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Disha shah C 05 brand ambassador
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BRAND AMBASSADOR PROGRAM
ROUND 2DISHA SHAH
DIVISION – C
ROLL NO - 5
SIMS(2013-15)
1Symbiosis Institute of Management Studies(2013-15)
TATA STARBUCKS
BUSINESS VENTURE: LAUNCH OF KIOSK IN
PUNE
GENERIC VIEW OF COFEE KIOSK
MARKET IN INDIA AND
INTERNATIONALLY
• Per capita coffee consumption in India: 90 gm a year
• Huge scope for growth i.e. 40%
• India is one of the major producers of coffee in the world
Coffee Market
• Per Capita coffee consumption in developed markets : 6 kg a year
• Kiosks are present in large numbers and the café market is also very big
International market- Kiosk
• CCD – 900 kiosks• Huge Opportunity of
setting up Kiosks in Malls, Colleges, corporate houses
• Only 12-15% of the market for kiosks has been exploited
• Competitors like CCD and Costa Coffee are using concept of kiosks for expansion
Domestic market- Kiosk
• Convenience of price, location, and a short waiting time in comparison to café and lounges
• Presence felt at Malls, airports and IT establishments
Coffee Kiosks Vantage
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COMPARATIVE ANALYSIS
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STRENGTH•STARBUCKS•Sound financial records
•No. 1 brand in coffeehouse segment valued at $4 billion
•Starbucks experience
•CCD•Considered affordable
•Youth oriented
WEAKNESS• STARBUCKS• Product pricing• Late entry in Indian markets
• CCD• High competition in this segment
OPPORTUNITIES• STARBUCKS• Expansion to emerging economies• Increase product offering
• CCD• 1.Introduce cheaper versions of coffee
• 2.Tap the smaller towns/cities• 3. Merchandising.• 4. Tie ups with other companies for promotion
THREATS•STARBUCKS•Rising prices of coffee beans and dairy products
•Increased competition from local cafes and specialization of other coffeehouse chains
•CCD•Entry of foreign players like starbucks
•Dependent on Govt commodity rates
•Large unorganized market
SWOT ANALYSIS- STARBUCKS & CCD
COMPARATIVE ANALYSIS
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BUSINESS OVERVIEW AND STRATEGY
SEGMENTATION
Positioning Starbucks products into a marketing mix influences their customers to the point that a loyal Starbucks customer will never switch to any other brand of coffee because Starbucks is s much superior item
TARGET MARKET SEGMENT
Geographic:All metros and 2nd tier cities in IndiaDemographica) Sex: Both males & femalesb) Age: 18-50c) Economic group: Middle & High Income GroupsPsychographic: people who want a Good ambience and status symbolTechno savvy : Techno savvy people who like to explore new placesBehavioral: People who want to be associated with quality
POSITIONING
The largest coffee retailer in the world, offers premium coffee to its customers with an objective of satisfying them along with contributing to the coffee farmers
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CONCLUSION
The venture is expected to turn out a success as kiosks market has not been exploited fully.
SUCCESS FACTORS•Locat
ion of the Kiosk: corporate houses, hospitals and malls, universities, where people prefer a takeaway concept
Location
•Successful proposition as investment cost is very low i.e. 3-5 lakhs compared to cost of café i.e. 18-25 lakhs and lounges i.e. 60 lakhs
Cost
•The Starbucks brand is very powerful to attract customers. It’s the no. 1 coffee retail chain in the world
Brand Name
• The menu should be rightly priced
Rightly priced
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BIBLIOGRAPHY
http://starbucksco0331.blogspot.in/2011/11/ch-8-segmenting-and-target-markets.html
http://asiancorrespondent.com/97958/middle-class-india-embraces-coffee-culture/
http://www.strategicmanagementinsight.com/swot-analyses/starbucks-swot-analysis.html
http://forbesindia.com/blog/business-strategy/what-starbucks-brings-to-india/
http://businesstoday.intoday.in/story/starbucks-in-india-how-other-cafe-chains-would-react/1/22481.html
http://businesstoday.intoday.in/story/competition-in-coffee-retailing-grows/1/17520.html
http://thinkrasta.wordpress.com/2012/03/23/come-to-starbucks-the-one-opposite-cafe-coffee-day/
http://articles.economictimes.indiatimes.com/2012-02-05/news/31027090_1_cafe-coffee-day-highquality-coffee-barista
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