What Makes Starbucks?

In the 1998 romantic-comedy ‘You’ve Got Mail’, Joe Fox, the character played by Tom Hanks says,

“The whole purpose of places like Starbucks is for people with no decision-making ability whatsoever to make six decisions just to buy one cup of coffee. Short, tall, light, dark, decaf, low-fat, non-fat, etc. So people who don’t know what the hell they’re doing or who on earth they are can, for only $2.95, get not just a cup of coffee but an absolutely defining sense of self: Tall. Decaf. Cappuccino.”

This sums up the Starbucks story of product differentiation perfectly. From a store in Seattle in 1971 to over 21,160 stores in 63 countries and territories, Starbucks has revamped the coffee drinking culture. While Starbucks offers innumerable options ranging from Blonde Roast to Hazelnut Macchiato to Salted Caramel Mocha, it also offers the unique proposition of altering drinks according to the wishes of customers, no matter how detailed they are. Right from serving an espresso within 23 seconds of brewing to offering options of skim milk and both natural and artificial sweeteners, Starbucks adheres to stringent guidelines and provides high quality products. By terming their employees, ‘partners’ offering them shares in the company and providing even part-time workers with insurance benefits, they have managed to keep their workers happy and passionate. The coffeehouse style experience that Starbucks offers is one that customers enjoy and competitors try to emulate. Their coffeehouses are designed using modern, unique and sustainable materials, which invite customers to read, relax and simply chat with friends or even prospective clients! Providing a premium, unique coffee drinking experience that is consistent all over the world, Starbucks has rightly earned its position as the largest coffeehouse company in the world. This shows how important it is for brands to invest in and seriously work on differentiating themselves. In a world where competitive prices and identical products play havoc with customers’ emotions, what makes your product unique? What simple idea what drive you out of the horde and into the heat of attention? If you are yet to decide, a cup of Starbucks coffee might help. read more 

Good Lookin’ Takes All

The ad world’s been in a frenzy lately. Thanks to the Super Bowl and its $4.5 million spots, those in the big leagues are playing it hard and fast, with fingers crossed. How about the little guys? The guys who cannot afford the big screen or even the advantage, the big outdoor brings? You want small spaces and big rewards and if you happen to be in the FMCG industry, you are in luck. Enter Point-of-Purchase materials, your advocates at the very point of purchase. Very few people visit stores with a list in hand; most are impulsive buyers and even the best of planners will not be able to pass up on that gorgeous deal before their eyes.

According to the POPAI 2014 Mass Merchant Study, 82% of mass merchant purchase decisions are made in-store. The same study found that 62% of shoppers picked up items on impulse during their trip and 16% of unplanned purchases were driven by a display the shopper saw while shopping.
So how do you ensure that your material works? Keep it simple to read, catchy to look at, colorful and engaging. At this junction when the customer, product and the retailer meet, inspire attention, inspection and selection through differentiators and appealing designs. Make it seem exciting and rewarding to the consumer. A bit of whimsy or humor can go a long way, as can a bit of creativity and crafty placements. While candy, gum and magazines have survived for long on their placement near check-out counters, you can find placement that specifically works for your product. A wobbler for your new peeler at the vegetable and fruits section or a dangler for your new low-fat milk near the cereal section or a promotion stand for your new chocolate, right at the entrance of the store. This is the place of decision; no matter how much you advertise outside, this is where your consumer must make a choice. According to a 2005 Economist article, consumers spend no more than 6 seconds trying to find a preferred brand before they give up and settle for a substitute. POP materials are your way of ensuring that your loyalists don’t leave you and the opponents and undecided pick you. So, how are you planning on tackling the in-store battle for attention, today?

What Makes Starbucks?

What Makes Starbucks?

In the 1998 romantic-comedy ‘You’ve Got Mail’, Joe Fox, the character played by Tom Hanks says,

“The whole purpose of places like Starbucks is for people with no decision-making ability whatsoever to make six decisions just to buy one cup of coffee. Short, tall, light, dark, decaf, low-fat, non-fat, etc. So people who don’t know what the hell they’re doing or who on earth they are can, for only $2.95, get not just a cup of coffee but an absolutely defining sense of self: Tall. Decaf. Cappuccino.”

This sums up the Starbucks story of product differentiation perfectly. From a store in Seattle in 1971 to over 21,160 stores in 63 countries and territories, Starbucks has revamped the coffee drinking culture. While Starbucks offers innumerable options ranging from Blonde Roast to Hazelnut Macchiato to Salted Caramel Mocha, it also offers the unique proposition of altering drinks according to the wishes of customers, no matter how detailed they are. Right from serving an espresso within 23 seconds of brewing to offering options of skim milk and both natural and artificial sweeteners, Starbucks adheres to stringent guidelines and provides high quality products. Read more..