Preview

Kusmi tea case

Powerful Essays
Open Document
Open Document
1590 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Kusmi tea case
1. Think about the comparison between Starbucks and Kusmi Tea

The key difference between Starbucks and Kusmi Tea is the brand experience. Starbucks offer fresh-made coffee that is generally to be consumed in-store. Because of this Starbucks has to ensure a consistent experience in all their stores. Kusmi Tea’s key product is packaged tea, and tea consumption is more geared towards in home consumption where out of home tea consumption is driven by need for premium tea experience. These different expectations of their customers will lead to different retail strategies for the two brands (see question 3).

Brand Awareness in France
Awareness but no preference
High awareness in premium tea segment
Competitors

Starbucks and Kusmi Tea compete in the same product category: beverage.

Specific competitors for each brands vary by distribution formats (shown on the right)
Physical Store
Coffee Shops: Costa Coffee;
Nothing Hill; traditional cafes

Tea salon: Ladurée/ Mariage Frères/ Fauchon/ Meert/ etc

Supermarket Retailers
Illy, Nescafe and other bottled coffee brands
Lipton/ Tetley/ Twining

Premium outlet/ retail
Nespresso
Mariage Frères/ Pammamn/ Palais Des Thés
Market Situations/ Trend/ Challenges
Strong coffee culture in France; Zinc Culture
Repositioning of Tea Category to be more modern/ health-oriented and appealing to young clienteles
Consumers Profile

Demographic
-Unisex
-Tourist/ Business clients/ Nesters

-85% Female
-Younger, modern, and more dynamic clientele
-Socio-professional categories

Consumer Trend (consumption trend

-Towards in-home consumption
-Social dimension of tea consumption makes tea consumption more popular in home than out of home

-When out of home, customers prefer high-end tea
Hero Product
Frappuccino
Fresh-made coffee drinks
-Well-Being range (Detox: 35% of sales)
-Packaged tea range
Brand Extension
Coffee, beverages and confectionary
Tea related
Distribution
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Good Essays

    A History of the World in 6 Glasses Questions/Answers
    • 479 Words
    • 2 Pages

    A History of the World in 6 Glasses Questions/Answers

    Tea was spread with Dutch doctors stating that tea was medical and could help people who were ill. On top of this, the European culture contributed an addition to the tea. They began drinking tea with milk. This became wildly popular there. “From the top of British society to the bottom, everyone was drinking tea”(196). This shows how accessible tea was to any individual of any class. Later on, the British brought their culture along with tea to America.…

    • 479 Words
    • 2 Pages
    Good Essays
    Read More
  • Good Essays

    Starbucks vs. Peets Coffee
    • 936 Words
    • 4 Pages

    Starbucks vs. Peets Coffee

    If someone claims they are a coffee drinker and go to Starbucks every morning, chances are they do not know much about coffee and they are more likely to get an espresso drink rather than a cup of coffee. Why? Because Starbucks is not known or praised for their coffee like they use to be. Their signature trademark is their latte macchiato’s, caramel frappucino’s, and random coffee themed objects and items that have turned this once original coffee shop, more into an expensive superstore full of gifts and three month old vacuumed sealed beans. Order a medium, excuse me, I mean “grande” coffee, and the barista will look at you as if you just got out of the loony bin. Peet’s Coffee and Tea, a corporate coffee shop just like Starbucks but nearly not as huge, has constantly and is still constantly putting its focus and efforts in selling high-quality coffee beans and teas to its customers, rather than focusing on the sales of espresso drinks and useless gifts to people who can even afford them. Quality is over quantity when comes between Peet’s Coffee and Tea, and Starbucks Coffee is rather the other way around.…

    • 936 Words
    • 4 Pages
    Good Essays
    Read More
  • Good Essays

    Case Honest TEa
    • 841 Words
    • 4 Pages

    Case Honest TEa

    Discuss the economies of scale and scope, and potential diseconomies that apply to Honest Tea prior to the Coca-Cola deal. (6 points)…

    • 841 Words
    • 4 Pages
    Good Essays
    Read More
  • Better Essays

    ECON 101 - Essay 1
    • 881 Words
    • 3 Pages

    ECON 101 - Essay 1

    The demand for coffee and specialty coffee products have been steadily increasing. One of the leading factors affecting the demand for coffee beans is an increase in specialty coffee shops, such as Starbucks. Starbucks has become one of the most favorite coffee spots with over 21,160 stores in 63 countries and territories, including the United States, China, Canada, Japan and the United Kingdom (Starbucks Corporation 2013 Fiscal Report). Their locations serve hot and cold infusions, ranging from a regular Americano to Frappuccino’s and a whole array of whole-bean coffee, micro ground instant coffee, full-leaf teas among other goodies. It is no surprise that Starbucks has become a significant success, controlling a high percentage of the coffee supply.…

    • 881 Words
    • 3 Pages
    Better Essays
    Read More
  • Better Essays

    Starbucks vs Tim Hortons
    • 1379 Words
    • 6 Pages

    Starbucks vs Tim Hortons

    Starbucks is a “premier roaster, marketer and retailer of specialty coffee” (Marketline 2012). This company is globally recognized because of their vast amount of stores, consisting of more than 17,000 retail stores in over 55 countries. Most retail stores are in highly populated areas, like “downtown and suburban centers, office buildings, university campuses and in select rural and off-highway locations” (Marketline 2012).…

    • 1379 Words
    • 6 Pages
    Better Essays
    Read More
  • Good Essays

    Marketing Research Project Proposal
    • 1052 Words
    • 5 Pages

    Marketing Research Project Proposal

    Beginning in 1971 with only one shop in Settle’s historic Pike Place Market for coffee and tea, Starbucks has managed to become one of the most successful companies in the world. It has become number one in the coffee industry. As of June 2012 Starbucks owns 19,763 coffee shops in 59 countries which includes 12,848 in the United States, 1,264 in Canada, 973 in Japan, 778 in Great Britain, 621 in China, 441 in South Korea, 350 in Mexico and 269 in the Philippines. Offering to its consumers’ different coffees with unique flavors, tea and beverages, including food snacks and coffee accessories Starbucks has attracted consumers and turned them into loyal customers. (Starbucks Coffee Company, 2012)…

    • 1052 Words
    • 5 Pages
    Good Essays
    Read More
  • Good Essays

    Justifying an evaluation
    • 1259 Words
    • 3 Pages

    Justifying an evaluation

    In Britain, having a ‘stiff upper lip’ goes hand in hand with breathing. From the beginning, where the native islanders were sieged by Roman legionaries, and through the ravaging World Wars, the hard nosed, war torn British people have kept their upper lip stiff as a board thanks largely in part to a small, unassuming plant. Camellia sinensis, or the tea plant, has been responsible for all sorts of large scale controversy through the centuries. Many wars and economic industries can be directly credited to the worldwide want for tea. Tea was not always easy to obtain. At its popularization, tea was hard to come by and quite expensive to make. Nowadays, the average cost of one serving of tea is only three cents, making tea one of the most economically sound beverages available. It contains no sodium, sugar, carbs, or fat thus also making it extremely healthy. It is still a British tradition to have ‘tea time’ around four o’clock in the afternoon to help get through the day. In America, tea is often iced and sugared. The mascot drink of the South is sweet tea. Tea can be purchased in cans or bottles from vending machines anywhere for instant drinking pleasure. Tea comes in many varieties and flavors around the world and remains an extremely important economic industry in many countries - but none as much as in Britain. Britain and its irresistible lust for the tea plant has led to many millions of deaths worldwide throughout the centuries.…

    • 1259 Words
    • 3 Pages
    Good Essays
    Read More
  • Powerful Essays

    Assignment 1.209 Food And Identity Analysis
    • 2007 Words
    • 9 Pages

    Assignment 1.209 Food And Identity Analysis

    I will start by looking at the background of Starbucks and who their target audience was and how they marketed themselves to this audience. First of all no matter where you are in the world, (although I have found it difficult in NZ to always find a Starbucks, part of the reason I moved to Dunedin….ok not really), you are bound to find a Starbucks with generally the same menu in one of their 15, 756 stores around the world. Starbucks can attribute…

    • 2007 Words
    • 9 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Tea During The Industrial Revolution
    • 1607 Words
    • 7 Pages

    Tea During The Industrial Revolution

    When you think of drinking a hot cup of tea, you can’t help but feel rather British. Although tea did not originate in Britain, it certainly found a home there. At a time when the world was speeding up, the shuffle of the Industrial Revolution was embraced by some, avoided by others, and left some scrambling to find their place. Tom Standage’s A History of the World in Six Glasses, cleverly explains tea’s journey across the world and back and its lasting impact on all. As the Lipton tea company so perfectly claims, “Tea can do that”.…

    • 1607 Words
    • 7 Pages
    Powerful Essays
    Read More
  • Good Essays

    Starbucks Video Case
    • 575 Words
    • 3 Pages

    Starbucks Video Case

    Starbucks opened its first store in 1971 and prior to that the coffee industry was different. Before Starbucks there were virtually no independent coffee shops. While coffee was cheap at around 50 cents a cup the quality was also cheap. Coffee was canned, tasted terrible and there was no such thing as gourmet coffee. However Starbucks completely changed the image of coffee and through its success is why a cup of coffee went from 50 cents to over $4. Starbucks did this by creating the specialty coffee sector. Specialty coffees are distinctive because of their full cup taste with little to no defects and unique flavor. Starbucks used coffee beans with the best flavor that are produced in special microclimates such as Columbia. By using higher quality coffee beans with much better taste Starbucks not only changed the product itself but also created the specialty coffee sector.…

    • 575 Words
    • 3 Pages
    Good Essays
    Read More
  • Powerful Essays

    Green Mountain Coffee Roaster, Inc Export Project
    • 2228 Words
    • 9 Pages

    Green Mountain Coffee Roaster, Inc Export Project

    The big news exploded in March 2011. Starbucks Corporation, the largest coffeehouse company in the world and Green Mountain Coffee Roasters, Inc. enter into strategic manufacturing, marketing, distribution and sales Relationship. The companies plan to make Starbucks coffee and teas available in Green Mountains K-Cup portion packs by the fall of 2011. “Making Starbucks coffee out of Starbucks store” is one of the biggest breakthroughs. Although Starbucks have more than 10,000 chain stores in the world, but compare with the huge coffee…

    • 2228 Words
    • 9 Pages
    Powerful Essays
    Read More
  • Good Essays

    Starbucks Case Analysis
    • 360 Words
    • 2 Pages

    Starbucks Case Analysis

    As previously mentioned, the specialty coffee industry is the second most traded commodity in the world; being divided into two categories: specialty coffee and basic coffee. Starbucks has a growing and stable position in the industry, they have a first-mover advantage, owning their own stores and managing the quality of their products, while having prime locations with a welcoming atmosphere. The total US and Canadian markets included 1,074 Starbucks stores, with a population of 257,128 people per store, and a maximum number of 4,931 coffee stores supported by the market (Starbucks Corp., June 20, 1997). Starbucks’ great success and growth was led by many factors such as bringing education to their customers, offering quality coffee and good customer service and providing a unique Starbucks experience. The Starbucks also has a very loyal and close relationship with its suppliers, providing a competitive advantage against their competitors, for example if the supplier provides for many and has a limited amount, Starbucks will have the first priority to take it.…

    • 360 Words
    • 2 Pages
    Good Essays
    Read More
  • Powerful Essays

    Starbucks - Case Study 2
    • 785 Words
    • 3 Pages

    Starbucks - Case Study 2

    Starbucks retail strategy is having royal customer or another word repeated customer to their coffee shops. Also they don’t want to make only the best coffee they want to educate their customers about their products and make their experience unique all the time by their baristas (Italian for bartenders).Making relaxing atmosphere for their busy life customers is another strategy for Starbucks. The store offers juices and cocoa for children, creamy blended drinks for those who don't particularly like coffee, and a number of different types of brewed coffee. Starbucks continues to refine and target their product offerings to the changing tastes of consumers. The stores now sell specialty breakfast foods such as scones and muffins as well as a variety of beverages and coffee. The company made some important partnerships with some successful bookstores around the nation. And last but not least they license the brand name for other food products such as ice cream. Those successful movements helped company with their brand awareness expansion.…

    • 785 Words
    • 3 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Success of Starbucks
    • 3724 Words
    • 15 Pages

    Success of Starbucks

    Nowadays, most of the industries around us are competitive in every minute. They are trying to stand out, hand over its competitor with its competitive advantages. One of the most competitive industries in the world is the food and beverages companies. Being one of the shopping and tourist capitals in the world, Hong Kong has many competing companies in these industries. The coffee market in Hong Kong has been markedly flourishing in the past decades leading to the increase in the number of coffee shops in the country. The coffee drinking culture in Hong Kong has been one of the most eclectic from ‘gourmet’ to the local blends served in coffee houses.…

    • 3724 Words
    • 15 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Nestle Report
    • 12642 Words
    • 51 Pages

    Nestle Report

    The Nestlé coffee report Faces of coffee Contentsii Page 2ii The changing world of coffee Page 10ii From cherry to cup Page 50ii 1 Faces of coffee The future of the coffee world 2 Faces of coffee The changing world of coffee 3 Faces of coffee The changing world of coffeeii Coffee price 1900–2003 US cents/lb 300 250 200 150 100 50 Millions of bags Rest of the world 40.2 4 Faces of coffee…

    • 12642 Words
    • 51 Pages
    Powerful Essays
    Read More

Related Topics