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Starbucks
Buyer Persona Overview
October 2015
Carol Coffee-Drinker
• Background:
• Executive in communications field
• Head of team of account associates
• Has a Master’s Degree
• Married with 1 child (5, in school)
• Demographics:
• Female and male, female skewed
• Ages 25-40 (50% of Starbucks customers)
• Avg HH income: $100,000
• Urbanites
• Identifiers:
• Buzzwords: professional, client, account
• Responds best to emails
• Keeps working at home after leaving office
Carol Coffee-Drinker
• Goals:
• Gain and maintain client relationships
• Support associates on team and family
(balancing them)
• Challenges:
• Finishing every task for every client
during the work day
• Keeping up the energy for work and
home life
• How we help:
• Giving a caffeine boost when it’s most
needed
• Providing a calming, familiar and
consistent atmosphere in a hectic day
Carol Coffee-Drinker
• Real Quotes:
• “I’ve been so busy lately at work
and home, I don’t have any time
for myself.”
• “I don’t have time to wait in line
for $5 coffee for 20 minutes.”
• “I need something that keeps
me alert from the time I wake up
until the time I go to bed.”
• Common Objections:
• I don’t have the time to wait very
long every morning.
• I could save some money by
brewing at home.
Carol Coffee-Drinker
• Marketing Messaging:
• Take some “me” time while
you prep for your day with
your coffee.
• Elevator Pitch
• Starbucks is more than
coffee. It’s a friendly
barista. It’s soothing music.
We give you a chance to
relax while we personally
hand-craft the drink that will
keep you at your best and
brightest all day long.
Carol Coffee-Drinker
• Social Media Messaging:
• Tweet: My usual @Starbucks
elixir of life got a sweet touch
today! #Invincible (this includes
the picture to the top left)
• Facebook: Walked in the house
today, set my coffee down, came
back a few minutes later and
found a lego boat swimming in
my Starbucks! The joys of having
a 5 year old.
• Instagram: Picture to the bottom
right + “Getting stuff DONE.”

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PUR4932 Starbucks Buyer Persona

  • 2. Carol Coffee-Drinker • Background: • Executive in communications field • Head of team of account associates • Has a Master’s Degree • Married with 1 child (5, in school) • Demographics: • Female and male, female skewed • Ages 25-40 (50% of Starbucks customers) • Avg HH income: $100,000 • Urbanites • Identifiers: • Buzzwords: professional, client, account • Responds best to emails • Keeps working at home after leaving office
  • 3. Carol Coffee-Drinker • Goals: • Gain and maintain client relationships • Support associates on team and family (balancing them) • Challenges: • Finishing every task for every client during the work day • Keeping up the energy for work and home life • How we help: • Giving a caffeine boost when it’s most needed • Providing a calming, familiar and consistent atmosphere in a hectic day
  • 4. Carol Coffee-Drinker • Real Quotes: • “I’ve been so busy lately at work and home, I don’t have any time for myself.” • “I don’t have time to wait in line for $5 coffee for 20 minutes.” • “I need something that keeps me alert from the time I wake up until the time I go to bed.” • Common Objections: • I don’t have the time to wait very long every morning. • I could save some money by brewing at home.
  • 5. Carol Coffee-Drinker • Marketing Messaging: • Take some “me” time while you prep for your day with your coffee. • Elevator Pitch • Starbucks is more than coffee. It’s a friendly barista. It’s soothing music. We give you a chance to relax while we personally hand-craft the drink that will keep you at your best and brightest all day long.
  • 6. Carol Coffee-Drinker • Social Media Messaging: • Tweet: My usual @Starbucks elixir of life got a sweet touch today! #Invincible (this includes the picture to the top left) • Facebook: Walked in the house today, set my coffee down, came back a few minutes later and found a lego boat swimming in my Starbucks! The joys of having a 5 year old. • Instagram: Picture to the bottom right + “Getting stuff DONE.”