starbucks frappuccino timsi gupta sec b
TRANSCRIPT
Content
• About the company• Product category• Starbucks Frappuccino• Market share of Starbucks
Manufacturer: Starbucks Corporation
• Founded in 1971 in Seattle, WA• Largest coffeehouse company in the world• 21,536 stores in 65 countries and
territories, including 12,218 in the United Sates, 1,716 in China, 1,330 in Canada, 1,079 in Japan and 808 in the United Kingdom
Ready to drink coffee US Market
2009 2010 2011 2012 2013 2014 2015 2016 20170.00
50.00
100.00
150.00
200.00
250.00
300.00
350.00
400.00
450.00
500.00
199.30 205.70238.60
286.50
350.40378.00
399.20417.80
433.60
RTD coffee market in US
Off-Trade volume in mn liters
Source: GMID
Birth of Starbucks Frappuccino
• Introduced in 1996• Value Proposition: Ready to
drink
“We were so confident of our product that we didn’t even test-market it,” -Schultz in his book, Pour Your Heart Into It.
Starbucks market share
72%
15%
Market Share of Starbucks Corp in RTD coffee
Starbucks Corp
Monster Beverage Corp
WhiteWave Foods Co
Rockstar Inc
Campbell Soup Co
Illycaffè SpA
Private Label
Others
Starbucks growth
2009 2010 2011 2012 2013 20140.00
10.00
20.00
30.00
40.00
50.00
60.00
70.00
80.00
90.00 81.80 83.2079.20
70.60 68.7072.30
USA
Frappucino growth story
2009 2010 2011 2012 2013 20140.00
10.00
20.00
30.00
40.00
50.00
60.00
70.0066.60 65.80
59.10
53.40
46.4049.30
RTD Coffee
Frappucino market share
Starbucks Frappuccino49%
Starbucks23%
Monster15%
Market share of Frappuccino in RTD coffee
Starbucks FrappuccinoStarbucksMonsterInternational DelightRock Star RoastedBolthouse FarmsIllyPrivate labelOthers
