I was picking up my morning coffee at my local Starbucks this morning,
and saw something that made me laugh so hard, I had the entire store
looking at me!
Its no secret, Starbucks based their business on an upscale clientele,
those that don’t mind paying 40% more for their cup-o-joe than the
rest of the market.
Same thing goes now that they are turning themselves into music
retailer, the classics that are often available for $5 over in the
discount bin at your local record store are $18 in the Starbucks
bin.
They’ve also put a premium on doughnuts, pastries, coffee makers
and even cups and saucers.
Today though, it really HIT me for the first time when I saw their
newest treat – a Strawberry Tartlett, two tiny Strawberry tarts
that were so thin I could see right through them for $2!
Now, I’m pretty certain that if I didn’t really pay attention,
chances are I wouldn’t even notice these fine tartletts in my
mouth, let alone quench any kind of serious hunger.
But therein lies the beauty of product position and marketing.
They turned a $1 substantial Tart into a much smaller, tartlett
and charged double the money!
There are many lessons to learn here, but the main one is…Read The Full Article Here
Jeff
