1. 1
Starbucks
Pune Kiosk development
Brand Ambassador Programme
Shri krishan Sharma
Division- B
Roll No. 25
Batch 2013-2015

2. 2
• Demographics: The coffee industry currently exceeds $70
billion annually, with over 400 billion cups consumed each
year
– Coffee, as a product, is the 2nd highest traded
commodity globally, falling only shortly behind oil
• Coffee consumption in India grew with more than 3 %
from year 2012 making it as more than the global
consumption rate
• Projection: Coffee kiosks are projected to reach 4000 in
no. by 2015 with a growth rate of 21%
• For India, CCD and Barista hold top 75% market share.
Coffee kiosk- Generic View
Brand Ambassador Programme

3. 3
Student International Business Council
Comparative Analysis
Barista CCD Starbucks
Strong Brand Image:
Strong presence and brand image.
Barista exists in over 22 cities, and
operates over 140 outlets nationally
Highly rated Taste & Quality of
products: Café Coffee Day even won the
“Barista Coffee- Making Championship”
for the Best Coffee
It is urban youngsters favourite “hangout”.
Strong Brand Image globally: Starbucks
has a strong brand reputation associated
with quality coffee and excellent customer
service. Its brand is the most valuable
brand in coffee house segment and is
valued at $4 billion. International
popularity of the Starbucks Brand.
Pricing Approach: Held a Skim Pricing
Policy approach
Majorly targeting upper middle class;
Corporate oriented
Pricing approach: Value for money
proposition: Café Coffee Day is projected
as an “affordable” brand
Pricing Approach: Offers great coffee
and customer experience but that results
in high price of its products.
Minor changes in pricing policy since the
time of its operation.
Ambience & Décor: More appropriate to
business meetings & get together
Barista’s internal décor and architecture
expresses the simplicity you would
normally
associate with traditional cafés.
Ambience & Décor: Ambience Strong
youth orientation: there is huge potential
for Café Coffee Day to become country’s
largest youth
brand
Ambience & Décor: : Expensive and
soothing Décor catering to Niche upper
middle and middle class
Starbucks Coffee outlets have the image
of high end luxury café and customers
may not turn
Brand Ambassador Programme

4. 4
Student International Business Council
Comparative Analysis
Barista CCD Starbucks
Location: Outlets generally located at
High Street/ family Entertainment
Centres. Outlets in & around malls,
Cinemas, Offices… targeting all age
groups
Location: Outlets preferred near student
hub. Malls. Youth markets in the city
Location: Presence at prime locations of
the city globally.
Targeting Pune prime location- FC road
Promotion: mass promotion campaigns:
Press, TV, radio. Strategic Alliance with
corporates: eg collaboration with Leo
Mattel etc.
Promotion: television, ticket sales, tie
ups, Sales Promotion
Promotion: Social Media
Quality – Value for money: barista has
check on its quality of its product every
14 days. Incorporating TQM at its
headquarter- Delhi
Quality- Value for money: Maintaining
good quality level per the price quoted.
Incorporating TQM at prime kiosks
Quality-Value for momey::
Quality Sources Internationally acclaimed
brand. Collaboration with TATA in India
has added to its brand perception value
Target age group: Catering to its
customer majorly above 20-55 years.
Majority being corporates or working
professionals
Target Age group: Essentially a youth
oriented brand with majority of its
customers falling in the 15-
29 year age bracket
37% of the customers are between 20
and 24years. 27% of the
customers are between the age group of
25-29 years.
Target Age group: Essentially a brand
targeting premier customer of all age
groups.
Brand Ambassador Programme

5. • Understanding Target market Segment:
– Population of the Pune urban agglomeration is around 50
Lacs. With 63% youth.
– Key set up for- College youth , Corporates
– Target Areas: In or Out area for leading Malls &
hotels at Pune
• Advertisement: Via Print media, Discount coupons, Hype
created at Social Media
• Décor aligned to Starbucks standards- provide Pune consumer
an Exotic experience.
Business Strategy
HOTEL LOCATION
Hyatt Regency pune Nagar Pune
Le Meridien Hotel R B Mill Road, Pune
MALL LOCATION
Inorbit Mall Viman Nagar
Amanora Town Centre Hadapsur
Limited
promotion price
for students to
fight CCD and
Barista stakes
at these
locations
Brand Ambassador Programme

6. • Starbucks presence at Pune with a clear strategy to
target niche upper class segment, emphasis on
youth; looks promising to downside key competitors
in shorter run
• Trust and legacy of TATA coffee with the iconic
global brand image of Starbucks can move on to
development of Starbucks retail coffee chains in
rich market like Pune.
CONCLUSION
Brand Ambassador Programme