Tata Global Beverages Ltd and Starbucks Coffee
Company have set up a 50:50 joint venture (JV) called
Tata Starbucks Ltd.
The JV company would own and operate Starbucks cafes
These cafes will be branded as Starbucks Coffee 'A Tata
Started on October 2012.
Currently 25 stores across Mumbai,Delhi,Pune.
Marketing Mix of Starbucks
Caramel cappuccino, tea
Attractive, easy to handle
Just in time ,ready to drink ,
fair trade policy
List Of Price
Rs. 95 – Rs. 250
Payment card system
• Social media campaign
• Starbucks iPhone app
• QR Code scanner and start connecting the physical world to your
• Gift card to start a relationship
• Higher income group location place
• Airports ,malls,wel known areas
• Highly visiting areas
• locations of Seattle’s Best or placement of the brand within 30
miles, rebrand some locations as a local shop.
• Location Selection.
• Age =18 to 40
• Men women
• High income group
• Occupation= college student office Employee
Technology= Smart Phone user.