How can Starbucks keep its leadership position in an increasingly competitive coffee beverage market?
How can Starbucks keep its leadership position in an increasingly competitive coffee beverage market?
2 PagesProblem How can Starbucks keep its leadership position in an increasingly competitive coffee beverage market? Solution By utilizing a variety of OOH formats during warm months, Starbuck’s was able to reach their target audience and maintain their recognition as an industry leader with their ice-blended beverages. Background With an influx of competing, Frappuccino-like ice-blend - ed beverages being introduced across the country, Star- bucks needed to emphasize their leadership position during the high-consumption summer months. Objective Starbuck’s objective was to retain its leadership posi- tion in the ice-blended beverage category by touting new products (Vanilla, Strawberries and Cream Frap- puccino and Frappuccino Light) and to show how Sum- mer and Frappuccino go hand-inhand.
