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starbucks in india
Starbucks first opened in 1971 in Seattle, Washington. It now has over 20,400 stores across 61 countries. Starbucks utilizes a variety of marketing strategies including social media campaigns, mobile apps, and strategic store locations to target customers ages 18-40, particularly in urban areas. The company faces competition from local cafes and risks associated with market trends and joint ventures.
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starbucks in india
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- 2. Starbucks Coffee •The firstStarbucks 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. Starbucks Coffee Marketing Mix Marketing SWOTPLC BCG Matrix Porters 5 Strategy canvas Aida model Product market growth matrixProduct market fit strategy Business buyer-seller Porters 6 Market segmentation
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- 5. Starbucks Coffee Marketing Mixof 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. Starbucks Coffee List OfPrice Rs. 95 – Rs. 250 Card Payment card system Marketing Mix of Starbucks price
- 7. Starbucks Coffee •Social mediacampaign •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. Starbucks Coffee •Higher incomegroup 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. Starbucks Coffee Marketing Mixof 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. 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. Starbucks Coffee Aida modelof 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. Starbucks Coffee Bcg matrixof 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. Starbucks Coffee Swot analysisof 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. Starbucks Coffee Product marketgrowth 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. Existing Customers NewCustomers 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. COMPATIBLE STYLE Starbucks Coffee COMPATIBLE CONTENT Businessbuyer-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. Starbucks Coffee Industry Competitors Potential Entrants SubstituteProducts BuyersSuppliers Threat of new entrantsBargaining Power of suppliers Threat of Substitute Bargaining Power of Buyers Porters 5
- 18. Starbucks Coffee Industry CCD PotentialEntrants 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. Threads of new entrants industries competitorLess 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. Starbucks Coffee Maturity Product LifeCycle Sales Time
- 21. Starbucks Coffee Settled Country ProductLife Cycle Sales Time
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- 23. Starbucks Coffee price BrandQualityConvenience location Variety Reputation Customization Online user low High