While picking up your daily coffee at your local Starbucks, you may notice the number of children that are doing the same. Every time I step foot in a Starbucks there is a high school student in the corner working on homework, a mother with her children, etc. The part of this that is amusing is that customers of all sizes get their Starbucks fix. The kids are tagging along behind their moms with Starbucks cups in hand. Starbucks has recognized this and is changing its previous stance on marketing to children.
Previous to the announcement that they are reevaluating marketing to children, they insisted that they would never market to children. As with many other companies they are recognizing the potential of this market. They are already reaching the children without marketing to them, which is causing some to already accuse them of targeting children. Now they are beginning to develop a way to market to children with drinks and sizes more suitable to their stature.
Their menu now includes chocolate milk and steamed milk that are already favorites of the youngsters. Starbucks is planning on building on to their kid friendly menu and giving them more options. Along with adjusting their drink line to fit into this younger market, they are also looking into merchandise that would be appealing to kids. Preliminary ideas would be to sell teddy bears specific to the brand.
While Starbucks will be changing their position from previously not marketing to children, they still do not want to target children directly. Their goal is to make sure that the parents make the ultimate purchasing decision. They plan on doing this by keeping merchandise directed towards children at the parents level. Allowing parents to bring their children to Starbucks, without having to hear their children beg for the new stuffed animal Starbucks is selling.
Previous to the announcement that they are reevaluating marketing to children, they insisted that they would never market to children. As with many other companies they are recognizing the potential of this market. They are already reaching the children without marketing to them, which is causing some to already accuse them of targeting children. Now they are beginning to develop a way to market to children with drinks and sizes more suitable to their stature.
Their menu now includes chocolate milk and steamed milk that are already favorites of the youngsters. Starbucks is planning on building on to their kid friendly menu and giving them more options. Along with adjusting their drink line to fit into this younger market, they are also looking into merchandise that would be appealing to kids. Preliminary ideas would be to sell teddy bears specific to the brand.
While Starbucks will be changing their position from previously not marketing to children, they still do not want to target children directly. Their goal is to make sure that the parents make the ultimate purchasing decision. They plan on doing this by keeping merchandise directed towards children at the parents level. Allowing parents to bring their children to Starbucks, without having to hear their children beg for the new stuffed animal Starbucks is selling.
Information for this post was found on Starbucks Aim Menu Changes At Young Customers
1 comment:
good posts - remember to give us your reactions, why you think it's important we look at this stuff
9 points
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