High School

Starbucks Coffee Company, expanded from bottled Frappuccino to two canned products—Doubleshot in 2002 and Starbucks Iced Coffee, which was introduced last year. While all are coffee-based products, each has a slightly different consumer base. Doubleshot is advertised as a morning beverage, Frappuccino, an afternoon treat and Starbucks Iced Coffee as an all-day product. What approach to positioning is Starbucks using?

Answer :

Final answer:

Starbucks is using product positioning to cater to different consumer preferences and occasions with its coffee-based products.

Explanation:

The approach to positioning that Starbucks is using is called product positioning. Product positioning involves creating a unique image and identity for a product or brand in the minds of consumers. In this case, Starbucks has positioned its coffee-based products, such as Doubleshot, Frappuccino, and Starbucks Iced Coffee, to cater to different consumer preferences and occasions.

Doubleshot is positioned as a morning beverage, Frappuccino as an afternoon treat, and Starbucks Iced Coffee as an all-day product. This positioning strategy allows Starbucks to target different consumer bases and meet their specific needs and preferences.

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