Mumbai: Tata Starbucks Pvt. Ltd, a joint venture of Tata Global Beverages Ltd and Starbucks Corp., launched its first campaign developed and conceptualized in India for Indian consumers on Tuesday.
With 82 stores in six cities, the three year-old chain is now looking at encouraging consumers to personalize their beverage and is linking this to its new campaign, which talks about their mood.
The campaign #MyMood#MyStarbucks launched in stores and online is an interactive campaign that asks consumers to share their mood when in store and what beverage suits their mood best to receive two free customizations on their next visit.
Consumers can also click selfies with props that convey their state of mind and post it on social media with the tag.
The campaign was conceptualised by creative agency Mullen Lintas and shot by photographer Atul Kasbekar.
“Right now, the personalization and customization is very nascent. Close to 80% of the orders are as per the standard board display at the store,” said Manmeet Vohra, director – marketing and category, Tata Starbucks.
This surely is something that the brand which prides itself for providing its consumers with high levels of personalisation would like to change. At Starbucks globally, it’s almost a norm to hear consumers demand drinks of their choice -- with a particular kind of milk, skimmed, soy, whipped or not, toppings—ask for an extra shot of espresso and such from their barista to get a coffee of their liking.
“More choice leads to better loyalty once you figure what you like. It also drives more consumption,” says Abhishek Malhotra, partner, Asia Pacific, who leads the consumer industries and retail products practice for India at consulting firm AT Kearney while explaining that adding toppings to a standard order gives the company higher margins as the extra toppings have an additional cost.
With #MyMood #MyStarbucks, the company is introducing consumers to options like Double Tall Carmel Mocha No whip, Triple Venti Hazelnut Cocoa Cappuccino or a Double chocolate chip frappuccino with vanilla -- offerings that go beyond the standard options.