Marketing Essay Example | Topics and Well Written Essays - 250 words - 2

Marketing - Essay Example A brand is said to be enjoying a strong position only when it has a valued place in the mind of a customer and that place is so unique and credible that a competitor would not be able to replicate it easily. Starbucks has been able to immune itself from rival onslaughts by effectively highlighting the points-of-difference and points-of-parity with competition and projects itself as a special place that promises not only exquisite coffee but also an ambient and benevolent environment ideal for free flow of opinions and languid conversations. However, it must be mentioned that my initial attraction towards Starbucks was essentially due to the perfect coffee served almost instantaneously by a brightly smiling attendant. If the basic product Starbucks served was not up to the quality it promised, all promotional campaigns would have surely had a negative and perhaps hostile reaction from me. The associated benefits of a fabulous ambience later became more visible and I have spent hours i n a Starbucks outlet sipping coffee and browsing the internet on my laptop courtesy uninterrupted and lightning fast Wi-Fi connections that are available for free.