Starbucks expanded from bottled Frappuccino to two canned products-Doubleshot and Starbucks Iced Coffee. While all are coffee-based products, each has a slightly different consumer base. Doubleshot is advertised as a morning beverage, Frappuccino, an afternoon treat, and Starbucks Iced Coffee as an all-day product. What approach to positioning is Starbucks most likely using?

Question

Quizplus · Accepted Answer

Starbucks is using the use/application approach to positioning with their canned beverage products. Each product is positioned for a specific time of day and intended use, catering to different consumer needs and preferences.

Starbucks Expanded from Bottled Frappuccino to Two Canned Products-Doubleshot and Starbucks