This document presents a business plan for a Tata Starbucks kiosk. It discusses the coffee market in India, Starbucks' competitors in India such as Cafe Coffee Day and Barista, and provides a comparative analysis. The business plan outlines Starbucks' USP of providing specialty roasted coffee beans, proposed product offerings tailored to Indian customers, pricing strategy, target locations and markets, promotion strategies, and estimated annual expenses of Rs. 2,93,000. The conclusion reaffirms that Tata Starbucks will deliver high quality products and service through friendly employees, maintaining its fine reputation in the coffee business.

1. TATA STARBUCKS KIOSK
NAME: SURABHI KATOCH
DIVISION: A
ROLL NO.: 27
BATCH: 2013-15
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2. COFFEE KIOSK MARKET
INDIA
 Coffee Market in India:
 Branded coffee 53%
 Unbranded 40%
 Café 7%
 Café Coffee Day- The largest cafe retail chain in India, with 1000
cafes in 141 cities and many in its base, Bangalore
 Barista- Established in India in 1999, has 200 stores now
 Costa Coffee- UK based café chain, entered in India in 2005 with
around 36 stores now
 Starbucks- USA based chain, entered India in 2012 with first
store in Mumbai, has opened 9 stores since then
INTERNATIONALLY:
 More than 150 million Americans (18 and older) drink coffee on a
daily basis
 In 2004, the number of retail specialty coffee locations, including
cafés, kiosks, coffee carts and retail roasters, amounted to
17,400 and total sales were $8.96 billion
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3. COMPARATIVE ANALYSIS
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STARBUCKS CAFÉ COFFEE
DAY
COSTA
COFFEE
USP Diverse, quality
selection of
specialty roasted
coffee beans.
Most
recognizable
and trustable
brand in India
Innovative
products
TAGLINE A bean is just the
beginning
A Lot Can
Happen Over
Coffee
We make it
better
Starbucks main competitors are quick-service restaurants and
specialty coffee shops. There are an abundant amount of
competitors in the specialty coffee beverage industry. The
company believes that its customers choose among retailers
primarily on the basis of product service, service, price, and
convenience.

4. BUSINESS PLAN AND STRATEGIES
 USP
Diverse, quality selection of specialty roasted coffee
beans. Customers receive a high quality product at a
competitive price, having wasted little time in the whole
process.
 PRODUCT:
1. Standard international variety of coffee with roasted
coffee beans
2. Indian style product offerings in snacks such as
Tandoori Paneer Roll, Elaichi Mawa Croissant, Murg
Tikka Panini and Chai Tea Latte to suit Indian
customers
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5.  PRICE:
Coffee, snacks and bakery items at lower prices. About
30-40% reduction in the prices from the store prices
 PLACE:
Colleges and offices
 PROMOTION:
1. Through social networking sites like Facebook, Twitter
etc.
2. Advertisements on radio
3. Advertisements on print media like
magazines, newspapers etc
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6.  TARGET MARKET:
1. Teenagers and young adults, college students, who
demand high quality products at cheap prices
2. Office goers, who can take a quick refreshment during
break
3. Families
4. Tourists
 COMPETITORS:
1. Café Coffee Day Express
2. Nescafe
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7. FINANCIALS
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EXPENSES AMOUNT (Rs p.a) REMARKS
Land 60,000 Rent of Rs 5000 p.m
Electronic
equipment
13,000 Cost of buying a microwave and a
coffee machine
Worker salary 84,000 Rs 7000 p.m
Marketing and
promotion
1,00,000 Cost incurred through
advertisements on radio and
newspapers
Transportation 36,000 Costs incurred on transportation
of food items from stores to the
kiosks
Total 2,93,000

8. CONCLUSION
TATA Starbucks:
 Delivers the best products - freshest coffee
beans, cleanest equipment, premium
serving containers, consistent flavor
 Employs the friendliest servers -
cheerful, skilled, professional, articulate
 Has the finest reputation in the coffee business
 Serves customers from wide a geographic and
demographic range
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9. THANK YOU
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