Jennifer Morfin Dr. John Eaton Marketing 300 13 September 2018 Segmenting, Targeting, Positioning Exercise
Segmenting, Targeting, Positioning Exercise The product being advertised is a Starbucks Coffee Company beverage. The beverage is a blended cold brew. Cold brew is an iced coffee that is steeped over the course of twenty hours which ensures high caffeine quantity and quality. The cold brew in the advertisement is blended and uses plant-based ingredients as well as nondairy alternatives to milk. The drink is high in protein and caffeine content but is low in calories. Starbucks not only sells iced coffee but also sells hot coffee along with other caffeinated and non-caffeinated beverages. Some other products that Starbucks sells aside from coffee that also contain caffeine are the Starbucks refreshers which are essentially energy drinks made from green tea extract. Starbucks also sells hot teas and iced teas that can be sweetened or unsweetened and some do not contain any caffeine. Other non-caffeinated beverages that Starbucks sells are the Frappuccino blended beverages that are typically made with Frappuccino roast that does contains caffeine but can be decaffeinated. Aside from beverages, Starbucks sells many food items ranging from breakfast sandwiches to protein bistro lunch boxes. Starbucks also sells many pastries such as danishes, loaves, and croissants. Along with those food items, are many vegetarian options such as the Spinach Fetta Wrap and the Roasted Red Pepper Egg Bites. Starbucks primarily competes in the coffee retail and snack industry as it sells both beverages and food items. The Starbucks blended cold brew competes specifically in the cold brew category. Some of Starbucks biggest cold brew competitors are Dutch Bros and Peets Coffee and Tea which also hold popular products in the coffee retail industry. Some other cold
brew competition comes from more local coffee shops but can even extend to shops like Nekter that are primarily in the smoothie and juice industry.