Presented by: Kayla Bondy, Nick Rivait, Rachel Schmidt, Rafif Hajsaleh, Louisa Sonosky

Pumpkin Spice Latte #PSL

Disclaimer: this presentation may contain

stereotypes that some viewers may find

offensive… or hilarious

“Our mission [is] to inspire and nurture the human spirit - one person, one cup, and one neighborhood at a time”

• Established in 1971 in Seattle• World’s premier retailer of speciality coffee• 15,000 stores in 50 countries

• Holds 33% of market shares for coffee in U.S • 30+ types of coffee blends, sandwiches,

pastries, decaf, salads

Product Overview • Est. 2003 - Peter Dukes • Seasonal Offering • Espresso beverage • Signature Media Handles • #OrangeSleeveSociety

• #TeamPSL

Market Segmentation •Geographic•Demographic•Psychographic•Behavioural

Target Market•Men and women 25-40

•Makes up 49% of total business•Urbanites with relatively high income

• professional careers focused on social welfare• Stereotypes - Roots camp socks, Uggs boots,

plaid button downs, Lululemon sweats and leggings

Target Personas

• Has the PSL phenomenon affected your view and/or loyalty towards Starbucks?• Are you guilty of being a PSL fan?• Do you think the hype is worth it?• Has the change in ingredients influenced

your consumption rate?