For coffee brand Starbucks, marketing and communication is built on three pillars – coffee,
partners (employees) and stores. Veetika Deoras, Head-Marketing, Category, Loyalty and
Digital, Tata Starbucks, talks to us about the brand’s newest innovation, the Nitro Cold Brew,
focus on Digital, sustainability initiatives, and more16
VEETIKA DEORAS | TATA STARBUCKS
BY CHRISTINA MONIZ
STARBUCKS BANKS ON
COFFEE+PARTNERS+STORES
FEATUREQ] You recently launched the Nitro Cold
Brew. Tell us a bit about the new launch.
The Starbucks Nitro Cold Brew is the next
level offering for coffee enthusiasts. It is unique,
innovative and is a fresh take on coffee, available
on tap. The idea is to infuse the classic Starbucks
cold brew with nitrogen, thereby enhancing the
flavour, adding a creamy and velvety texture
and making it visually appealing as well. There
is no application of heat in extracting the coffee
concentrate for this brew. The fact that it is
available on tap makes it more exciting for the
customers as well. Every cup of cold brew is
actually handcrafted by the baristas at all our
outlets.Q] How does the brand plan to refresh and
reinvent the customer experience with this
new launch?
While we have only just launched the Nitro
cold brew, we are extremely optimistic about the
way customers will receive it. Initial customer
feedback has been very positive.Q] What are your plans to promote the new
product?
Three elements are key for Starbucks as a
brand – its unparalleled quality of coffee, our
partners who serve customers with great care,
and the store ambience. These three pillars are
quintessential. In terms of promoting the new
beverage, I believe that each of our stores
are reflections of the Starbucks philosophy
and are powerhouses in terms of
exposing our customer to different
variants of coffee. Additionally, we are
of course present on Digital platforms,
so a great deal of our communication
happens through Digital. Starbucks
as a brand has been built by a lot of
love and affection from the partners,
customers and the various coffee
brewing communities across the
world. Therefore, it is a brand that
has been built almost organically.
Our approach for the new launch
therefore will be to primarily focus
on enhancing the customer experience
through the Nitro cold brew and the store
ambience. We will be rolling out an awarenessMARKETING TIP
Work on insights, and
then ideas. Not the
other way around.CMO FILE
Veetika Deoras heads
Marketing (category,
loyalty and digital) at
Tata Starbucks Private
Ltd, the 50/50 joint
venture between
Starbucks Coffee
Company and Tata
Global Beverages
Limited. Prior to
Tata Starbucks, she
was Chief Operating
Officer – Digital
Business and Head- Brand Marketing &
Corporate. Deoras
has worked across
multiple Tata
companies such as
Tata Capital Limited,
Titan Industries
Limited and Tata
Teleservices Limited.
PRESENTED BYcampaign for the new product shortly through our
Digital platforms. Digital is the best medium for us
to connect and engage with the customer.Q] How has the Indian market evolved since
the launch of Tata Starbucks?
India is one of the most exciting markets
in the world, with a very diverse and dynamic
culture. The discerning Indian consumer is very
well-traveled and well-informed, and appreciates
a quality experience. India has seen the fastest
rollout of stores in our first five years of operation
in Starbucks’ history, in any new market. We
are humbled with the affection that the Indian
consumer has bestowed upon us. We are excitedJuly 22 > 2018 [ impactonnet.com ]