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Starbucks Coffee
Starbucks Coffee
•The first Starbucks location opened in 1971.
•Starbucks original location in Seattle Washington.
•Starbucks has 20,400+ stores in 61 countries.
•Starbucks has 50-50 joint venture with
TATA alliances.
Starbucks In India
Starbucks Coffee
Marketing Mix
MarketingSWOT PLC BCG Matrix
Porters 5
Strategy canvas
Aida modelProduct market growth matrixProduct market fit strategy
Business buyer-seller
Porters 6
Market segmentation
Starbucks Coffee
ProductPriceplace
Promotion
Marketing Mix of Starbucks
Starbucks Coffee
Marketing Mix of StarbucksProduct
Variety
Quality Design
FeaturesBrewed coffee
Attractive ,descent, convenient Fresh product
cappuccino, Caramel cappuccino, tea
packaging servicesAttractive, easy to handle Just in time ,ready to drink , fair trade policy
Starbucks Coffee
List Of PriceRs. 95 – Rs. 250
Card Payment card system
Marketing Mix of Starbucksprice
Starbucks Coffee
•Social media campaign
•Starbucks iPhone app
• QR Code scanner and start connecting the physical world to your mobile device
•Gift card to start a relationship
Marketing Mix of StarbucksPromotion
Starbucks Coffee
•Higher income group location place
•Airports ,malls,wel known areas
•Highly visiting areas
• locations of Seattle’s Best or placement of the brand within 30 miles, rebrand some locations as a
local shop.
•Location Selection.
Marketing Mix of StarbucksPlace
Starbucks Coffee
Marketing Mix of Starbucks
ProductPriceplace
Promotion
Customer solutionCustomer costconvenience
communication
4 P’s 4 C’s
To be effective, marketing people have to consider the 4 C’s first and then build the 4 p’s based on requirements
2%
40%
49%
6%3%
13-1718-2425-40
CUSTOMER AGE GROUP
•Urban
•Age =18 to 40 •Men women
•High income group
• Occupation= college student office employee • Technology= Smart Phone user.
Market segmentation
Starbucks Coffee
Aida model of Starbucks
Cognitive stage
Affective stage
Behavior stage
attention
interestdesire
action
Stages Aida model Hierarchy of effects model
awarenessknowledge
likingpreferenceconviction
purchase
Starbucks Coffee
Bcg matrix of Starbucks
•International brand• Joint venture with
Tata alliance
•Customer loyalty•Brand loyalty
• Less stores are currently present
•Huge number of competitor
RELATIVE MARKET SHARE
MAR
KET
GRO
WTH
RAT
E•Newly enter in the India
STAR
COW DOG
?
Starbucks Coffee
Swot analysis of StarbucksStrengths
• High quality of products•Extensive range of staff benefits contributes to
employee morale• Effective utilization of information technology
• Strategic relationships with suppliers
Weaknesses• Tall management structure
• Laissez Faire management style• Occasional lack of workforce on the floor• High turnover rate among employees
• Over-saturation of markets
Opportunities• International market expansion (especially
Chinese and Indian markets)• Innovate products and services• Increasing the product ranges
Threats• Frequent changes in the market trends• Better value offered by local cafes
• organizations.• Joint-venture Model• Competitor intentions
Starbucks Coffee
Product market growth matrix of Starbucks
Market Penetration
strategy
Market Development
strategydiversification
strategy
Productdevelopment
strategy
Existingmarkets
Newmarket
Existing product
New product
In India
In Settled Market
Existing Customers New Customers
a)Repositionb)Broaden
Product Horizons
c) New Situations
Starbucks Coffee
New
Use
sEx
isti
ng U
ses
Product market fit strategy of Starbucks
Penetration Througha) Distribution
b) Extensive Coverage
• Internationalization
• Repositioning
• Concept Marketing
• Market DevelopmentIn India
In Settled Market
COMPATIBLE STYLE
Starbucks Coffee
COM
PATI
BLE
CON
TEN
T
Business buyer-seller of Starbucks
IDEAL TRANSACTION
INEFFICIENTTRANSACTION
NOTRANSACTION
INEFFICIENTTRANSACTION
INCO
MPA
TIBL
E CO
NTE
NT
INCOMPATIBLE STYLE
In India
In Settled Market In India
In India
Starbucks Coffee
Industry Competitor
s
Potential Entrants
Substitute Products
BuyersSuppliers
Threat of new entrantsBargaining Power of suppliers
Threat of Substitute
Bargaining Power of Buyers
Porters 5
Starbucks Coffee
Industry CCD
Potential Entrants
Substitute Products
BuyersSuppliers
Threat of Star Bucks“Pricing Strategies”
And “positioning of Brand”
Bargaining Power of suppliers
Threat of Substitute Such as Milk, Sugar, Food etc
Bargaining Power of Buyers Will Get Good ambience and
premium product
Starbucks Coffee
Threads of new entrants
industries competitor Less
number of Target
customer
Compete to settled coffee brand in India
HIGHMEDIUM
LOW
Threads of new
entrants industries competitor
Less number of
Target customer
Compete to settled coffee brand in India
Porters 6
Starbucks Coffee
Intro
duct
ion Growth Maturity Decline
Product Life Cycle
Sale
s
Time
Starbucks Coffee
In IN
DIAGrowt
h
Settled CountryDecline
Product Life Cycle
Sale
s
Time
Starbucks Coffee
Strategy canvas
Starbucks Coffeeprice BrandQuality Convenience location Variety Reputation Customization Online user
low
High