instant coffee cannot be made in the store or is not served. so no cannibalization w.r.to store coffee sales. does it cannibalize folks buying ground coffee? say x; does it stimulate primary demand and increase general starbuck sales (increased store visit) : say y; does it steal share for other instant coffee: say z does it increase scope of channel (people taking instant coffee to office coz they hate cafeteria coffee?: say w -x+y+z+w >= (cost of capital * campaign spend) then do it