Starbucks Rebranding Study
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 |
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Table of Contents Executive Summary 3 1.1 The Starbucks Corporation 5 History 5 1.2 Starbucks: Evolution of the Brand 7 1.3 The Starbucks Experience as the Brand 10 1.4 Brand Extensions 12 Starbucks Duetto Visa Card 12 Starbucks Liqueur 13 Starbucks Brewing Machines, Mugs & Tumblers 13 Starbucks Bearista Bears and Toys 14 Starbucks T-Shirts 14 Starbucks Ice Cream, Frappuccino &Whole Bean Coffees 15 1.5 Rebranding by Starbucks 15 The new Starbucks logo 16 The chunky coffee mugs were replaced by the new lighter cups 17 Was the rebranding exercise a success or a failure? 18 1.6 Strategy to Enter In India 19 Importance Rankings of Key Attributes in Creating Customer Satisfaction 21 Indian Coffee Market 22 Competitive Landscape in Branded Coffee 22 Starbucks Positioning 23 The Product to Offer in India 23 Strategic tie-ups and Location strategy 24 1.7Road Ahead 24
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
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Table of Contents Executive Summary 3 1.1 The Starbucks Corporation 5 History 5 1.2 Starbucks: Evolution of the Brand 7 1.3 The Starbucks Experience as the Brand 10 1.4 Brand Extensions 12 Starbucks Duetto Visa Card 12 Starbucks Liqueur 13 Starbucks Brewing Machines, Mugs & Tumblers 13 Starbucks Bearista Bears and Toys 14 Starbucks T-Shirts 14 Starbucks Ice Cream, Frappuccino &Whole Bean Coffees 15 1.5 Rebranding by Starbucks 15 The new Starbucks logo 16 The chunky coffee mugs were replaced by the new lighter cups 17 Was the rebranding exercise a success or a failure? 18 1.6 Strategy to Enter In India 19 Importance Rankings of Key Attributes in Creating Customer Satisfaction 21 Indian Coffee Market 22 Competitive Landscape in Branded Coffee 22 Starbucks Positioning 23 The Product to Offer in India 23 Strategic tie-ups and Location strategy 24 1.7Road Ahead 24
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