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Rumors say 4.000 orders exist already!

Kaffeekette

Der Riese Starbucks macht sich klein

Von Philip Faigle | © ZEIT ONLINE  6.8.2009 - 14:35 Uhr

Der Kaffeegigant hat Probleme: Die Kunden wandern ab, die Umsätze brechen ein. Nun benennt Starbucks erste Filialen um – und versteckt seine Marke.

Der Chef von Starbucks, Howard Schultz (hier bei einer Rede im April in New York), muss das Unternehmen in der Krise wieder auf Erfolgskurs bringen

© Mario Tama/Getty Images  

Was haben Starbucks und die deutsche SPD gemeinsam? Beide lockten in guten Tagen junge Menschen an – jetzt sind sie eher kalter Kaffee (Iced Caffé Latte) denn heiße Schokolade (Brombeer Chocolate Mocca). "Starbucks war eine coole Marke, und die ist plötzlich nicht mehr cool", ahnte der Trendforscher Jim Caroll bereits im vergangenen Sommer. Er sollte Recht behalten. Die Kunden zogen weiter, tranken woanders, sogar – welche Schande – bei McDonalds. Ende 2008 hatte sich der Kurs der Aktie halbiert, zwischenzeitlich machte der Konzern sogar Verluste.

Unfortunately this article is in German - but the story is told very quickly: Starbucks aims to gain back consumers hearts by pretending they were independent coffee shop owners. More and more shops – e.g. in Seattle – open under the name "15th Avenue Coffee and Tea". Inside: No traces of the suspicious mermaid.... Starbucks Manager Tim Pfeiffer announced these shops will look as if a regular guy had just opened them. I doubt if this is the right way to go...

Pepsi integrated marketing effort adds mobile to extend awareness

By Giselle Tsirulnik

August 5, 2009

Rock out with Pepsi

PepsiCo Inc. has teamed up with MTV and the "Rock Band" game for the “Drink Up, Rock Out” promotion. Guess which channel is being used.

As part of the promotion, Pepsi has an iPhone application in the App Store that lets users transform pictures of themselves or friends into their favorite rock stars. Zumobi created the application.

Interesting and definitely an example that could serve as an interesting new case study.

... is simply more fun!