Starbucks

Brand Definition of Starbucks:

Starbucks is a high end international coffee brand for the affluent ones, which is dedicated to providing an experience through a delightful ambience and a palatable but overpriced menu. It is struggling to strike a chord with the Indian consumer due to lack of coffee drinking culture and an elusive hyped image.

Marketing objectives:                                     

Redefine the positioning and image of Starbucks by focusing on the services thereby increasing the TOMA in the premium international coffee segment in India while sustaining the aspirational image of the brand.

Role of Advertising:

To make the consumer believe in his mind that Starbucks is the only value for money premium coffee brand and make it an ‘escapade’ for the affluent customer

Competition:

Micro Competitors:

CCD: It is positioned as the cheap Indian coffee hangout suited for the young economical pallet

Barista: It is positioned as the international coffee brand that is classy and has lost its charm

The Coffee Bean and Tea Leaf: it is positioned as an outlet that targets both  coffee and tea drinkers

Costa Coffee: The international premium quality coffee brand that is reliable and mature

Macro Competitors

Mc Donalds: The quick service restaurant that suits the immediate need for a coffee on the go

Dunkin Donuts: Positioned as the all-day hang out café for the urban young

Target Consumer:

The target audience are status conscious and socially active individuals who want the best in what they pay for and look forward to feel special. They always wish to associate with something that makes them feel important, they look for the coffee drinking experience that they can work and socialize in.

Current positioning of Starbucks:

Starbucks is the aspirational premium coffee brand, the hyped and slightly over-priced multinational coffee brand for the Indian market.

Proposed positioning:

To become the premium performance oriented aspirational coffee brand which fulfills expectations of an international coffee brand, thereby becoming the classy foreigner who satisfies the target consumers

The Button for the communication strategy:

Starbucks makes you experience a surreal escapade each time you visit

Key Supports for the button:

The consumer can experience an escape into the delectable aroma of Robusta coffee beans creating an irresistible craving for the same. After becoming the performance oriented brand the current coffee drinking experience more memorable at Starbucks. More comfortable seats will be provided so that the consumer stays for a longer duration of time. The consumer will then fall in love with this foreigner that he currently has a fling with.