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LAUNCH OF STARBUCKS IN INDIA

PRESENTED BY :-

JAYKUMAR CHANGRANI

SUDEEPT KUMAR SINGH

SHIVAM SINGH GAUTAM

JOY MUKHERJEE

ORLOVA SINHASURABHI SINGH


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HISTORY

Founded in 1971.

Coffee, tea, and spice store.

Named in honor of the first mate in

Herman Melvilles Moby Dick.


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Howard Schultz was pioneer in the coffee bar culture to America.

Now Starbucks has over 7, 500 locations in over 30 different

countries.

Starbucks and Dreyer's Grand Ice Cream, Inc.introduces Starbucks Ice Cream and

Ice Cream bars , making Starbucks the number one brand of coffee ice-cream in the

U.S.

Began selling bottled Frappuccino

Introduced a lighter and milder tasting line of coffee and Tiazzi, a mixture of tea,

fruit juice, and ice.

Through Kraft Foods begins to extending the Starbucks

brand into grocery stores

Recently Introduced a new Frappuccino, a light blended coffee beverage

Contd.


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Reasons for growth of coffee shop culture

liberalization of 1991 attracted foreign investment in India.

job opportunities increase in India giving more to Indian consumer to

reinvest.

attitude of spending money of an average earning consumer .

heavy desire of Indian pop culture to follow westernization.

coffee came up as a healthy alternative to Indian youth.

Coffee houses socializing and gathering points for youth.


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STARBUCKS IN INDIA

Ideas . Business . Leisure

Over a cup of coffee

Only at


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Location of starbucks in India

And why? Starbucks store will be located at NARIMAN POINT , MUMBAI.

This is a highly urban location within reach of :

a. Technological companies.

b. Major Tourist spot.

c. Colleges and universities.

d. Shopping centers.

Therefore this makes the location reachable to our target customers.

this location is easily accessible by roads.


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Targeted market for starbucks

a. Primary target market

People of age group 16-38.

These majorly comprises of youth and working professional.

They are well educated and highly paid .

target market is mainly the consumers who live and work in vicinity.

b. Secondary target market

this area sees major tourist concentration.

they recognize starbucks as a brand .

they would find starbucks India relatively cheaper.

BOTH THE TARGET MARKET LIE IN MIDDLE AND UPPER MIDDLE CLASS.


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Age break down 2007-08

0 to 4

5 to 14

15 to 24

25 to 34

35 to 60

60+

13%

27%

19%

25%

10%

6%

Age distribution


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Product strategy of starbucks in India

this coffee shop would be the place to relax ,study , work or have business

meeting

along with coffee , starbucks would also sell variety of tea beverages along

with pastries , confections and baked goods.

coffee with different flavors to match with current trends.

this would also sell coffee related accessories and equipment.

starbucks would also customize taste to Indian palette.

healthy products would be developed .

raw material would be bought from Indian farmers maintaining quality.


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Menu pricing

Prices of coffee in India would be a bit lower compared

internationally.

This would be due to cheaper transportation and staff.

People would be willing to pay the price if they get better quality of

service , environment and food.

To penetrate into Indian market pricing initially would be relativelylower than its competitor like BARISTA and COSTA COFFEE.


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Unique selling proposition

introduction of some new flavored drinks.

international standards local prices.

collection of selective books and magazines.

wi fi enabled premises .

computer terminals .

wide range of coffee and snacks.

special meeting and conferencing areas.

pool table for game lovers.


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CONCLUSION

Starbucks coming to India would be a profitable venture considering emerging

target market.

Growth of barista and Costa coffee would act as a challenge.

But it shows ample growth opportunities for our brand as people look for

change.

Accustomed to entering new markets , capturing Indian market wont be a

problem.

The brand status of starbucks is already known.

The relatively lower pricing strategy would ease its market penetration.

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