Future Business Leaders of America (FBLA) Advertising Practice test

Starbucks' image is largely based on providing a coffee experience and lifestyle for its consumers. Which positioning strategy should Starbucks use?

1. Competitor positioning

2. User positioning

3. Benefit positioning

4. Usage positioning

The correct answer is: User positioning

User positioning is an effective strategy for Starbucks because it focuses on how the brand aligns with the lifestyle and preferences of its target consumers. By emphasizing user positioning, Starbucks can highlight the attributes, values, and experiences that resonate with its customers—specifically, individuals who are seeking not just coffee, but an experience that embodies quality, community, and a distinctive lifestyle. This strategy allows Starbucks to effectively communicate how its products and ambiance enhance the lives of its customers, making it more than just a place to get coffee but a preferred social space and a part of their daily routines. User positioning aligns with Starbucks' marketing strategies, such as community engagement and personalized customer experiences, which further reinforces customer loyalty and brand identity. It invites customers to see themselves as part of the Starbucks community, promoting a sense of belonging and connection. In contrast, competitor positioning focuses more on differentiating from rivals, while benefit positioning highlights specific advantages of the product itself, and usage positioning defines the context in which a product is consumed. While these strategies also have their benefits, they do not encapsulate the holistic experience and lifestyle approach that Starbucks effectively leverages in appealing to its consumers.