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MINI PROJECT REPORT ON

BRAND POSITIONING OF STARBUCKS


Submitted to the
SRM SCHOOL OF MANAGEMENT
In partial fulfillment of the requirements in the award of the degree of
MASTER OF BUSINESS ADMINISTRATION

Submitted By,
VIVEKANANDAN (3511310138)
DHINESH PANNEER (3511310165)
SUBHASH (3511310168)
NAVIN (3511310169)
Under the Guidance of
Ms.M.VETRI SELVI
ASSISTANT PROFESSOR(Senior Grade)
SRM SCHOOL OF MANAGEMENT

DEPARTMENT OF MANAGEMENT STUDIES
SRM UNIVERSITY
KATTANKULATHUR- 603 203
MARCH- 2014


MINI PROJECT REPORT ON
BRAND POSITIONING OF STARBUCKS
Submitted to the
SRM SCHOOL OF MANAGEMENT
In partial fulfillment of the requirements in the award of the degree of
MASTER OF BUSINESS ADMINISTRATION

Submitted By,
VIVEKANANDAN (3511310138)
DHINESH PANNEER (3511310165)
SUBHASH (3511310168)
NAVIN (3511310169)
Under the Guidance of
Ms.VETRI SELVI
ASSISTANT PROFESSOR(Senior Grade)
SRM SCHOOL OF MANAGEMENT

DEPARTMENT OF MANAGEMENT STUDIES
SRM UNIVERSITY
KATTANKULATHUR- 603 203
MARCH- 2014


BONAFIDE CERTIFICATE

This is to certify that the project report entitled BRAND POSITIONING Submitted by
VIVEKANANDAN (3511310138), DHINESH PANNEER (3511310165), SUBHASH
(3511310168) NAVIN (3511310169) in partial fulfillment for the Mini- Project in awards of
Master of Business Administration of SRM University-Kattankulathur, is a bonafide research
work carried out under my supervision and guidance and no part of this project has been
submitted for any other degree / diploma.

The assistance and help received during the course of the investigation has been fully
acknowledged.





Counter signed Counter Signed
Dr. (Mrs). Jayshree Suresh Ms.M.VETRISELVI,
Dean , Assistant Professor(Senior Grade),
SRM University. SRM University.



Submitted to the department of Management Studies, SRM UNIVERSITY (Kattankulathur
Campus) for the examination held on ____________.




Internal examiner External examiner
(i)


DECLARATION


We, VIVEKANANDAN (3511310138), DHINESH PANNEER (3511310165), SUBHASH
(3511310168) NAVIN (3511310169), hereby declare that the project report entitled
BRAND POSITIONING Under the supervision and the guidance of
Ms.M.VETRISELVI, Assistant Professor, Department of Management Studies,
SRM UNIVERSITY(Kattankulathur Campus- Chennai), is the result of the
original work done by me and to the best of my knowledge, a similar work has not
been submitted to any university or any other institution.













PLACE:
DATE: VIVEKANANDAN (3511310138)
DHINESH PANNEER (3511310165)
SUBHASH (3511310168)
NAVIN (3511310169)

(ii)


ACNOWLEDGEMENT


It is our great pride and privilege to appreciate our respected Dean Dr. Jayshree
Suresh and our beloved project guide Ms.M.VETRISELVI, Dept. of Business
Administration, S.R.M. School of Management,who have motivated and
encouraged us with their tireless guidance and support for the successful
completion of this project.

Last but not the least; We would like to thank the almighty and all our faculty
members, friends and family for their support and inspiration.














PLACE:
DATE:
VIVEKANANDAN (3511310138)
DHINESH PANNEER (3511310165)
SUBHASH (3511310168)
NAVIN (3511310169)
(iii)


ABSTRACT
This project is on Brand Positioning. This paper consists of the Brand positioning of Star Bucks,
which is one of the fortune companies, which institutes coffeehouse with many eatables. .It is
one of the most famous coffeehouse of the world. This paper consists of Industry Profile,
Company Profile, Product Profile, Research Methods, Various Data Collections and its analysis,
Objectives, Market Research Analysis of Star Bucks and its sales promotion of their product into
the market. This paper also offers the answer of some question, for what the customers will buy
this product, how they capture value from the customers and so on.














(iv)