Launched in February of 2009, Starbuck’s instant coffee made use of 100 percent natural roast coffee. Unlike many other instant coffee options, the VIA mix was high in quality and made without any preservatives. This launch is one of the biggest Starbucks product launches to date, and was a resounding success. What made this launch so successful? Time.
Starbucks spent nearly twenty years developing and perfecting VIA. Once they had the recipe down pat, Starbucks hit the street to orchestrate sample and feedback sessions with customers. They differentiated their instant coffee from other instant brands with a clever slogan: “not instant coffee, but coffee in an instant.” Starbucks was eventually able to launch VIA in a range of different grocery stores, including Safeway and Target. The moral of the story? If you want to successfully launch a product, then you must take your time, solicit customer feedback, and work to differentiate.
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Answer:
Starbucks VIA Instant Coffee
Launched in February of 2009, Starbuck’s instant coffee made use of 100 percent natural roast coffee. Unlike many other instant coffee options, the VIA mix was high in quality and made without any preservatives. This launch is one of the biggest Starbucks product launches to date, and was a resounding success. What made this launch so successful? Time.
Starbucks spent nearly twenty years developing and perfecting VIA. Once they had the recipe down pat, Starbucks hit the street to orchestrate sample and feedback sessions with customers. They differentiated their instant coffee from other instant brands with a clever slogan: “not instant coffee, but coffee in an instant.” Starbucks was eventually able to launch VIA in a range of different grocery stores, including Safeway and Target. The moral of the story? If you want to successfully launch a product, then you must take your time, solicit customer feedback, and work to differentiate.
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