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Starbucks case study: strategies for enhancing packaged coffee sales

Published Date: October 2007
Published By: Datamonitor
Page Count: 8
Order Code: R313-26189
 
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DATAMONITOR VIEW
CATALYST
SUMMARY
ANALYSIS
Roast and ground coffee - developing offerings that exploit the premium trend
Competing with loose beans for notions of quality
Promoting freshness with Flavorlock bag technology
Encouraging sales of packaged coffee with introduction of 'premium' home brewing machines
Starbucks' premium reputation helps it expand into the supermarket channel
Starbucks' widened distribution now includes office sales
Wide ranging ethical coffees are promoted through charitable activities
Fair Trade coffee makes up a small but significant proportion of coffee sales
Starbucks deflects critics with charitable activities
RTD coffee - targeting a range of consumers with RTD cold coffee offerings
Low caffeine/no coffee RTDs attract teen crowd to drink in a 'cool' environment
Starbucks targets post-teen RTD drinkers with high caffeine, low fat and liqueur blends
Vending machines offer a new outlet for Starbucks coffee
APPENDIX
Case study series
Methodology
Secondary sources
Further reading
Ask the analyst
List of Figures
Figure 1: Starbucks' Barista Espesso Machine
Figure 2: Starbucks range of ready-to-drink coffees includes the Vanilla flavored Coffee Frappuccino
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