Starbucks one of the biggest coffee brands may not be so worried about its operation in India. But there are certain things to ponder upon. With the beverage segment in coffee already divided by others presence, entering the market and making a good impression is a challenge. This means Starbucks should know what tickles the taste buds of Indian consumers, what it takes to change one's regular coffee from others to Starbucks, why should others apart from those who know the brand will try and come back again as their regulars?
This is not as simple as it sounds, even after considering the fact that Starbucks is one of the most recognized brand in its segment worldwide. It will need some marketing campaigns to promote what it has in store for Indian customers. It can be In-flight marketing, which will be for target audience and will also be easy to get reviews. A simple situation like delayed flight can be very well used here. It can be a good opportunity to exploit such situation, as it will amount least in terms of budget and will give maximum output.
Yet another will be opening up small outlets in & around corporates, and getting the target audience like this. This will not only get them good turnover and the regular customers, but will also get them a very good word of mouth marketing too.
Starbucks can tie up with any chain of multiplex to have an outlet in the theater zone(where people are not allowed to carry any eatables), these are the places where one buys from anything to everything one gets to eat even if it is costly, so why not Starbucks.
As a luxury brand, it will always have to keep an eye on the luxury segment.The above mentioned places cover almost 80% of the consumers who would definitely indulge themselves in such a coffeehouse.
2 comments:
Yet another idea would be to open up stores near college campuses. Focusing on future customers...
I don't think Starbucks is a luxury brand when it comes to coffee they sell the cheapest caffeine in USA :)
Well, as of what I see, Starbucks in India will be luxury as it will be competing with Barista, CCD, Costa etc.. Which i think are still luxury when we compare it with Indian Coffee house or any other local coffee outlet though not same for US folks.
Starbucks in campus still looks like a far fetched idea because it cannot dilute the brand to college folks spendings and at the same time compete with its competitors. Otherwise we would have already seen Barista and CCD in our Indian campuses. :)
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