MANMEET VOHRA – Director Marketing & Category, Tata Starbucks
What are the challenges that the brand faces in the market?
Every market has its own challenges need to addressed. In India, the availability of real estate is the biggest challenge. While we are thoughtfully expanding in the country, we want to be pre-sent wherever our customers want and expect us to be.
The heart of a business success lies in its marketing. How have you been crafting such marketing objectives for your company that your customers find credible and aligned with their values?
We are committed to delivering the unique Starbucks experience in the country, whether through product innovations such as Alphonso Mango Frappuccino or engaging brand campaigns like Meet Me at Starbucks, we want customers to come to our Starbucks stores for the coffee, stay for the warmth and return for the human connection. We continue to strive to create the ultimate coffeehouse experience by providing an ambience where people can meet and spend time with each other.
Does data play a larger role in media planning (pre campaign) or in gauging the efficiency of a media plan (post campaign).
For us, every feedback is important and the data collected works in a form of a feedback which helps us gauge what our customers want. Also, considering we need to be relevant to our new age customer, this data just helps us ensure that we giving our customers more than they ex-pect.
In an industry so dynamic, how do you comply with respect to changing trends, behavioral pattern and expectations of society?
The power of technology and digital media is something all businesses must accept, understand and embrace. The seismic shifts in how people are connecting using digital communication has heightened the need for more constant, interactive dialogue. The challenge for brands is to connect with customers in real time and create campaigns that work across social media. Be-cause of the sea change in consumer behaviour, the challenge for any company is to continually create relevant customer experiences online while staying true to the company’s values and historic brand promise. The new age millennials are a huge part of today’s customer base and this customer is always on the move and constantly evolving. We have embraced the fact that if we want to continue to create relevant, meaningful relationships with our customers, we must do so beyond our stores, which means extending the brand experience in the Digital space – which is the ‘Fourth Place’ after home, work and Starbucks (The Third Place).
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