Starbucks

Focused on creating value for their customers throughout the whole

Starbucks experience, which much more than just the quality and taste
of the products. The name in the cup is a clear example of one of
Starbucks strategies to create product value.

Marketing is all about creating value for customers. (Kotler)

Brand Experience
The goal is to create value for customers and build profitable customer
relationships.

In positioning its product(s), the company first identifies possible customer value
differences that provide competitive advantages on which to build the position.

Perceived value for customers

In our last class, amongst several other things, we discussed the four
basic competitive positioning strategies that companies can follow: cost
leadership, differentiation, focus and middle-of-the-roaders, which are
companies that do no pursue a clear strategy. After our discussion and as
a result of it, I started to pay more attention to the different positioning
strategies that I was exposed to on my day-to-day market interactions
with several companies.
The picture attached represents one of those moments when you realize
that even really simple things are planned and are part of a companys
big strategy. Starbucks has a clear differentiation positioning strategy,
focusing on creating perceived value for their customers through the
whole Starbucks experience, which is much more than just the quality and
the taste of their products. The customers name in the cup is a clear
example of one of the many tools used by Starbucks to create perceived
product value. Moreover, once your customers perceive a higher value in
your product they are more inclined to pay more for it. As a result of that,
you are able to build profitable long term customer relationship.