Brand Perception Study

transcript

Customer Perception Research

Rebecca Horton, SERV 724 12 Apr. 2012

Icons: The Noun Project

New York Times Images: T Magazine, Breitbart, New York Times Magazine, New York Times Facebook page

News Syndicates NAICS 519110

Brand Segments

Brand Loyals Brand Switchers

Brand Disloyals New Users

“But because I have so much affection and nostalgia for the paper, I continue to subscribe and enjoy it.” -Warren Adler

“I really like their app—and read it cover to cover, which takes me about half an hour. I read the breaking news first and then the obituaries. I read every obit, always, as a sign of respect, but also because I think they’re very interesting.”

Sources: Adler, W. “Why I Still Love the New York Times.”; Carlson, T. “What I Read.”

“It’s fast, it’s beautiful, there’s really nothing else like it.” Image: sevennine.net

§  Highly selective in terms of content

§  Follow but rarely comment

§  Plugged into social media outlets, such as Facebook and Twitter and may simply get content pushed to them

§ May curate a blog or other personal site

Image: New York Times Facebook page

“It’s distinctive, but it’s one of many…” Image: inhabitots.com

is isn’t travel writing; it’s a super"cial shopping guide. Doesn’t the NYT know the

difference anymore?

Sources: Lucianne.com, Commentary on the Times’ 2010 “A Weekend in Copenhagen” piece

§  Critical of the Times’ ongoing involvement in world affairs

§ Might refer to the paper as an instrument of elite leftists

§  View the paper as diluted and superficial, a platform that is trying to appeal to the masses just to make money

It is like the New York Times is a shill for the billion dollar Obama

reelection campaign or something.

“at’s One Crazy Horse” Image: funkydowntown.com

§ Well educated, worldly

§  Coming of age

§  Informed and inquisitive

§ May already curate their own blog or website

§  Active on social media

Image: uppyphoto via flickr

“is Might Be the Perfect Accessory” Image: seaofshoes.typepad.com

“Most people can recognize a zebra at a glance; the distinctive black stripes on a horse-like frame are often synonymous with imagined visions of an African safari. Details about the zebra, including its physical characteristics and herd behavior, are less well-known. It may come as a surprise to some, for example, that one species of zebra, Grevy's, is endangered due to the loss of its habitat to agriculture.

Source: Ehow.com, “Characteristics of a Zebra”

Opportunities § Money left on the table: Over 4M twitter followers, and added

60K Facebook followers in March alone. Do the math. Need to diversify revenue streams and convert followers into cash.

§  Lack of brand affinity: The Times serves as a platform and people focus on the content, but there is a huge opportunity to build brand affinity through the platform itself.

§  Lack of brand cohesion: look and feel of About.com, T Magazine, and New York Times, for example, is vastly different

§  Social media: lack of visual content, lack of significant Pinterest presence, more video?

§  Could young adults help pave the way for the future NYT? What about youth writers or bloggers?

Starbucks Image: James Warwick via flickr

Snack and Nonalcoholic Beverage Bars

NAICS 722213

Brand Segments

"If there was a Starbucks next to my house, my life would be complete." -@hausoesse, tweet

Secret menu item: “Chocolate Dalmatian”

§  Religious followers of the Starbucks brand

§  Share images, recipes, and stories from Starbucks experiences with other users

§  Examples include: “Secret Menu” posters, Copycats, brand enthusiasts who post about new store openings, etc.

Image: TheDailyMeal.com

Image: evanrude- via flickr

“It goes with me just about everywhere. Plus, it’s got spunk; it’s my bright ray of sunshine even when it’s cold and rainy.”

§  Diverse users: come for the vibe, but rarely for the drinks

§ May use Starbucks’ brand as a means for self-promotion

§  Do not view taste as superior to other brands

§  Competitors’ non-commercial decor and add-on services draw them elsewhere

Sure, I might rent one on vacation, but it’s never gonna be my everyday car. Image: chorweddel via flickr

“As a coffee, Starbucks sucks. So I can't imagine that anyone is actually buying it for the coffee, unless it's the only thing that they've been exposed to.” –rematt, ABestWEb.com

Images: Gothamist, Examiner.com

“ere was a time when I might have thought they were cool…but now, they just seem way over the top. I’m more for something down-to-earth and local.” Image: cdevers via flickr

Images: Shavar Ross via flickr, Steven 2358 via flickr

“I've never been to Starbucks, But I'm thinking of going

sometime. I just don't know how to order?&I don't want to

sound stupid” –Ale, yahoo user

Potential users: New teen drivers

Potential users: kids shopping with mom

“It looks pretty fun, but I’m still a new driver and have a lot to learn.” Image: evanrude- via flickr

“e original, iconic Volkswagen Beetle of the 1960s was a cool, hip, economical and fun means of getting around. It more or less single-handedly popularized small cars. Even VW’s ad campaigns revolutionized Madison Avenue in ways Don Draper wouldn’t have seen coming. In the era of bigger is better, chrome is king and power is everything, Volkswagen made it cool to be different. It was fun to be small, slow and cheap to own.

Source: Wired, “The Beetle’s Back.”

Room for Growth §  Oversaturation of market has led users to devalue the Starbucks

experience

§  Disconnect between intended brand perceptions and actual brand perceptions: need to recalibrate

§  Continue exploring the concept store trend

§ What about pop-up stations?

§  Blogging community could be utilized more effectively

§  Fast casual trend ala Panera. Could this be explored further?

§  Tasting events for connoisseurs?

§  Could the brand offer premium channels or locations?

§  Teen market could provide new niche opportunities

Brand Perception Study

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