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@article{166954,
        author = {Shobhana Gairola},
        title = {Crafting a Coffee Empire: Starbucks’ Rise in the Indian Market , Case Study of Starbucks Phenomenon in India},
        journal = {International Journal of Innovative Research in Technology},
        year = {2024},
        volume = {11},
        number = {3},
        pages = {127-133},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=166954},
        abstract = {In modern day evolving market, traditional advertising is becoming less powerful, prompting brands to explore revolutionary outreach and engagement strategies. Starbucks serves as a high example of this shift, having fostered sturdy purchaser connections in India without depending closely on conventional advertising and marketing. This study examines the Starbucks phenomenon in India, dissecting its popularity in spite of a loss of conventional marketing. The paper seeks to recognize how the brand has successfully incorporated itself into the Indian socio-economic fabric, specializing in both customer conduct and emblem approach.
Making use of insights from various educational studies, marketplace evaluation, and customer engagement techniques, the paper elucidates how Starbucks effectively navigated the challenges of India’s dynamic coffee lifestyle and installed itself as a leading emblem by means of leveraging localized marketing approaches. thru strategic partnerships and a deep information of Indian consumer behaviors, Starbucks has crafted a completely unique identification that resonates with nearby clients, contributing significantly to its increase and reputation.
},
        keywords = {},
        month = {August},
        }