1. STARBUCKS CHOCOLATE HUI YAN YI, KATHY LAU HOI LING, JOANNE
LAU YAN LING, JENNY
TO CHIN PANG, BEN
WONG WA CHUN, RYAN

2. Brand Attributes One Person One Neighbourhood One Cup
Green and earth colour logo
Mermaid
Image
Stylish
High but affordable
Quality
Price
High
Package and single-serve coffee and tea
Comprehensiveness
Coffee mugs
Beverage
Food
60 countries worldwide
Approachable
Ubiquity
Store Facilities
Comfortable seating
WIFI
Music
Write your name on the cup
Customer Experience
Customized
Smiley face
“Just say yes”
One Person
One Cup
One Neighbourhood

3. Starbucks’ Wheel Stylish Comfortable 3rd place Good taste Relax
Seat and music
How the brand makes me look
How the brand makes me feel
Stylish
Comfortable
3rd place
Good taste
Relax
Satisfying
Customized
WIFI Services
Quality of life
Caffeine
Convenient
Taste
New seasonal product
Refresh
Excitement

4. New Product Description
Brand Extension – Chocolate with fluid coffee filling
Why chocolate?
Mocha
Peppermint
Chocolate
Cappuccino
Macchiato
Caramel
Latte
Vanilla
Brand Extension

5. Starbucks’ Wheel Brand 3rd place Stylish Comfortable Value Relax
We are in the people business serving coffee, not the coffee business serving people
Brand
Seat and music
How the brand makes me look
How the brand makes me feel
3rd place
Stylish
Comfortable
Value
Relax
Satisfying
Not just coffee
Lifestyle
WIFI Services
Good taste
Customized
Caffeine
No limit to becoming
Sense of belonging
Convenient
CORE
Taste
Quality of life
Human spirit
New seasonal product
Refresh
Exploration
Excitement
Mission
What does the product provide for me
How I would describe the product
Energetic
**Starbucks follower are an asset (FB fans )
For fun
Friendly
Delicious
Sharing
Caffeine
For some caffeine addict
Happy
Personality
Unique
Needs
Starbucks own flavours
texture
Satisfy needs of coffee and chocolate at the same time
Endorphin
Rich taste
Chocolate and fluid coffee
Happiness
Product

6. Brand Equity Customer-based brand equity Aaker(2009) Perceived Quality
Brand Awareness
Green and white Starbucks logo
Brand Loyalty
Superior level of customer service
High degree of customer loyalty
Perceived Quality
High quality of brand
Selection and training of barista
Brand Associations
American
World-wide
Large variety
Corporate social responsibility
Brand Asset
Brand name
Starbucks indicates strong brand identify
Customer

7. Archetypes Explorer Freedom & Fulfillment Self-directed
“Exploration is really the essence of the human spirit.”
Quoted by Frank Borman
Get away from stress life
Helps people feel free
Explore the ways to satisfy customers needs
Create a lifestyle
Freedom & Fulfillment
New product categories
Endless possibilities for great parings
Experiencing new things
Self-directed

8. Geographic Segmentation & Targeting
Sources: Rating and Valuation Department, 2015

9. Demographic Segmentation & Targeting
Source: Hong Kong Annual Digest of Satistics 2015

10. Median Monthly Income by Education Level
Demographic Segmentation & Targeting
Median Monthly Income by Education Level
Lower Secondary and Below
$8,500
Upper Secondary/Sixth Form
$10,000
Post-secondary
$13,500 (Diploma/Certificate)
$12,360 (Sub-degree Course)
$25,000 (Degree Course)
Source: 2011 Population Census Thematic Report: Household Income Distribution in HK

11. Positioning and Competitor
High quality
Low
Price
High
Price
Perceptual maps are based on the buyer's perception this is challenging: what may be viewed as a quality product by one buyer, may not be perceived as a quality product by another buyer.
Low quality

12. Positioning - Differentiation
The product differences are usually minor; Can be merely a difference in PACKAGING or ADVERTISING THEME
The physical product need not change, but it could.
CORE

13. References
Aaker, D. A. (2009). Managing brand equity. Simon and Schuster.
Census and Satistics, The Government of the HKSAR. (2011). Hong Kong 2011 Population Census – Thematic Report: Household Income Distribution in Hong Kong. Retrieved from
Chamberlin, E. H. (1949). The theory of monopolistic competition: A re-orientation of the theory of value.
Kotler, P. Keller, K. L. (2015). Marketing Management. USA: Pearson
Rating and Valuation Department, HKSAR. (2015) Hong Kong Property Review Retrieved from
Kotler, P. Keller, K. L. (2015). Marketing Management. USA: Pearson
Census and Satistics