Persona Profile: Carina Caffeina

1. Starbucks
Buyer Persona Overview
February, 2015

2. Personal Background:
 College student
 Always busy studying
 Works part-time to pay tuition
Demographics
 Female
 Age 20-25
 $5,000/ year
 Lives in a College town
Identifiers
 From shy to outgoing
 Studious
 Coffee drinker
Carina Caffeina

3. Goals
 To graduate with a bachelors
degree
 To move to NYC and start a career
Challenges
 Hard to find places to study and
stay focused
 Hard to stay awake and focused in
class
How we help
 Starbucks offers a quiet
comfortable place to study
 Offers an inviting atmosphere
 Espresso shots are sure to wake
Carina up and keep her focused
while in class
Carina Caffeina

4. What Carina Thinks:
“It’s hard for me to focus in
class, especially during long
three-hour periods.”
“My roommates are always
partying and being loud, so
I never get to study in the
comfort of my own home!”
Objections
Espresso and coffee at
Starbucks is expensive
Carina Caffeina

5. Marketing Messaging
 We offer rewards cards and
special gifts to our members, so
you can enjoy your “pick-me-up”
even on a college-student’s
budget.
Elevator Pitch
 Starbucks offers the highest
quality of products when it comes
to coffee, espresso, tea and more,
this is why our products may seem
to be on the pricier side. However,
our policies and promises ensure
that you leave our locations
happy, quenched and ready to
take on your day.
Carina Caffeina