1. By
maruthupandian
STAR BUCKS

2.  Tata Global Beverages Ltd and Starbucks Coffee
Company have set up a 50:50 joint venture (JV) called
Tata Starbucks Ltd.
 The JV company would own and operate Starbucks cafes
across India.
 These cafes will be branded as Starbucks Coffee 'A Tata
Alliance'.
 Started on October 2012.
 Currently 25 stores across Mumbai,Delhi,Pune.
History…

4. Starbucks in india..
 In a separate sourcing and roasting agreement between
Starbucks Coffee Company and Tata Coffee Ltd, the later will
roast coffee to supply to Tata Starbucks, and to export to
Starbucks Coffee Company for its overseas operations.
 India is one of the world's largest coffee producers at
over Rs.3,000 crore a year.
 The Tata Starbucks joint venture will operate cafés under the
quick service restaurant (QSR) category.

5. Marketing Mix of Starbucks
Product
Variety
Quality
Design
Features
Brewed coffee
Attractive ,
descent, convenient
Fresh product
cappuccino,
Caramel cappuccino, tea
packaging
services
Attractive, easy to handle
Just in time ,ready to drink ,
fair trade policy

6. price
List Of Price
Rs. 95 – Rs. 250
Card
Payment card system

7. • Social media campaign
• Starbucks iPhone app
• QR Code scanner and start connecting the physical world to your
mobile device
• Gift card to start a relationship
Promotion

8. • Higher income group location place
• Airports ,malls,wel known areas
• Highly visiting areas
• locations of Seattle’s Best or placement of the brand within 30
miles, rebrand some locations as a local shop.
• Location Selection.
Place

9. • Urban
• Age =18 to 40

• Men women
• High income group
• Occupation= college student office Employee
 Technology= Smart Phone user.
Market segmentation

10. Maturity
Product Life Cycle
Sales
Time

11. Settled Country
Product Life Cycle
Sales
Time