Comments on: Will Starbucks Instant Coffee Be Their ‘New Coke’ Debacle? http://contentmarketingtoday.com/2009/02/20/will-starbucks-instant-coffee-be-their-new-coke-debacle/ How to turn prospects into buyers with content marketing Tue, 20 Dec 2011 16:27:58 +0000 hourly 1 http://wordpress.org/?v=3.3 By: Kaye http://contentmarketingtoday.com/2009/02/20/will-starbucks-instant-coffee-be-their-new-coke-debacle/comment-page-1/#comment-28872 Kaye Fri, 02 Oct 2009 20:08:26 +0000 http://contentmarketingtoday.com/2009/02/20/will-starbucks-instant-coffee-be-their-new-coke-debacle/#comment-28872 although interesting the new Coke argument seems fallacious. I am a devoted (you could say addicted) Starbucks customer and I welcome the introduction of the instant coffee version for the following reasons: 1) At home, I drink cheap coffee to save money even though going to Starbucks for a convenient caffeine fix or relaxing cafe experience defeats the purpose of saving money - the one evens out the other. 2) I was recently considering switching from cheap ground coffee for my home-brewed pleasure to instant coffee in order to save more money (on filters and grounds) I am curious if instant is cheaper than brewed by the cup. 3) I also welcome the idea of the convenient single-serving packages for air travel and for just in case. Who knows, it may flop - but if it tastes good and they can sell it in supermarkets, it opens a new market opportunity to coax people on smaller budget to maybe maybe stop in for the experience. Starbucks is not trying to replace classic Starbucks with new Starbucks, they are providing a new form for enjoying Starbucks. It's kind of like if Coke would market a effervescent tab version of their product for making at home, for on the road, or for camping in the Brazilian rain forests. However, it may be a marketing mistake to have created the brand VIA. I would have called it 'Starbucks' GO' or something. although interesting the new Coke argument seems fallacious. I am a devoted (you could say addicted) Starbucks customer and I welcome the introduction of the instant coffee version for the following reasons:
1) At home, I drink cheap coffee to save money even though going to Starbucks for a convenient caffeine fix or relaxing cafe experience defeats the purpose of saving money – the one evens out the other.
2) I was recently considering switching from cheap ground coffee for my home-brewed pleasure to instant coffee in order to save more money (on filters and grounds) I am curious if instant is cheaper than brewed by the cup.
3) I also welcome the idea of the convenient single-serving packages for air travel and for just in case.
Who knows, it may flop – but if it tastes good and they can sell it in supermarkets, it opens a new market opportunity to coax people on smaller budget to maybe maybe stop in for the experience.
Starbucks is not trying to replace classic Starbucks with new Starbucks, they are providing a new form for enjoying Starbucks. It’s kind of like if Coke would market a effervescent tab version of their product for making at home, for on the road, or for camping in the Brazilian rain forests. However, it may be a marketing mistake to have created the brand VIA. I would have called it ‘Starbucks’ GO’ or something.

]]> By: Weekly Biz Buzz #2 Word of Mouth Marketing, Social Media Space Monitoring, Niche Domination http://contentmarketingtoday.com/2009/02/20/will-starbucks-instant-coffee-be-their-new-coke-debacle/comment-page-1/#comment-10844 Weekly Biz Buzz #2 Word of Mouth Marketing, Social Media Space Monitoring, Niche Domination Wed, 04 Mar 2009 15:26:29 +0000 http://contentmarketingtoday.com/2009/02/20/will-starbucks-instant-coffee-be-their-new-coke-debacle/#comment-10844 [...] that Starbucks, due to the recession and slowdown in sales, introduced instant coffee. Newt Barrett blogged about the launch with skeptical thoughts. Later, Starbucks responded. Yes, a real response from a real Starbucks [...] [...] that Starbucks, due to the recession and slowdown in sales, introduced instant coffee. Newt Barrett blogged about the launch with skeptical thoughts. Later, Starbucks responded. Yes, a real response from a real Starbucks [...]

]]> By: Cassy Fiano » Is Starbucks taking its last breath? http://contentmarketingtoday.com/2009/02/20/will-starbucks-instant-coffee-be-their-new-coke-debacle/comment-page-1/#comment-10789 Cassy Fiano » Is Starbucks taking its last breath? Tue, 03 Mar 2009 23:39:23 +0000 http://contentmarketingtoday.com/2009/02/20/will-starbucks-instant-coffee-be-their-new-coke-debacle/#comment-10789 [...] blog compares this move to Coca-Cola’s disastrous “New Coke” experiment: Are they tossing authenticity right out the window just like Coca Cola tried to do to its much [...] [...] blog compares this move to Coca-Cola’s disastrous “New Coke” experiment: Are they tossing authenticity right out the window just like Coca Cola tried to do to its much [...]

]]> By: Hersh Bhardwaj http://contentmarketingtoday.com/2009/02/20/will-starbucks-instant-coffee-be-their-new-coke-debacle/comment-page-1/#comment-10231 Hersh Bhardwaj Tue, 24 Feb 2009 12:28:27 +0000 http://contentmarketingtoday.com/2009/02/20/will-starbucks-instant-coffee-be-their-new-coke-debacle/#comment-10231 Newt & Mathew Guiste, Here's my tuppence- I certainly believe that this is not a wrong move. It might sound like a step-back but hopefully its to advance ahead.I know from experience that millions spent in market research can often drip down the drain, but is there an alternative to it. Everytime I visit a Costa, or, a Nero cafe in Liverpool I always pick up their instants.Why not? Convenience is an absolute key in this era.Check out why Post Offices in UK are being forced to shut down. You'd find a similar tale.So I'd say its worth a shot by Starbucks! Newt & Mathew Guiste,
Here’s my tuppence- I certainly believe that this is not a wrong move. It might sound like a step-back but hopefully its to advance ahead.I know from experience that millions spent in market research can often drip down the drain, but is there an alternative to it. Everytime I visit a Costa, or, a Nero cafe in Liverpool I always pick up their instants.Why not? Convenience is an absolute key in this era.Check out why Post Offices in UK are being forced to shut down. You’d find a similar tale.So I’d say its worth a shot by Starbucks!

]]> By: Matthew Guiste http://contentmarketingtoday.com/2009/02/20/will-starbucks-instant-coffee-be-their-new-coke-debacle/comment-page-1/#comment-10189 Matthew Guiste Mon, 23 Feb 2009 22:30:52 +0000 http://contentmarketingtoday.com/2009/02/20/will-starbucks-instant-coffee-be-their-new-coke-debacle/#comment-10189 Great! BTW, my team is in charge of all of social media (twitter, facebook, etc). You've got my email, I'd be happy to talk further with you if you are interested. Glad to hear you like Starbucks! :) Great! BTW, my team is in charge of all of social media (twitter, facebook, etc). You’ve got my email, I’d be happy to talk further with you if you are interested.

Glad to hear you like Starbucks! :)

]]> By: Newt Barrett http://contentmarketingtoday.com/2009/02/20/will-starbucks-instant-coffee-be-their-new-coke-debacle/comment-page-1/#comment-10181 Newt Barrett Mon, 23 Feb 2009 20:28:03 +0000 http://contentmarketingtoday.com/2009/02/20/will-starbucks-instant-coffee-be-their-new-coke-debacle/#comment-10181 Matthew, Thanks for taking the time to respond so graciously. As it happens, your timing is perfect. I am using Starbucks as a mini-case study about the importance of the blogosphere for a PR class at Florida Gulf Coast University where I am a guest lecturer tonight. Seconds before I was to email the presentation to the instructor, your email arrived. So I will be able to conclude the story with your kind and measured response. And, I do love Starbucks coffee, by the way. Matthew,
Thanks for taking the time to respond so graciously. As it happens, your timing is perfect. I am using Starbucks as a mini-case study about the importance of the blogosphere for a PR class at Florida Gulf Coast University where I am a guest lecturer tonight.
Seconds before I was to email the presentation to the instructor, your email arrived. So I will be able to conclude the story with your kind and measured response. And, I do love Starbucks coffee, by the way.

]]> By: Matthew Guiste http://contentmarketingtoday.com/2009/02/20/will-starbucks-instant-coffee-be-their-new-coke-debacle/comment-page-1/#comment-10176 Matthew Guiste Mon, 23 Feb 2009 19:34:46 +0000 http://contentmarketingtoday.com/2009/02/20/will-starbucks-instant-coffee-be-their-new-coke-debacle/#comment-10176 Newt, Thanks for the thoughtful commentary. I don't know if it was a bazillion, but we did do a lot of research before this move, for sure. We think there’s a great opportunity in the market, one that tastes great and is 100% natural. As coffee-lover, I have a number of uses already in mind--visiting my father who lives in the country, to send to a friend of mine who's office has bad coffee, and for mornings when I'm in a hurry. For reasons like that I personally can't wait to get more than just my sample versions. Did you get a chance to order a free sample? Matthew Guiste Starbucks Newt,

Thanks for the thoughtful commentary. I don’t know if it was a bazillion, but we did do a lot of research before this move, for sure. We think there’s a great opportunity in the market, one that tastes great and is 100% natural. As coffee-lover, I have a number of uses already in mind–visiting my father who lives in the country, to send to a friend of mine who’s office has bad coffee, and for mornings when I’m in a hurry. For reasons like that I personally can’t wait to get more than just my sample versions.

Did you get a chance to order a free sample?

Matthew Guiste
Starbucks

]]> By: Newt Barrett http://contentmarketingtoday.com/2009/02/20/will-starbucks-instant-coffee-be-their-new-coke-debacle/comment-page-1/#comment-10022 Newt Barrett Sat, 21 Feb 2009 20:56:56 +0000 http://contentmarketingtoday.com/2009/02/20/will-starbucks-instant-coffee-be-their-new-coke-debacle/#comment-10022 Bill, Maybe they should have given us a call before they launched! Newt Bill,
Maybe they should have given us a call before they launched!
Newt

]]> By: Wiliam Waites http://contentmarketingtoday.com/2009/02/20/will-starbucks-instant-coffee-be-their-new-coke-debacle/comment-page-1/#comment-10008 Wiliam Waites Sat, 21 Feb 2009 17:10:58 +0000 http://contentmarketingtoday.com/2009/02/20/will-starbucks-instant-coffee-be-their-new-coke-debacle/#comment-10008 Newt: Your comments are "right on." Expertise and research are no substitute for common sense. IMO, the Starbucks brand is not just about a cup of hot coffee. It is about the experience of the Starbucks venue. Even when Starbucks brand products are purchased off the shelf, they are selected largely because of familiarity and resonance with the remembered Starbucks cafe experience. Instant coffee no only has a bad history, antithetical to the Starbucks halo, it is almost always a lousy product. Every packet of Via they sell will be taking a nick out of the Starbucks brand. Or so I believe. Newt:
Your comments are “right on.” Expertise and research are no substitute for common sense. IMO, the Starbucks brand is not just about a cup of hot coffee. It is about the experience of the Starbucks venue. Even when Starbucks brand products are purchased off the shelf, they are selected largely because of familiarity and resonance with the remembered Starbucks cafe experience. Instant coffee no only has a bad history, antithetical to the Starbucks halo, it is almost always a lousy product. Every packet of Via they sell will be taking a nick out of the Starbucks brand. Or so I believe.

]]>