A brief study on the Popularity of Starbucks amongst the youth.

1. BUSINESS
RESEARCH

3. PRESENTERS
RAJSHAH
SHIVANJANIPUJARI
HARSHALPAREKH
MAHEKBHEDA
DIMPYSHAH
DIPENJOSHI
BHAGYASHREEBAGUL

4. TABLE OF CONtENTS
1.HistoryofSTARBUCKS
2.DefiningtheResearchProblem
3.ObjectiveoftheResearch
4.Products
5.QuestionnaireAnalysis
6.BCGmatrix
7.CompetitorAnalysis

6. •On19October2012firststoreinElphinstoneBuilding,HornimanCircle,Mumbai.
•IndianstyleproductofferingssuchasTandooriPaneerRoll,ElaichiMawaCroissantand
MurgTikkaPaninitosuitIndiancustomers.
OURMISSION
Toinspireandnurturethehumanspirit–oneperson,onecupandoneneighborhoodata
time.
HISTORY

7. State/Region City No. of Outlets First Outlet
Delhi NewDelhi 13 24January2014.
DelhiNCR Gurgaon 6 10July2013.
Maharashtra
Mumbai 26 19October2012.
Pune 7 8September2013.
Karnataka Bangaluru 10 22November2013.
TamilNadu Chennai 5 8July2014.
Telangana Hyderabad 5 1October2014.

8. FIVE PILLARS
• “Make it your own”
– Customize the experience.
• “Everything matters”
– Focus on every aspect of the job. Never ever lose your focus on your customer’s experience and
point of view.
• “Surprise and delight”
– Do the unexpected to make buying a cup of coffee enjoyable.
• “Embrace resistance”
– Learn from your mistakes.
• “Leave your mark”
– Do your job so that your customers remember you.

9. The Partner Ethos
Two aspects of Starbucks’ corporate culture are central to
its success:
•Employees are partners
•Leaders transmit the culture.

10. •Unitofanalysis:YOUTH
•Characteristicsofinterests:PopularityoftheStarbucks
amongstyouth.
• Timeandspaceboundary: Onemonth
•Environmentalconditions:AsValentine'sweekwasgoingon
Starbucksoffered3specialeditionchocolatedrinks

11. OBJECTIVE OF OUR RESEARCH
Toexplaintheaimsthattheresearcherintends
toachievethroughtheresearch.
 TounderstandthepopularityofStarbucks
coffeeamongstyouth.
 Astudytodeterminetheconsumer
perceptionsofStarbucks.

12. PRODUCTS
OF
STARBUCKS

13. DRINKS
Cappuccino ESPRESSO
NONCOFFEE FRAPUCCINO

14. Food
SANDWICH Pastry/Cakes
Muffins Cookies

15. Merchandise
Tumblers Blends
Mugs Coffee Makers

18. 26.8
34.1
1.2
Once a week
Once a month
Once a Fortnight
Occasionally
Q2.HOWOFTENDOYOUVISITSTARBUCKS?

19. Q3.WHYDOYOUVISITSTARBUCKS?

21. 30.2
4.7
11.6
7
16.3
20.9
9.3
0 10 20 30 40
The High Classic Coffee
Modern Facilities
Wide range of Customised Coffee
Suitable place to relax
Global Recognition
Global Standard Service
High Expenditure
Q5.WHATKINDOFASSOCIATIONSYOUCANLINKWITH
THEBRANDOFSTARBUCKS?

22. 0
5
10
15
20
25
30
35
Quality of products Variety of Products Ambience Customer Service
32.6
16.3
34.9
16.3
Q6.WHATMAKESSTARBUCKSBETTERTHANITS
COMPETITORS?

23. 47.6
40.5
1.4 Coupons
Customer Loyalty Cards
Gift Cards
Q7.WHICHPROMOTIONALACTIVITIESATTRACTYOU
THEMOST?

24. 0
10
20
30
40
50
60
1 2 3 4 5
2.3 0
11.6
55.8
30.2
Q8.HOWWOULDYOURATETHECUSTOMER
SERVICE?

25. 0
5
10
15
20
25
30
35
40
45
50
1 2 3 4 5
2.3
0
7
46.5 44.2
Q9.RatetheBrandImageofSTARBUCKS

26. Q10.Towhatextentdoyouagreewiththestatementthat
“STARBUCKSISMORETHANACUPOFCOFFFEBUTMORE
THANANEXPERIENCE”

27. Q11.HOWWOULDYOURATETHEVALUEFOR
MONEY?

28. Q12.HOWWOULDYOURATETHEACCESSTOSTARBUCKS
STORE?

30. STAR II
• INTERNATIONAL BRAND
• JOINT VENTURE WITH TATA
ALLIENCE
DOGS IV
• LESS STORES ARE CURRENTLY
PRESENT
• HUGE NUMBER OF
COMPITITORS
CASH COWS III
• CUSTOMER LOYALTY
• BRAND LOYALTY
HIGH
MARKET
GROWTH
LOW
LOW MARKET SHARE HIGH

31. Launchedin1996
1423cafe,42Lounge,7Thesquareand590Xpressoutlets
Turnover–1150crores
210+cities
PresentinIndia,CzechRepublic,
Austria,Dubai,Malaysia,Egypt
RegularCappuccino–INR75
Regular Cappuccino – INR 75
COMPETITOR’S LANdSCAPE AT A GLANCE

32. Launchedin2000
200BaristaCoffeeEspressoBarsandBaristaCoffeeCrèmes
Turnover–75crores
30+cities
PresentinIndiaSriLanka,UAE,Oman,
Nepal,Bangladesh,Myanmar
RegularCappuccino–INR89

33. Launchedin2008
Around30+outletsinmajorIndianCities
30+cities
PresentinIndia,UnitedStates,Singapore,Malaysia,Korea,Brunei,
Indonesia,UAE,Israel,Australia,China,Egypt,
RegularCappuccino–INR100

34. SERVICE DIFFERENTIATION

35. THANK YOU
FOR
LISTENING