There aren't many people who haven't heard about Starbucks. Starbucks is a phenomenon of the 21st century: you go to work but in stead of drinking a cup of coffee at home, you stop at Starbucks Café and get your first flavoured coffee of the day. Now, this successful brand has launched a new coffee, Starbucks Via.This kind of instant coffee can also be made by consumers at home. A big success you think?
In contrast to the success of Starbucks Coffee, this product doesn't seem to become very popular.
The reasons for this faillure, in my opinion, are very obvious. Starbucks isn't just about the coffee, but certainly also about the pleasure of getting your fresh take-away coffee or enjoing your coffee and a moment away from the rush of daily life in the comfortable seats. It is an experience. The instant coffee just doesn't give the satisfaction that consumers expect of a Starbucks product.
Laura Christiaens
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