Question

Starbucks values product branding and notes that it contributes significantly to the product’s long-term success. With regards to their Frappuccino:

1. Create a package design that addresses any important packaging information (such as legal statements, marketing communications, etc.)
2. Develop a warranty that outlines the elements that are specifically covered.
3. Create a branding strategy to include

1. National/store branding.
2. Stand-alone/family branding.
3. Possible licensing considerations.
4. Co-branding opportunities.

Answer 1

Packaging Design for Starbucks

Legal information: Legal information which need to be on the package is on weight in at least two conventional metrics which is applicable in the region like in OZ. or Gram.

Second one is on Ingredients and its source. Information on ingredients and its energy component.

Third one is to be used before and manufacturing unit details and date of manufacturing and packaging and other licensing details of manufacturing unit.

Fourth one is maximum retail price of the product.

Marketing communication: marketing communication of Starbucks’s on coffee package is revolving more on type of roast it is and how does it make a lifestyle statement.

Warranty outline: It will contain a disclaimer, terms of usages and if there is any legal dispute is arising out of the product then where it will be addressed and how it will be handled.

Branding Strategy based on packaging design: Branding Strategy will have two components.

First one is the type of packaging and its colour second will be communicating the origin of the coffee which has impact on the branding attributes. The branding will not be restricted for any store level it has to be national level and the licensing must be obtained on the national level itself. Starbuck’s should not consider co-branding opportunity as it is not a weak brand that need co-branding support, its’ an iconic brand and clearly communicates a distinct lifestyle to the customers of its coffee and therefore branding should be standalone only.