Presentation on theme: "All models and processes are owned by NPI, Inc. and cannot be reproduced without written consent from NPI, Inc. Benefit and Positioning, Branding, and."— Presentation transcript:
All models and processes are owned by NPI, Inc. and cannot be reproduced without written consent from NPI, Inc. Benefit and Positioning, Branding, and Target Markets Workshop 2 E-Scholars Program 2014/2015
How they implemented it: Elevated the commodity product to an experience through variety of gourmet flavors (Latte, Macchiato, Mocha, Frappuccino, Blended Creams, Tea). Significant consumer participation while ordering (service) Engaged a younger target market not historically heavy users of the category. Leveraged the “product experience” to develop a new music distribution channel. Beans sold in grocery stores took significant share from canned coffee. Starbucks changed the benefit from staple commodity to a unique coffee experience.
WE ARE MORE THAN A MOTORCYCLE CLUB. We are your brothers and sisters. And we share your boundless passion for an American legend and the lifestyle it has created throughout the world. H.O.G. IS AN EXPERIENCE. Started in 1983, we are the largest factory-sponsored motorcycle club in the world with 900,000 proud members and more than 1,350 chapters worldwide. Our mission is to provide members with a means to "Ride and Have Fun." It's a simple concept that we take very seriously. We organize rallies and countless other riding activities just to satisfy your hunger for the road.