Starbucks Product Category

The Product Category

Chosen product

The product I have chosen for this assessment purchase experience is a Cappuccino from Starbucks Australia With less milk than a latte.

This specific coffee belongs to the Beverages product category group such as the following:

Café latte, espresso, brewed coffee, espresso macchiato

There are sub-categories within the category are iced Coffees, Espresso Beverages, Chocolate Beverages, Frappuccino Blended, iced latte and some Refreshers.

THE 4Ps

Product

Starbucks is the largest coffeehouse company in the world.

A Starbucks Cappuccino is made with espresso coffee, a small amount of steamed milk, and the top layer of foamed milk.

How much caffeine is in a cappuccino?

A regular flat white made with Arabica

McCafe competing on price can fail, the price of McCafe seems too cheap and therefore, bad coffee seems not working, and most consumers just don’t want to visit at McDonald’s for their daily coffee.

When I compare to a regular size, at McDonald’s (McCafe) $2 for a regular size. This is not better than Starbucks I rather purchase Starbucks store the test is not the same.

Yes, the price did have an impact on my decision because it proved that the higher the price the better the product coffee is an important drink.

But spends more on ensuring customer satisfaction to increase word of mouth.

In terms of advertising, I remember seeing a lot of Promotion throughout social media, free samples, credit card discounts that made me aware of Starbucks, which is when I start researching this store, where they are located at. The flavour is just unbelievable. That is how I know this store

The Major promotion at Starbucks

Starbucks has so many promotion Example:

 Every customer has Starbucks card can earn points for every purchase made at Starbucks.

 Another major brand promotion is the holiday promotions. They do really well during the holidays when you buy coffee get second for free.

 They also have happy hours to kick off the start of the summer or New Year which all drives in a lot of consumers.

 They will also include coupons from your morning receipt that you can re-claim during an afternoon visit, it is usually after 2 pm, for half of a cold beverage, iced tea, pastry, or whatever promotion they are doing at the time.

 This is a smart way to engage the customer’s attention. A lot of consumers will try to get those promotions.

Brand

Audience appeal

According to the 4Ps for this particular brand, the type of people this would appeal