BuyerPersona

By Allie Forsberg

This presentation is an overview of a specific marketing demographicfor the Starbucks Coffee Company.

October, 2015

Catie theCoffeeSnob

BACKGROUND INFO

Catie is a 20-something graduate student. Most of her free time isspent on her studies, but she also enjoys reading Lord-of-the-Rings-like fantasy fiction when she has the chance. Catie buys

organic, fair trade coffee and makes a pour over for herself everymorning. Her income comes from part time on-campus job and isapproximately $5,000 per year. Catie is soft-spoken and has an

even temper. She is anti-trend (what you might call a hipster), pro-environment and pro-local-products.

Catie theCoffeeSnob

HER GENERAL THOUGHTS ON STARBUCKS

Though she is a regular patron of coffee shops, but Catie does notlike Starbucks because it is not local. She has read that Starbucksuses artificial flavorings, non-fair-trade and non-organic coffee.To her, Starbucks seems like a big, wasteful corporation. Unless

something changes her opinion, she will not buy Starbucks products.

To be able to have coffee twice a day to keepher going for long study hours.

To enjoy coffee and to feel good about whereher money is going. (She wants to support

the coffee farmers and local processingentities not a big corporation.)

To support the environment in all herpurchases.

Catie's Goals

Catie's ChallengesShe would like to have coffee twice a daybut does not always have the time. Thelocal coffee shops she prefers have longlines in busy hours and move slow all of

the time.

Catie likes the accessibility of Starbucksin her town (there are multiple

locations) and the fast service that isprovided. Though he does not like the

idea of spending money at a chainestablishment that is not locally sourced

or organic.

Catie says..."There are somedays I'd like toswing through theStarbucks line, butI'd rather spendmy money where Ican trust it goes toa good place."

"Starbucks' productsare too mainstream.""I don't want to drink

artificial flavorings.""There is nothingunique aboutStarbucks."

How Starbucks can help.Starbucks can provide Catie with the quick service that she

needs and the responsible product that she wants.

How Starbucks can help.Small-batch roasted coffee is now available atStarbucks. Our "Reserve" brand is competitive with theindependent coffee shops Catie usually goes to.

Ethical sourcing is apriority for Starbucks. Ourefforts are seen in ourresponsible coffeepurchasing practices,farmer support centers,loan programs and forestconservation efforts

Recycling and waste reductionsystems are in place at Starbucks storesto help reduce our environmentalfootprint.

Water conservation has been a prioryfor Starbucks in the last few years.

Since 2008, we have reduced our waterusage by 23% in company-operated

stores.

Naturalingredients are

becoming the norm forStarbucks. The Pumpkin

Spice latte is one of thefirst products we have

revamped will all-natural ingredients. We

are working to removeartificial ingredients

from our products.

Catie theCoffee Snob

Objective:show

that Starbucksexceeds her

expectations

Strategy:

Promote our sustainable,natural and high qualityproducts where Catie willnotice - on social media

Strategy:Instagram would be the

most effective way toreach Catie. We can

artfully compel and showher that we are unique.

Tactics:

starbucksorange fruit notes and a spicy finish" // onReserve now: sustainably sourced, small-batch from Papua New Gunea.

"Cedar aromas, lively acidity,

a proposed post

Tactics:

starbucksa beautiful copper finish. The perfect wayto prepare a Reserve.

The original coffee press with

a proposed post

Tactics: what we have alreadydone well to target Catie

Tactics: what we have alreadydone well to target Catie

Tactics: what we have alreadydone well to target Catie

Tactics: what we have alreadydone well to target Catie

Let's keep working to make Catie aStarbucks-goer.