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Marketing Management: Indian Cases by Susobhan Goswami G.Radha Venkatesh Suresh Paul A, Varsha Jain Ashita Majra Isaac Jacob

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CASE 4

Starbucks India: The Human Coffee Experience

A wonderful moment is created when the consumer is willing to grab a cup of coffee. This moment becomes more wonderful and enlarged when it is connected to Starbucks. Thus, the company ensures that this connection is strengthened and grows in strength at every touch point. In line with this, Starbucks enhances these connections with the consumers by offering worldclass coffee and by increasing consumers’ communities. To do so, Starbucks first buys the roasted coffee. Subsequently, the excellence in quality of the selected coffee beans is enhanced by systematic data collection and information systems. Though, superb coffee is the only core business, Starbucks does as it is a part of the story. ...

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