First of all, the price does not take a sudden manner, but in the lower price before the first warm-up.
In order to increase the brand image of the inclusion of low-priced, brand image to avoid all of a sudden, great changes have taken place and unacceptable to consumers. Starbucks consumers from the past to break some stereotypes start brand. For example, the U.S. consumer is generally believed that Starbucks sold only high-end products, that is, sold more than 4 U.S. dollars per cup of coffee. In view of this situation, the guidance of the various branches of Starbucks on the coffee brewing division, told the guests take the initiative, the shop is actually an average price of drinks three U.S. dollars, and 90% of the drink prices are the following four U.S. dollars. In this way, when Starbucks launched low-priced consumer products will not be a surprise!
Secondly, through the introduction of new low-priced products to drive down prices, rather than the direct price of the original product.
According to the survey, the deterioration in economic circumstances, the enterprise if the price, 70% of the consumers that the brand will usually too high a price; 62% of consumers feel that the price of the product is about to expire or the backlog of. No price for the brand, 64% of consumers think that products must be very popular; the same 64% of consumers think that products have a very good value.
This tells us, if the direct price, unless it is to deal with inventory, or else consumers will doubt the value of products, which will inevitably affect the consumer's impression of the brand. Motorola V3 mobile phone fast early to spend a lot of price let consumers buy high-priced hurt deeply. The Starbucks is to avoid this situation, it is through the three states in the United States were 50 customers on track to record them at home and the details of the restaurant to eat breakfast, 3.95 U.S. dollars to develop a preferential Breakfast, consumers 1.2 U.S. dollars than the original savings.
Third, as far as possible to maintain the inherent consumers, follow them to change, rather than easy access to other market segments.
Brand enterprises fundamentally depends on the enterprises in which a group of consumers for services, when the enterprises to enter new market segments, they often mean an increase of new customers, which will enable customers to believe that his or is not the object of business services, corporate brand image and thus be blurred.
Therefore, in the case of financial crisis, Starbucks consumers through existing research, identify one of the most vulnerable to the impact of financial crisis, a change in consumer behavior and customer base. For example, Starbucks found that price-sensitive are only occasionally to a Starbucks consumer, the impact of the financial crisis, they may remove these consumer. Therefore, the Starbucks on the adoption of new low-priced products, as well as members of a discount the way to reduce consumer costs, and thus retain them as much as possible.
