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Interplay between
Exploration and
Exploitation
Saltanat Zhazykpayeva,
Mooyoung Son
Marina Sorokina
(Team Blue)
Purple Cow Theory
Seth Godin
“Purple Cow: Transform Your Business by
Being Remarkable”
EXPLORATION
STARBUCKS & PURPLE COW
HIGH QUALITY COFFEE
TO THE MASS
THIRD PLACE
Emotional Marketing
FIVE SENCES OF EMOTIONAL
MARKETING
1.
2.
3.
4.
Smell marketing;
Color marketing;
Taste marketing;
Music marketing;
Exploitation
Starbucks in crisis
!!!!
All cows are purple now !!!!
If others can mimic your strategy,
That’s not your core strategy.
Mc-café Australia
Time to Explore !!!!
???
???
Explor
ation
VIA- Instant
???
Something Only Starbucks can do
Thank you !!!!