submission for college

1. Disclaimer
This presentation is purely for educational
purpose and no copyright infringement was
intended.
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2. Brand Ambassador, Round 2
Tata Starbucks
By,
Shivam Sharma (B-62, 2013-15)
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3. Contents
• Coffee market overview (International and
Indian)
• Competitor Analysis
• Segmentation Study
• Business Overview
• Feasibility Study
• Conclusion
• Source
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4. Coffee kiosk market
Internationally:
•Coffee is the second most traded commodity in the world, next only
to oil.
•Over 2.25 billion cups of coffee are consumed in the world every day
with high amount of consumption in US and European regions.
•As per the 2008-09 sales figures, coffee displays an inelastic nature in
terms of demand.
Indian Markets:
•The market evaluation stands to an estimated Rs.1100 crore expected
to grow to a whopping Rs 2,250 crore by 2017.
•More than 1,200 cafes have sprung up across India in the past
decade.
•One of the fastest growing organized retail segments with almost 40%
annual growth.
•Dominated currently by: Cafe Coffee Day, Baristas, Costa Coffee,
Coffee World, Lavasa, Coffee Bean.
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5. Competitor Analysis (Using SWOT)
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Barista Café Coffee
Day
Costa Coffee Starbuck’s
Strength - Strong Brand
Recall
- Loyalty
Programs
-Variety
-Own coffee
estates
-Reputation for
value of money
-Variety
- Rated No. 1
brand in
coffeehouse
segment
- Valuation $4
billion: capital
strength
Weakness Perceived as an
expensive brand
High brand
awareness only
in few regions
Very few stores -Product pricing
- Negative
publicity
Opportunity Can diversify into
tea segment
Tap Smaller
Markets
Tap new markets
like other regions
of India
Expand to
emerging
economies
Threat Dependent on
Govt commodity
rates
New Entrants
like starbucks
Intense price
competition
-Trademark
Infringements
- Supply
Disruptions

6. Segmentation along with STP Analysis
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Barista Café Coffee
Day
Costa Coffee Starbuck’s
Segment On the basis of
age and
income
On the basis of
income and
geography
On the basis of
age
On the basis of
income and
geography
Target mainly youth
segment and
middle and
high income
segment
mainly youth
segment in
urban areas
mainly youth
and middle
aged segment
mainly middle
and higher
income
segment in
urban areas
Positioning Premium
coffee
Relax and
Enjoy your
coffee – Lot
can happen
over coffee
Coffee that
suits all
Premium
coffee
experience

7. Business Overview
• A 50:50 joint venture company, owned
by Starbucks Corporation and Tata Global
Beverages
• The outlets are branded Starbucks "A Tata
Alliance”
• Serves coffee that is 100% locally sourced and
roasted
• As of June 2013, Starbucks operates 15 outlets in
2 cities of India (Delhi and Mumbai)
• Avani Saglani Davda (CEO)
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8. Feasibility Study
• The population of the Pune urban agglomeration is
around 5,049,968
• The city has proportionately large no. of students
and young professional populations than Metros or
any other city in India
• Number of Café Coffee Day outlets in Pune – 51 thus
displaying scope for a large market
• Pune also has a high capital income of Rs 46,000
per annum with a good amount of disposable
income.
• The standard of living is also high in Pune.
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9. Conclusion
• Pune will provide a good market for Tata
Starbuck’s with good growth opportunities as
well.
• Suggested Area to set up outlet –
FC Road (Near Fergusson College)
MG Road
Koregoan Park
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10. Biblography
• http://dailycoffeenews.com
• http://wikipedia.org
• http://zeenews.india.com
• http://
en.wikipedia.org/wiki/File:Tata_Starbucks_logo.jpg
• http://articles.timesofindia.indiatimes.com/2008-
08-05/pune/27945189_1_esr-capita-income-pune-
district
• http://www.numbeo.com/cost-of-
living/city_result.jsp?country=India&city=Pune
• Self
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11. END
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