Date post: | 11-Feb-2017 |
Category: |
Marketing |
Upload: | mariana-riquezes |
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StarbucksBuyer Persona Overview
October, 2015
Cami the college studentBACKGROUND:• College student majoring in engineering • Goes to the University of Florida• Goes and studies at the library at least
4 days a week for 6 hours each day• Also involved with greek life, Dance
marathon, likes to pull all-nighters
DEMOGRAPHICS:• Female• 18-21• Lives off parent’s income• Urban
Cami the college studentGOALS:• Drink strong coffee that will allow her to stay
up all night to study for her exams• Have a large variety of drinks and food choices
CHALLENGES:• Staying awake• Not having enough food to keep her brain
working
HOW WE HELP:• We provide a large variety of coffees and teas
and offer the option for extra shots of espresso • We have allowed our coffee shops to open on
several locations around campus and we not only offer a great selection of drinks, but also a large selection of pastries, snacks, and quick lunches.
• We now also offer “Trenta” sized drinks for those who want a larger portion
Cami the college studentREAL QUOTES:• “Cute coffee shops are cool, but
I like to go to coffee shops that offer a large variety of drinks, so that I can always switch it up.”
COMMON OBJECTIONS:• Price, so drinks are priced
relatively low, but our more extravagant drinks can cost more than $5 and that might be an issue for some customers. Especially when their parents read their bills and notice they are spending all their money on coffee.
Cami the college studentMARKETING MESSAGING:• Starbucks is constantly
offering different promotions and we started a point system a few years back, that rewards regular customers.
ELEVATOR PITCH:• Come to Starbucks to
always receive high-quality and rich tasting drinks and snacks.