CEO of TATA Starbucks plans to launch coffee kiosks in the near future in Pune

1. TATA STARBUCKS- LAUNCH
COFFEE KIOSKS
PRESENTED BY:
Name- SUSHMA DEVI
Division- A
Roll No.-23
Batch- 2013-2015
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2. Generic view of coffee kiosk market
•India is 5th largest coffee producer in the world
•India's per capita consumption of coffee is just 85 grams, compared
to 4.5 kilograms in France, 4.6 kilograms in Japan and 6 kilograms
in the U.S
•Increased exposure to international lifestyle and spending more
time outside homes
•The coffee industry is one of the fastest growing industries with a
growth rate of 7%
•Coffee kiosk culture is based on a fast-paced lifestyle
•Low cost franchise
•Coffee shop business places a premium on friendly, high energy
teams
•Highly competitive
•Product differentiation continues with proliferation of consumption
features and choices, including country of origin, flavors, darkness
of roast, and type of packaging
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3. 3
Low Quality
High Quality
Expensive
Inexpensive
Independent
coffee shops
COMPETITOR ANALYSIS OF INDUSTRY
2 types of competitor-
• Restaurants and In-house coffee trend
• Nationwide coffee manufacturers( rival brands of coffee)

4. SEGMENTATION
Geographic- tier 1 and tier 2 cities in the developed and
developing economies
Demographic: young adults(males and females) in age group of
18-40 with middle, upper-middle and rich income profile
Psychographic: convenience, calm ambience, people with
appreciation for finer things in life, time efficient
Target Areas- high visibility areas like work places, multiplexes,
malls, retail stores etc
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Multiplexes Near work places In events and
frequent places

5. BUSINESS OVERVIEW AND STRATEGY
• Ensure customer awareness and positive public and
media support
• Employee training and recognition
• Create new rituals and expand customer base
• Widen the range of product choices
• Purchasing and marketing Fair Trade Certified coffee
• Rationalize, develop and optimize the infrastructure
usage
• To grow big and merger of local and regional chains
• Co-branding and international expansion
• Building relationships with growers and exporters and
searching for sources that meet Starbucks standards
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6. CONCLUSION
STARBUCKS- “Inspire and nurture the human spirit -
one person, one cup, and one neighborhood at a
time”
Starbucks should place its coffee kiosks in Pune at
the high visibility and frequently visited places. It
should capitalise on its core competencies and
ensure maximum customer satisfaction
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