STARBUCKS IN FRANCE

Arrival of Starbucks in France

- 2004 ==> Starbucks opened its 1st shop in Paris (Opera) and the development has continued with 2 others shops in La Défense and Montparnasse.

Adaptation to the french Market

- An offer completely changed according to french habits (example : muffin with goat/spinach made in France, muffins caramel with salted butter)

- Trained salesforce ( french employee are trained to product and welcome services, animations..)

- Meticulous setting and atmosphere

- Basic prices : 1,60 euros for expresso, 1,75 euros for Macchiato , 2,50 for café Latte.

- Starbucks had kept his charity and ecological vocations ==> In france, the brand supported "LES RESTOS DU COEUR"

==> Since its arrival, the brand had opened more than 85 coffee shops (major part in Paris).

Olivier Mendez, France Regional director explains about the criteria to choose a city : 
"le choix d'aller dans une ville dépend avant tout de son dynamisme économique, de la présence d'une population active importante, de jeunes, ainsi que de son potential touristique".

OTHERS ACTIVITIES OF STARBUCKS IN FRANCE

- Thanks to its agreement with the Group AUTOGRILL, Starbucks will continue its development in railway stations and motorways.
- Starbucks made also a partnership with Les Galeries Lafayette with the opening of 2 salons.
- Fail ==> The brand tried the sale of coffee beans at Monoprix.
- Success ==> Starbucks is selling its beverages ( Chocolate Mocha, Frappucino's, Latte)  at the fresh and "snacking" department of french retailers like Monoprix, Leclerc, Auchan, Carrefour...

OBJECTIVES

Now, Starbucks aims to develop in other big regional cities (Lyon, Bordeaux, Marseille, Nice...) in order to double number of shops in france.

Long term goals:

==> Increase the visibility of the brands to the french consumers

==> Increase the brand awareness and focus on the customer experience

SOME DIFFICULTIES

- The French culture : People are not used to consume take away, French like hard coffee in small quantity, (expresso)
- At the contrary Starbucks represents the American culture with take-away coffees, with different size of mugs.
- In France, people are used to drink coffee in "bistrots du coin"
- Daily turn over of Starbucks coffee shops are about 1000 euros/day => not profitable shops.
- Initially, take away selling represented 7% of the sales, today : 27%

Article written by Judy Garber

COSTA COFFEE IN FRANCE

COSTA COFFEE ARRIVES IN FRANCE!!

In 2012, Costa Coffee set up its first coffee shop in France through a franchise model with the group ELIOR.

This strategy was very studied because ELIOR is the leader of food restauration s in railway stations, airport.... like with Paul, Quick, Hippopotamus....

==> http://www.elior.com/costa-coffee-la-star-des-coffee-shops-enfin-en-france

The 1st shop of 120m2 was located in Paris : Lyon railway station., 

For its implementation in France, The brand choose to keep the same model : modern context, red tons( warm atmosphere), traditional decoration......

The group has chosen to help Costa Coffee for its entire development in France ( motorway, railway station, airport)
A new shop in Nice airport is predicted.

INTERNATIONAL BRANDED COFFEE SHOP VS LOCAL BRANDED COFFEE SHOP

Friendly staff was rated most important for local brands (4.37). High quality of coffee/food rated second most important, and the good atmosphere was also considered important for local coffee shops (4.13), supporting Kotler (1973) that atmosphere is often the primary product to effect purchase decision, physical surroundings and environment are also influential.

Article  written by Alice Barrois

MOTIVATION TO COFFEE SHOPS

The past experience/familiarity was the main reason why respondents were motivated to their chosen coffee shop (4.09). Confirming the influence of motivational push factors like familiarity and security, to satisfy expectations, meet private needs and wants and influence behaviour. Consequently, it confirms the brand values are endorsed from personal experience with the brand subject claim is associated with exposure to a place.

The second highest motivation was convenience of location/ or travel (3.99), which supports convenience is an important consideration and convenient location is more important than the brand (3.61).

Moreover, the factor “friends and family” rated third strongest motivator (3.75), confirming friends and family are powerful motivators influencing behaviour. In consequence, it reinforces the feeling of belonging.

That Strong local identity rated the weakest (3.31) may suggest that local identity does not have the same impact as that of the brand itsel. This suggests that promoting local identity in coffee shops may not significantly affect customer behavioural intentions.

Article written by Alice Barrois

IDENTITY PRISM KAPFERER COSTA COFFEE

                                 

Article written by Alice Barrois

IDENTITY PRISM KAPFERER OF STARBUCKS

Article written by Alice Barrois

BRAND POSITIONING BULL'S EYE

COMPETITORS : MAPPING

PORTER'S 5 FORCES

Article written by Judy Garber

THE FREQUENCY IN THE COFFEE SHOPS

We observe that the women frequent more the coffee shops than the men and in majority it is the young people (15-24 years old) who go in this place.

Like the coffee shops is a new way of life, in logical that the seniors (+65 years old) have not the habit to go in the coffee shop for disgusting a big coffee not only an espresso.

Article written by Alice Barrois

THE SUCCESS STORY OF STARBUCKS

1971 – 1987: The beginning of mermaid 

This logo represents, on brown background, a mermaid inspired by a Scandinavian engraving of the sixteenth century surrounded by the name "Starbucks" and the specialities of the shop "Coffee - Tea - Spices" that appear in the outer circle.

1987 – 1992: The fusion

Born and Starbucks Corporation. To illustrate this new step, a new logo was created in 1987 as a merger of two existing logos. On the one hand, there is the color green, the stars and typography of the logo of "Il Giornale". The other, the siren is retained but simplified. Especially, her hair now hides his chest, until a source of controversy. It is interesting to note that only the brand name and the word "Coffee" are kept to minimize the information to maximize the visual impact.

                                      

1992 – 2011: A friendly face

In 1992, the year of its IPO, Starbucks already has nearly 165 stores. The logo is slightly corrected: the face of the mermaid is put forward to emphasize her smiling and friendly side. Thus, Starbucks wants to strengthen its image of "third place" welcoming, friendly and comfortable

                                        2011 – now : one among one million

The year 2011 expresses an important shift in the image of the company. Now internationally recognized, Starbucks is betting abandon the text "Starbucks Coffee" from its logo, are highlighting the siren on a green background. This modernization is riding the wave of minimalism reflects the diversification of Starbucks (which sells now something other than coffee). Most importantly, it shows that Starbucks siren is now well in the minds of consumers and is recognizable by all.

Article written by Alice Barrois

BRAND IMAGE OF COSTA COFFEE

Like the coffee shops represent the third place where people like meet them, to discuss, to read newspapers, to work, to relax for a long time…

Costa coffee adapt it concept about the expectations of their actual and futures customers.

When we ask to people which image represent Costa coffee for them; and giving a definition in one word, the most frequent words are: excellence, luxury and perfection.

In fact, Costa coffee is become modern and a luxury place, where Customer can consume beverages like coffee, tea, cappuccino, frapuccino and soda ..., but also sandwiches, wraps and salads, pastries and cakes…

The empathy’s is on luxury and comfort – with style. The ambience provided is trendy as well as soothing.

Article written by Alice Barrois