Slide 1 NAME: Dr. SUNIL K SHEKHAWAT DIV. & ROLL NO.: E-42 BATCH: 2013-15 SIMS BRAND AMBASSADOR PRESENTATION 1 COFFEE KIOSK MARKET IN INDIA Stirring up the market is the India's growing youth segment: around 50% of India's 1.2 billion people are 25 or younger. By 2015, this is expected to increase to 55%. For this segment, particularly those with steady, disposable incomes, coffee shops serve as a social hub. "Coffee chains offer a basic emotional need -- refuge. They are brands between home and office," Company should focus on 3 types of potential consumers…. daily commuter: someone travelling to/ from work, out shopping delivering goods or services, or just out for a drive captive consumer: someone who is in a restricted environment that does not allow convenient departure and return while searching for refreshment 3- Hanging out place for Gen Y. 2 3 of 12 According to ‘India Coffee American global coffee company and coffee chain and is the largest coffeehouse company in the world Operated in a 50:50 joint venture in India –between Starbucks corporation and Tata Global Beverage Plans to expand due to the tremendous response from India Partnered with one of India’s most trusted brand - TATA Organized development plan in India Relying on the brand value of Starbucks Used it as a passive entry into the Indian market Shops & Café Market Forecast & Opportunities, 2017’, the coffee shops and café market in India is expected to witness phenomenal growth in the next five years. The global coffee giants Starbucks has just started operating in India in 2012. Starbucks 4 Major Brands Considered Starbucks entered the Indian market in October 2012 and currently operates six stores in Mumbai, two at the New Delhi's Indira Gandhi International Airport and three more in the city. The company has tweaked its menu to suit Indian tastes and pockets. Offering an Indian ambience and coffee sourced from India, Tata Starbucks is talking of providing locally-relevant innovations. The company continues to focus on its original product bundle that includes good coffee, quality service, and a nice environment to hang around. The company has stayed with the upper-scale of the coffee market, competing on comfort rather than convenience, which is the case with its closest competitors, McDonald’s and Dunkin Donuts. BUSINESS OVERVIEW AND STRATEGY 5 Porter’s Five Forces – Indian Coffee Market The competition on the coffee market is quite high A unique strategy is important to attract customer CONCLUSION: Even with the late arrival in Indian market, STARBUCKS has shown lot of potential to Capture the future market. The quality been exceptionally good and the brand name of STARBUCKs associated with TATA ll play major role in promoting and attracting the crowd from all strata’s of society. 6
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Brand ambassador

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Slide 1 NAME: Dr. SUNIL K SHEKHAWAT DIV. & ROLL NO.: E-42 BATCH: 2013-15 SIMS BRAND AMBASSADOR PRESENTATION 1 COFFEE KIOSK MARKET IN INDIA Stirring up the market is the India's growing youth segment: around 50% of India's 1.2 billion people are 25 or younger. By 2015, this is expected to increase to 55%. For this segment, particularly those with steady, disposable incomes, coffee shops serve as a social hub. "Coffee chains offer a basic emotional need -- refuge. They are brands between home and office," Company should focus on 3 types of potential consumers…. daily commuter: someone travelling to/ from work, out shopping delivering goods or services, or just out for a drive captive consumer: someone who is in a restricted environment that does not allow convenient departure and return while searching for refreshment 3- Hanging out place for Gen Y. 2 3 of 12 According to ‘India Coffee American global coffee company and coffee chain and is the largest coffeehouse company in the world Operated in a 50:50 joint venture in India –between Starbucks corporation and Tata Global Beverage Plans to expand due to the tremendous response from India Partnered with one of India’s most trusted brand - TATA Organized development plan in India Relying on the brand value of Starbucks Used it as a passive entry into the Indian market Shops & Café Market Forecast & Opportunities, 2017’, the coffee shops and café market in India is expected to witness phenomenal growth in the next five years. The global coffee giants Starbucks has just started operating in India in 2012. Starbucks 4 Major Brands Considered Starbucks entered the Indian market in October 2012 and currently operates six stores in Mumbai, two at the New Delhi's Indira Gandhi International Airport and three more in the city. The company has tweaked its menu to suit Indian tastes and pockets. Offering an Indian ambience and coffee sourced from India, Tata Starbucks is talking of providing locally-relevant innovations. The company continues to focus on its original product bundle that includes good coffee, quality service, and a nice environment to hang around. The company has stayed with the upper-scale of the coffee market, competing on comfort rather than convenience, which is the case with its closest competitors, McDonald’s and Dunkin Donuts. BUSINESS OVERVIEW AND STRATEGY 5 Porter’s Five Forces – Indian Coffee Market The competition on the coffee market is quite high A unique strategy is important to attract customer CONCLUSION: Even with the late arrival in Indian market, STARBUCKS has shown lot of potential to Capture the future market. The quality been exceptionally good and the brand name of STARBUCKs associated with TATA ll play major role in promoting and attracting the crowd from all strata’s of society. 6
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