Starbucks unveils new logo and VIA
By Jin Jing |
March 9, 2011, Wednesday
|
Print Edition
Print Edition
SEATTLE-BASED Starbucks Corp, which unveiled its new Siren logo at its Solana store in Beijing yesterday, will also introduce VIA Ready Brew instant coffee in the rapidly-growing China market which is expected to brew a bigger role in its global expansion.
The Beijing store joins three other outlets in New York, London and Paris to debut the Siren as the world's largest coffee chain celebrated its 40th anniversary. The new logo drops the company's name and the word coffee and sports a bigger mermaid image.
"The new logo gives us freedom and flexibility to explore more consumer products beyond retail stores and coffee," said John Culver, president of Starbucks Coffee International.
He said it allows Starbucks to expand to other product categories like tea, food and fresh beverages.
"We see it an evolution of our company and a great opportunity to continue to accelerate (our) growth and business," Culver said.
To fuel growth Starbucks will launch two flavors of its VIA Ready Brew instant coffee on the Chinese mainland, Hong Kong and Taiwan from April.
Wang Jinlong, president of Starbucks China, said the global market for instant coffee is worth about US$23 billion. "In China, the instant coffee market is also the biggest segment," Wang said.
Starbucks's VIA will compete with Nestle's Nescafe, which dominates the market with more than 70 percent share, followed by Kraft's Maxwell.
The launch of VIA "may help Starbucks to capture part of the high-end market from Nestle," said Joy Huang, a beverage analyst at consulting firm Euromonitor in Shanghai.
"But its high price may not appeal to price-conscious young consumers who are the major coffee drinkers in China," she said, adding that VIA Ready Brew may also distract business from Starbucks's retail stores.
Starbucks sells a three-stick pack of VIA Ready Brew for 25 yuan (US$3.80) while a 12-stick pack costs 88 yuan in China. Nestle sells its 10-stick pack for 17.30 yuan to 18.50 yuan.
Starbucks has sold over US$135 million worth of VIA globally since it debuted in late 2009.
Starbucks seeks to expand in major overseas markets as it faces competition from other global independent coffee chains in the upscale segment and Mcdonald's Corp's McCafe in the lower end of the market.
Since it entered the mainland in 1999, Starbucks aims to boost its outlets from 400 to more than 1,500 in China by 2015 by expanding quickly to second- and third-tier cities.
The Beijing store joins three other outlets in New York, London and Paris to debut the Siren as the world's largest coffee chain celebrated its 40th anniversary. The new logo drops the company's name and the word coffee and sports a bigger mermaid image.
"The new logo gives us freedom and flexibility to explore more consumer products beyond retail stores and coffee," said John Culver, president of Starbucks Coffee International.
He said it allows Starbucks to expand to other product categories like tea, food and fresh beverages.
"We see it an evolution of our company and a great opportunity to continue to accelerate (our) growth and business," Culver said.
To fuel growth Starbucks will launch two flavors of its VIA Ready Brew instant coffee on the Chinese mainland, Hong Kong and Taiwan from April.
Wang Jinlong, president of Starbucks China, said the global market for instant coffee is worth about US$23 billion. "In China, the instant coffee market is also the biggest segment," Wang said.
Starbucks's VIA will compete with Nestle's Nescafe, which dominates the market with more than 70 percent share, followed by Kraft's Maxwell.
The launch of VIA "may help Starbucks to capture part of the high-end market from Nestle," said Joy Huang, a beverage analyst at consulting firm Euromonitor in Shanghai.
"But its high price may not appeal to price-conscious young consumers who are the major coffee drinkers in China," she said, adding that VIA Ready Brew may also distract business from Starbucks's retail stores.
Starbucks sells a three-stick pack of VIA Ready Brew for 25 yuan (US$3.80) while a 12-stick pack costs 88 yuan in China. Nestle sells its 10-stick pack for 17.30 yuan to 18.50 yuan.
Starbucks has sold over US$135 million worth of VIA globally since it debuted in late 2009.
Starbucks seeks to expand in major overseas markets as it faces competition from other global independent coffee chains in the upscale segment and Mcdonald's Corp's McCafe in the lower end of the market.
Since it entered the mainland in 1999, Starbucks aims to boost its outlets from 400 to more than 1,500 in China by 2015 by expanding quickly to second- and third-tier cities.
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