Comments on: I’ll Take a Bold: The Starbucks Via Launch

By: JohnnyRebel

JohnnyRebel — Tue, 14 Jun 2011 00:43:46 +0000

Starbucks is the biggest “rip-off” retail outlet in the World. Their prices are outrageous and totally unjustified. It is shocking so many “yuppies” are so brain dead that they are wiling to fork over 4 bucks for a coffee drink. Personally, I like the taste of Costa Rican coffee with its hazelnut flavor. Sanka tastes like Costa Rican coffee and is a treasure mostly unknown to the younger generations in America. It has a taste that is as good as any gormet coffee in the World and better than any other decaf. Starbucks VIA – a real “dud.”

By: Keke Yuan

Keke Yuan — Thu, 08 Oct 2009 21:13:12 +0000

Hi Apirl
Great discussion, I totally agree with you I am big fan of Starbucks, the instant coffee idea give me some thought, they target people who love drink starbucks, but consumer drink starbucks for many reason, My reason to drink this are combination of starbucks culture and stronger taste coffee. I would love to smell the coffee bean in the store and look at the layout, enjoy the music, talking to the people around, the happy staff and enjoy my coffee. I belive a lot of people like me. although they proved this instant coffee have similar taste, everyone agree this taste, “Are they really going to buy it”? and also look at price 3$for 3package if I add one dallor I could have 3 cup(tall) coffee with sugar&milk in the store, or 3shot of Grande Americano. and for their target group starbucks lovers, who like enjoy their coffee at home/office or on going, they are so easily to swichover other cheaper brand instant coffee. The ads and the taste challenge absolutely awarness the good starbucks instant coffee image, but not immediately to boost sales.
But there is potential market out there we need to keep eyes open it, especially Asia market Chinese market.largest instant coffee market there. Using Starbucks brand image and reputation about instant coffee tasting in North America,extending some instant product line mocha,Cappuccino. Will be good competitive product in China.

By: Alex Sirota

Alex Sirota — Thu, 08 Oct 2009 00:35:05 +0000

April
great post. I was at Starbucks yesterday and the guy in front of me did the taste test. He guessed wrong and was surprised by the goodness of Via. But here’s the thing they are basically telling all their customers that they’re suckers. Pay $1 + hot water for coffee or pay much more for fresh brewed. Except that the packets now sell in bundles of 3 so they get you either way.
I think this is a desperation play for SBUX. They know people can buy better coffee elsewhere for less and now they need to reinvigorate the brand. Instead of getting into a price war to bring back customers they’ve decided to diversify the product line. But it’s just coffee. This will go the way of the McDLT burger and other fast food experiments.
Prediction: via will disappear by Jan 2010.

By: D

Mon, 05 Oct 2009 16:16:52 +0000

Starbucks VIA tastes exactly like Starbucks brewed coffee, and that’s…burnt!

By: April Dunford

April Dunford — Sun, 04 Oct 2009 22:23:48 +0000

Hey – thanks, I appreciate that!
April

By: April Dunford

April Dunford — Sun, 04 Oct 2009 22:23:26 +0000

LOL! I don’t know about that but if some free VIA made it’s way over here I’d drink it!
I think the concept of affordable luxury is exactly what they are going for. It will be interesting to see if they can convince people that instant coffee qualifies as a “luxury.”
Thanks for your comment!
April

By: Fair Trade Coffee

Fair Trade Coffee — Sun, 04 Oct 2009 08:45:44 +0000

Very insightful article. While this is such a hot topic, and so many people are busy writing the same stuff over and over again, I found yours to be different and thought provoking.

By: Paul Philp

Paul Philp — Fri, 02 Oct 2009 14:38:06 +0000

April,
Insightful analysis. Great use of use cases. I wonder if the ‘afforable luxury’ branding will help Via find a niche. I will try some this weekend. Starbucks owes you a commission.
Paul

By: April Dunford

April Dunford — Fri, 02 Oct 2009 13:10:41 +0000

LOL! Tell us how you really feel! I’m just doing my marketing analysis thing here – I’ll leave the coffee analysis to the experts
April

By: April Dunford

April Dunford — Fri, 02 Oct 2009 12:47:47 +0000

Hi Bob,
Thanks for the comment. The global market for instant coffee is huge (around $8 billion) and the united states only accounts for around half a billion of that. Starbucks has the opportunity to re-invent the category especially in the States. In the UK or Japan, where the majority of instant coffee drinkers are, they will have to compete to some extent but again, even in those countries, the concept of premium instant coffee doesn’t exist. The big hurdle for Starbucks to clear is – can instant coffee really be “premium”? Once it clears that hurdle it needs to educte the market as to when you would/could drink a premium cup of instant coffee. And you’re right – those “usage occasions” are often different from those of regular instant coffee.
April