The slide is all about how Starbucks does marketing research and what are its marketing strategies to always sustain in the market. Also how the giant coffee chain established itself in India as well.

1. STARBUCKS
PRESENTED BY
Vaibhav Kumar Dubey

2. ABOUT STARBUCKS

3. FOUNDING
• March 30, 1971
• Jerry Baldwin, Zev Siegl & Gordon Bowker

4. STARBUCKS STORY
• Howard Schultz
• Wide Expansion Phase

6. STARBUCKS MISSION
“To inspire and nurture the human spirit – one person, one
cup and one neighbourhood at a time”

7. STARBUCKS COFFEE
• Serving the best coffee possible
• Growing highest quality coffee beans

8. EVOLUTION OF LOGO

9. MARKETING RESEARCH
STRATEGIES

10. MARKET RESEARCH METHODS
• My Starbucks Idea platform
• Monitoring social media
• In-Store product testing
DAIRY-FREE ALTERNATIVES AT STARBUCKS

12. MYTHBUSTERS
MYTH FACT
Price is very important attribute that
people consider before going to a cafe.
Price is not even in top 5 attributes.
People don’t mind paying more for better
experience.
People go to CCD because it’s the best. Starbucks surpassed CCD in almost all
attributes when ranked by customers.

13. SEGMENTING MARKETS
• Demographic Segmentation (age, gender, income)
• Geographic Segmentation (region of a country or the world)

14. MARKETING MIX
• Product
• Price
• Place
• Promotion
• People
• Process
• Physical Evidence

15. MARKETING STRATEGIES

16. MARKETING STRATEGIES
• Innovation
• Just Say Yes
• My Starbucks Reward Program
• Starbucks Card
• Getting personal with customers
• Cluster of coffee shops

17. BCG MATRIX OF STARBUCKS

18. STARBUCKS’ STRATEGY
FOR INDIA – Is It A Winner?

19. STARBUCKS IN INDIA
• Entered Indian Market in 2012
• Strategies for Indian Market :
i. Choosing a Local Partner
ii. Measured Pace of Expansion
iii. Opting for Realistic pricing

20. THE BRAIN BEHIND
STARBUCKS’ MASSIVE
GROWTH IN INDIA?

21. MANMEET VOHRA

22. REFERENCES
• https://www.thebalancesmb.com/starbucks-use-of-market-research-propels-the-brand-2297155
• https://www.slideshare.net/9988559750/starbucks-story-and-marketing-strategies
• http://abhinavchoudhary03.blogspot.com/2017/02/starbucks-product-portfolio-analysis.html
• http://heartofcodes.com/marketing-mix-of-starbucks/
• https://www.slideshare.net/delhiiteashish/starbucks-28374813
• https://www.academia.edu/4862573/Starbucks_market_entry_and_expansion_strategy_in_India
• http://www.marketmoving.info/starbucks-strategy-india-winner/
• https://www.indiatoday.in/education-today/featurephilia/story/meet-starbucks-marketing-brain-growth-
india-963235-2017-03-
01#:~:text=Meet%20Manmeet%20Vohra%2C%20the%20brain%20behind%20Starbucks'%20massive%20
growth%20in%20India,-Read%20about%20Manmeet

23. “Love your beverage or let us know. We’ll
always make it right.”
- Starbucks