Anywhere Great Coffee is Anywhere Great Coffee is NeededNeeded

Presented by:Chris HoweMichael ZahlerBA 493

Seattle’s Best - HistorySeattle’s Best - HistoryStuart brothers brother’s coffee

was founded in the late 70’s.Became Seattle’s Best in 1991.Acquired by Starbuck’s in 2003.Image overhaul two days ago.

Repositioning a BrandRepositioning a BrandTraditionally no television advertising

has been done with the Seattle’s Best brand.

Now it’s “Anywhere Coffee is Needed”.

Repositioning a BrandRepositioning a BrandSimple coffee for a complex

world.◦‘Levels’ system◦Addresses previously underserved

markets.◦Purchase experience is very different

from Starbucks.Starbucks:“I’d like a Venti, non-fat, no whip, caramel machiatto with extra foam.”

Seattle’s Best:“I’d like a medium 4.”

Preserving Brand ImagePreserving Brand ImageHow do you target a disconnected

market without sacrificing your own brand image?

Use a subsidiary!◦ The slogan of “Anywhere Coffee” also brings

to mind the words “cheap coffee”.◦ Seattle’s Best can be used because it is not

trying to preserve the image of upscale quality coffee.

◦ This allows Starbucks to preserve it’s brand image while still reaching a new target market with Seattle’s Best brand.

Works CitedWorks Cited• http://adage.com/article?article_id=148118• http://www.seattlesbest.com/