Main Subject - Business

Starbucks: The Mastery Behind the Marketing

Starbucks is a modern coffee mecca-empire that seems to be on the lips of

According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product

every corporate yuppie in America. And this is not by coincidence, it's by careful marketing design. Why has Starbucks been such a g

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

eat example of corporate branding success?

Starbucks Coffee and Cafes opened in 1987 with about 11 locations in the Seattle Washington

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

area. Little did we all know back then that by the year 2004, Starbucks would practically be as American as apple pie, and as talked a

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

out as another slice of Americana, McDonalds restaurants. Under the management of current CEO Orin Smith, Starbucks does not show any

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

igns of slowing in growth.

How genius is the marketing behind Starbucks? Take for example, that many of us now now what a "Frapuccino

ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc

is, and couple that with the fact that this coffee giant has also successfully marketed it's arguably addictive products in bottled fo

easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi

m in every grocery store across America and you've got an unstoppable advertising and branding campaign.

Not only can you find bottled

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

pre-made Starbucks delights in stores, but you can also now brew their famous, turbo-charged coffee at home, thanks to the offering of

and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ

Starbucks ground coffee and coffe beans in the coffee section of most grocers.

And I'm no different from anyone else. I've got my fav

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

rite Starbuck's addiction too, and it's called a Double Tall White Chocolate Mocha. The fact that almost anyone can tell you what size

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

a "Tall", "Grande" and "Venti". What do these translate into? Small, medium and large of course.

But how much fun is it to utter th

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

se sizes when ordering? You almost feel like you're part of a coffee-savvy society - this is all by design too. Drinking fancy coffee

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

has now become akin to drinking wine. It's a form of conisseurship now, a secret society of sorts, thanks to Starbucks.

It's almost

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

otten to the point where carrying around a Starbucks coffee has become a status symbol. We all see the tabloids showing celebrities ca

t?

As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel

rying their Starbucks Lattes and Soy Mochas. Starbucks has it all figured out, right down to the name they picked for their workers, "

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

aristas", and the very name of the company, which I've read orginates from the popular American classic novel "Moby Dick".

Not only th

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

t, Starbucks bucked the system, so to speak, when they didn't pay attention to the accepted price ceilings that were established when t

.

As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de

ey started to get popular. They went over that price, making it seem as though they were offering a "gourmet" specialty product to att

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

act a sort of "it" crowd, and spreading to those of us in the middle class by association.

It's absolute marketing and branding genius

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

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