brand case study - alkhalij analytics
TRANSCRIPT
CONSUMER MOTIVATION
CONSUMERS HAVE BEEN CONSISTENTLY AND POSITIVELY MOTIVATED TO GO TO STARBUCKS stores for many years because of its strong product line-up.
However, in recent months, Cognovi AI has detected a shift toward increased consumer avoidance and lower attraction of the Starbucks brand.
What has been happening to the Starbucks brand and will it impact its products?
(Prepared by Cognovi Labs)
BRAND CASE STUDY
MARKET OVERVIEWCOGNOVI LABS DASHBOARD
CONSUMER MOTIVATION
WHILE STARBUCKS’ OVERALL BRAND IS BEING HURT BY MACRO/EVENT-driven issues, the good news is that many of Starbucks food and drink offerings are still positively driving consumer motivation to go to Starbucks locations. Of the products analysed, Cognovi AI identified decaf coffee as one that had negative consumer motivation.
The question is will this positive product vire change going forward?
OBSERVATION
OBSERVATION
WHILE MANY PRODUCTS ARE RESONATING WELL WITH CUSTOMERS, the biggest risks to Starbucks right now are more macro and customer-service driven issues.
Cognovi AI discovered these topics driving a negative shift in its consumers’ Motivation:
1. Racism associations with Starbucks stores in the news (e.g., headlines about arrests, bathroom usage, etc.)
2. Long lines at stores
3. Theft of personal property while at stores
RISK ASSESSMENTS