So much for a cup of coffee!!

I wonder 'So much for a cup of coffee!!', accepted that it is required for a business growth. But if one really wants to think of business i feel it should be from a customer's perspective. A Business strategist for the medium or short term market capital(capture or gain) overlook a few aspect what a customer wants and what he/she would like at the first place or once a while( or often, which should be in this case).

Lets start with working professionals(at any level) or college students or school kids hanging out with anyone(friends or family or professional meet). Now irrespective of the group mentioned above everyone will love to have anything which they had it at home or in the past where they liked it because no matter how many experiments you do at different places to get good taste, you always want to come back to that one place once a day which genuinely (authentically) tastes the way you want it(gives you that comfort luxury and ways to express yourself).

Now for Starbucks and Dunkins, i would say it is a good opportunity because tea serving nation has learnt to have coffee(they should thank CCD and Barista) but already profitable part of market is captured(not fully) by these two good competitors. And i think jinx can be broken but it will need a round about way. If the premium segment(starbucks and dunkins) wants to move the crowd to its stores it need to make youngsters addict for it. It is always next generation which changes the course of action of previous generation.

If premium segment launch their campaign with school or college students and tier 2 cities(with affordable prices) in parallel with tier 1 cities with different themes for different segments. The reason why it will be a good choice because it is these folks who come to tier 1 finally with good corporates and big names.

I don't say it is very easy and neither an assurance that it will work because tier 2 cities don't have so much expenditure power but it was same when coffee business started in India nobody thought it will be such a huge business, it worked out well and will continue. And on that i bank my thought, to capture the crowd from your competitor you need to do not only something different but something better which can pull you on top.