2.  Brands like CCD and Barista created a global drinking
experience locally some two decades ago
 Over the years, newer domestic chains like Coffee Bean& Tea
Leaf, Café Nescafe; and foreign chains like Costa Coffee,
Gloria Jean’s etc. have joined the bandwagon
 Global cafe giants like Starbucks, Di Bella and Dunkin Donuts
are also entering the Indian cafe market
 John Culver, President, Starbucks Coffee China & Asia Pacific
said, “We are excited about the great opportunities that
India presents to Starbucks.”

3.  Today, the Indian coffee retail market stands at $ 200 million
and is expanding annually at 15-20 per cent
 Over the next year itself, Café Coffee Day plans to add 250
outlets, Costa Coffee over 60, Barista Lavazza around 150 and
Gloria Jean 50. Upcoming players also like Di Bella 15 and
Dunkin Donut about 10
 Starbucks have over 18,000 stores in 60 countries and India
will be 61

4.  Costa coffee has recently arrived in India and will be
Starbucks' biggest foreign competitor
 Café Coffee Day (CCD), an Indian coffee chain, offers much
more serious competition. With some 600 outlets in more
than 95 cities, including Vienna and Karachi, CCD owns two
thirds of all the chain coffee houses in India
 Café Coffee Day has used it first-mover advantage to set up
outlets in every premium location imaginable, from the hills
of Coonoor where Bangalore millionaires go in the summer,
to motorways and urban malls, with extremely high footfalls
 Other competitor would be McDonald’s because it offers hot
coffee and cappuccino at lower prices

5.  We are sourcing and roasting coffee in India which gives us a
competitive advantage over others
 We have the opportunity to integrate into Taj hotels
 Unlike any of the existing competitors, the stores that we will
open and design will create a destination because of the
elegance and the style of the store and its size
 Starbucks has had a long history of broadening and
expanding the market and we believe that we will do that
here as well

6.  Create a pricing strategy which will attract the Indian youth
as 50% of India’s population is youth
 Use of social media such as Facebook, Twitter and YouTube
for marketing
 Organizing festivals and workshops in tier-1 and tier-2 cities
 Recruiting highly trained people who are passionately
committed to servicing
 Create an environment which will be the third most popular
place after home and work
 Provide food that will be hot, it will be cold, it will be savory
and sweet and will be vegetarian as well as meat which will
cater to the Indian tastes