A Shock to the System

A week ago GM announced its plans to plug into the alternative-vehicle market with the Chevrolet “Volt,” an electric car Chevy claims will get 230 mpg in city driving. This would make it the first car to break the triple-digit barrier for mileage, and deliver over four times the mpg of the most popular car in the category, Toyota’s Prius. The price tag? Also a lesson in multiplication for car buyers: $40,000, or nearly twice the cost of the entry level Prius II.

While clearly GM needs to restructure the brand in serious ways, there remain some unanswered questions about how the buying public—already jaded with GM products—will respond to an electric car that comes with sticker shock, not to mention the challenge of plugging in, especially for city dwellers whose outlets may be out of range of any power cord. The “build it, they will come” philosophy was never a very good one, and is less so today when our research in the category continues to demonstrate that consumers expect their cars to be increasingly green, while more green stays in their wallets.

And while “green” and “fuel economy” are certainly high-percentage loyalty contributors, the current overall rankings in, for example, the smaller sedan and crossover vehicle segment demonstrates the marketplace reality of the data and match up pretty well to the top sellers in the recent “Cash for Clunkers” program:

1. Toyota
2. Ford
3. Honda
4. Jeep
5. Hyundai/Nissan

Faith, they say, is like electricity. You can’t see it, but can see the light. For consumers recently too often that light has not been a new car, it’s been a train. As Americans, and thus part-owners of General Motors, we would like nothing more than to see it move up in the world. But it will be consumers’ belief, and not faith, that will turn on the GM brand. And that belief will come when the brand delivers against the expectations consumers hold in the category, not before.

Brand Keys, Inc. partner of
Brand Lounge in the Middle East and North Africa

School Shoppers Looking Closely At Retail Value

Consumers will spend about 10% less on back-to-school shopping this year, although the recession is only partly to blame for the decline.

According to brand and customer loyalty research consultancy Brand Keys, shoppers will spend an average of $531 during the back-to-school season, about a 10% decline over last year.
"Despite whispers that the recession is over, consumers are showing steadfast frugality," says Robert Passikoff, president of Brand Keys. "They are looking at the back-to-school buying [season] by evaluating which retailer is going to offer the best prices for the things the kids really require."

According to the survey of 10,000 U.S. households with school-age children, people were expected to spend about the same on essentials like clothing (an average of $275, about the same as last year), while cutting back on luxuries like computers, software and printers (an average of $189, down 11% from last year). They are also expected to cut back on shoes ($105, down 10%), supplies ($95, down 5%) and books and study aids ($20, down 25%).

Meanwhile, consumers are expected to do more shopping at discount retailers than anywhere else, with 95% saying discount stores were their preferred back-to-school shopping channel -- up 12% from last year. Some 55% cited department and office supply stores as their preferred channel (the same and up 10%, respectively, compared with last year), while half cited online (up 25%). Only 30% cited specialty outlets as a preferred shopping channel, down 6% from last year.
"We've been seeing this pattern since before the recession," Passikoff tells Marketing Daily. "People are being much more laser-targeted about which [retail] brand will provide them the best value."

Among those discount store brands, Wal-Mart remained the most popular, with 70% of consumers citing the store as a preferred store (up 10% from 2008). Half cited Target (about the same as last year), while 40% cited Kmart, down 5% from a year ago.)

Among department stores, Kohl's led among consumer preference with 40% (up 15% from last year), while 35% cited Macy's (down 5% from last year) and Dillard's (about the same). Nearly a third -- 30% -- cited Sears as a preferred retailer (up 5%), while 15% said Sears was a preferred retailer (down 5%).

"Wal-Mart has spent the past decade getting the brand right for themselves," Passikoff says of consumers' continued preference for the retailer. "And they have broader merchandise offerings than they have had before. With all the companies outsourcing production to the same places, the quality is about the same, and Wal-Mart has been able to capitalize on that."

Ultimately, as the recession eases, consumers will still be looking for value, and may have decided that some products will not be worth the extra expense at some retailers. The answer, Passikoff says, will be to have a greater brand definition, both for the merchandisers and the manufacturers. "Consumers are going to be looking for brands that have a resonating meaning and differentiation," Passikoff says. "They're going to have to stand for something more than being a placeholder."


Brand Keys, Inc. partner of
Brand Lounge in the Middle East and North Africa

Starbucks Goes Back to Its Roots With Cafe Concept 'Inspired by Starbucks' Coffeehouses to Serve Alcohol, New Food Choices and Live Entertainment

CHICAGO (AdAge.com) -- Starbucks is going back to its premium-coffeehouse roots -- by building premium coffeehouses. The chain, in the latest attempt to negotiate its turnaround, is focusing on stores with smaller-batch coffee, community involvement and entertainment.
Starbucks will remodel three Seattle cafes as part of the initial test.

The first location, opening next week, will be named "Fifteenth Avenue Coffee and Tea, Inspired by Starbucks." Evening revelers can find beer, wine, new food choices, the occasional film screening and a variety of live entertainment, including music, acting and poetry reading. Bleary-eyed,
breakfast-time folks can get a cup of coffee they may not be able to find anywhere else in Seattle.

"It feels like the first time they've done something right in a long time," said Robert Passikoff, president of Brand Keys. "This has the opportunity of being the next evolution in coffee." He added that while coffee shop as night-time hangout isn't new, Starbucks can offer more by way of community involvement, environmental commitment and friendly baristas without visible tattoos.

This is also the latest in a string of long-closeted ideas that are seeing the light of day. The café concept dates back about 15 years. In February, Starbucks began testing Via, an instant-coffee product more than 20 years in the making.

Major Cohen, a senior project manager with Starbucks, said he's been working on this café concept for nearly 15 years. The idea came from thinking about the "good old days" when they could roast coffee in the morning and have it in a local store by that afternoon. The first three cafés will be in
Seattle, near one of its roasting plants, so they'll be able to offer smaller-batch coffees from far-flung locales such as Thailand, and loose-leaf Tazo teas from places such as India and Japan.

"We clearly want to present ourselves in a different way," Mr. Cohen said. "What we're really trying to do is build on 38 years of experience with great coffee and somehow extend that vision." He acknowledged that "some of us think as grandfathers of the coffee world." But he said, "I think people
know that we're often innovative and we innovate through products."

Changing the Starbucks experience
This project is different in that it's tweaking the Starbucks experience. But don't expect to find these cafés across the street from each other. While the number of "Inspired by Starbucks" locations is likely to grow if the test is successful, not every store is appropriate for a stage, night-time crowd and
alcoholic beverages. So it will be a boutique concept by definition.
Scott Bedbury, founder of Brandstream and former Starbucks marketing chief, noted that one of the primary benefits of such a concept is maximizing profitability per square foot. Starbucks has been known for its real-estate savvy since day one, but locations generally go dormant after dark. Adding an evening occasion is likely to boost profitability for appropriate locations, particularly if they serve alcohol. He said the concept could be Starbucks' next Frappuccino. "It was a godsend because it gave people a reason to come in hot months," Mr. Bedbury said about the frozen beverage. "And it brought in a whole different group of people who didn't even like coffee, which got us into ice cream." The café concept would keep stores open longer, "but you're using that square footage to get more out of it." It also combats Starbucks' critical saturation issue, particularly in the United States. "God knew they didn't want to open more stores, they want to do more with what they have," he said.

Technomic President Ron Paul cheered the move, and said he felt confident the test would be quite successful. However, he predicts the concept will look much different if rolled out on a national stage.

"I still think it's more a of test lab than something they're more serious about rolling out," he said. "That's not a national strategy."
Dennis Lombardi, executive VP-food service at WD Partners, praised the chain's risk-taking moxie. "I love chains that experiment," he said. "But if you're going to experiment, you've got to be wiling to fail fast if it doesn't work." That's why Mr. Bedbury said it's a good idea to start small, and with a different concept. "I think they're smart to walk before they run and not embed it in the consumer-facing brand they have today," he said.

Brand Keys, Inc. partner of
Brand Lounge in the Middle East and North Africa