STARBUCKS COFFEE
Buyer Persona
PUR4932 RICKI FRIEDMAN
BUSY BRIANBACKGROUND• UF Law School Student• Enjoys playing guitar
and reading books
DEMOGRAPHICS• Male• 21-30• Still dependent on parents• Urban city
Identifiers• Student, university, young professional,• Productive • Still maintains a social life• Eats healthy
BUSY BRIANGOALS• Do well in school• Socialize
CHALLENGES• Busy lifestyle, balancing out school work and social life• Hectic school schedule• Time management
HOW STARBUCKS HELPS• Help Brian stay awake with coffee and food
items• Drive-thru service to save time, if not still on-
the-go• Friendly staff to motivate him• Provide him a place to socialize with friends
BUSY BRIANREAL QUOTES• “I love socializing, but I feel
like I don’t have time with all of my school work.”
• “I feel like there aren’t enough hours in the day to get all of my work done. I need help staying awake.”
COMMON OBJECTIONS• Is there going to be a long
line?• Starbucks is only open until
a certain time.• Is it going to be noisy?
BUSY BRIANMarketing Message• Relaxing, friendly
environment perfect for getting work done and getting some coffee to stay awake, even good for catching up with friends
Elevator Pitch• Starbucks is your one-stop-
shop that provides the perfect “homey” environment for grabbing coffee, whether it’s a quick sip or long sip. We offer comfortable space to sit and do work or catch up with friends.
SAMPLE SOCIAL MEDIA
Come chill out with us.
Take a coffee break from your day of studying with us @Starbucks.
How are you spending your Monday? *Posts picture of sun with a cup of Starbucks coffee to motivate consumer.*