Plan For a new coffee kiosk in Pune

Purbasha MandalE 14

Batch 2013-15

Generic View of the market Brands like CCD and Barista created a global drinking

experience locally some two decades ago

Over the years, newer domestic chains like Coffee Bean& Tea Leaf, Café Nescafe; and foreign chains like Costa Coffee, Gloria Jean’s etc. have joined the bandwagon

Global cafe giants like Starbucks, Di Bella and Dunkin Donuts are also entering the Indian cafe market

John Culver, President, Starbucks Coffee China & Asia Pacific said, “We are excited about the great opportunities that India presents to Starbucks.”

Comparative analysis

Today, the Indian coffee retail market stands at $ 200 million and is expanding annually at 15-20 per cent

Over the next year itself, Café Coffee Day plans to add 250 outlets, Costa Coffee over 60, Barista Lavazza around 150 and Gloria Jean 50. Upcoming players also like Di Bella 15 and Dunkin Donut about 10

Starbucks have over 18,000 stores in 60 countries and India will be 61

Comparative analysis contd.. Costa coffee has recently arrived in India and will be Starbucks' biggest

foreign competitor

Café Coffee Day (CCD), an Indian coffee chain, offers much more serious competition. With some 600 outlets in more than 95 cities, including Vienna and Karachi, CCD owns two thirds of all the chain coffee houses in India

Café Coffee Day has used it first-mover advantage to set up outlets in every premium location imaginable, from the hills of Coonoor where Bangalore millionaires go in the summer, to motorways and urban malls, with extremely high footfalls

Other competitor would be McDonald’s because it offers hot coffee and cappuccino at lower prices

Business Overview We are sourcing and roasting coffee in India which gives us a

competitive advantage over others

We have the opportunity to integrate into Taj hotels

Unlike any of the existing competitors, the stores that we will open and design will create a destination because of the elegance and the style of the store and its size

Starbucks has had a long history of broadening and expanding the market and we believe that we will do that here as well

Strategies Create a pricing strategy which will attract the Indian youth

as 50% of India’s population is youth Use of social media such as Facebook, Twitter and YouTube

for marketing Organizing festivals and workshops in tier-1 and tier-2 cities Recruiting highly trained people who are passionately

committed to servicing Create an environment which will be the third most popular

place after home and work Provide food that will be hot, it will be cold, it will be savory

and sweet and will be vegetarian as well as meat which will cater to the Indian tastes

THANK YOU!!