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Luo Yonghao Middle Cup Starbucks Video (Why Starbucks has a Middle Cup)

People who have been to Starbucks should know that there are only three kinds of cups on the counter: medium, large and super. Then the question comes: why are there no small cups? It's obsessive-compulsive disorder!

1

Start with a cup of coffee in Starbucks.

In the video, Luo Yonghao ordered a medium cup of coffee, but the waitress at Starbucks repeatedly pointed to three different types of cups in front of her and told Luo Yonghao that the smallest one was called "medium cup" and the middle one was called "large cup". Luo Yonghao said, I know you mean a large cup, but I want a medium cup in the middle. But the waiter still said, sorry, this cup is very big. Repeatedly humiliated, Luo Yonghao left angrily after several slaps. In this regard, Luo Yonghao said in a live event that he was told eight times by a Starbucks waiter in the past three years. Is there a problem with Starbucks?

In this regard, Starbucks gave a reply, saying that it will improve its service level and provide a unique Starbucks experience for customers who love Starbucks. Starbucks explained in its reply that in order to ensure the accuracy of customers' cup selection, they sometimes reconfirm with customers. Many consumers don't buy this kind of anodyne reply. Many netizens said that Starbucks not only did not disclose its willingness to change the cup name and service, but also defended itself. A little arrogant.

2

"Proportional deviation" determines the choice of cup type.

Starbucks' cup setting is very interesting, and "tall cup (medium cup), large cup (large cup) and large cup (super large cup)" has also triggered a "trueness" in Luo Yonghao.

However, short Starbucks is rarely seen in China. As an important "price anchor", a "hidden small cup" can easily lock the user's decision-making goal in a medium cup and a large cup. When we design products, we usually consider reference objects. When there is a difference between cup comparison and price, users will naturally prefer it.

Under the setting of "reference object" and "price anchor point", the user's perception has formed a certain "proportional deviation", and we will naturally compare it. 3 yuan can drink more than 83ml of perception (consumers hardly calculate on the spot, but mostly judge the size difference by vision), which can promote rapid decision-making.

We made a small survey, with members of professional coffee community, students and white-collar workers as the main subjects, and collected a total of 6 valid questionnaires1/kloc-0. Which coffee cup do you choose most often in Starbucks? According to the investigation of this problem, 59.48% people chose Grande, 26.72% people chose Tall and 13.79% people chose Venti.

In "Why did you choose a large cup?" Among the questions, 46.38% people choose "the medium cup is too small, the large cup is just right, and the oversized cup can't be finished", 33.33% people choose the medium cup because of habit, and 18.84% people choose "the price is higher than the other two cups". ...

It can be seen that the feeling of "moderate cup quantity" is the choice of most people.

However, there are still 33.33% because of habit, which is also people's inertial thinking. Merchants just "took advantage" of this thinking and designed three types of cups to choose from. Most people will choose three products with different specifications in the same category according to the principle of "choosing the right one". The psychology of "small is not enough, big waste" drives some users to choose Grande.

In the above picture, we can see that 26.72% of consumers choose to be tall. When the average consumer chooses a goblet, the waiter at Starbucks will say, "Add 3 yuan to make a large cup. Need it? "

"Big Cup American" 28 yuan, the waiter's sentence "Add 3 yuan to upgrade 28 yuan's big cup" reminds users that "the price difference is only 3 yuan, which is very cost-effective!"

Therefore, at present, nearly half of people have bought large cups instead.

Is it related to the consumer decision-making link of Starbucks brand design that consumers "willingly" buy "large cup" Starbucks? Why do we have to guide consumers to buy large cups? From the standpoint of consumers, you will feel "cost-effective", which is the core of consumer psychology of "proportional prejudice". The psychology of "taking advantage" and the product itself have "cheap" components, which form consumers' perception and therefore buy the products that merchants hope.

As can be seen from the last column of the above table, the prices of medium cup, large cup and super-large cup are 7.06 yuan, 6.4/kloc-0 yuan and 5.25 yuan respectively. Of course, the bigger the cup, the more cost-effective.

Why does Starbucks also want consumers to buy "large cups" and "super large cups"? Is it to save money for consumers?

From the cost point of view, the large cup and the oversized cup just add some water, coffee, sugar and milk. Of course, many people have tested the content of each cup of coffee, and this part is not developed. From the cost point of view, these increases are almost negligible. The biggest cost of Starbucks is rent, water and electricity, personnel management and other expenses, which are fixed, no matter how much coffee you sell, of course, in limited space, time and personnel management.

What does Starbucks give us?

Proportional deviation product planning: used for product specification setting and price setting, guiding users to choose products that brands want to recommend.

Perceived participation of proportion bias: let consumers feel "cost-effective", "cheap" and "affordable", and the brand itself can get more profits.

three

From "price disadvantage" to "value advantage"

Let's look at another example-Le Chun yogurt.

The latest publicity of Le Chun Yogurt is: "Every box of Le Chun Yogurt is made of German top-grade filtered whey yogurt, fermented with three times of fresh milk and three times of lactic acid bacteria, and then stripped of two-thirds of water by patented process, leaving only three times of pure nutrition."

"Three times of fresh milk, three times of lactic acid bacteria, patented technology to remove two-thirds of water, leaving three times of nutrition", of which "three" and "two-thirds" have become very important decision-making factors for consumers. First, I feel that "three times" brings the impression of "more", while "one box" shows the contrast of "less", forming the brand "Jing" with the slogan that "only three cups of fresh milk can make a cup of Le Chun". And "three" and "one" can easily make consumers have "proportional deviation", and then form consumption transformation.

After using this "proportional bias" marketing method, consumers' perception will change greatly. When I bought this yogurt, I was "dragged" into the consumption decision-making process and completed the purchase.

From the beginning, the "product, packaging and price" that comes into view will be subconsciously related to the brand and price of yogurt that you often eat, such as Amway 205g, which is about 4. 1 yuan/bottle. Although Telunsu has always been positioned at the high end, the price of yogurt is in 9.5 yuan 1 15g, and in Le Chun it is 65438+.

What did Le Chun Yogurt give us?

When the product price is higher than the customer's conventional cognition, how can the brand impress customers? Here, the application of "proportion bias" can just turn "disadvantage" (user perception) into "advantage" and "price" into "value". Taking Le Chun yogurt as an example, the technological process of making yogurt can be vividly refined from "three cups of milk" to "one cup of yogurt". Of course, this is also related to which user group. Whether it is perceptual consumption or rational consumption, there will be differences in some products, but after this refinement, the products of this brand will impress different types of consumers from different angles, which is the cognition, recognition and recognition of the customer journey in brand marketing.

As long as we can understand consumers' demands and design products skillfully, consumers will naturally form a certain "proportional deviation" under the comprehensive effect of factors such as price, reference and vision. But remember, good products are the basis of all marketing strategies, and we just let customers "see good products" strategically, not "cheat".