From the number of times I’ve posted about coffee, you’d imagine that’s all I think about. Not true. Mostly. On the other hand, I am fortunate to belong to a lively online forum that, last week, generated some interesting back-and-forth about marketing the upscale java experience in the US.The head of Marketing for SoFlow, Sam Bedford, started this hare:
I just read that BK (Burger King), McD (McDonald’s) & Dunkin Donuts plan to grab a substantial piece of Starbucks’ market share by appealing to the average consumer who may be intimidated by the Starbucks vocabulary as well as the price.
Question: Don’t you think with over 80% share of the retail coffee market the ave. Joe is actually buying from Starbucks and buys into the whole experience or am I completely wrong and there is a huge opportunity to win middle America?
If you’d like to see what other marketing professionals think about the Big Three’s chances to take substantial market share away from Starbucks, read the entire discussion thread here. You may need to be a member, if you aren't already. You could always join up. It’s free and I have enjoyed the devil out of it. Have a great weekend.
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1 comment:
I think you're right. Starbucks is about the neighborhood, the shoulder rub, the networking and the peacock strut. MickeyD's will only attract those who don't have time for that rubbish and just want a good cup of drive-thru coffee. I don't think they'll get it though; but marketing isn't always about delivering what you sell, is it?
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