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SPENTREP - Market Analysis (2013.Oct.6)
Citation preview
Coffee Craze Micromarket Analysis
Rachelle Irene Roque Anna Mae Dela Cruz
Emmanuel Junio Martin Revilla
Ed Vargas
Starbucks and Coffee Bean
Starbucks versus Coffee Bean
Company Starbucks Corporation
Industry Restaurants
Genre Coffee House
Founded Seattle, Washington (1971)
Locations 20,891 in 62 countries
Products Coffee, Tea, Pastries, Frapuccino beverages, Smoothies, baked goods, merchandise
Revenue $13.29 billion
Net Income $1.38 billion
Employees 149,000 worldwide
In the Philippines Opened on 1997; now with 206 stores
Website starbucks.com
Company The Coffee Bean & Tea Leaf (CBTL)
Industry Restaurants
Genre Coffee House
Founded Los Angeles, California (1963)
Parent International Coffee and Tea, LLC
Products Coffee, Tea, whole bean coffee, boxed tea, made-to-order beverages, baked goods, merchandise
Revenue $450 million
Net Income No info
Employees 8,400 worldwide
In the Philippines Opened on 2003; now with 60 stores
Website coffeebean.com
Place
Promotion
Price
Product
Areas of Analysis
PTM
Starbucks
Starbucks: Target Market
• Class A and B – Can afford to pay more than P100 on a single
beverage
• Businessmen, young professionals, students, expats
• Behavior – Visit the store for meetings and/or study sessions – They’re either on-the-go or they stay and work for
long periods – Purchase merchandise/food as gifts or tokens for
events or business guests
Starbucks: Product/Service
• Designer drinks – Coffee
– Juices
– Milk and chocolate
– Tea
• Bottled/packed beverages – Juices
– Milk
– Water
• Food – Sandwiches
– Cakes
– Pastries
– Fruits
– Candies, cookies, mints, instant coffee
• Merchandise – Mugs and tumblers
– Coffee makers
– Ground coffee and instant mixes
– Tote bags, umbrellas, etc.
• Beverage features – Sizes – Tall, grande, venti, treinta
– Add-ons – whipped cream, chocolate syrup, caramel, etc.
– Variants – other kinds milk (nonfat, skim, soy)
• Added services – Heating sandwiches/pastries
• Service – Baristas are extroverted, all speak English
– All branches have restrooms
Starbucks: Product/Service
• Special features that specifically cater to their TM – Trendy beverages (e.g. salted caramel, etc.) – Brochures and product information (upon request) –
ingredients, caloric content, etc. – Condiments – cinnamon, cocoa, different kinds of sugar, milk – Personalized beverages – lighter options, milk variants, etc. – Food menu cycles every few months so that regular patrons
have enough new items to look forward to – Starbucks card – for loyal/regular patrons; debit card and
discounts – Packaging – coffee collars, tape – Electrical sockets and wifi
Starbucks: Product/Service
• CBDs, universities, and commercial areas elite crowds frequent – Always at the periphery and ground floor areas of malls to
accommodate customers for longer hours
• Power Plant ground floor area – High-traffic area – “Landmark” spot – great for meet-ups – Another branch can be located on the ground floor area of
One Rockwell and a kiosk at the Cinemas, next to CBTL
• Store hours (since at periphery) – 6 am to 12 mn weekdays – 6 am to 1 am weekends
Starbucks: Place
• P100 to P250 per beverage
• P45 to P175 per cake/pastry
• P100 to P500 for a full meal
Starbucks: Price
• Loyalty card • Planner • Limited edition beverages
– Ex. Anniversary blend
• Websites and social media – Trends – CSR activities
• Events – Own events – Tokens/gifts at other events
• Trimedia • Product placing in movies, etc.
Starbucks: Promotion
Coffee Bean
• Class A and B – Slightly more expensive than Starbucks
• Businessmen, young professionals, students, expats
• Behavior – Visit the store for meetings and/or study sessions
– Work for long periods
– Visit the store for meals
Coffee Bean: Target Market
Coffee Bean: Product/Service
• Beverages
• Designer drinks – Coffee
– Juices
– Milk and chocolate
– Tea
• Food – Sandwiches
– Cakes
– Pastries
– Pasta
– Breakfast plates
– Ice cream with toppings
• Merchandise
– Mugs and tumblers
– Coffee makers
– Ground coffee and instant mixes
• Beverage features – Sizes – small, regular, large
– Variants – other kinds milk
• Added services – Heating sandwiches/pastries
• Service – Baristas are friendly, all speak English
– No restroom
– Furniture better for lounging
Coffee Bean: Product/Service
• Special features that specifically cater to their TM – Brochures
– Personalized beverages – other kinds of sugar, other kinds of milk, caramel or fudge syrup, cherries or chocolate espresso beans
– Food menu stays the same
– Swirl card – for loyal/regular patrons; wifi and discounts
– Electrical sockets (but less) and wifi
Coffee Bean: Product/Service
• CBDs, universities, and commercial areas elite crowds frequent
• Power Plant cinema
• Store hours • 11 am to 11 pm Mon to Thurs (due to cinema)
• 10 am to 10 pm Fri and Sat
• 10 am to 11 pm Sun
Coffee Bean: Place
• P110 to P195 per beverage
• P55 to P295 per food item
• P100 to P600 for a full meal
Coffee Bean: Price
• Loyalty card (Swirl card)
• Planner and notebooks
• Limited edition beverages
• Website
• Accepts third-party collaterals
Coffee Bean: Promotion
DIFFERENCES
Target Market
Starbucks Corporation
Some customers go to Starbucks and purchase Starbucks products for show
Customers don’t purchase beverages, food, merchandise or GCs as tokens
Noisier crowd
The Coffee Bean & Tea Leaf
Older crowd and more family-oriented
Less people stay for long periods or come for group study
Lower traffic
Products/Services
Starbucks Corporation
Trendier items
Has bottled/packed beverages, candies, etc.
Has a restroom
More merchandise
Staff is more outgoing; service is branded (Starbucks barista)
Wifi for a fee
The Coffee Bean & Tea Leaf
Pasta and breakfast plates
Ice cream with toppings
More varieties of tea
Sells coffee makers with instant mixes
Add-ons are less known to customers; no condiment bar
Food menu stays the same
Swirl card for wifi, not just discounts
Less electrical sockets, wifi exclusive to Swirl cardholders
Place
Starbucks Corporation
Usually at the periphery of malls
Open for long hours
The Coffee Bean & Tea Leaf
Locations are less prime
Follows mall and cinema hours
Price
Starbucks Corporation
Slightly cheaper
The Coffee Bean & Tea Leaf
Bit costly
Promotions
Starbucks Corporation
Starbucks card acts as a debit card
CSR activities are more well-known
Uses a wider range of promotional channels – greater presence in social media, events, and other channels that target the younger crowd
Planner is a popular promo
The Coffee Bean & Tea Leaf
Wifi is exclusive to loyalty cardholders (and drives up sales for it)
Displays third-party collaterals at the store (bulletin board, brochures, etc)
thanks a
LATTE!
“..life is short.. enjoy your coffee..”