Starbucks Promotion

A couple of weeks ago Starbucks rolled out their new line of instant coffee. I tried it; it's not bad; I even bought some, though I haven't used it yet. What grabs my attention, though, is how hard they've been pushing it.

The quality of Starbucks' coffee is a topic of high debate for some. I am one who likes their coffee. Every morning I get a tall cup of their over-the-counter coffee, with flavored syrup. The syrup is free because I have their rewards card.

This week, I have left my rewards card at home, lost it, whatever, so I've been paying a little more than two bucks for my drink. Two for two this week, Starbucks has offered to 1) give me free syrup and 2) throw in a three-pack of their instant coffee for $1.95 - less than the nominal value of what I'm buying in the first place.

That's right: they are offering their instant coffee for free and charging me less.

Yesterday It took the deal. Today I didn't. I already don't know when I'll drink the instant coffee that I do have. When I'm traveling, maybe?

In any case, it's something to bring up in marketing. How low will you go to promote your products? What's Starbucks' game here - to goose the numbers, to move product, to encourage people to try it?Hard to tell.