Last weekend, I went back to Hong Kong for some personal reasons. In the Hong Kong airport, I spotted an intriguing Starbucks ad, which reminded me about class concepts like sustainability and marketing strategies.
As I skimmed the ad, the word “personalize” caught my eye. This is a really thoughtful ad; it emphasizes customization which makes consumers feel that they have certain autonomy to what they are buying, and it also allows them to treat buying coffee as a unique experience. Moreover, this clear and simple ad also shows Hong Kong Starbucks’ efforts in researching their target market. Residents of Hong Kong are generally obsessed with “conspicuous consumption”. A fancy cup decorated with diamonds will certainly catch their attention.
Besides its successful marketing, Hong Kong Starbucks’ promotion of the “Charm Tumbler” reveals that the company has also fell into step with the “green wave”. Encouraging customers to use the “Charm Tumbler” not only brings in extra profits and cost reduction from paper cups, but also demonstrates corporate social responsibility that enhances a company’s image. In my point of view, the “Charm Tumbler” is a perfect new development for Starbucks in Hong Kong, where workaholics are everywhere and caffeinated drinks are in high demand. What’s better than being eco-friendly and maximizing profits at the same time?
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