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Starbucks in India - Serving Indian Flavors with Indian Design

CASE FLYER, MARKETING MANAGEMENT
ET Cases, 6 pages
AUTHOR(S) : Dr. Radhika Jonnalagedda and Dr. Nagendra V. Chowdary

Case Preview

Starbucks in India - Serving Indian Flavors with Indian Design

 

Expected Learning Outcomes

• Overview of Starbucks’ brand and analyze its brand rankings over the last few years
• Understand Starbucks’ brand building strategies in India and analyze its business approach
• Debate on Starbucks’ decision to localize menu and store design and analyze how would those factors affect its business prospects

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Starbucks: Building Brand and Building Business

1. What according to you is a Brand? What does a brand signify to you?
2. Refer Interbrand’s Best Global Brands1 2013 report and analyze the following:

  • a) Based on the sector (Manufacturing, Service and Agriculture) composition of the 100 brands quoted in the report?
  • b) Based on the geographic (the nationality of the brands/domicile status of brands) composition of the 100 brands quoted in the report?
  • c) Based on the industry composition of the 100 brands quoted in the report?
  • d) Based on geographic presence (operating locally or operating globally) of 100 brands quoted in the report?

 

3. ........................

Teaching Note Preview

Starbucks in India - Serving Indian Flavors with Indian Design

 

Synopsis

This case flyer enables a discussion about how Starbucks in India differentiated itself through its product and pricing strategies. In its products, Starbucks offered a variety of localized menu suitable to the gourmet of the Indian consumers’. Whereas in its pricing, Starbucks wanted to position itself as an aspirational brand consistent with the brand image it enjoys in Asia and other global markets. Also the locations chosen by Starbucks in India are mostly metro and cosmopolitan cities like – Mumbai, Delhi, Bengaluru, Pune, Gurgaon, etc.

Starbucks’ differentiated its products and services by blending the Indian culture and tastes, which may not be enough to arrive at its overall critical success factors. Even if the premium pricing justifies the overall brand’s aspirational appeal, would the products and pricing be enough to arrive at the suitable critical factors in a price sensitive and a ‘tea-drinking’ nation like India? How did some of the globally renowned brands maintain consistency in the positioning of their service or product? The base article holds that Starbucks is critically appraised in lines of the above mentioned questions by some of its close competitors. This case flyer is suitable to teach Service Product Differentiation and Positioning in the Marketing Management Course.

Expected Learning Outcomes

  • • Overview of Starbucks’ brand and analyze its brand rankings over the last few years
  • • Understand Starbucks’ brand building strategies in India and analyze its business approach
  • • Debate on Starbucks’ decision to localize menu and store design and analyze how would those factors affect its business prospects

 

Positioning and Setting

This case flyer can be ideally used in the following course:

  • a) Marketing Management Course: Service and Product Differentiation; and Positioning

 

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$2.74
Rs 0
Product code: MKTG-4-0015, MKTG-4-0015A

Abstract


This case flyer enables a discussion on how price and product differentiation can create effective positioning for the brands. Many celebrated brands have carefully entwined the cultural aspects of the host country while expanding their business.
Since October 2012, Starbucks is competing with other successful coffee chains in India. In a culture sensitive country like India, will Starbucks be successful in differentiating with its menu localization? Will Starbucks be one up to be recollected for an elite coffee drinking culture, given the fact India is a 'tea-drinking' country? Will Starbucks sync with the Indian culture and consumers to position itself as the 'third place' in consistency with its core idea? The base article1 holds that Starbucks is critically appraised and watched in lines of the above questions. This case flyer is suitable for teaching the concepts of Differentiation and Positioning in the Marketing Management Course.


Pedagogical Objectives

  • To have an overview of Starbucks' brand and analyze its brand rankings over the last few years
  • To understand Starbucks' brand building strategies in India and analyze its business approach
  • To discuss and debate on Starbucks' decision to localize menu and store design and analyze how would those factors affect its business prospects



This Case Pack Includes:
- Abstract
- Case Flyer
- Teaching Note (**ONLY for Academicians)
$2.74
Rs 0

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