Starbucks: how much sales can be increased by changing red cups?

Since 1997 Starbucks has replaced white paper cups in stores every holiday season, which has become a sign that Christmas is coming. But ultimately it just wants you to buy another cup of coffee.

Why did Starbucks switch to red cups at this time?

Starbucks isn't so much about the cup as it is about the so-called holiday season.

It's the most anticipated time of year for Americans, and the laid-back holidays and well-wishers pouring in from all sides are getting the country excited and spending more. There's no better time for retail companies to look forward to. For the 2014 holiday season-the fiscal fourth quarter ended Dec. 28-Starbucks sales rose 13 percent to $4.8 billion. The following quarter, its sales figures were $200 million lower.

The company will go to stores or online a year in advance to research what will excite starbucks lovers the next christmas holiday season and get people who aren't used to daily caffeine to buy a cup of coffee. Every holiday season Starbucks offers different consumer cards, themed mugs, Starbucks Christmas bears and special Christmas coffee beans.

Why is the paper cup impressive?

Products are always the best marketing channel. The commuter urban commuter, or the idle man walking around with a cup of coffee, becomes its mobile advertisement, whether he likes it or not. Coca-Cola began printing weird nicknames or cheesy lyrics on soda cans in 2012; Pepsi printed portraits of its sponsor stars on products during the World Cup.

Howard hesitated. Starbucks 'creative design team and marketing department had different opinions on the paper cup solution. The marketing department came up with a classic white paper cup with a specially printed silver Christmas element. After a meeting, he decided to use the marketing department's ideas. But by that time, red paper cups had already begun shipping to different Starbucks stores in North America. Time was still not up. The silver-white paper cup did not immediately show satisfactory results in printing, and the red scheme was finally implemented.

Can a red paper cup bring any real sales?

Starbucks isn't selling red paper cups. It wants you to sell three specialty coffee drinks it launched this holiday season.

Often with the launch of red paper cups, it will also launch three special coffees. This year's launch in China is the Italian Christmas latte, cranberry white chocolate mocha and toffee hazelnut latte--if the name doesn't tell, they're all flavored with special syrups, cream and crushed fruit. The clerk will recommend you and tell you that these three drinks will be removed from the shelves after the season, and they are also red paper cups on the poster.

These three coffees are the "best companion" for red cups because they are the most expensive coffee drinks on the entire menu-their ultimate task is not to celebrate Christmas with you, but to keep the revenue and profit margins on this season's earnings report beautiful.

Meghan Kathleen couldn't resist. Her office is in Manhattan, New York, and on the day the red paper cup went on sale in the United States, she told herself not to walk into Starbucks before leaving for work. "The company offers free coffee, so why should I pay a few dollars to go to Starbucks for a vanilla latte?" She wrote on her blog.

The subway stopped at Grand Central Station, and Kathryn got off to join the commuters, walking past her usual Starbucks. I almost had it. Unfortunately, she saw the red paper cup."I indulged myself once." However, she didn't buy a latte. She only ordered the smallest cup of American coffee."To be honest, it's really because of this red cup."

What's the big deal about changing the packaging?

Changing the color of a product's packaging really doesn't matter. But building such a sticky relationship with consumers is clearly something other small companies covet.

It takes time and brand influence to build on, considering that this red mug has been around since 1997, and people have been walking around with it for 18 winters. It was as if everyone would go to McDonald's to eat a happy meal every June 1 Children's Day. Although Starbucks 'brand is losing its appeal, classics are classics. Don't marketers love to tell stories about history?

Starbucks now has more and more competitors in the coffee market. Blue Bottle, a boutique coffee shop born in San Francisco, is gaining popularity. It has the iconic blue paper cup. But only companies with a dense network of stores and an established brand image, such as Starbucks, are more comfortable handling such marketing campaigns and consumers are more likely to buy them.

Holiday marketing has always been about attracting consumption.

Not without controversy. This year's holiday paper cup design outraged a group of faithful Christians. Because there are so many Christmas elements missing, they even spontaneously boycotted Starbucks on Twitter.

But don't take it too seriously. When Christmas music rings, do you really celebrate with a red glass? After sending a circle of friends or Twiiter, they were thrown into the trash.

In essence, red cups are like Christmas discounts in department stores. Holiday marketing has always been about attracting consumers. Only consumers are enjoying themselves.

(Source: First Financial Weekly Author: Ya Han Xiang)

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