Group 

: 14
• Soumyaa Hemant Khedkar (MM212334)
• Vandana Kumari (MM2123396 )
• Aditya Singh (MM212
Retail Strategy
 Overview :
• Starbuck's an American MNC is world's
largest coffeehouse chain.
• Headquarter in Seattle , Washington.
• As of Nov 2021 company had 33,833
stores in 80 countries.
• 15,444 located in US.
•  In US 8,900 stores
operated by Starbucks while others are
licensed.
• The rise of second wave of coffee
culture is attributed to Starbucks.
• Introduced a wider variety of coffee
experience.
Overview :
• Some offerings are seasonal or specific to the locality store.
• Some stores also carries mugs,tumblers,scoops and coffee presses.
• Some“Starbucks Evening” location offers beer,wine and appetisers.
• Starbucks brand’s coffee, ice-cream,bottled cold coffee and drinks
are sold at grocery stores in US and other countries.
• In 2010 Starbucks’s reserve program for single origin coffee and
high end coffee shops.
• By 2017 it planned to open 1,000 reserve coffee shops.
• It operates 6 roasteries with tasting rooms and 43 coffee bars.
• Largest roastery is opened in Chicago.
• Company has faced several controversies related to its business
practices.
• Conversely, its franchise has brand loyalty,market share and
company value.
Product Line :
Handcrafted
Espresso
Product Line :
Frappuccino
Product Line :
Food
Product Line :
Teavana
Question 1- Explain
the target clientele
of Starbucks.
• High Income, High Spenders
• Urban-ish, On-the-Go
• Technology Early Adopters
• Healthy-ish Professionals
• Socially Conscious
Customers
• Flexible to Change
• Reaching Beyond the
Storefront
• Coffee addict Youngsters.
Question 2: Starbucks cater to niche audience in India. Comment.

• Around 69% of Indian families

average income is Rs. 23,000 per
month.
• Population of Urban India
35.39% < Population of Rural
India 64.61%.
Question 3: What is mystical
branding ?
How did Starbucks weave its
branding theme around it.

• Mystical logos typically convey a sense of magic and

are ideal for spiritual or metaphysical businesses.
• That mythological creature resembles a mermaid in the
center of the Starbucks logo is Siren.
• The famous Siren logo was discovered while scouring
old marine books.
• The right side of her face has a bit more shadow, and
her nose dips slightly lower on the right than the left. “It
felt a bit more human and felt less like a perfectly cut
mask,” 
• Awakening your subconscious.
• Transsubstantiation.
• It’s not just coffee it’s Starbucks.
 Question 4: Explain the store
ambience at Starbucks.

• A library-like ambiance: the wooden walls

and tables, the warm glow of the lighting in
the late afternoon, and earthly colors that
contrasts the bright lights.
• Hygienic, peaceful, smiling staffs, coffee and
savoury.
• The primary product of Starbucks is not
only coffee. It is the entire experience.
• People go there not only to drink coffee,
but to work in peace and to meet friends. 
• The primary aim of Starbucks is to become
a third place in the daily lives of its guests -
after home and office.