Marketing Project on Tea Brands in Bangladesh

Starbucks is looking at new overseas market and coffee shops around the world. However, many people find this expansion affecting their private life or interrupting them in an unwanted and annoying way and are scared of the Americanization of their culture. To prove these negative feelings towards their brand and in order for foreign customers to find more appealing, Starbucks needs to tell a story. The most attractive one being the story of the coffee bean, grown on an exotic island. Starbucks is taking on local aspects, like specific flavours and cultural habits, for example green tea Frappuccino in Asia, in order to distance themselves more from their American roots. In order to get rid of the negative image that American chains put local stores out of business, Starbucks is recruiting locals (Eline Van Lombeek, 2010,

Starbucks is one of the leaders in coffee industry. Starbucks has entered into many new markets and today it has more than 16,000 outlets across the globe (Johnson, Scholes and Whittington 2011). Due to unlimited business opportunities, Starbucks Corp has set strategies to enter India as it is next major hub for development in near future. Previously Starbucks has gained wide success in China and Japan due to high consumption of coffee and tea. Since its inception, Starbucks has tapped the major markets across the world, India was left untapped. In India, Starbucks has setup alliances with TATA Global Beverages which is a unit of TATA Group of Companies. Starbucks along with TATA has started with an investment of $80 million and plans to open 50 coffee shops in a year. Currently few coffee shops has been setup by Starbucks, however in near future, it is expected that the company will achieve its target in capturing Indian market (Lamb2009). Thus, besides sourcing coffee beans from TATA, Starbucks can now explore more Asian markets (Hitt, Ireland and Hoskisson 2012).

Every human being having to start the morning with a cup of coffee or tea with hot and delicious breakfast, and mid-morning or afternoon. The great hot coffee or tea is sharing with family, friends and co-workers. Some people are like to drink coffees or teas as taste bold to medium and mild with any types of products. In 19th centuries to now, there are so many food businesses open in the market such as coffee stores, food restaurants, retail grocery stores and food industries. There are different country’s coffees or teas with flavors find in the coffee or cafe stores. The coffee businesses are open such as Starbucks coffee, Dunkin Donut, McDonald, Panera, Caribou café etc. All these coffee businesses have the own corporate stores,

Mystic Monk Coffee is a company well-known by Father Daniel Mary, the Prior of the Carmelite Order of monks in Clark, Wyoming. The monks are a group of 13 living in a small home. Coffee sales are used to support the brotherhood and to eventually expand the order.

Java Culture, a coffee shop that serves the Oregon area of the United States, offers best tasting coffee beverages. The coffee shop makes use of high quality ingredients that are prepared under very strict guidelines. There are a number of business concepts that can be charted to be able to directly compete with the business; Java Culture. First, the business should offer premium quality coffee that is imported from the premium cocoa growing countries such as Brazil. The preparation process should follow the most pristine quality preparation guidelines thus ensuring that the products of firm are

The endurance and popularity of The Bean, as it is affectionately referred to by devotees, can be attributed to the high standards that were established from the beginning. From trend-setting drinks like the World Famous Ice Blended, to the employees who become a part of the communities they work in, The Coffee Bean & Tea Leaf ® has discovered the formula for a successful coffee and tea company.

Following the introduction of the new flavored coffee, there is need for coming up with a sales strategy for increasing the sales of the new product. The strategy gives details on how the product will reach the customers, and in the end, making them aware of the difference between the new product-line with the other products from the company. These strategies are necessary for improving the total company sales, consequently increasing the profitability of the company. The strategy is also necessary for the coming up with sales activities that position the flavored coffee to a state where it can gain a competitive advantage in the market. The most appropriate sales strategy of choice for meeting the sales objective of the company is the triple-tiered sales strategy (Frain, 2009).

Costa coffee founded in 1971 in London, UK. Now, it has become the biggest top coffee shop chain in UK. However, Costa should be prepared for danger in times of peace. In this report, some suggestions will be proposed to improve Costa coffee’s marketing mix over the next three years. We begin with a brief description of the data we collected, then go on to analyses coffee shop market environment in UK; the next section looks at Costa coffee’s current statement of marketing mix, and finally we give recommendation of the marketing mix in the next year for Costa Coffee. Section 1 Primary research method Primary data was collected in the form of questionnaire with 15 questions, which was posted on the Internet. Also,

Fred & David’s success is achieved through a few factors which are internally and externally improved. These factors not only have increased the sales but also the reputation among the coffee lovers. Fred & David encounter aggressive competition in all area of its business activity. The market for each of their business segments are characterized by vigorous competition among major corporations with long established positions and a large number of new and rapidly growing firms. Fred & David have enough financial capacity with good strategy; it can overcome all the competitors to shine high as the first class coffee purveyor. Fred & David needs to remain themselves to be ethical company which bring 3 major

Bangladesh is a small tea producing country sharing 2% of the world's Tea production. Tea is an agro based, lab our intensive and export oriented sector and plays an important role in the national economy through export earnings, trade balancing and employment generation. Our Tea industry dates back to 1857 when the first tea garden was established at Malnicherra in Sylhet District. Today we have 163 Tea Gardens with a grant area of 1,15,757.41 hal of which 52,317.21 hal or 45% is under cultivation. Though our tea industry suffered a serious setback in 1971 but we could succeed in reversing with the help of the government, foreign assistance and hard work of our planters. It is hoping to increase our production to an average

For the concept of standardization of The Coffee Bean & Tea Leaf, branding and image are consistent in host markets with that of home market. Despite the expectation that cultural differences may affect the demand for their products and services the coffee shop felt that maintaining standardization was more important than adaptation. Standardization is enforced by the company on branding to ensure that the brand image and value is being perceived consistently by the customers in all markets. Adaptation has also applied to the product offering For example in its home country, the coffee shop have a limited range of food and beverage items in their outlets. However, the coffee shop had included a wider range of hot food items in Asia as Asians need to have food with their coffees. The Coffee Bean & Tea Leaf also provide both the good quality of input and output has brings a big achievement. The foundation of the coffee chop is a commitment to quality. They produce and serve only the finest coffees and teas from around the world.

Although the initial introduction of the bubble tea in Singapore was well received, its popularity only started to take off in 2001 (Jan, 2014). This long introduction phase was because this was a completely new product launched by a pioneering company “Bubble Tea Garden” which had no existing customer base. Hence, the introduction stage was much longer compared to Starbucks’ Frappucinno. As it entered the growth stage, popularity for bubble tea became extremely well received especially among the youth, who were among the early adopters of the drink. Favorable word of mouth spread quickly and created long queues at bubble tea shops, and transformed many sit-in bubble tea cafes to takeaway-only shops. This was a key point of difference as it made it easy for competitors to enter the market due to the low startup costs associated with opening a small takeaway-only bubble tea shop compared to Starbucks’ café style

According to Starbucks Newsroom, Tata Coffee Limited will supply roasted coffee to Tata Starbucks Limited to export to Starbucks Coffee Company. Second, to expand a wide range of beverages with greater used of assets and innovation. A brand new tea product named Tata Tazo is one of the example beverage had made. Third, ensure the consumers in India enjoying high-quality and premium Starbucks coffee experience. Furthermore, they also work together to develop and improve the profile of Indian-grown Arabica coffees around the

Branding has been effectively used as a strategic tool for marketing by innocent smoothies and that helps the company to maintain its share in the market or in keeping its competitive position. Innocent has developed its brand image by providing excellent satisfaction, by being genuine, healthy and socially responsible in the eyes of their consumers and once the image is developed, they were able to attract the customers. It is because of brand and its perceived value that consumers are loyal and committed to the Innocent products and they do not look for any substitutes (Ginden, 1993). Customers also perceive it less risky in buying a brand product with which they are emotionally attached. It is more important for products like innocent drinks which the customers have to consume and which has direct impact on their health and body.

There are several substitutes to coffee that are considered reasonable by consumers such as tea, energy drinks, juices, sodas, water, etc. Another alternative to coffee retailers is simply brewing coffee at home at potentially a fraction of the cost. Additionally, switching costs for consumers to alternatives to coffee are fairly low. Hence, overall the threat of substitutes to coffee retailers is high. To combat this, many coffee retailers are diversifying their product portfolio to include many of these substitutes as a part of their product offerings. For example, Starbucks acquired Tazo tea and Teavana to enter into the tea market.