STARBUCKS COFFEE CO. BUYER PERSONA OVERVIEW

February, 2015FRANCES VERJANO

Katie the College Student

BACKGROUND: Fourth-year English major Full-time student Works part time at Old Navy

DEMOGRAPHICS: Skews female Age 18-24 HH Income: $12,000 Urban

IDENTIFIERS: Caffeine-addict Does not get enough sleep Spends her weekends studying at the

library Loves to read, write and drink coffee

Katie the College Student

GOALS: Graduate from college Maintain a 3.5 GPA

CHALLENGES: Stay alert throughout the day to

successfully manage work and school Lacks sleep on most nights and cannot

complete assignments

HOW WE HELP: Make it easier to manage the constant

demands of work and school Serve as a daily pick-me-up on sleepless

nights

Katie the College Student

REAL QUOTES: “I have a 10-page paper due

tomorrow, but I didn’t get much sleep last night.”

“I need coffee to stay awake right now.”

“Caffeine helps me cope with my hectic work and school schedule.”

COMMON OBJECTIONS: My bank account can’t support my

coffee addiction. I don’t want to stop what I’m doing

to go wait in a 15-minute line for a cup of coffee.

Katie the College Student

MARKETING MESSAGING: A cup a day will keep the

stress away.

ELEVATOR PITCH: We support your daily needs

by providing you with a source of energy to keep you productive throughout the day.

Social Media Messages

SAMPLE TWEET: “Tired of being tired?

Starbucks has your back. #StarbucksEnergy”

SAMPLE INSTRAGRAM POST: “Sit back, relax, and enjoy a

cup off coffee. Stop by your nearest Starbucks today.”

(Sample photo )

CONSUMER SOCIAL MEDIA PREFERENCE: Twitter Instagram