STARBUCKS COFFEE

Buyer Persona

PUR4932 RICKI FRIEDMAN

BUSY BRIANBACKGROUND• UF Law School Student• Enjoys playing guitar

and reading books

DEMOGRAPHICS• Male• 21-30• Still dependent on parents• Urban city

Identifiers• Student, university, young professional,• Productive • Still maintains a social life• Eats healthy

BUSY BRIANGOALS• Do well in school• Socialize

CHALLENGES• Busy lifestyle, balancing out school work and social life• Hectic school schedule• Time management

HOW STARBUCKS HELPS• Help Brian stay awake with coffee and food

items• Drive-thru service to save time, if not still on-

the-go• Friendly staff to motivate him• Provide him a place to socialize with friends

BUSY BRIANREAL QUOTES• “I love socializing, but I feel

like I don’t have time with all of my school work.”

• “I feel like there aren’t enough hours in the day to get all of my work done. I need help staying awake.”

COMMON OBJECTIONS• Is there going to be a long

line?• Starbucks is only open until

a certain time.• Is it going to be noisy?

BUSY BRIANMarketing Message• Relaxing, friendly

environment perfect for getting work done and getting some coffee to stay awake, even good for catching up with friends

Elevator Pitch• Starbucks is your one-stop-

shop that provides the perfect “homey” environment for grabbing coffee, whether it’s a quick sip or long sip. We offer comfortable space to sit and do work or catch up with friends.

SAMPLE SOCIAL MEDIA

Come chill out with us.

Take a coffee break from your day of studying with us @Starbucks.

How are you spending your Monday? *Posts picture of sun with a cup of Starbucks coffee to motivate consumer.*