Advantages of a Starbucks Location in College - Case Study Example

English 105 F5 12 November 2008 Every day Americans see roughly 10,000 advertisements, including commercials, billboards, and logos. The creators of these ads spend billions of dollars urging consumers to buy their products. Rarely, however, do they imagine that their products will become the fashion statement for today’s younger generation, particularly college students, that Starbucks has. The heavily publicized coffee shop has, over time, turned into just that: a fashion statement. While the quality of its product is undeniable, truth is there are plenty of other good coffees. Dunkin Donuts is right up there with the best. But who wants to walk around with a Dunkin Donuts cup, when you can impress with the Starbucks logo? On college campuses throughout the nation Starbucks pays to have its stores located in prime locations, turning its product into a virtual trend monopoly. On the University of Miami (UM)campus, students head off to class, Starbucks cups in hand. The question is: are students going to Starbucks for the quality of their coffee,or is “being seen” with a cup of Starbucks simply too fashionable not to? Starbucks is located in the center of the UM campus, just across from the library and directly on the way to many of the classrooms. As students walk to class each morning they are forced to walk by the coffee shop. Drawn in by the aroma of imported coffee and freshly baked goods, they are immediately hooked in. Many find it hard to stop at just one cup a day. Allison Z, a sophomore, admits to drinking on average three cups of Starbucks brew a day. With thirty minutes between each of her classes, she does not have time to go back to her dorm. Instead, Allison heads off to the Starbucks patio to have a coffee and socialize with friends. One wonders if it’s the socializing in the “right” place or if it’s the coffee that attracts her? Walking back toward the classrooms you notice almost every student clutching a cup of Starbucks. Looking closer you also notice they are not sipping it, but merely holding it-- logo facing outward for everyone to see. It’s 8:40 am and the Starbucks line is almost out the door. Before rushing off to 9am classes students grab a venti. Even though there are many other places on campus to get a cup of coffee, the majority choose Starbucks. Allison explains. “Starbucks offers more varieties of coffee and more specialty coffees like the white chocolate mochas.”(Zindell, Nov. 12th 2008) These special options, apparently, make drinking Starbucks, in the minds of customers seem more exquisite. It makes them seem more special, more with it. Boring names like breakfast blend can’t compare with Brazil Ipanema Bourbon. It’s no contest in the realm of “how trendy am I?” The Starbucks ambience itself is, when you analyze it, somewhat of a fashion statement. Students enter and the mood changes from stressful fast-paced college life to a serene and relaxing vibe. Very fashionable. Coffee aroma fills the room. Comfortable couches and seating areas provide a place to relax and to be seen. Grande lattes in hand, it’s the place to be, the latest trend; the coffee is as much of a fashion accessory as the Longchamp bags and Blackberry tossed carelessly about the floor and tables. Every popular brand from Chanel to Ray Ban sunglasses has a distinct logo that makes the product more desirable, fashionable, and, in most cases, more expensive. The Starbucks logo is no acception. Stars such as Britney Spears and Paris Hilton are photographed by the paparazzi cradling their favorite drink. A celebrity-obsessed culture thinks, “if Paris and Britany drink it, I should to.” Granted, trend isn’t the only reason college students choose Starbucks. It’s very good coffee. The varieties are amazing and quality top notch. But one wonders if people this young would have discovered this on their own, or is the trend, expertly promoted by Starbucks marketing, just too attractive to ignore? Lindsey Reiff, a freshman, admits, “ Before I came to college I never really drank coffee, I had been to Starbuck’s a few times before but never really ordered any of their caffeinated drinks. Now that I’ve been at UM, I started drinking coffee a lot more. I still don’t necessarily like the taste of coffee but Starbuck’s makes it easy for me to order caffeinated drinks that barely taste like you are drinking coffee.”(Reiff, Nov. 12, 2008) This all begs the question, why is she drinking coffee at all? Since September 2008 our economy has declining dramatically. Although we’re officially in recession, UM students continue to purchase their expensive, gourmet coffee each morning. On average, a cup of coffee at Starbucks can range from two dollars to around five dollars. At one coffee a day, they are spending close to one hundred and twenty dollars a month—a high price to be fashionable. While many coffee shops are reducing prices to stay competitive, Starbucks, because of their “gourmet coffee niche....can charge higher prices....” (_____) Do they get away with it because Starbucks has become part of major fashion trend students simply can’t ignore? “Unfortunately, the college atmosphere lends itself to addictions—trend addictions and otherwise. At college and away from home, students are free to make their own choices, so its easier to get out of balance in certain areas when no ones checking up on you.”(Scheiwe) After examining the whole Starbucks phenomenon on campus, I conclude that the Starbucks’ logo, brand, and everything socially connected to it makes it the coffee spot of choice for most students. It’s fashionable to go there, and unfashionable not to. The company’s meteoric rise to prominence in the industry can be largely attributed to a fantastic marketing promotion that has convinced students that if they don’t frequent Starbucks they’re persona non grata. Starbucks has been constantly growing over the past few years. They are opening new shops in many different cities and starting to add more shops to college campuses. According the US News and World Report, over the past four years “The number of 18-to-24-year-olds who drink coffee daily has doubled, from 16 percent to 31 percent.” This age range is mainly targeted around college students. http://health.usnews.com/usnews/health/articles/070415/23caffeine.htm Read More