Ch. 10 Product Concept

The Starbucks brand is what keeps this product selling. This company has a brand loyalty, "a consistent preference for one brand over all others". Their logo is known by most people and is a symbol that represents their product. People will buy it because it is a brand that is trusted.

The Starbucks logo is so well known these days that, since its new face lift, it doesn't even need the name attached to it. 

I believe that Starbucks falls under 'convenience product'. It is a convenient product, not only because they are very easy stores to come by, but because it fits the definition that says "a relatively inexpensive item that merits little shopping effort - that is, a consumer is unwilling to shop extensively for such an item". This is absolutely true for Starbucks products. Though it is a high quality and popular coffeehouse, its main selling point is how convenient it is for consumers.

Starbucks different product lines continue to grow with the passing of time. Just recently they released a new kind of coffee that is a Blonde roast. This is the latest addition to their product line of whole bean coffees. Their product mix ranges from different beverage lines to different food lines, even; all of the merchandise they sell would be in its own product line within the product mix. 

Like any company, Starbucks would be no where without their products. Their base for success is their product concept. And this concept is working for them as they are the leading producer in that field.