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A Local Starbucks

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B'e Tamrakar

on 29 January 2015

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Transcript of A Local Starbucks

Suraksha Hamal
Shraddha Sangroula
Smriti Sharma
Bishal Tamrakar
Riju Taujale

Presenters
A Local Starbucks
Case Analysis
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History
Coffee
Known to human since 9th century
Growing and drinking began from Ethiopia, Africa
Legend of Kaldi
Coffee in Nepal
Introduced in mid 1990's
Coffee culture - focused in Kathmandu
High value cash crop
Coffee production still growing
Grown in 40 districts
523 ton dry Parchment for the year 2011/12
Himalayan Java
First specialty coffee house
Established in 1999
Gagan Pradhan and American partner
Six week research before establishment
Twelve outlets - 3 outside Nepal
New outlets Mandala and Lhasa
Segmentation, Targeting and Positioning
Vision and Mission
Promote Nepalese coffee industry by investing in people from the grower to the consumers, and to promote local grown coffee in international market.
Brand Elements
Brand name
Logo
Symbol
Packaging
Slogan
Brand Equity
Sources:
Cleanliness
Hospitality
Accuracy
Mentality
Product Quality
Speed of service
PODs and POPs
POPs
Coffee shop with related food items
PODs
Uncompromised quality
Awesome ambiance
Alluring aroma
No advertisements
Organic coffee
Marketing Mix
Product
Coffee:
Iced
Blended fusion
Brewed coffee
Coffee alternatives drinks
Pasta
Sandwich
Ice cream
Cakes etc.
Place
Main outlet- Thamel,
Promotion
Word-of-mouth
Point-of-sale display
Price
Premium price on product
Integrated marketing approaches
Word-of-mouth
Sales promotion:
Customer discount cards
POS display:
products displayed in the store
Merchandising
Advertising (initially print media)

Recommendations
Uniformity in stores layout
Focus on advertising emphasizing on its PODs
Organize events
Executive rooms (as their target market are the white colors)
Redesign menu (indicate calories to target health conscious customers)

Segmentation
Coffee drinkers and coffee lovers
People with coffee drinking need
Coffee of premium quality
Targeting
White collar worker primary target
Tourist being seasonal customers
Positioning
A third-place between home and work
Place to relax, unwind and socialize
Positioning with motto
"Coffee, Conversation, Community"
A coffee house not restaurant
Extended P’s
People
Loyal customers
Satisfied employees
Process
Coffee + service
Physical Evidence
Ambiance
Decoration
Layout
Growth Strategies
A sports cafe
A place for social gathering
Coffee card for loyal customers
Salience:
High awareness,
Recall and recognition
Imagery
:
Meets customer’s need: their crave for coffee.
Performance:
Positive word-of-mouth, Good quality and wide variety of coffee
Feelings:
Warmth, social bonding, friendship
Judgments:
Quality, credibility, superiority
Resonance:
Loyal custo-
mers, attachment,
sense of community
Initial Challenges
Incorrect survey results
Excessive electricity bill
Culture of tea drinking
Maoist insurgency
Confusion with computer institute
Marketing Strategies
Backward integration
Creating relentless competitor
Promotion through word-of-mouth
Customizing to match local taste
Virtual monopoly
Branches in Nepal:
Blue Bird Mall
Tripureshwor
Putali Sadak
Civil Mall
New Road
Tribhuvan Int' Airport
Jhamsikhel
Bhaktapur
Mandala
Abroad outlet:
Connecticut, USA
Toronto, Canada
Lhasa, China
Customer Based Brand Equity Pyramid
Full transcript