Monday, June 25, 2012

Marketing Lessons from Starbucks

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A few weeks ago, I was stranded in the airport in Atlanta, and found myself in search of one thing: a Starbucks.

It was a little surprising: I used to hate Starbucks, or at least what I thought it stood for. I grew up on Dunkin Donuts (I'm still a fan), and the thought the idea of saying 'venti' instead of 'large' was annoying on many levels. The idea of paying more than $2 for a cup of coffee to go was also outrageous.

So why am I addicted to Starbucks now?

Because of Starbucks' convenient locations, I've found myself using them more and more as I travel--and I have come to realize that the company sells much more than coffee. It also sells cleanliness, comfort, and consistency--a welcoming atmosphere and a standard list of drinks unique to Starbucks.

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