SPENTREP - Market Analysis (2013.Oct.6)

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SPENTREP - Market Analysis (2013.Oct.6)

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SPENTREP - Market Analysis (2013.Oct.6)

  1. 1. Coffee Craze Micromarket Analysis Rachelle Irene Roque Anna Mae Dela Cruz Emmanuel Junio Martin Revilla Ed Vargas
  2. 2. Starbucks and Coffee Bean
  3. 3. Starbucks versus Coffee Bean Company Starbucks Corporation Company The Coffee Bean & Tea Leaf (CBTL) Industry Restaurants Industry Restaurants Genre Coffee House Genre Coffee House Founded Seattle, Washington (1971) Founded Los Angeles, California (1963) Locations 20,891 in 62 countries Parent International Coffee and Tea, LLC Products Coffee, Tea, Pastries, Frapuccino beverages, Smoothies, baked goods, merchandise Products Revenue $13.29 billion Coffee, Tea, whole bean coffee, boxed tea, made-to-order beverages, baked goods, merchandise Net Income $1.38 billion Revenue $450 million Employees 149,000 worldwide Net Income No info In the Philippines Opened on 1997; now with 206 stores Employees 8,400 worldwide In the Philippines Opened on 2003; now with 60 stores Website coffeebean.com Website starbucks.com
  4. 4. Areas of Analysis Place Product PTM Price Promotion
  5. 5. Starbucks
  6. 6. Starbucks: Target Market • Class A and B – Can afford to pay more than P100 on a single beverage • Businessmen, young professionals, students, expats • Behavior – Visit the store for meetings and/or study sessions – They’re either on-the-go or they stay and work for long periods – Purchase merchandise/food as gifts or tokens for events or business guests
  7. 7. Starbucks: Product/Service • Designer drinks – – – – Coffee Juices Milk and chocolate Tea • Bottled/packed beverages – Juices – Milk – Water • Food – – – – – Sandwiches Cakes Pastries Fruits Candies, cookies, mints, instant coffee • Merchandise – – – – Mugs and tumblers Coffee makers Ground coffee and instant mixes Tote bags, umbrellas, etc.
  8. 8. Starbucks: Product/Service • Beverage features – Sizes – Tall, grande, venti, treinta – Add-ons – whipped cream, chocolate syrup, caramel, etc. – Variants – other kinds milk (nonfat, skim, soy) • Added services – Heating sandwiches/pastries • Service – Baristas are extroverted, all speak English – All branches have restrooms
  9. 9. Starbucks: Product/Service • Special features that specifically cater to their TM – Trendy beverages (e.g. salted caramel, etc.) – Brochures and product information (upon request) – ingredients, caloric content, etc. – Condiments – cinnamon, cocoa, different kinds of sugar, milk – Personalized beverages – lighter options, milk variants, etc. – Food menu cycles every few months so that regular patrons have enough new items to look forward to – Starbucks card – for loyal/regular patrons; debit card and discounts – Packaging – coffee collars, tape – Electrical sockets and wifi
  10. 10. Starbucks: Place • CBDs, universities, and commercial areas elite crowds frequent – Always at the periphery and ground floor areas of malls to accommodate customers for longer hours • Power Plant ground floor area – High-traffic area – “Landmark” spot – great for meet-ups – Another branch can be located on the ground floor area of One Rockwell and a kiosk at the Cinemas, next to CBTL • Store hours (since at periphery) – 6 am to 12 mn weekdays – 6 am to 1 am weekends
  11. 11. Starbucks: Price • P100 to P250 per beverage • P45 to P175 per cake/pastry • P100 to P500 for a full meal
  12. 12. Starbucks: Promotion • Loyalty card • Planner • Limited edition beverages – Ex. Anniversary blend • Websites and social media – Trends – CSR activities • Events – Own events – Tokens/gifts at other events • Trimedia • Product placing in movies, etc.
  13. 13. Coffee Bean
  14. 14. Coffee Bean: Target Market • Class A and B – Slightly more expensive than Starbucks • Businessmen, young professionals, students, expats • Behavior – Visit the store for meetings and/or study sessions – Work for long periods – Visit the store for meals
  15. 15. Coffee Bean: Product/Service • Beverages • Designer drinks – – – – Coffee Juices Milk and chocolate Tea • Food – Sandwiches – Cakes – Pastries – Pasta – Breakfast plates – Ice cream with toppings • Merchandise – Mugs and tumblers – Coffee makers – Ground coffee and instant mixes
  16. 16. Coffee Bean: Product/Service • Beverage features – Sizes – small, regular, large – Variants – other kinds milk • Added services – Heating sandwiches/pastries • Service – Baristas are friendly, all speak English – No restroom – Furniture better for lounging
  17. 17. Coffee Bean: Product/Service • Special features that specifically cater to their TM – Brochures – Personalized beverages – other kinds of sugar, other kinds of milk, caramel or fudge syrup, cherries or chocolate espresso beans – Food menu stays the same – Swirl card – for loyal/regular patrons; wifi and discounts – Electrical sockets (but less) and wifi
  18. 18. Coffee Bean: Place • CBDs, universities, and commercial areas elite crowds frequent • Power Plant cinema • Store hours • 11 am to 11 pm Mon to Thurs (due to cinema) • 10 am to 10 pm Fri and Sat • 10 am to 11 pm Sun
  19. 19. Coffee Bean: Price • P110 to P195 per beverage • P55 to P295 per food item • P100 to P600 for a full meal
  20. 20. Coffee Bean: Promotion • • • • • Loyalty card (Swirl card) Planner and notebooks Limited edition beverages Website Accepts third-party collaterals
  21. 21. DIFFERENCES
  22. 22. Target Market Starbucks Corporation Some customers go to Starbucks and purchase Starbucks products for show Customers don’t purchase beverages, food, merchandise or GCs as tokens Noisier crowd The Coffee Bean & Tea Leaf Older crowd and more family-oriented Less people stay for long periods or come for group study Lower traffic
  23. 23. Products/Services Starbucks Corporation The Coffee Bean & Tea Leaf Trendier items Pasta and breakfast plates Has bottled/packed beverages, candies, etc. Ice cream with toppings Has a restroom More merchandise Sells coffee makers with instant mixes Staff is more outgoing; service is branded (Starbucks barista) Add-ons are less known to customers; no condiment bar Wifi for a fee Food menu stays the same More varieties of tea Swirl card for wifi, not just discounts Less electrical sockets, wifi exclusive to Swirl cardholders
  24. 24. Place Starbucks Corporation Usually at the periphery of malls Open for long hours The Coffee Bean & Tea Leaf Locations are less prime Follows mall and cinema hours
  25. 25. Price Starbucks Corporation Slightly cheaper The Coffee Bean & Tea Leaf Bit costly
  26. 26. Promotions Starbucks Corporation The Coffee Bean & Tea Leaf Starbucks card acts as a debit card Wifi is exclusive to loyalty cardholders (and drives up sales for it) CSR activities are more wellknown Uses a wider range of promotional channels – greater presence in social media, events, and other channels that target the younger crowd Planner is a popular promo Displays third-party collaterals at the store (bulletin board, brochures, etc)
  27. 27. thanks a LATTE! “..life is short.. enjoy your coffee..”

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