STARBUCKS IN INDIA

HARSHIT JAIN 1RV12CV016

PRATIK SINGH 1RV12CV045

OVERVIEW

Starbucks is a world renowned specialty

Coffee Maker.

It roasts, markets and retails specialty

coffee.

It offers blends of coffee, hand crafted

beverages, merchandise, readymade

drinks, food items and Starbucks ice

cream.

In India, it markets all of its products

under the flagship of Starbucks

Corporation and TATA Global Beverages.

HISTORY

The first Starbucks location opened in 1971 in Seattle, Washington.

Starbucks has a 50-50 joint venture with TATA Alliance in India.

It opened its first store in India on 19th

October, 2012 in Mumbai.

An investment of Rs. 400 Crores was made by TATA in 2013 to increase the no. of outlets to 50 by the end of the year.

CEO of the Joint Venture: Miss Avani Davda.

MISSION

“To inspire and nurture the human spirit one person, one cup, and one neighborhood at a time.”

Establish Starbucks as a premier provider of the finest Coffee in the world.

It provides a human connection with the employees.

It creates stores where customers feel comfortable.

It takes responsibility in each community.

MARKETING MIX OF

STARBUCKS

4 P’s 4C’s

PRODUCT CUSTOMER

SOLUTION

PRICE CUSTOMER COST

PLACE CONVENIENCE

PROMOTION COMMUNICATION

MARKETING MIX OF STARBUCKS

PRODUCT

FEATURES

Brewed Coffee

VARIETY

Cappuccino, Caramel

cappuccino, tea

QUALITY

Fresh Product

DESIGN

Attractive, descent, Convenient

PACKAGING

Attractive, easy to handle

SERVICES

Just in time, ready to drink, fair

trade policy.

MARKETING MIX OF

STARBUCKS

PRICE

Starbucks offers all of its products at a premium price.

Products range from Rs. 95-250.

In case of food items, Starbucks is more expensive when compared to other quick service restaurants.

MARKETING MIX

OF STARBUCKS

PLACE

Higher income

group locations.

Airports, Malls,

Well known areas.

Located in high-

traffic, high

visibility locations,

focusing on

pedestrian

consumers.

MARKETING MIX OF STARBUCKS

PROMOTION

Social Media

Campaign- Viral

videos.

Store Decoration.

Issuing Gift Cards to

Customers.

Events: Public

Performances.

Green Initiative.

Philanthropic

Endeavors.

BCG MATRIX OF STARBUCKS

International Brand.

Joint Venture with TATA

Alliance.

Newly entered in India.

Customer Loyalty

Brand Loyalty

COW

Less stores are currently

present.

Huge number of

competitors.

MA

RK

ET

GR

OW

TH

RA

TE

RELATIVE MARKET SHARE

STAR

DOG

?

HIGH

LOW

LOWHIGH

STRENGTHS

High quality of products.

Extensive range of staff benefits

contributes to employee morale.

Effective utilization of information

technology.

Strategic relationships with suppliers.

WEAKNESSES

High employee turnover.

Higher prices.

Over-saturation of markets.

Tall management structure.

OPPORTUNITIES

International market expansion.

Innovate products and services.

Increasing the product ranges.

Localization of the stores.

THREATS

Intense competition.

Frequent changes in the market

trends.

Better values offered by local cafes

organizations.

Joint venture model.

SUCCESS FORMULA

Motivated employees & superior

customer service is the key success

factor of Starbucks.

Starbucks focuses on recruiting and

developing right people.

Attractive compensation policies.

Growth in India

With 50 stores in four cities (in 17

months) and nearly 1,000 partners,

India is the fastest growing market

in Starbucks history. Tata Starbucks

currently has presence in Mumbai,

Delhi, Pune and Bangalore and has its

coffee plantations in the Kodagu area of

Karnataka.

Price Brand

Qualit

y

Con

ven

ienc

e

location

Variety

Reputation

Cu

sto

miz

ati

on

Online

user

low

hig

h

REFERENCES

STARBUCKS PRESS RELEASE on

The Economic Times dated 4th

February, 2012.

OFFICIAL WEBSITE:

www.starbucks.in/about-us

www.starbucks.in/responsibility

Starbucks Newsroom:

Bangalore Store, dated 22/11/2013