Starbucks in Russia

by Phillip Freiberg

Webster University, 2014

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Table of contents:

INTRODUCTIONA.BACKGROUND

1.HISTORY OF STARBUCKSI.STARBUCKS’ PRODUCT AND UNIQUE COMMUNICATION APPROACH

2.STARBUCKS IN RUSSIAI.CHALLENGES AND OPPORTUNITIES IN RUSSIAA.COFFEE DRINKING CULTURE IN RUSSIAB.GOALS

1.SHORT TERM2.LONG TERM

C.OBJECTIVES1.TACTICS

I.MEDIA

POSITIONING STATEMENT AND CORE STRATEGIC APPROACH

D.KEY PUBLICS1.PEOPLE

I.PLACEII.SPACE

TIMING

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MEASUREMENT

OVERVIEW OF THE PROPOSED GOAL, OBJECTIVE AND TACTICS

BIBLIOGRAPHY

IntroductionThe majority of the successful companies today are using the ¨glocal¨ approach. They are global Goliaths with local peculiarities of a David. This twofold approach serves a specific purpose. In order to stay competitive today a company has to come out to the global market:its suppliers are global, its operations are global and most importantly its markets and customers are international. This allows acompany to take advantage of the international growth and at the same time to minimize its reliance on just one type of a customer or market. If a modern day company does not know how adjust to the local peculiarities it risks trying to serve the illusive average customer that does not exist in reality. For example when McDonalds came to theIndian market it stopped serving beef (since in the Hindu culture cow is a sacred animal). In France McDonalds ran a gay teen commercial butdid not do so in the USA. Similarly Cadbury started making smaller chocolate bars that poorer indians could afford at just 10 Rupees per piece, a thing that you will never find in London's Harrods or Heathrow. Without a thorough knowledge of the local market any company big or small will not succeed. Rather what every company doesneed is to choose its own approach since no two methods could bring the same results. For this project I am interested in analyzing what Starbucks has doneand might do to stay successful in Russia. Starbucks has started as a copy of an Italian coffee shop designed to accustom Americans to drinking quality coffee two decades ago. Today Starbucks is doing the same to the population of the world. During the years of the USSR

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Soviet people mainly drank tea, and in the last twenty years Russians have gotten accustomed to drinking instant coffee. But in the last 14 years there appeared a plethora of local stylish coffee shops in Russia's urban malls that serve anything from quality coffee with a sandwich to cognac and cigars, but people are still reluctant to taking coffee to go in a paper cup. In Russia the notion of a ‘third place’( a place between home and work) is no older than 10 years and is still developing. Nevertheless in many respects Russia with its robust economy is a 'promised land' for many global companies(coming from the West). At the same time Russian market might hold risks and challenges that global companies need to be prepared to handle if theyare to be profitable in this country.More specifically I am interested in what an essentially American coffee company -Starbucks can currently do in Russia as far as communication campaign is concerned. As the US-Russian relationship sours with each passing day the previous approach by the American companies (whereby they presented themselves as bringing the American products, quality and lifestyle) will work less effectively, or might even be damaging to their brand. A new communication campaign is needed. A communication campaign that will use Western approaches without the western rhetoric, or put in other words it might sound like : Russian rethoric without the Russian approach.

BackgroundThe Seattle Corporation is a market leader in specialty coffee openingthree to four new stores a day (Tice,2003). Starbucks operates through20,891 stores in 64 countries, including 13,279 in the United States, but hoping China to be one day the largest market outside the U.S. According to the 2009 Annual Report the company revenues are highly dependent on the financial performance of its US operating segment butare becoming increasingly dependent on the success of its

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international(Canada, Japan and UK)operating segment in order to achieve its growth targets. The Starbucks' 25-year goal is to “become an enduring, great company with the most recognized and respected brand in the world, known for inspiring and nurturing the human spirit”

In 2007 Starbucks sold 2.5 bn cups of coffee, but despite these astonishing figures Clark (2007) writes that “Starbucks’ worldwide explosion wasn't fueled by coffee; it was the way they sold it developing an emotional attachment with its customers. Starbucks with its host of stores on every corner of every city has clearly become ‘‘the third realm of satisfaction and social cohesion beyond the portals of home and work … an essential element of the good life’’ (Oldenburg, 1989). Perhaps coffee is just an excuse to come to Starbucks that is ‘becom[ing] America's version of the British pub” (Clark, 2007). In his book ‘Pour Your Heart Into It’ (1997) Starbucks’ as we know it today founding father Howard Schultz writes that Starbucks is ‘‘an oasis . . . a small escape during a day when many other things are beating you down’’. Clark calls coffee ‘a socialglue’.

This understanding of deep human needs led to the creation of the Starbucks cafes the way we know them- “meticulously conceptualized, carefully controlled consumption environments” (Lyons, 2005) that are easily distinguishable from the independent coffeehouses. As Schultz (1997) explained : “What we had to do was unlock the romance and mystery of coffee, firsthand, in coffee bars. The Italians understood the personal relationship that people could have to coffee, its socialaspect.”Greenblatt (1991) claims that an inward response to an amazingexperience cannot be marginalized or denied. ‘We had a vision, to create an atmosphere in our stores that drew people in and gave them asense of wonder and romance in the midst of their harried lives (Schultz and Yang, 1997).

Building its global brand Starbucks did not want to attract just anybody. It needed to attract customers who could afford to pay whatever it charged for this experience- “ an upscale third-place ambiance on a global scale” (Schmitt ,1999). Thus Starbucks started opening its stores in the busy financial areas therefore clearly demonstrating who its customers are - “the urban professional middle classes, working in financial service industries and related fields” (Updike, 1987). These people had education, culture, needed a place

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for meetings and required makeshift offices. But most of all they had the disposable income.Being drawn to the Starbucks culture, these customers at the same timehelped to define and refine it- when others saw them through stores’ large windows, holding white cups bearing the green logo. Starbucks customers were intended to become its biggest advertising vehicle. A study by Pendergrast (1999) revealed that ‘the company spent less than$10 million on advertising in its first twenty-five years’’. Obviouslysome other mode of advertising has been working, and working well. Jim Donald, Starbucks’ president and CEO concluded: “Customers tend topatronize a business that is like them” ( Corkery, 2005). Middle and upper middle class enjoying Starbucks are doing so with ease, for they are given an indulgence#. In Catholic theology, an indulgence is a remission of the temporal punishment inflicted by the Church for a previously committed sin. In Starbucks Western middle class doesn't need towel guilt for paying a premium price for a cup of brew- they know that their money supports poor farmers in the third word, or go to other worthy social causes; baristas look happy and napkins are made of recycled fiber.

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Starbucks in RussiaAlthough Starbucks first registered its trademark in Russia in 1997 itdid not open any stores until 2007; first because of the economic crisis of 1998 and second because of the legal battle over the trademark with a brand name squatter.This had kept Starbucks from coming to Russia for more than three years, just as a coffeehouse culture was emerging here, but according to New York Times despite this setback,Starbucks saw plenty of room for more coffee shops in Russia. New York Times quotes Ms. Pucik, the Starbucks spokeswoman, who cited data from Euromonitor International, showing that Moscow hasone coffeehouse for every 3,187 people. New York has one for every 365people, and Paris one for every 126.The brand currently controls only 1.7 percent of the Russian cafe market, operating 69# cafes in Moscow, three in St. Petersburg, one Krasnodar and one in Rostov-on-Don. More recently the American company's expansion to the south will cover Sochi, as reported by the Moscow Times.According to Wall Street Journal Starbucks has joined in a partnershipwith M.H. Alshaya, a Kuwait retail firm that operates Starbucks locations in the Middle East. M.H. Alshaya specializes more in mall

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locations than the main-street sites that Starbucks typically prefers.This might indicate the company's strategy in Russia, a country where the Soviet monolith society is quickly stratifying to a big income gapbetween the poor and the rich.

Opportunities

Coffee drinking in RussiaAccording to a Coffee Magazine the total capacity of the coffee marketin Russia is currently estimated at an average annual growth rate of about 2–3%. About 75% of the Russian coffee market in volume terms account for instant coffee and the remaining 25% is belongs to naturalcoffee, and in recent years, this percentage is gradually increasing. Statistics show that coffee sales in the country over the past five years almost doubled with Russia entering the top ten consuming coun-tries in the world(7th place). Russia also occupies first place in theworld in the consumption of instant coffee.

In the last decade the average Russian coffee consumption has rapidly increased according to Coffee Magazine. While in 2000 only 68 mil-lion people in the country regularly consumed coffee, by 2014, this figure, was supposed to rise to 94 million people this accounting for more than 60% of the Russian population.This trend came mainly by the developing of fast food chains, such as Starbucks or Coffee House. However, at the same time, the country remains one the largest tea-consuming countries in the world, with 94%of Russians drinking tea in 2012. Russians are increasingly opting for coffees that are more expensive, thus the share of the highest price segment in the Russian coffee mar-ket grew from 7% of the total market in 2005 to 16% in 2012. Gradually, Russians are moving away from the instant coffee to the consumption of natural coffee. Both these trends could be partly explained by the level of income growth in recent years. The main growth of the industry in the coming years will be the natural coffee sector.

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Specialty market is actively developing with the roadside cafeteriasAs the consumption of instant coffee will decrease the specialty cof-fee market in Russia is projected to boom in coming years. As it has been forecasted in the international forum “Coffee and Tea” in 2012, with new types of advertising and promotions, the total volume of sales of coffee houses and retailers could grow 8% per year at least until 2016.

Specialty Coffee Association of Europe (SCAE) announced that market players are currently seeing the most promising area for further development in the creation of roadside cafeterias. Already two large coffee houses in 2012 announced plans for the expansion in this seg-ment of the market: American Starbucks Coffee Company and the Russian coffee house Caffeine. According to some reports, the other market players in Russia have similar plans in various stages of consideration. Starbucks is expanding its Seattle’s Best Coffee chain the first restaurants appearing in Russia by the end of the year. Suchrestaurants will be able to serve up to 36 thousand visitors – a country with the potential to significantly increase the consumption of coffee. According to some experts, large investments in this segment could result in seriously changing the culture of drinking coffee in Russia within the coming five years.According to Ria Novosti report with demand for coffee houses in Russia increasing, the market is set to take off in the near future. The market research company KOMKON says that in the first half of 2005, 17.4% of the Russian urban population visited coffee houses, which was 2.2% more than in the previous year. The clientele were mainly aged between 16 and 29. Coffee houses were especially popular with Muscovites and residents of St. Petersburg: 27% and 34%, respectively. Perhaps inhabitants of the large cities feel the need for the third place more acutely than those of the smaller cities. InMoscow alone the market has a capacity for 2,000 coffee houses, while 1,000 could comfortably operate in St. Petersburg.

Anton Derlyatka, an analyst for the research company A. T. Kearney, says that the Starbucks model has an enormous market advantage over its rivals, and that it would be easy to open cafes under this brand name anywhere.

Threats

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Some skeptics think that the American chain will be unable to develop a lasting presence in Russia since take-away coffee is a questionable service, especially as Starbucks offers a very limited range of food and a fairly average selection of drinks.But the biggest problem for business in Russia is not the taste preferences. Bureaucratic red tape and corruption pose significant risks for any international company operating in Russia. Transparency International estimates the monetary value of the “corruption market” in Russia at $300 billion, which equals one quarter of the country’s GDP.   Many investors confirm that Russia is a solid block when it comes to corruption, with rampant bribery at all levels.The logistics of trading across Russia as well as currency fluctuations are challenges that all brands face in the country, although the government is working hard to improve Russia’s reputationfor business around the world. When Russia joined the World Trade Organization its membership signifies that the country will have to obey a series of trading standards that include lowering import dutiesand granting greater access to European companies. But Current US sanctions could well force Russia out of WTO.

Nevertheless the main problem today for Starbucks(in view of the increasing political problems between the two countries )is the American heritage of the company that might negatively affect its brand image as Russians are starting to dislike American attitudes towards Russia. Additionally there are a lot of requests are I g from the Capitol to increase sanctions against Russia to damage its economy. With damaged economy less Russians will be able or willing topartake of the brew at Starbucks.

GoalsStarbucks, although an international company that holds a large café market share in many countries, is a growing newcomer in Russia thus quite naturally its major goal is to familiarize the public with its brand- a luxury coffee shop, a global brand. This will increase sales and as a consequence its revenues. The job is becoming difficult as the West is increasing its negative rhetoric against Russia.

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Objectives

As the US imposes certain political sanctions on Russia for its actions in the Crimea more and more Russians are starting to have an adverse relation towards the US. The similar feelings could well spread into the broad US culture, companies and their products. Thus the objective of Starbucks should be to emphasize its international presence and its pseudo italian heritage and to undermine its connection with the US. Most importantly to stay apolitical, and to doeverything to connect with the Russian tea drinking culture and to getthe public accustomed to quality coffee, third place and taking coffeeto go. As more and more Russians are browsing the mall s and surfing the net, Starbucks could find its niche.

Henceforth we could single out 3 objectives for Starbucks in Russia inview of the selected goal:

A. Emphasize international presence of StarbucksB. Underline Russian involvement of StarbucksC. Undermine American origins of Starbucks

These objectives will position Starbucks in a favorable light with theRussian public. If the current situation is to worsen Starbucks will be prepared to continue its business in Russia.

Tactics

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Each objective could have 3 tactics that will fulfill the objectives that fulfill the overall goal:

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A: Emphasize international presence of Starbucks 1 stores around the world

Emphasize Italian origins, emphasize product countries Promote Stores in various countries that Russians are visiting Promote Homogeneous culture of Starbucks( language, drinks, philosophy)

2 customers/ employees around the world Co.Should make short videos about customers Co. Should make short videos about employees Co Should make short videos about store locations.

3 sourcing should make videos about locations of sources of coffee tea Should make videos about individual coffee/tea farmers Should make videos how to make coffee/tea

B: Underline Russian involvement of Starbucks 1 stores in Russia

Should make short videos about customers Should make short videos about employees Should make short videos about store locations

2 projects in Russia Should get involved in humanitarian projects Should hold coffee tea making classes

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Should hold literary/ music evenings

3 Russian coffee/ tea drinking culture Should promote history of tea drinking culture in Russia Should promote history of coffee drinking in Russia Should create ( pseudo) historical tea /coffee blends specific for Russia

C:Undermine American origins of Starbucks 1social media

Use Russian social media more than Facebook Create Russian SN base. Have promotions Create SN profiles for Russian Starbucks directors, employees

2 language Use Italian Starbucks vernacular Not use English Use Cyrillic more than Latin letters

3 handle historical facts with caution Starbucks from United States of America but since then developed Starbucks is more spread around the world than in US Based on Italian culture.

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Positioning statement and core strategic approach

The communication campaign should do the same thing that was implemented in the past- not rely on the traditional communication elements like TV, but rather rely on word of mouth and SN. The short videos should be posted on SN and have a goal of putting an international and Russian face on the Starbucks corporation. Russians could make short videos in Starbucks stores around the world and upload to SN. People should be exited about Starbucks.

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Russians traveling to popular resorts should be able to use Russian coupons abroad- no need to use currency exchange. Local stores shouldpromote local writers and musicians. Sell their works in stores. This will undermine claims of those who say that Starbucks is a capitalist corporation. Starbucks should be the leader of recycling in Russia that is just starting in that route. The following actions are the easiest to implement and to measure:

Action Implementation Frequency Budget

Humanitarian projects

Visit veterans, orphans, pets

Once per quarter $300 per event

Coffee classes Teach coffee / teamaking

Twice per month $100 per event

Reading clubs Promote local writers/ musicians/ artists.

Once a month $100 per event

SN promotions Spread coupons news

Weekly $1000 annualy

Measurement and evaluation Measurement and evaluation of effectiveness of the tactics could be conducted via observing store visits and revenues as they correlate toactions. Also effectiveness could be done via the social networks. Reshares, likes and discussions in the SN is a modern way of observingthe effectiveness of the campaign. Additionally online and in-store polls could reveal the effectiveness of our campaign. Questions could uncover how the Russians perceive Starbucks : is it American or an International company?

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Key publicsStarbucks Key publics in Russia are no different from Key Publics in US or Thailand-these are the people with disposable income. But in different countries such publics come from different strata of the society and are different in numbers. The middle class is not as numerous in Thailand as it is in the USA.In Russia potential Starbucks customers could be reached in pockets ofeconomic growth of the country. These are the cities with growing economy. Russia is mostly an urban country with 74% of the populationliving in urban areas. More specifically there are the places in theses cities that attract people with disposable income and time thatthey can spend drinking coffee sitting or walking in shopping malls. These are the customers who are relatively young, fashion trend oriented and who use the internet. Let us examine these aspects in depth.

PeopleStarbucks is selling its product not just to anybody. Its customers (especially in internationals locations) are middle class citizens with enough disposable income to purchase a caffeinated beverage at a premium price. Thus any marketing campaign should be targeting the Russian urban middle class.According to Forbes between 15-25% of the Russia's 142 million population belong to the middle class or middle class periphery that is expected to grow 16% between now and 2020 ( Brookings Institution) at which point it will represent 86 % of the population and amount to $1.3trn in spending, up 40 per cent on 2010. Forbes writes that Russians who are becoming more sophisticated and discerning with each year are attracted to foreign products, believing them to be higher quality. Non-Russian brands in Russia may be most successful when they operate in luxury categories, such as automobiles, fashion, beauty, hospitality, and watches. A 2012 study of most-searched for luxury brands in Russia were all non-Russian brands—BMW, Audi, Chanel, Louis Vuitton, Hilton, Sheraton, Rolex, Swarovski, and Bulgari.

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Localities Everyone knows Moscow and St. Petersburg, but there are ten other Russian cities with populations over one million that offer plenty of opportunities to reach stable middle class customers: namely southern Russia (developed for the Sochi Olympic games), far east and oil rich regions. That is the reason why many brands pursue a separate Moscow strategy before looking at the rest of Russia in order to ensure carefully managed growth across the huge and varied territory.

Place As Russia is growing economically it tries to emulate the western lifestyle: townhouses, vehicle ownership, spending free time in shopping malls. These areas attract young middle aged trendy Russianswith disposable income.

Space

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As the internet (and more specifically mobile internet) is rapidly spreading in the country more and more people are using the social networks(98% of Russian internet users are registered in social networks). The company could leverage social networks as a new way forthe people to share their experience with Starbucks in Russia and whentraveling abroad.The typical social media user is a person aged 18-24 (96 percent), with a high level of income (87 percent) who is most likely to live ineither Moscow or Saint-Petersburg (94 percent). The number of Russianswho use foreign social websites like Facebook and Twitter has grown dramatically (from 5 to 18 percent and from 2 to 9 percent, respectively). However, the most popular social websites in Russia areOdnoklassniki (73 percent of Internet users) and VK.com (62 percent).

According to Forbes huge opportunities exist to reach Russian consumers via digital and mobile. Russia is the largest internet marketing audience in Europe (over 53 million). Mobile phone penetration is among the highest in the world. Additionally customers with access to the modern technology are the ones with money and the fashion desire.

Overview of the proposed goal, objective and tacticsOverall goals of Starbucks are no different from any other company in Russia:Increased sales in same stores. Increased average receipt. Frequent visits by the same loyal customers. More stores in Moscow and St. Petersburg, gradual penetration to provinces-where the company will repeat the process via brand penetration and building customer brand loyalty. Since the company does not use traditional media for advertisements, its first customers

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are those who have tried the product abroad, and then introduced it totheir compatriots.Again we do not have to forget that Starbucks coffee is no different (and perhaps more bitter and more expensive) than that of the local competitors. But Starbucks is in the business of offering third place experience. Again- many Russian competitors are already trying to do the same. Thus Starbucks can only distinguish itself by offering Western customer service and presenting itself as a upscale international brand, that charges the premium for the brand name. Thiswill appeal to many Russians, provided that Starbucks, presents itselfless American and more as an international brand.

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