Pulse Coffee
To research and design a new business, product, service or process for Starbucks that can help them in supporting and sustaining their future value and/or growth.
Time:
4 weeks
Role:
Market research,
concept development,
branding, storyboarding
and video editing
The Challenge
To research and design a new business, product, service or process for Starbucks that can help them in supporting and sustaining their future value and/or growth.
What do we want for our Moonshot?
Before we delved into understanding our parent company fully, we envisioned what the moonshot goals were for the company based on relevant secondary research. This informed the 3-Horizons Mapping.
Where does Starbucks stand now and where do we go?
The conclusion from the SWOT Analysis is that the market has reached saturation in developed countries. To contribute to Starbucks' sustainable growth, we decided to focus on an emerging market like India.
What's the scope in the Indian Coffee Market?
The conclusion from the SWOT Analysis is that the market has reached saturation in developed countries. To contribute to Starbucks' sustainable growth, we decided to focus on an emerging market like India.
How do we compare to our competitors in the Indian Market?
Secondary data based on consumer opinions and product offerings further revealed the brand positioning of Starbucks in India. The Perceptual Map informs us of TATA Starbucks' pricing strategy and consumer perception of the quality.
By using the C-D Map (Centrality-Distinctiveness) Map, we were further able to understand TATA Starbucks' standing in the market when it comes to product/service innovation.
What do consumers want?
The Value Proposition Canvas helped us scope our customer segments and understand what their pains and needs are when it comes to the coffee shop experience. It also helped us intro- spect TATA Starbucks' own offerings.
The Consumer Trends Canvas helped us scope out what the trend were forecast for our consumers. It also helped us comprehend the drivers of these needs and changes. This forward-looking tool not only helped us inform possible product strategy but also aspects of marketing and corporate strategy.
The Consumer Trends Canvas helped us scope out what the trend were forecast for our consumers. It also helped us comprehend the drivers of these needs and changes. This forward-looking tool not only helped us inform possible product strategy but also aspects of marketing and corporate strategy.
What does the Indian consumer have to say?
The Empathy Maps were informed by the primary research we did enquiring Indian coffee enthusiasts about their coffee shop experience thus far and what they would like to see in the future.
Survey
A Survey was conducted to cross-validate the findings from consumer trends.
Concept Development
The Empathy Maps were informed by the primary research we did enquiring Indian coffee enthusiasts about their coffee shop experience thus far and what they would like to see in the future.
What is our Unique Selling Point (USP)?
By further fortifying an already much loved drink like coffee, we hope to provide a freshly brewed solution for people's coffee needs by supplementing it with probiotics or other nutritive goodness like mushrooms.
What would our new business strategy look like?
The Business Model Canvas helped us map and visualise our key consumers, partners, resources, activities and channels. This enabled us to lay out and connect different parts of the business to help us achieve our goals for the new sub-venture.
What would our Brand Strategy look like?
The Brand Strategy Map was used to help us craft a brand experience was separate from the parent brand but kept up with the aspirational quotient of the parent brand. The strategy map was informed from various consumer trends and primary research.
The Moodboard was developed based on the Strategy Map. The intention behind the theme was to set Pulse Coffee apart from its competition starkly, and drive interest around its unique theme and proposition.
What would Pulse Coffee look like?
By moving away from the traditionalist look of our parent company, we set about branding an experience that is bold and promotes a sense of community.
