1. Starbucks Instant: Will it Pass the Taste Test?
Starbucks VIA Ready Brew
Ms. Moreland
Ms. Smith
Mr. Lesnak

2. Needs, Features, Benefits
Product
Via Instant Coffee
Targeted Segment
*Starbucks drinkers that are on the go
*Coffee lovers short on time
Need
*For people who don’t have time to make a coffee stop/travelers who want the quality and taste of Starbucks
Features
Instant/ Individual packs in 3 or 12
Benefit
*Replicates the taste of Starbucks
*Convenience factor-benefits those who don’t have enough time to brew a cup of coffee

3. Threats & Weaknesses Instant coffee has notation of poor quality
Declining market in the US
Competing brands such as Folgers and Nestle
Will they be able to create enough need for Starbucks instant coffee to make a profit?
Starbucks’ sales have declined with introduction of McDonald’s McCafe

4. Starbucks Via: Will it be an Instant Success?
YES!
Starbucks has great name and brand power
Starbucks understands its customers are on the go/ convenient individual packaging in food/beverage market have done very well
Ie: Starbucks lattes in jars for on the go/Individually packaged snacks
Taste testing in stores-give customers a chance to try it
Taste tests succeeded
Via to exactly replicate fresh brewed taste
$17 billion Instant coffee market
Though instant coffee has declined in US, loyal sbux customers will purchase their products
They should capitalize on this opportunity-each store brings in over $1 mil in revenue, so they can afford to add a new sector to their market
Starbucks is looking for turnaround since overexpansion a few years ago