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Friday, 23 March 2007 |
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This morning I read an article about the increasing competition facing Starbucks, particularly from Dunkin’ Donuts. Even though Starbucks seems to reign over the caffeine-dependent, other coffee providers are stepping up and offering a better brand of coffee but at about half the price.
I admit I do enjoy my White Chocolate Mochas from Starbucks, but Dunkin’ Donuts has a pretty good cup of Joe too. It runs a close second in my book, particularly when I don’t feel like spending $4 for a cup of coffee. Dunkin’ Donuts also is introducing a new advertising campaign this spring and a new spokeswoman, popular TV chef and personality Rachel Ray.
An interesting note in this article is that Starbucks, the company that single-handedly made $4 coffees acceptable, is wondering if rapid growth will dilute the brand, leaving ample space for competitors.
Can there be too much of a good thing? Is a Starbucks on every corner going to leave us searching for something more unique? Starbucks is poster child for brand building, but when is a brand saturated? Share your thoughts on this business model and marketing challenge.
Holly Fisher
Electronic Media Editor
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