Actually the evidence of those measurement is true based on scientific appraisal and food nutrition dosage. Moreover, in business stuffs, it’s gonna be the way to attract consumer by serving the calories and sugar facts. Especially for marketing aspect, Starbucks want to deliver the products to another customer segmentation by doing market expansion. Cite from entrepeneurship.org, market expansion is attractive strategy if you determine that sales to current customers and markets have been maximized. Instead of caring about the sugar and calories needed for their customer, it could be another way to improve their product in diverse consumer.
What is behind of this product?
No single company will react the things if there is no stimulus. Starbucks itself want to pursue their goals , which is “everybody can drink it”. The competitors whom common product in consumer’s mind, have the good brand awareness. Best example of it is Coke Coca-cola. Everybody can drink it because the price and ergonomic that can be adjoin with snacks. Those actions we called it marketing war, when they became conscious the essence of tipple. Starbucks isn't the only chain trying to tempt people with more modest serving sizes. Another example, Sonic offers ice cream shakes in a "mini" size and recently ran a limited-time offer for mini hot dogs and mini fried chicken sandwiches and so does Starbucks.
This petite product will be launching on July 6th 2015 in every starbucks stores all over the world. Starbucks says the "mini" should cost about 20 to 30 cents less than a small. (Angga)