Contents Background and ProductsFeatures and BenefitsCompetitors[Direct/Indirect/Broad]Brand Value Proposition[Promise/Affinity/Bonding/Liking]Brand Awareness/Recognision/RecallBrand Equity [QAAAL]Segmentation/Targeting/PositioningTarget marketing StrategiesPOD/POPConsumer Behavior
Background
Products
Features
Specialty coffee selections, Flavors and variety
Regulated and decaffeinated coffee
Auxiliary features like atmosphere,Wi-fi,
Music,Books to read
Packaging
Customised coffee
Premium coffee with varietyConsistent, inviting, stimulating environmentIdeal place for meetings
Creating community of premium coffee lovers [MY STARBUCKS IDEA]Sophistication-Best of classMakes me feel importantExtension of lifestyleFree Coffee on birthday
Benefits Functional Benefits
Emotional Benefits
to• t
Competitors
Direct competitors
Indirect Competitors
Broad Competitors
Ccd 63% , over 1200 stores,260 Cr
Barista: 17%-20% ,200 stores,160Cr
Costa coffee 14%, market share,108 stores,108 Cr
“live coffee”
”experience”
“Customer intimacy”
Brand Value Proposition
Horizontal integration
Market penetration
Market development
Concentric diversification
Conglomerate diversification
Value chain development
Brand Awareness
Brand equity- QAAAL
QUALITY * We go where the best beans are: up* We’re for the good of all coffee* We nurture deep-rooted relationships* We're very picky at harvest.* We taste - again and again and again.
2) AWARENESS * Starbucks Facebook fan page* Presence on Instagram* MyStarbucks Idea.com
3) Asset* Fragrance of coffee beans* Ambience of store
4) ASSOSIATION * Coffee and Tea Communities* Local Area Engagement
5) LOYALTY• Great customer experience on the app
• Points for grocery product purchases
• The physical gold card
SEGMENTATION
13-172%
18-2440%
25-4049%
41-546%
55+3%
13-17 18-24 25-40 41-54 55+
Age wise
http://www.indiacoffee.org/coffeeinindia/database-jan-2013-14.htm Coffee Board of India - Database on Coffee
• Metro Cities, Tier 1 Cities ,upscale locations, • near offices, and near many college campuses
Employees of corporate houses, busy office goers, coffee lovers,Coffee addicts
Loyal customerPositive attitude
Geographic
Psychographic
Behavioral
Targeting: MARKET Specialization
Economy
Medium
Premium
Target Marketing Strategies
MARKETING MIX STRATEGY
Market Concentration
Great tasting coffeeReliabilitySpeedConvenienceCleanlinessAromas of coffee beans
Points-of-parity Points-of-Difference
Standard of Quality and FlavorsVaried and Exotic Coffee DrinksCustomizationExperienceCommunity
Consumer Behaviour• Need Recognition :- Energy, Social life, Status
• Information Search :- Social groups/ Reference groups, Advertisements, Internet
• Evaluation Of Alternatives :- Instant home coffee machines, Competing coffee houses, Other drink options(Tea, Soft Drinks, Water)
• Purchase Decision
• Post Purchase Decision :- Delight or Dissatisfaction
kaustubh