BRAND CASE STUDY - Alkhalij Analytics

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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

Transcript of BRAND CASE STUDY - Alkhalij Analytics

Page 1: BRAND CASE STUDY - Alkhalij Analytics

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

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MARKET OVERVIEWCOGNOVI LABS DASHBOARD

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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

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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