AID17607: Founded in 1971 in Seattle, Washington, USA, Starbucks is a well-known international
brand with a presence in more than 20,000 locations. Tata Starbucks is a 50:50
joint venture between Starbucks and Tata Global Beverages (TGBL) in India. Tata
Starbucks opened its first store in India in Oct-2012, and as of Feb-2019 had
c. 135 stores in India. "We look at activating more stores roll out in the
next few years" – L Krishnakumar, Group CFO, TGBL (source: Business Today,
10-Feb-2019). Recently, the brand has started accepting orders via food
delivery firms (e.g. Swiggy). Chaayos – founded by Nitin Saluja – an IIT Bombay
alumnus – opened its first store in India in NCR region in Nov-2012. Nitin
refers to Chaayos as ‘one of the finest Chai cafe chains in India’ on his
LinkedIn profile (accessed May-2019). You work as a Marketing Strategy
Consultant and have been hired by Nitin to develop the Marketing Strategy for
Chaayos, which would help Chaayos increase the sales 10 times by 2025 (relative
to sales in the financial year ending Mar-2018). Provide your recommendations
regarding the Marketing Strategy and Marketing Mix along with explanations.