Starbucks is usually a place where you would pick up a coffee
on your way to work or to start your day. Teavana is said to be more of a ‘stop
for lunch’ place, where consumers can relax with a cup of tea and enjoy a small
lunch with friends and coworkers. Starbucks CEO exclaims the two beverages
shops are “like night and day”.
The pricing is a little bit steeper than Starbucks. At
the Teavana tea bar, you can get a salad for 14.95 and a cup of tea for 5.95. But, it’s all
about the experience right?
Personally, I think it is an awesome idea. It is new and
innovative and the company is creating a competitive advantage compared to its
few competitors. While using the social media to advertise for this new
addition to the Starbucks brand, I think it needs to be specialized. It will be
best to use indirect marketing strategies, because it’s all about the tea. The
company can reach out to its already loyal customers by providing a coupon or
simply a small post card giving information about the tea bar.
To get new customers in, utilize current media to put out
thought leadership about tea and only tea. The benefits of tea, who drinks tea,
pictures of your target audience drinking tea...the possibilities are endless.
The popularity of tea is growing. Starbucks recorded that
tea use to be less than one percent of what was sold. Now, the tea industry is
a 90 billion global market. On that note, I’ll start the kettle.
No comments:
Post a Comment