1. Mitesh
Chinmay
Pooja
Jayendra

2. About Starbucks
• Entered in India in October 2012, Fort, Mumbai
• Starbucks Corporation and TATA Global Beverages
• Home - Third Place - Office
• 55 stores in 6 cities
• Wide range of products

3. Strengths
High Quality of products
Global presence
Strategic alliance with TATA global
beverages
Premium image in India
Social Media Presence
Weaknesses
Late entry
Limited target market
SWOT
Opportunities
Familiarity with the concept
Untapped Market
Young population and rising
income levels
Threats
Rapidly growing CCD
Fast food chains (e.g.
McDonalds) offering speciality
drinks (lattes, cappuccinos,
frappes), at much lower prices

4. Variety
Features
Brewed coffee
cappuccino, Caramel cappuccino,
tea
Quality Design
Attractive Fresh product ,descent, convenient
Packaging services
Attractive, easy to handle
Just in time ,ready to drink , fair
trade policy
Product

5. List Of Price
Rs. 95 – Rs. 250
Card
Payment card system
Price

6. •Higher income group location place
•Airports ,malls,wel known areas
•Highly visiting areas
•Location Selection.
Place

7. Promotion
•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

8. Physical Evidence
• Custom made cup of beverage.
• Clean, friendly environment , cozy chairs, sofas.
• Alluring pastries menu , “tasty” show cases, tempting
coffee pictures.

9. People
Physical
Evidence
Process
Process
• Legendary Service
• Sequence service reducing queue.

10. Global Strategies
• Retailing formula is same throughout the
world whereas product offerings are modified
to suit local tastes
• Starbucks advertising play a crucial role in
their business
• Advertising strategies adopted are more local
and differentiated than standardized

11. International Campaigns done by
Starbucks
• “The way I see it”
• “My Starbucks Signature Drink”
• “Meet me at Starbucks“
• CSR activity

12. Strategies used by Starbucks for India
• Starbucks TATA alliance
• Tie up with TAJ SATS (Catering partner of Taj hotels)
• Many stores have been designed differently with
local touches.
• My Starbucks Rewards
• Free open wifi

13. Factors favoring starbucks
• Economic Factors
•Legal Factors
•Socio-cultural Factors
•Bargaining powers of suppliers

14. Recommendations
• Introducing a concept of ‘Happy Hours’
• Developing a range of tea based products
• Introducing seasonal offerings
• Developing android app
• Collaborating with Air Asia and Landmark bookstore
• Maximize market penetration
• CSR

15. Thank You..!