The Flavor-Focused Occasionalist• Doesn’t drink coffee daily• Drinks coffee as an occasional boost or treat• Enjoys the taste of flavored and enhanced coffee• Females, ages 25-34• 50% live in either the Great Lakes area, the Northeast or California
Our ObjectiveExpand our knowledge to come up with an insight which would lead us to the best strategy and asuccessful media plan for this target
A successful strategy & media plan will:• Create awareness about Nescafé Dolce Gusto• Connect with our target• Position Nescafé Dolce Gusto as a gift option
The Flavor-Focused Occasionalist• Learn what the Flavor Focused Occasionalist enjoys about drinking coffee• Discover how coffee fits into their lives• Find out how they feel about coffee-shop culture
Quantitative• 34% feel sophisticated, trendy, & mature while drinking coffee• 53% would try new flavors at home if available to them• 90% like to experiment with their coffee
Culture Craver• Culture Craver (k!l-ch!r kr"v-!r) noun – Someone who has a strong desire or need to explore a wide range of characteristic features of everyday existence shared by people in a place or time through self-education and investigation.• A Culture Craver is someone who likes to find out something about everything by observing, questioning, and experimenting.
InsightCulture Cravers live naturally inquisitive lifestylesand love to try new things
StrategicOptions Coffee for Dummies Coffee Coffee as a Personality Social Catalyst Culture Craver Energy The Coffee Booster Treat
Indulge your curiosity with Nescafe Dolce Gusto.
ManifestoWe love to love. Every day. It’s a state ofdaily infatuation. We see, we feel & wemust have. So we speak in superlatives. We’re prone to hyperbole.
Manifesto“That is the most adorable dog I’ve ever seen”“This is the best chocolate cake I’ve ever had!” “That is the cutest jacket ever!” “Girl, I love your shoes!” “I love this place!” “I love that dress!” “I love your hair!”
Manifesto Love, love, love. We mean it when we say it, because we feel it when we see it.
Manifesto It’s not a lack of sincerity. It’s notmeant to be disingenuous. We’re just lovers who love to discover.
Manifesto We can’t help it.We have to have the best thing ever, every day.
Manifesto That’s why Dolce Gusto provides the chillest, the boldest, the hottest, therichest, and the most indulgent coffee experience ever. Every day.