My first official blog post ever! Although this blog was started for comm 296, I’m excited to start my own blog, and hopefully I’ll be keeping up!!
Recently what caught my attention in the news was the upcoming launch of the new TRENTA cup for Starbucks. Being a fan of Starbucks, and frequently going to purchase a cup of coffee during school, I was very interested about this launch. The new Trenta Cup is going to be the biggest size holding a shocking 31 ounces! There isn’t a planned date for the launch in Canada but it is going to be introduced country wide in the states on May 3rd.
starbucks trenta
Now the questions in my mind is: Is supersizing really necessary for Starbucks? and is there even a point in offering such a huge drink?! First, I don’t think I or most people could even finish a 31 ounce cold drink. So then why would Starbucks choose to launch it? From what I’ve learned in marketing, the macroenvironment is a huge model and applies to this as well. Recently, the social/ demographic trend with the younger age group is the need for more, at better prices. We stress the importance of a low price because cost of tuition increases, the recession and many other factors, and people are not as willing to spend a lot. For this launch Starbucks markets the cheaper price: only 50 cents more than a Venti. This appeals to a lot of the young crowds who want more for their money! I think another key point about the launch is the timing. May 3rd is the countrywide release, and since the trenta is only available for cold drinks, it is the perfect time. Easing into the warm weather and sunshine.
I will keep following with the launch to see how it all turns out, the consumer’s reaction and if the new Trenta cup will really be worth it!
http://blogs.browardpalmbeach.com/cleanplatecharlie/2011/01/too_much_caffeine_is_never_eno.php
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