Yiting Mao

Tell a story about Starbucks VIA coffee

@ Dec, 2009

This is a story about Starbucks, VIA coffee and its customers.In September 2009, Starbucks launched its VIA Ready Brew instant coffee, which belongs to a product category that hasn’t had any innovations in 40 years.

Why did Starbucks want to launch instant coffee? What are the marketing strategies that they are going to use to explore the market? How do customers like it? How do they compete with other brands of instant coffee?

Briggs&Stratton Redesigned Toro's Walk-behind Lawn Mowers Engine

Click here to download the full case study

@May, 2010
Toro's Challenges:
  • Refresh the look of old engine design
  • Keep up with the fierce competition from Sears Craftsman's walk-behind lawn mower
  • Green manufacturing

Briggs&Stratton's Solutions:
  • Create brand new two color design
  • Increase the torque to 7.00 ft.lbs
  • Reduce the engine emissions
Yiting Mao, Storytelling, Advertising, Public Relations, Chinese, Media, Journalism