credits go to: http://www.healthhabits.ca/wp-content/uploads/2011/01/starbucks-trenta-national-post.jpg (google image)
I found this image and thought it was an interesting picture comparing the different size Starbucks cups. Think it’s easier to relate with a picture.
http://www.brandchannel.com/home/post/2011/02/04/Starbucks-Trenta-Launch.aspx
I was looking through Brandchannel’s blog and I came upon one of their blog posts titled “Starbucks, That’s a Latte Vino!” and found it interesting. I have heard about the larger cup size that Starbucks has introduced but I think that the video that Brandchannel posted helps us visualize the actual size of it. Brandchannel states that the introducing of this new cup-size may not be the best, as it states that “(a) customers don’t always know what they want; (b) the customer isn’t always right; (c) brands don’t have to give people everything they say they want”. On the other hand, I believe that Starbucks probably has a reason behind why they would want to promote a larger size, such as from research or STP. Research or analysis is seen as Starbucks’ CEO states “Trenta is the answer that customers want”. In my perspective, I believe that Starbucks wants to target the Starbucks lovers who would like to have a bigger drink that would last them longer throughout the day. Starbucks has already segmented their market (ie. Demographic-wise, geographic-wise, etc) but probably decided to segment it a bit more into consumption levels. They were able to find out that a lot of people prefer a larger cup size and so they introduced it. This was their target market for this particular new item and it was matching up to their competitor’s large size (positioning relative to Dunkin Donuts).