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

• ur 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.

Sing ngle le M Most P Persuasive Id Idea

CREATIVE STRATEGY CLIENT: STARBUCKS

Starbucks is the largest coffee company in the world. It is based in Seattle, WA and is well-known for its freshly brewed beverages and atmosphere that is universally appealing.

Background nd:

:

To make the Time-Killers choose Starbucks as their go-to “break space” rather than other competing coffee shops.

Obje jective: :

The Time-Killers. They are busy, down-to- earth people who care about balancing their work and social lives and value relationships.

Target A Audienc nce: :

• Each Starbucks is in agreement with

its location; its interior and exterior match the “vibe” of the place

• Its customers would say that they

experience positive interactions with the baristas

• Strong social media presence
• It provides an environment with

convenient locations around the world where people can go to take a break in their day to be social.

Prove It It:

Friendly, extroverted, open-minded, easygoing

Brand nd P Persona nali lity: y: Cha hang nging ng t the he perspective o

• n ho

n how you s sociali lize. .

MEDIA STRATEGY

• Ins

Instagram- E

• Easy w

y way t y to c conne nnect o

• n 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

• ut a

about promo motions ns o

• r 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

#THEWAYISEEIT- INTEGRATIVE & INTERACTIVE

INSTAGRAM

MEDIA STRATEGY- SNAPCHAT

MEDIA STRATEGY- PRINT

PERSPECTIVE MATTERS