STP and Product Life

Cycle Analysis for

COFFEE SHOPS
By: Lee, Arquisola, Castor, Fausto, Ganaban, Yumo

PRODUCT LIFE
CYCLE
CBTL
Bos
Kopiroti

Growth

Product Sales

Starbucks

Introduction

Seattles
Best

Time

Maturity

Decline

ANALYSIS

Most coffee shops in the Philippines originated

from foreign countries, except for Bos Coffee
which started at our very own land.

Since the arrival of Milk Teas, Coffee shops

have continued to decline in the life cycle.
Starbucks countered this decline through their
annual promotions and the release of the
Starbucks card in the Philippines, rewarding
customers for their repeat sales.

ANALYSIS

CBTL or Coffee Bean and Tea Leaf focused

more on the coffee enthusiasts, promoting
their own line of coffee machines and selling
designer coffee capsules for home use. This
was counteracted with the Starbucks Via, a
coffee mix of the Starbucks company, which
faded in the background after its release.

ANALYSIS

Bos Coffee continues to serve with

nationalistic pride, catering to those who are
proud to be Filipinos through patronizing
Filipino brews and beans and developing new
products based on Filipino ingredients.
Although with a strong follower base, they are
still overshadowed by major Coffee
Establishments over certain areas.

ANALYSIS

Kopiroti, although with their successful launch, is

slow to prosper and catered to a niche market.
They now mostly cater to on the go tourists and
nighttime party-goers, as most branches are in
airports and nightlife centers like Katipunan or
Makati.

Seattles Best was known to be one of the first

competitors of Starbucks, but is one that is losing
their competitive edge. Most shops have closed
down, and are now only running a few shops.

STP TABLE
BRAND

SEGMENT

TARGET

POSITION

Starbucks
Coffee

Class A D

Young
Individuals,
Students,
Entrepreneurs

Maturity

Coffee Bean
and Tea Leaf

Class A C

Coffee
Enthusiasts,
High earners

Maturity

Bos Coffee

Class B D

Nationalistics,
Young
Individuals,
Filipino-centric

Maturity
Decline

Kopiroti

Class B D

On-the-go,
Middle-class
earners

Growth

Seattles Best
Coffee

Class A - D

Americancentric,
Businessmen

Decline

ANALYSIS

Starbucks caters from Class A to Class D, as

they have extended their reach from wealthy
communities, such as Makati, Taguig,
Katipunan, etc. to highly populated
communities, such as Sampaloc, Quezon City
and so on, even developing branches in both
Ayala Malls and SM as well as opening branches
near campuses. Catering to High Social Class
citizens to Middle class earners to even being a
luxury to Middle-low class citizens.

ANALYSIS

Coffee Bean and Tea Leaf caters to Class A to C

individuals, but leans on the High Middle Class
rather than the whole C category. They also cater
to coffee enthusiasts through their coffee bean
products and coffee machines, which would deem
too expensive for most citizens.

Bos Coffee Caters to B to D Classes, trying to

reach out to most Filipinos. And although they have
followers of very high affluence, they mostly target
the common Filipino.

ANALYSIS

Kopiroti opened to cater to the growing demand of

followers of Singaporean Coffee, offering Kopi, the
Singaporean Specialty. They mostly cater to B to D class
citizens, and are usually targeting those on the go and
those in need of a late night fix, as the usual in
Singaporean Night Markets

Seattles Best, although in decline, still continues to

cater to some of their followers in few branches that are
still left. Although in decline, they still continue to hold
their target of catering to highly affluent to middle class
earners, like their initial competition.