GAME PLAN Cons nsume mer s segme ment ntation a n ana nalys - PowerPoint PPT Presentation

GAME PLAN • Cons nsume mer s segme ment ntation a n ana nalys lysis • Int Introduce o our t target • Provide c cons nsume mer i ins nsight ht • Creative s strategy y • Brand nd p positioni ning ng s stateme ment nt • Media s strategy y • Wrap u up

CONSUMER SEGMENTATION ANALYSIS

SOCIAL BUTTERFLIES • De Demo mographi hics: : • Who ho a am I? m I? “You’re like ‘Oh, let’s get a cup of coffee’ and you actually do, it’s a really nice way to meet up……there’s just something very easy going about that… it’s a lot less pressure” • Why d y do I g I go t to S Starbucks ks?

MEETERS • De Demo mographi hics • Who ho A Am I? m I? “when coordinating where to meet a client you want a central location convenient for both parties, not just yourself.” –Alex Goodwin • Why d y do I g I go t to S Starbucks ks?

FREE-LANCERS • De Demo mographi hics • Who ho A Am I? m I? “People probably think I’m unfriendly because I am so focused and don’t speak to anyone. But if people around me are talking, I will shush them.” -Free Lancer, age 25 • Why d y do I g I go t to S Starbucks ks?

QUICK FIXERS De Demo mographi hics: : • • Who ho a am I? m I? “I associate the taste of coffee with productivity and working hard.” -Zach Doyle Why d y do I g I go t to S Starbucks ks? •

LOCALS • De Demo mographi hics: : • Who ho a am I? m I? “Barista interactions are important to me. I come to Ozo all the time because it has the best coffee, I enjoy the people and the atmosphere there.” • Why d y do I g I go t to S Starbucks ks?

WORKER BEES De Demo mographi hics: : • • Who ho a am I? m I? “I am motivated by the idea of success- not necessarily money, but more the pride and feeling of knowing I am making a difference and have an important role in society.” –Carolyn Swisher Why d y do I g I go t to S Starbucks ks? •

TIME-KILLERS De Demo mographi hics: : • • Who ho a am I? m I? “Barista interactions are important to me. If I have a nice, brief interaction with the barista it makes my coffee taste better.” – Time Killer, age 20. Why d y do I g I go t to S Starbucks ks? §

THE OPPORTUNITY • Looki king ng f for a a p pla lace t to t take a a b break i k in t n the heir d day y • Valu lue R Rela lations nshi hips • Us Usually w lly would ld c cho hoose a a s sma malle ller, lo , local s l sho hop • Conne nnecting ng w with t h thi his c custome mer c creates a a ne new segme ment nt f for S Starbucks ks t to hi hit

CONSUMER INSIGHT • Thi his p person g n goes a alo lone ne t to S Starbucks ks b but i is s seeki king ng a a s social i l int nteraction n • Running into a familiar face • Social media • Barista interactions “I like to go to a place like Starbucks with outlets and other things I need. It’s not like I’m going there to try and get stuff done, just checking emails and I really like to run into people I know and catch up quickly.” -Female, age 21.

BRAND POSITIONING STATEMENT Brand nd: : Starbucks • Target: : Time-Killers • Bene nefit: : A place to run into friends or chat with the barista during • a short break in their busy day Support f for B Bene nefit: : Convenient locations, inviting environment, • positive barista interactions Brand nd P Persona nali lity: y: Friendly, extroverted, open-minded, easygoing, • like Blake Lively.

CLIENT: STARBUCKS Prove It It: Background nd : : Starbucks is the largest coffee company in the world. It is based in Seattle, WA • Each Starbucks is in agreement with and is well-known for its freshly brewed its location; its interior and exterior beverages and atmosphere that is match the “vibe” of the place universally appealing. • Its customers would say that they experience positive interactions with Sing ngle le M Most P Persuasive Id Idea the baristas Obje jective: : • Strong social media presence • It provides an environment with To make the Time-Killers choose convenient locations around the Starbucks as their go-to “break space” Cha hang nging ng t the he world where people can go to take a rather than other competing coffee break in their day to be social. shops. perspective o on ho n how you s sociali lize. . Target A Audienc nce: : The Time-Killers. They are busy, down-to- Brand nd P Persona nali lity: y: earth people who care about balancing their work and social lives and value relationships. Friendly, extroverted, open-minded, easygoing CREATIVE STRATEGY

MEDIA STRATEGY • Ins Instagram- E - Easy w y way t y to c conne nnect o on a n a c casual b l basis • Sna napcha hat- Q - Quick w k way t y to g get t the he w word o out a about promo motions ns o or ne new d drinks nks v via t the he T The he W Way I S y I See i it Story y • Print nt- A - Airports • Twitter- F - Feedback me k mecha hani nism/ m/ Id Idea g gene nerator

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