Impact – 22 July 2018

(^18) FEATURE
PRESENTED BY
The first Starbucks store opened in
1971 in Seattle’s Pike Place Market.
Today, the brand has a presence across
more than 75 countries around the
globe offering a host of coffee blends
and beverages. Starbucks entered the
Indian market in October 2012 through
a 50/50 joint venture with Tata Global
Beverages and currently operates
120 stores in India across Mumbai, Delhi NCR, Hyderabad,
Chennai, Bengaluru and Pune, through a network of over 1,
partners (employees). Starbucks stores are operated by the
joint venture, TATA Starbucks Private Limited, and branded as
Starbucks Coffee - A Tata Alliance.
@ FEEDBACK [email protected]
ABOUT THE BRAND
FACTS
DIGITAL AGENCY: WATCONSULT
PR AGENCY: LINOPINION
and honoured to partner with the customer in his journey of
coffee exploration and lead the specialty coffee industry in
India.
Q] Who would you define as the target consumer for
Tata Starbucks?
Our customers come to us for a cup of coffee, stay for the
warmth and return for the human connection. Our stores see
coffee lovers across age groups. At Starbucks, we therefore
believe that each cup of coffee is special and ensure we offer
high quality beverages that suit different palettes.
Q] The brand does not do a lot of advertising. What
is your approach when it comes to communication
strategy?
Starbucks is a brand that is built on three key pillars – our
coffee, our partners and our stores. If you ask me, it is these
three pillars that we invest the most in. Outside of these three,
we believe in engaging and interacting with our customers,
and the Digital medium allows us to do exactly that.
Q] How have your Digital campaigns worked for the
brand?
Starbucks has a strong digital presence. Our objective
is to reach out to our customers via Digital channels and
partner with them in their journey of coffee exploration, while
building passion for coffee. Some of our campaigns like ‘Meet
me at Starbucks’ and ‘My Mood, My Starbucks’ aim to build
connections with customers on Digital platforms. Initiatives
like ‘Bring Your Own Tumbler’ and ‘Grounds For Your Garden’
encourage customers to partner in our sustainability journey.
Q] What is the total number of Tata Starbucks outlets
in India?
We have a total of 120 Starbucks stores across seven
cities in India – Mumbai, Delhi NCR, Bangalore, Hyderabad,
Chennai, Pune and Kolkata.
Q] Which markets have seen greater traction for the
brand, and which ones will you be focusing on going
forward?
Starbucks believes in thoughtful expansion that allows
us to exceed customer expectations and build a strong brand
presence. India has seen the fastest expansion in the first five
years for the brand. The country therefore has the potential
to be one of the top five markets globally for Starbucks. The
way customers have embraced Starbucks so far makes us
very optimistic for the long-term; they are making Starbucks a part of
their day-to-day life, and are gathering in our stores with friends and
families to share real moments of human connections. There is still a lot
to explore and reinvent in the world of coffee. The brand made its entry
into India on the back of its 40-year legacy, and we are confident that we
will continue to build passion for coffee among consumers across the
country by introducing innovative beverages and enhanced experiences.
We put a lot of thought into our entry in new markets, and new store
launches. Going forward, our endeavour is to be where the customer is,
and where we see scope for growth.
Q] The brand has spoken a lot about sustainability. Take us
through some of the recent initiatives in this area.
At Starbucks, we are committed to environmental sustainability
and are steadfast in our support to related efforts. We use paper bags
across our stores in India, provide glassware or ceramic options for
items consumed in-store, and work to provide sustainable solutions
for take-away. We have introduced biodegradable compostable straws
and wooden cutlery and are constantly working towards greener
alternatives.
July 22 > 2018 [ impactonnet.com ]