starbucks persona

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.