http://www.usatoday.com/story/money/business/2013/10/23/starbucks-teavana-fast-food-tea-tea-houses/3146149/

This article is a prime example of a company creating a point of difference. In this case, Starbucks is creating a new branch of their brand, that is strictly focused on tea. The new Tevana Tea Bars are centred around a ” zen-like” atmosphere. They are also strategically placed near stores whose customers are generally associated with drinking tea, such as Lululemon. Additionally, Starbucks is trying to create an atmosphere of “lingering” rather than “drinks-on-the-go.” I believe that this is a strong move for Starbucks because their customers base is extremely strong. People will not mind spending extensive amounts of money on a cup of tea, because they know Starbucks produces good quality drinks. On top of this, the new ” lingering” atmosphere will differentiate them from other tea houses.