Starbucks is an aspirational premium brand that has achieved cult
status over the years. The sheer respect that the brand commands is a huge asset
for the company. The twin-tailed mermaid and the aroma of freshly brewed coffee
are signature statements for Starbucks. The
company has stayed with the upper-scale of the coffee market, competing on
comfort rather than convenience, which are the case with its closest
competitors, McDonald’s and Dunkin Donuts.
What makes Starbucks special is the uniformity of the blends in
stores across the world. Irrespective of where the coffee is sourced from, a
cup of Java Chip Frappuccino will taste the same in Shanghai as well as
Seattle. The company continues to focus on its
original product bundle that includes good coffee, quality service, and a nice
environment to hang around. They keep their attention on paying attention to
the details of great execution and service.
With Starbucks’ entry into the Indian market, the onus lies on the
partners to replicate the success of this high value brand, whilst catering to
Indian sensibilities.
