Also from Joan Treistman...
November 30, 2012
Starbucks, the company that convinced consumers to pay more for coffee drinks than they had ever done before, is appealing to the small luxury mindset along with the allure of limited supply to get consumers to pay $7 for a 16-ounce cup of coffee. What do you think of Starbucks' marketing of Costa Rica Finca Palmilera coffee? [more...]
There are few retailers who have built the image of quality and exceptionalism of Starbucks. Marketing a rare and delicious beverage to the devoted seems like a walk in the park. It's been done for Johnnie Walker, Evian and other brands. And that's the point. Brands that can leverage their strong equity benefit. Those brands that have not developed the same equity have to rely on other strategies.