The Star-Spangled Vana [Comm 296 Marketing Blog Post 4]
Teavana Logo
Starbucks has been a revolution that has changed how the world drinks coffee. And in the past few months, the franchise teamed up with Teavana to debut the chain’s first 1000 teahouse, Teavana Fine Teas + Tea Bar throughout North America. Combining chic and sustainable décor, the tea bar builds an immersive new experience in tea drinking and marks the start of an expansionary project for the tea giant in the next five years.
Teavana Tea Wall
Seeing an opportunity in the tea market, Starbucks cleverly takes initiative to diversify their product line up to attract those customers who may have never thought about dropping a single penny at Starbucks before. That’s right, Starbucks in extending their reach to tea fanatics who have previously loathed the same old Tazo tea offered in plastic cups from Starbucks.Unlike Starbucks, where the culture is more about drinks-on-the-go, at Teavana, the aura, design and mood is all about lingering. The contemporary-designed chairs are padded and comfy. The lighting is low. And the sheer variety of teas and munchies seems to require time to sit and savor.
Superior Tea Print Ad from Teavana
The difference between a Starbucks coffee shop and a Teavana teahouse “is like night and day,” says Starbucks CEO Howard Schultz, in a phone interview. “It’s much more zen-like than anything you’ll find in a Starbucks store.”While the product and promotional strategies may be evident from the pictures we see above, we’re also seeing some very competition oriented pricing. With each cup of team prices at $2.99 (regular), $3.99(rare), and $4.99(zen), we’re seeing Teavana put up their prices in response to the established franchise and #1 competitor David’s Tea.
In terms of place, Starbucks main strategy aims for convenience and strategic placement. With some Teavana tea-bars built right into Starbucks such as this one
in Manhattan, and others placed conveniently around other health conscience stores such as Lululemon and Dea and Deluca, which add value to the consumers.
Sources:
http://inhabitat.com/starbucks-revolutionizes-the-tea-experience-with-new-teavana-tea-bar-in-nyc/