Mary Schmidt Marketing Troubleshooter

…says Howard Schultz, Starbucks CEO, in announcing the new Starbucks instant, Via Ready Brew.

No, Mr. Schulz, it’s not. That’d be Taster’s Choice. I’ve tried giving Mom the fancy stuff (single-serving bags I brought back from London, etc.) and she won’t drink it. She’s a Taster’s Choice devotee.

So, here are the challenges for Starbucks:

1. Will people who really love coffee buy the instant? You can make “real” coffee almost as quickly as instant. I do it every morning with hot water and a french press. It’s by far the best cup in town – and cheaper per serving. I get about 50 cups for about 7 bucks (Trader Joe’s beans.) 12 packets of Via cost $9.95.

2. Will people who like instant buy Starbucks? Is the Starbucks brand strong enough to attract instant coffee drinkers? (Who, by definition, aren’t exactly coffee connoisseurs…sorry, Mom.)

3. Will the true Starbucks devotees even try the instant?

3. Is the lower price point a draw for the Starbucks loyalists who are cutting back on the java bucks? Would they even drink instant – regardless of what it’s called – “soluble” by SB or the same ol’ freeze-dried stuff?

And – isn’t Starbucks more about the experience than the coffee anyway?

We’ll see. It’s easy for me to armchair quarterback – ultimately the customers will decide. You marketers out there: Is SB “devaluing their brand?” Discuss amongst yourselves. I’m headed to the kitchen to refill my cup with Dark French Roast (not SB.)

Related Posts:
Good Idea – Starbucks Closing All The Stores
Brands in Airports – Shop or Slop? (I’m not a fan of most airport SB.)

Tags: Starbucks, marketing, marketing troubleshooting, Starbucks Via, branding