking it. Flowers Flowers are an integral part of a date or as a symbol of love. As a result, the restaurant should introduce flowers in its offers. It should sell flowers to the couples. This is to spice up the date and ensure that the couples enjoy their date in the outlets. Besides expanding the customer base, the flowers will play a significant role in differentiating the firm with the rest of the restaurants in the market. In conclusion, the success of Starbucks in the Indian market will depend heavily on how the restaurants will utilize the key tangible and intangible brand attributes. With Indians having a strong culture, the all attributes must incorporate the cultural elements in order to be accepted by the local population. Furthermore, the marketing department should keep on taking queries on the tastes and preferences of the target market in order to note any change that might affect their consumption behavior of the target market. This would enable the firm to make the necessary changes on these attributes in order to prevent the customers from being attracted towards the existing substitutes in the market. References Batey, M. (2008). Brand meaning. New York: Routledge. Borja M. (2003). Design management: Using design to build brand value and corporate innovation. New York, NY: Allworth Press. Business: The ultimate resource. (2003). Beijing: Citic Publishing House. Fuchs, E., & Stuchtey, B. (2001). Across Cultural Borders: Historiography in Global Perspective. Lanham: Rowman & Littlefield Publishers. Gitman, L. J., & McDaniel, C. D. (2008). The future of business: The essentials. Mason, OH: Thomson South-Western. Hassanien, A., Dale, C., & Clarke, A. (2010). Hospitality business development. 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Wells, W., Burnett, J., & Moriarty, S. E. (2006). Advertising: Principles & practice. Upper Saddle River, NJ: Pearson/Prentice Hall. Read More