3. Starbucks versus Coffee Bean
Company
Starbucks Corporation
Company
The Coffee Bean & Tea Leaf (CBTL)
Industry
Restaurants
Industry
Restaurants
Genre
Coffee House
Genre
Coffee House
Founded
Seattle, Washington (1971)
Founded
Los Angeles, California (1963)
Locations
20,891 in 62 countries
Parent
International Coffee and Tea, LLC
Products
Coffee, Tea, Pastries, Frapuccino
beverages, Smoothies, baked
goods, merchandise
Products
Revenue
$13.29 billion
Coffee, Tea, whole bean coffee,
boxed tea, made-to-order
beverages, baked goods,
merchandise
Net Income
$1.38 billion
Revenue
$450 million
Employees
149,000 worldwide
Net Income
No info
In the Philippines
Opened on 1997; now with 206
stores
Employees
8,400 worldwide
In the Philippines
Opened on 2003; now with 60
stores
Website
coffeebean.com
Website
starbucks.com
6. 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
8. Starbucks: Product/Service
• 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
9. 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
10. Starbucks: Place
• 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
11. Starbucks: Price
• P100 to P250 per beverage
• P45 to P175 per cake/pastry
• P100 to P500 for a full meal
12. Starbucks: Promotion
• 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.
14. Coffee Bean: Target Market
• 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
16. Coffee Bean: Product/Service
• 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
17. 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
18. Coffee Bean: Place
• 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
19. Coffee Bean: Price
• P110 to P195 per beverage
• P55 to P295 per food item
• P100 to P600 for a full meal
22. 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
23. Products/Services
Starbucks Corporation
The Coffee Bean & Tea Leaf
Trendier items
Pasta and breakfast plates
Has bottled/packed
beverages, candies, etc.
Ice cream with toppings
Has a restroom
More merchandise
Sells coffee makers with instant
mixes
Staff is more outgoing; service
is branded (Starbucks barista)
Add-ons are less known to
customers; no condiment bar
Wifi for a fee
Food menu stays the same
More varieties of tea
Swirl card for wifi, not just
discounts
Less electrical sockets, wifi
exclusive to Swirl cardholders
24. 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
26. Promotions
Starbucks Corporation
The Coffee Bean & Tea Leaf
Starbucks card acts as a debit
card
Wifi is exclusive to loyalty
cardholders (and drives up sales
for it)
CSR activities are more wellknown
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
Displays third-party collaterals at
the store (bulletin board,
brochures, etc)