So, what’s for breakfast?

VS

VS
Seize the day – but which day?
Those who
choose pastries
are ready for the
excitement that
today brings

26%

23%

17%

MO...
Come in for Coffee? Or, Meet me at the Coffee Shop?
Just drink your
coffee at home?
Cost- and
family- oriented

Heavy coff...
Where you get your fix depends on what you
want in a coffee shop

Cost-effective

49%

54%

High Quality

59%

45%

Time-s...
Caribou Coffee Customers vs Competitive Set

Competitive Set
Starbucks
Dunkin Donuts
Coffee Bean & Tea Leaf
Tim Horton’s
N...
Coffee’s not for you? What about a juice bar?

22%

10%

LESS LIKELY

LESS LIKELY

LESS LIKELY

To Value
Happiness

To Cho...
One Platform, One Audience
3. Target

1. Define
2. Discover

4. Optimize
Thank you.

Scott Blacker | February 20, 2014
Breakfast Workshop with Resonate: Oatmeal or Eggs? What Your Breakfast Says About You
Breakfast Workshop with Resonate: Oatmeal or Eggs? What Your Breakfast Says About You
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Breakfast Workshop with Resonate: Oatmeal or Eggs? What Your Breakfast Says About You

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Who knew French Toast could be so polarizing? To some, it’s a comforting delight, but to others, carbs, calories, and guilt. The difference is in our individual motivations: the underlying reasons why we do things. Motivations drive our decisions not only around what we choose for breakfast, but also about what products we purchase and which brands we engage with. Resonate takes a look at these drivers – and how these motivations translate into more effective marketing strategy and media plans.

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Breakfast Workshop with Resonate: Oatmeal or Eggs? What Your Breakfast Says About You

  1. 1. So, what’s for breakfast? VS VS
  2. 2. Seize the day – but which day? Those who choose pastries are ready for the excitement that today brings 26% 23% 17% MORE LIKELY MORE LIKELY MORE LIKELY To Choose Fun/Exciting Products To Choose Innovative Products To Make Impulse Purchases Yogurt eaters are planners – they are preserving themselves, and their world, for tomorrow 40% 15% 12% MORE LIKELY MORE LIKELY MORE LIKELY To Buy Organic Foods To Value Longevity/ Health To Value Concern for Future Generations Breakfast pastry consumers compared to yogurt consumers
  3. 3. Come in for Coffee? Or, Meet me at the Coffee Shop? Just drink your coffee at home? Cost- and family- oriented Heavy coffee shop visitor? Time-crunched and statusdriven 31% 29% 25% MORE LIKELY MORE LIKELY MORE LIKELY To Value Their Financial Security To be Driven by Taking Care of Their Family To Choose CostEffective Products 75% 57% 40% MORE LIKELY MORE LIKELY MORE LIKELY To Choose Unique Products To Value Personal Accomplishment To Choose TimeSaving Products Frequent coffee shop visitors compared to at-home-only drinkers
  4. 4. Where you get your fix depends on what you want in a coffee shop Cost-effective 49% 54% High Quality 59% 45% Time-saving 16% 25% Unique 18% 23% Frequent Starbucks Visitors Frequent Dunkin’ Visitors
  5. 5. Caribou Coffee Customers vs Competitive Set Competitive Set Starbucks Dunkin Donuts Coffee Bean & Tea Leaf Tim Horton’s N=5,870 Q4 2013
  6. 6. Coffee’s not for you? What about a juice bar? 22% 10% LESS LIKELY LESS LIKELY LESS LIKELY To Value Happiness To Choose To Choose Products that Enjoyable are Rewarding or Products a Special Treat 35% 21% 18% MORE LIKELY Compared to frequent coffee shop visitors 17% MORE LIKELY MORE LIKELY To Choose Safe Products To Choose SustainablyProduced Products To Value Concern for Future Generations
  7. 7. One Platform, One Audience 3. Target 1. Define 2. Discover 4. Optimize
  8. 8. Thank you. Scott Blacker | February 20, 2014
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