NAME: Dr. SUNIL K SHEKHAWAT
DIV. & ROLL NO.: E-42
SIMS BRAND AMBASSADOR
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 consumersâ¦.
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.
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According to âIndia 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 âbetween Starbucks corporation and Tata Global Beverage
Plans to expand due to the tremendous response from India
Partnered with one of Indiaâs 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 & CafÃ© Market Forecast & Opportunities, 2017â, the coffee shops and cafÃ© 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.
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, McDonaldâs and Dunkin Donuts.
BUSINESS OVERVIEW AND STRATEGY
Porterâs Five Forces â
Indian Coffee Market
The competition on the coffee market
is quite high
A unique strategy is important to
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 strataâs of society.