Starbucks Rebranding Study

Only available on StudyMode
  • Topic: Starbucks, Coffee, Seattle's Best Coffee
  • Pages : 12 (3687 words )
  • Download(s) : 137
  • Published : August 26, 2012
Open Document
Text Preview
IMI, New Delhi|
Starbucks: Study on Rebranding, Extensions and Positioning| Final Report|
|
|
Submitted byArjun Sreekumar 10PGDM070Mario Fernandes 10PGDM088M. Srinivasan 10PGDM 086Tushar Sharma 10PGDM115Vashisht Adhlakha 10PGDM116|

|

Table of Contents
Executive Summary3
1.1 The Starbucks Corporation5
History5
1.2 Starbucks: Evolution of the Brand7
1.3 The Starbucks Experience as the Brand10
1.4 Brand Extensions12
Starbucks Duetto Visa Card12
Starbucks Liqueur13
Starbucks Brewing Machines, Mugs & Tumblers13
Starbucks Bearista Bears and Toys14
Starbucks T-Shirts14
Starbucks Ice Cream, Frappuccino &Whole Bean Coffees15
1.5 Rebranding by Starbucks15
The new Starbucks logo16
The chunky coffee mugs were replaced by the new lighter cups17
Was the rebranding exercise a success or a failure?18
1.6 Strategy to Enter In India19
Importance Rankings of Key Attributes in Creating Customer Satisfaction21
Indian Coffee Market22
Competitive Landscape in Branded Coffee22
Starbucks Positioning23
The Product to Offer in India23
Strategic tie-ups and Location strategy24
1.7Road Ahead24

Executive Summary
Starbucks Corporation is an international coffee and coffeehouse chain based in Seattle, Washington. Starbucks is the largest coffeehouse company in the world. Starbucks sells drip brewed coffee, espresso-based hot drinks, other hot and cold drinks, coffee beans, salads, hot and cold sandwiches and panini, pastries, snacks, and items such as mugs and tumblers. The first Starbucks location outside North America opened in Tokyo, Japan, in 1996. Starbucks entered the U.K. market in 1998 with the $83 million acquisition of the then 60-outlet, UK-based Seattle Coffee Company, re-branding all the stores as Starbucks. In April 2003, Starbucks completed the purchase of Seattle's Best Coffee and Torrefazione Italia from AFC Enterprises, bringing the total number of Starbucks-operated locations worldwide to more than 6,400. On September 14, 2006, rival Diedrich Coffee announced that it would sell most of its company-owned retail stores to Starbucks. The Starbucks experience can be evaluated on three fronts viz the shareholders experience, the customers experience and the employee experience. On the shareholders front, a modest investment in Starbucks’ stock in 1992, when it was first offered would have seen a rise of many times over by now. Starbucks initially started as a “Coffee experience” store, seeking to bring the Italian coffee drinking experience to the USA. They started selling coffee and brewing machines. As time progressed, Starbucks outlets started selling many other products besides just coffee. Some of these products were sold under the Starbucks brand, which the company was trying to make an umbrella brand. In this section we bring to light these Brand extensions. The customers experience can be defined around the 3 P’s:

1.     People- the baristas and their connection with customers  2.     Place - the physical stores, their design and aroma 3.     Product – the beverages, food, and merchandise
We suggest that Starbucks should adopt a Premium positioning in India. It should price the coffee offered 10 to 15% higher prices than Costa Coffee, Gloria Jeans, CBTL.It should have tie ups with premium hotel chains, airports, airlines , etc to offer the coffee to consumers

1.1 The Starbucks Corporation
Starbucks Corporation is an international coffee and coffeehouse chain based in Seattle, Washington. Starbucks is the largest coffeehouse company in the world, with 17,009 stores in 55 countries, including over 11,000 in the United States, over 1,000 in Canada, over 700 in the United Kingdom, and over 150 in Turkey. Starbucks sells drip brewed coffee, espresso-based hot drinks, other hot and cold drinks, coffee beans, salads, hot and cold sandwiches and panini, pastries, snacks, and items such as mugs and tumblers. From Starbucks'...
tracking img