I recently read on Katie Fang’s first blog post “Starbucks goes TITLE less” and I was quite shocked that starbucks is doing such a change to its logo so I searched up for more information and found that this idea is actually legit. Over the years since Starbucks was developped in 1971, the logo have been changed 3 times to the logo we have today at all Starbucks Cafes. In March 2011, they plan to drop the Starbucks name around the logo, leaving just the mermaid itself. The chairman and CEO of Starbucks, Howard Schultz, explains that this “embraces and respects our heritage” as well as more suitable for the company’s future. The removal of the “Starbucks” name, brings out the mermaid more in the logo, making Starbucks going beyond just coffee. I agree with what Katie said in her blog, that removing the name could create a sense that the company is selling the Starbucks experience instead of just a cup of Starbucks coffee. Perhaps the new logo is a great idea but I find this a little risky when they’re not just changing the colour of the logo like when they first dropped the brown and went for the green, but they’re also dropping the name of the company. Here’s Howard Schultz’s explanation to the new Starbucks logo:
Besides from the change in the logo, Starbucks apparently also plans to make surprising changes to its menu this March. Instead of just coffee and healthy snacks, Starbucks will be introducing beer and wine in their experience. Is this what Howard Schultz mean, that they are going beyond coffee, because they want to sell beer and wine as well? If thats what it is then I think the whole new idea that Starbucks is seeing as their future is completely ridiculous. Starbucks, the growing company had great marketing strategy to get where they are today. Whether they are planning to add alcoholic drinks in their menu, they are messing up with their STP analysis. Who are they planning to target to in their new market? Will their customers still remain loyal when they have such drastic changes in a coffee shop that they just run in and out just to get some on-the-go coffee? If they really are making such plans realistic, I know I will be the first to band Starbucks off my list of drinks. What about you?