Some ClientK readers have emailed me
(I do like emails)
about the new instant coffee launch
from Starbucks,
asking for my opinion.
I think it is…
a great product launch
with not-so-great positioning.
Instant coffee is a huge market
and Starbucks can have a healthy chunk of it
WITHOUT
having to claim their instant coffee
is as good as
their gourmet barista-brewed in store coffee.
Starbucks does not
and should not
have to try to convert their store customers.
All they need to do
is convert the coffee drinkers
already drinking instant coffee.
In other words,
they started out going after one market
and ended up going after another.
Keep the market you’re targeting clear.