Starbucks continues to innovate its product mix to capture more of the market. This component of the marketing mix focuses on what the business offers to customers. At present, the following are the main categories of Starbucks products:Coffee, Tea, Pastries, Frappuccino beverages, Smoothies, Merchandise (mugs, instant coffee, etc.)
This product mix is a result of years of business innovation. For instance, Starbucks added the Frappuccino line after it acquired The Coffee Connection in 1994. The company also has an ongoing product innovation process that aims to offer new products to attract and keep more customers. Thus, this part of Starbucks’ marketing mix involves beverages, food, and merchandise.