Starbucks is one of the first companies that come to
mind when I think of successful product positioning. For those of you who don’t
know, product positioning is a marketing technique which involves creating a unique,
consistent, and recognized customer perception about a firm’s offering and
image. In other words, it involves creating and maintaining a
certain concept of a product in the customer’s eyes. However, before creating the product
position the company must determine the market segment they want to target
their product or service to. In this case, Starbucks decided to mainly target
office workers with middle to high incomes and in turn the company provides
premium products with a place people can go between work and home and relax gather
and socialize. Within the walls of Starbucks you can find comfortable furniture
and tables and they serve multiple different coffee drinks and pastries that
are associated with a high price to show their high quality. This is how
Starbucks wanted its products and services to be perceived. Starbucks maintains
a premium quality image by carefully monitoring each and every step of coffee
production. They buy dark-roast whole bean coffee from countries like Costa
Rica, Sumatra, and Kenya and then roast the coffee beans in their own plants
and sell them only through company-owned stores. Starbucks also provides excellent
service and they are always making sure customers are more than satisfied.
What is
the first company that comes to mind when you think of product positioning? How
does the company create a unique and consistent customer perception of their
product or service?
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