Lead in Question Starbucks coffee: around 35/cup FamilyMart coffee(ParCafe): around !10/cup What is your choice? Price-sensitive vs Price-insensitive Pricing strategy by starbucks High-end products exclusive to customers loyal to the brand Price rises, but still has stable customers Pricing strategiesLead in Question: • Starbucks coffee: around ¥35/cup • FamilyMart coffee (ParCafe): around ¥10/cup What is your choice? • Price-sensitive vs. Price-insensitive • Pricing strategy by Starbucks: • High-end products, exclusive to customers loyal to the brand; • Price rises, but still has stable customers  Pricing strategies