starbucks in india

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  • starbucks in india

    1. 1. Starbucks Coffee
    2. 2. Starbucks Coffee •The first Starbucks location opened in 1971. •Starbucks original location in Seattle Washington. •Starbucks has 20,400+ stores in 61 countries. •Starbucks has 50-50 joint venture with TATA alliances.
    3. 3. Starbucks Coffee Marketing Mix Marketing SWOT PLC BCG Matrix Porters 5 Strategy canvas Aida model Product market growth matrixProduct market fit strategy Business buyer-seller Porters 6 Market segmentation
    4. 4. Starbucks Coffee Product Price place Promotion Marketing Mix of Starbucks
    5. 5. Starbucks Coffee Marketing Mix of Starbucks Product Variety Quality Design Features Brewed coffee Attractive ,descent, convenientFresh product cappuccino, Caramel cappuccino, tea packaging services Attractive, easy to handle Just in time ,ready to drink , fair trade policy
    6. 6. Starbucks Coffee List Of Price Rs. 95 – Rs. 250 Card Payment card system Marketing Mix of Starbucks price
    7. 7. Starbucks Coffee •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 Marketing Mix of Starbucks Promotion
    8. 8. Starbucks Coffee •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. Marketing Mix of Starbucks Place
    9. 9. Starbucks Coffee Marketing Mix of Starbucks Product Price place Promotion Customer solution Customer cost convenience communication 4 P’s 4 C’s To be effective, marketing people have to consider the 4 C’s first and then build the 4 p’s based on requirements
    10. 10. 2% 40% 49% 6% 3% 13-17 18-24 25-40 41-54 55+ CUSTOMER AGE GROUP •Urban •Age =18 to 40 •Men women •High income group • Occupation= college student office employee • Technology= Smart Phone user. Market segmentation
    11. 11. Starbucks Coffee Aida model of Starbucks Cognitive stage Affective stage Behavior stage attention interest desire action Stages Aida model Hierarchy of effects model awareness knowledge liking preference conviction purchase
    12. 12. Starbucks Coffee Bcg matrix of Starbucks •International brand • Joint venture with Tata alliance •Customer loyalty •Brand loyalty •Less stores are currently present •Huge number of competitor RELATIVE MARKET SHARE MARKETGROWTHRATE •Newly enter in the India STAR COW DOG ?
    13. 13. Starbucks Coffee Swot analysis of Starbucks Strengths •High quality of products •Extensive range of staff benefits contributes to employee morale •Effective utilization of information technology •Strategic relationships with suppliers Weaknesses •Tall management structure •Laissez Faire management style •Occasional lack of workforce on the floor •High turnover rate among employees •Over-saturation of markets Opportunities •International market expansion (especially Chinese and Indian markets) •Innovate products and services •Increasing the product ranges Threats •Frequent changes in the market trends •Better value offered by local cafes •organizations. •Joint-venture Model •Competitor intentions
    14. 14. Starbucks Coffee Product market growth matrix of Starbucks Market Penetration strategy Market Development strategy diversification strategy Product development strategy Existing markets New market Existing product New product In India In Settled Market
    15. 15. Existing Customers New Customers a) Reposition b) Broaden Product Horizons c) New Situations Starbucks Coffee NewUsesExistingUses Product market fit strategy of Starbucks Penetration Through a) Distribution b) Extensive Coverage • Internationalization • Repositioning • Concept Marketing • Market Development In India In Settled Market
    16. 16. COMPATIBLE STYLE Starbucks Coffee COMPATIBLE CONTENT Business buyer-seller of Starbucks IDEAL TRANSACTION INEFFICIENT TRANSACTION NO TRANSACTION INEFFICIENT TRANSACTION INCOMPATIBLE CONTENT INCOMPATIBLE STYLE In India In Settled Market In India In India
    17. 17. Starbucks Coffee Industry Competitors Potential Entrants Substitute Products BuyersSuppliers Threat of new entrantsBargaining Power of suppliers Threat of Substitute Bargaining Power of Buyers Porters 5
    18. 18. Starbucks Coffee Industry CCD Potential Entrants Substitute Products BuyersSuppliers Threat of Star Bucks “Pricing Strategies” And “positioning of Brand” Bargaining Power of suppliers Threat of Substitute Such as Milk, Sugar, Food etc Bargaining Power of Buyers Will Get Good ambience and premium product
    19. 19. Threads of new entrants industries competitor Less number of Target customer Compete to settled coffee brand in India HIGH MEDIUM LOW Threads of new entrants industries competitor Less number of Target customer Compete to settled coffee brand in India Porters 6
    20. 20. Starbucks Coffee Maturity Product Life Cycle Sales Time
    21. 21. Starbucks Coffee Settled Country Product Life Cycle Sales Time
    22. 22. Starbucks Coffee Strategy canvas
    23. 23. Starbucks Coffee price BrandQuality Convenience location Variety Reputation Customization Online user low High

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