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    Categories: BrandingLaura

Starbucks is Shooting Itself in the Cup

          Starbucks
latest offensive isn’t against McDonald’s or Dunkin’ Donuts it is against
itself. And if Starbucks weapon is as successful as it says it will be then they
could be shooting themselves in the cup.

          Starbucks new
weapon is its Via instant coffee, a brand that went nationwide this week after
several months of testing in Seattle, Chicago and London. 


          To support
the Via launch, Starbucks will be promoting a “taste challenge” in its own stores.
The “taste challenge” aims to convince consumers that they cannot tell the
difference between a cup of Starbucks instant coffee and a cup of Starbucks
store brew.

          Instant coffee
as good as store-brewed Starbucks? Sounds impossible.

But Howard Schultz is convinced
people won’t be able to tell the difference. He has even been fooling people
with Starbucks Via instant coffee for almost a year at home and at his office.
Nobody including his wife, according to Schultz, realized it was instant.

          It’s a
brilliant idea for a new gourmet instant coffee to set-up a blind taste test
against the world leader in high-end coffee. Especially if the instant coffee
wins the taste test.

          It’s an insane
idea for the world’s leading gourmet coffee chain to set-up a blind taste test
in its own stores that it hopes it will lose. Losing a taste test devalues the
loser as much as it praises the winner.

          Weaker
brands have used blind taste tests for decades to try to take market share from
leading brands. The “Pepsi  Challenge”
and the companion commercials of the 1980’s pitted Pepsi against Coca-Cola.

          Blind
tasters overwhelmingly picked the sweeter taste of Pepsi over Coke. The
humiliation of the taste test losses in part led Coca-Cola to launch the
disastrous New Coke.  A key factor in the
development of New Coke was that it should beat Pepsi in blind taste tests.

          Today,
Starbucks is using a taste test that could lead to another disaster. If a cheaper,
instant coffee can be easily made at home or work and it tastes as good as the
real thing, why waste time and money going to a retail store?

          Starbucks really
let the fox  in the hen house by hosting
the taste tests in its very own stores. Starbucks is telling consumers exactly
what they shouldn’t be telling consumers right in its very own stores.

          In the
minds of consumers Starbucks is believed to be expensive but “worth it.”
Consumers praise the high-quality of the coffee. Hosting a taste test in your
own stores to tell consumers your product is no better than instant coffee is
not a good message to send and not a good challenge to lose.

          Starbucks,
of course, claims that its instant coffee will not damage its core store brand
since “portability” and “value” are the important selling points of Via.

          Apparently,
the inconvenience of long lines and extravagance of a high price are things
consumers would not give up for a Starbucks instant coffee that tastes the same
as the store brand?

          A brand
can often be successful by being the opposite of the leading brand. Target vs.
Walmart. Scope vs. Listerine. Pepsi vs. Coke. Monster vs. Red Bull. But there
is no potential for one brand to do two strategies at once and succeed.

          A high-end
brand needs to stay focused no matter what. Introducing cheaper versions of
expensive products damage the credibility and power of the core brand.

          In the
current economic climate Starbucks has been under intense criticism over its “$4
cup” image. Starbucks needs to flight that by promoting a simple pricing
strategy to drive home the message that $2 is really the price of a cup of coffee
at Starbucks and that it is worth every penny because it’s Starbucks.

          Suggested
headline for a Starbucks ad:

Two bucks and worth it.”

          Instead
they are spending money on ads with this headline
“Instant coffee that tastes
as delicious as our brewed.”

          This ad
and Via instant coffee at $1 a cup isn’t likely to tempt too many Taster’s
Choice drinkers who get a cup of instant for 10 cents.

          What the introduction,
advertising and promotion of Starbucks Via is most likely to do is drive people
out of Starbucks stores by denigrating the brand in the minds of the consumers.

          It is the
law of unintended consequence. Saying that an instant coffee (even an expensive
instant coffee) can taste just as good as the Starbucks real thing devalues the
brewed high-end coffee category. 

          It is bad
enough when your competition knocks your brand, it is worse when you do it to
yourself. Yet it happens all the time.

 

Laura Ries :

View Comments (23)

  • Hard to believe, since their early branding was based around "the experience of drinking Starbucks coffee". After the introduction of chilled coffees in Vons and vending machines, and the new drive-thru Starbucks locations, I thought that the giant mermaid had done a great job killing that brand value. But now with the introduction of the instant coffee alternative, I'd say that my former opinion was ruled a little too early. A brand falling apart through extension? You tell me. What's apparent is that their about the product now, and not the service.

  • Alot of the folks in line at your local Starbucks are buying anything but coffee. These are Starbucks' premium clients, who are spending $4 a pop on a "beverage", not a coffee. No matter how good Via is (or isn't) these folks will still be there.
    While I think Starbucks will fail in getting people to believe Via is as good as brewed coffee, their positioning could convince consumers that it's the best by far among instant coffees -- which begs the question, is that worth anything to them? Will we see Via alongside Taster's Choice in the grocery store soon?

  • Starbucks will simply attract new customers for this new low end product and loose old customers in its old high end product. Simple!

  • Blogs are so informative where we get lots of information on any topic. Nice job keep it up!!

  • Laura, isn't Tide Stain Release the same story? They were always saying that "detergent alone is enough" and you don't need any additives and now they came out with such additive (Tide Stain Release)?
    Any opinion on this snafu?

    • Starbucks is rather an amiazng company which sells really over roasted bitter coffee and has convinced millions that coffee is supposed to taste this way. It's really a shame.Instead of buying their coffee put your 25 bucks towards a good coffee maker, even a simple percolater or French Press or an espresso maker (elec or stovetop) I know they sell a variety- go to a big Starbucks for more choice.) and then find a coffee that is rich and smooth and invite friends over. I use BUSTELO, a spanish brand that is dark and rich but not bitter.In the long run you will save tons of money and become famous for they great coffee you serve. good luck.

  • Hi,
    Yes today most of the businesses failed, because no one gave importance to learning; only having a good idea is not always enough. Learning is the everlasting process. Whatever big is your brand and name.
    I totally agree with you, it is not necessary if you have a solid idea then you will succeed. There are so many things you have to look when you are introducing new product, just having an good idea is not enough, you need to have knowledge and strategies and proper strategy execution is far important then just having a strategy under your belt, and most crucial part is you have to craft yourself according to the needs of the market and without learning its not possible.
    I personally like your post; you have shared good insights and experiences. Keep it up.

  • Great post!! I think starbucks is losing his way here… instant coffee is not their business and I don’t think they will get a lot of customers with it. If I want to enjoy coffee at home I got much better coffee with a lower price. If I go to starbucks is to enjoy a beverage with my friends and spend some time there, actually I would buy anything if they didn’t brew coffee

  • I have tried Via it's good for instant, but still tastes like instant. It's not going to fool people who enjoy good brewed coffee. at $1.10 per packet it makes a 8oz cup for $2 i can buy a 16oz cup of high quality brewed coffee? I can also grind my own beans at home and make a quality cup of coffee for about 50 cents. Who are they targeting with this? and how many can there be. Maybe it's a guy with lots of money who works in an underground mine 8 hrs a day who can't leave. All he has down there is a hot water tap and cup.

  • The moment i read "To support the Via launch, Starbucks will be promoting a “taste challenge” in its own stores"
    I has an idea Starbucks is make a stupid mistake...I Won't be better marketer than Starbuck's mgmt, BUT I KNOW WT IS RIGHT. I WONDER WHY THEY MAKE MISTAKES????