LAUNCH OF STARBUCKS IN INDIA

PRESENTED BY :-

JAYKUMAR CHANGRANI
SUDEEPT KUMAR SINGH
SHIVAM SINGH GAUTAM
JOY MUKHERJEE
ORLOVA SINHA
SURABHI SINGH
 HISTORY
• Founded in 1971.

• Coffee, tea, and spice store.

• Named in honor of the first mate in

Herman Melville’s Moby Dick.
 Contd…….

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

•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

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

countries.
 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.

 STARBUCKS IN INDIA
Ideas . Business . Leisure
Over a cup of coffee

Only at
 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.

 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.
 Age distribution

Age break down 2007-08

6%
13% 0 to 4
10%
5 to 14
15 to 24
25 to 34
27% 35 to 60
25% 60+

19%
 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.

 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 relatively

lower than its competitor like BARISTA and COSTA COFFEE.
 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.

 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.