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Tag: Tata Starbucks

  • As Head of Product and Marketing for India

    Tata Starbucks appoints Mitali Maheshwari

    Mitali Maheshwari
    Mitali Maheshwari

    Tata Starbucks appoints Mitali Maheshwari as Product and Marketing Head for India. With over a decade of invaluable expertise in brand management and marketing, in her new role, Maheshwari will spearhead product innovation and drive marketing initiatives for the brand.

    Welcoming Maheshwari to the team, Adrit Mishra, Chief Operating Officer, Tata Starbucks, said: “As we continue building the category in India and extending our coffee leadership to deliver the signature Starbucks Experience to consumers, we are excited for Mitali to expound upon our product and marketing plans. With Mitali on board, we are also looking forward to enabling strategic product innovation that brings forth the best of global and local tastes for consumers in a manner that is familiar to them. Mitali’s dedication to her craft, coupled with her strategic mindset and innovative approach, makes her an invaluable addition to our team.”

  • To reinforce the brand's connection and sense of inclusivity

    Tata Starbucks launches a new campaign

    By Our Staff

     

    Tata Starbucks today launched a new campaign, #ItStartsWithYourName, with a renewed lens on personal connections and relationships. The multimedia 360-degree campaign conceptualized by Edelman India will be amplified across Digital, Print, Radio and BTL initiatives.

     

    To bring authenticity to the storytelling, Tata Starbucks worked with creative talents from the LGBTQIA+ community. The film was directed by Gaurav Gupta and features transgender model and actor Sia as the protagonist.

     

    Speaking about the campaign, Deepa Krishnan, Chief Marketing Officer, Tata Starbucks Pvt Ltd said: “Starbucks has always been a warm, welcoming space for its customers where relationships are fostered, and personal connections are celebrated over a cup of coffee. The unique Starbucks experience where everyone feels welcome is what drives our growth. At Starbucks, we are not in the coffee business serving people, but in the people business serving coffee, nurturing the limitless possibilities of human connection every day. With the #ItStartsWithYourName campaign – we hope to further drive the message of being a welcoming, inclusive brand where nothing matters to us more than our customers’ comfort. We understand that our customers enjoy and cherish their individuality and we are always ready to celebrate it with them.”

     

    Added Ashutosh Munshi, Lead Advisor, Brand Marketing and Communications, Edelman: “#ItStartsWithYourName – campaign brings to the fore the essence of the TATA Starbucks experience, where customers are recognized personally, by their names. This 360-degree, integrated campaign includes a new brand film and a suite of marketing communication assets that highlight Starbucks’ unique ability to create a sense of belonging for its customers while making meaningful relationships.”

     

  • Allows customers to #BrewYourOwnStarbucks

    Tata Starbucks celebrates 10th anniversary

    By Our Staff

     

    Tata Starbucks is observing its 10th anniversary. A campaign has been launched to announce #BrewYourOwnStarbucks. The campaign film highlights Tata Starbucks’ 10-year milestone in India and has been conceptualised and produced by Edelman India in collaboration with The Yellow Umbrella Films.

     

    Talking about the campaign, Deepa Krishnan, Chief Marketing Officer, Tata Starbucks Pvt Ltd said: “At Starbucks, customers are at the centre of everything we do, and it all starts with their names. As we mark our 10th anniversary in India, we want to celebrate all our customers and the hidden barista in them. Our customers are as passionate about coffee as we are and are full of new ideas and creativity. In this unique campaign, customers are invited to share their own bespoke recipes for a Starbucks beverage and stand a chance to get their names and special beverages featured on the Starbucks menu. This unique first of its kind initiative is our way of thanking our customers and giving them an opportunity to be Starbucks Baristas.”

     

  • Targets new customers

    Tata Starbucks rolls out new campaign

    By Our Staff

     

    Tata Starbucks has rolled out a campaign to target new customers. Created by Edelman India, #ItStartsWithYourName, the multimedia, 360-degree campaign has been crafted specifically for customers across the cities of Bengaluru, Gurugram, Indore, and Bhopal to begin with. It is a call out to new customers to come and experience the warmth, personalization and strong sense of connection the brand offers.

     

    Talking about the campaign, Sushant Dash, CEO, Tata Starbucks Pvt Ltd said: “At Tata Starbucks, we believe that meaningful relationships are rooted in thoughtfulness. We see people, not customers. In our stores, it starts with asking customers their names and goes beyond a cup of coffee. We believe in connecting with local audiences by identifying and acting on their specific needs. Through this campaign, we aim to form a closer connect with our customers and make them feel more welcome in our stores. Over the last decade, we have been fortunate to connect with a diverse group of customers in India and look forward to the road ahead as we address a newer set of customers.”

     

    Further discussing the campaign, Ashutosh Munshi, Head of Brand – Edelman Asia Pacific and India added: “Brands today need to be for the people and guided by the people. In creating this campaign, we were inspired by Tata Starbucks’ guiding value of seeing a customer beyond their order by asking for names; thereby taking the first step to know each of us that much better. #ItStartsWithYourName celebrates Tata Starbucks’ service philosophy that fosters genuine connection, while also offering a product range that reflects customer preferences. We have articulated this in a brand film and various creative assets that evoke this sense of belonging that the Starbucks experience stands for.”

     

  • The campaign, which was launched earlier this month, was rolled out in two phases

    Tata Starbucks unveils the #ReconnectWithStarbucks ad campaign

    By A Correspondent

     

    To cheer people up while being locked inside their homes, Tata Starbucks has devised a social media campaign, #ReconnectWithStarbucks to keep its online audience engaged and connected.

     

    The campaign, which was launched earlier this month, was rolled out in two phases. The first leg asked followers and coffee enthusiasts to share their favourite past times that helped them to reconnect during quarantine. Tata Starbucks also encouraged its fans to share their favourite Starbucks memories from the past and upload it on their personal Instagram handle, with the hashtag #ReconnectWithStarbucks.

     

    Commenting on this innovative campaign, Deepa Krishnan, Head of Marketing, Digital, Loyalty and PR at Tata Starbucks, said: “Tata Starbucks has always been about connecting with its customers, partners and the communities we serve. Through #ReconnectWithStarbucks campaign we wanted to keep the cherished Starbucks ritual alive albeit virtually and wanted to spread cheer amongst our beloved customers and most importantly stay connected with them in these times.”

     

     

  • The Festival of Media Asia-Pacific (FOMAP) has announced its agenda for the 2014 conference scheduled to be held from March 16 to 18 in Singapore.

    Starbucks’ Manmeet Vohra to speak at FOMA APAC

    By A Correspondent

     

    The Festival of Media Asia-Pacific (FOMAP) has announced its agenda for the 2014 conference scheduled to be held from March 16 to 18 in Singapore. The fest hopes to bring together media owners, agencies and brands for three days of networking, celebration and speaker sessions.

     

    Highlights of the 2014 event include a session hosted by Charlie Crowe, Founder of Festival of Media and Chairman of C Squared in conversation with Steve Mosko, President, Sony Pictures Television. In another session, Professor Jerry Wind, Wharton Future of Advertising Program, and Rose Tsou, Senior Vice-President, Yahoo! APAC, will explore native advertising via the results of research exclusive to the Festival. Scott Lamb, Vice-President International, Buzzfeed, a pioneer in native advertising, will also talk about shareable content and the opportunities it affords advertisers. This year’s event will feature Peter Vessenes, Founder and CEO, CoinLab and Chairman, Bitcoin Foundation, who will address the impact of Bitcoin on the future of the media buying industry.

     

    Other highlights include a session with Manmeet Vohra, Marketing Director at Tata Starbucks on the US coffee giant’s joint venture with the Tatas and the attempt at turning the massive tea-drinking nation into a country of latte sippers. Among other confirmed speakers are  Lakshmi Pratury, Host & Curator, The INK Conference and Vipul Chawla, Vice-President and CMO, Yum! Asia.

     

    Charlie Crowe, Founder of Festival of Media and Chairman of C Squared said, “Asia-Pacific continues to be a global hub for media innovation and excellence, and this year’s event will see some of the region’s pioneering media leaders come together to offer a unique perspective on the challenges and opportunities faced by businesses in Asia Pacific. As always, we pride ourselves on offering the latest research, fascinating industry case-studies and educated commentary on the industry issues making the headlines, to provide our delegates with an educational and above all else, enjoyable event.”

     

    For more information on the 2014 agenda and delegate registrations, visit the Festival of Media Asia Pacific 2014 website here.

     

  • Starbucks Coffee Co and its Indian joint venture partner Tata Group have plans to open around 40 stores by December

    Starbucks for festive season flag off in Mumbai

    By Arun Kumar & Rasul Bailay

     

    Starbucks Coffee Co and its Indian joint venture partner Tata Group have plans to open around 40 stores by December, half of those in hotels and the rest in high-street malls, a person with the direct knowledge of the plans said.

     

    The person said the 50:50 joint venture, Tata Starbucks, has so far lined up 14 properties in malls and high streets in the New Delhi capital region, Mumbai, Bangalore and Chennai and will make its India debut in September or October from the commercial capital, Mumbai.

     

    The firm will adopt a cluster approach to simultaneously open three to four outlets in each city they initially go to. Mumbai will be followed by the National Capital Region, Bangalore and Chennai. The properties finalised in hotels include the Ambassador and President hotels under the Vivanta by Taj label, a contemporary luxury chain just notch below the super luxury Taj brand of the Tata group.

     

    “We are looking at both Tata properties as well as non-Tata properties and will focus on how we can become part of the local community where we do business,” a Starbucks spokesperson said in an e-mail reply. The alliance is also in talks with non-Tata hotel chains such as Marriott Hotels to open their outlets.

     

    The joint venture will invest Rs100-150 crore this year alone and has a total budget of $100 million (around Rs 550 crore) to invest in India in the next two to three years, the person familiar with the plan said.

     

    He added that the Seattle-based coffee chain – the largest in the world – will manage the business and source many of its staff from the Tata-owned Taj Hotels. All the stores in the initial stage will have a combination of the lounge as well as takeaway facilities, he said.

     

    Starbucks operates more than 17,000 stores in almost 60 countries. The coffee titan has been exploring possibilities to enter India for many years. Earlier it had made an abortive attempt to foray into India before it called off a joint venture involving its Indonesian franchise and Kishore Biyani of the Future Group. In 2007, the joint venture withdrew its foreign investment proposal with the Indian government without citing any reason.

     

    Now, Starbucks is back with a new partner and is bullish on India, a country with one of the lowest rate of coffee per capita consumption in the world.

     

    Local chain Cafe Coffee Day and global chains such as Barista Lavazza, Costa Coffee and Gloria Jeans are among others currently operating around 2,000 outlets in the country.

     

    Industry estimates that the Rs 1,000 crore coffee-through branded outlets sector is growing at an annual rate of 20 per cent. “I don’t see Starbucks as a competition… I see them as a player who will make drinking coffee through outlets a routine business,” said Virag Joshi, chief executive of Devyani International, which operates more than 100 Costa Coffee stores in India.

     

    The company plans to invest Rs400 crore to add 400 more outlets in the next five years. “The market will keep evolving and will keep growing over the years,” he added.

     

    Source: The Economic Times

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