Product Positioning Paper - Starbucks Coffee

Paper Summary:

This paper is a research paper on product positioning. In particular, this paper encompasses product positioning research and gives recommendations to Starbucks on their frappuccino product. It analyzes pricing, new and more attractive promotional programs, and distribution strategies to ensure continued growth of the product.

Table of Contents:
Thesis
Current Segmentation
Current Target Market
Current Positioning
External Influences
Internal Influences & Demographics
Situational Influences In The Decision Making Process
Nominal Decision Making Process
Post Purchase Process Analysis
Product
Place/Distribution
Price
Promotion
Conclusion

From the Paper:

"Starbucks Frappuccino has been a dominant coffee brew for several years now. Product marketing to the current target segments and cultures are becoming less of a growth potential market because of product saturation and changing influences. Current segmentation, targeting and positioning have been extremely successful as of today. The understanding of external and internal influences attribute to the analysis of the current consumer base. The consumer decision-making process and the level of consumer involvement, along with a serious analysis of their post-purchase process complete the understanding of this Frappuccino success. In an effort to maintain and grow the Frappuccino product of Starbucks, a repositioning of the image must be considered. New pricing, new and more attractive promotional programs, and even distribution strategies must be addressed and implemented to successfully reposition the Starbucks Frappuccino product in the marketplace of tomorrow."

Sample of Sources Used:

• Anders, George. (2001, August). Starbucks Brews A New Strategy. Fast Company. Accessed June 8, 2003 via the World Wide Web at http://www.fastcompany.com/magazine/49/utw.html
• Hawkins, D., Best, R., & Coney, K. (2001). Consumer behavior: Building marketing strategy. Eighth edition. New York: McGraw-Hill.
• Holmes, S. Business Week. Planet Starbucks. Retrieved on June 29, 2003, from the World Wide Web:http://www.businessweek.com/magazine/content/02_36/b3798001.htm
• Starbucks Coffee. Accessed June 10 ,2003. http://www.starbucks.com.
• Starbucks Web Site. 2003. Recycling. Accessed via the Internet on June 30, 2003 at http://www.starbucks.com/aboutus/recycling.asp.

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