Buyer Persona of Starbucks customer for UFPUR4932.

1. STARBUCKS
BUYER PERSONA
OVERVIEW
February, 2015

2. Cara the Coffee Connoisseur
BACKGROUND:
• Social Media Manager, first job
out of college
• Single, but dating
DEMOGRAPHICS:
• Female
• Age 25-35
• Annual Household Income:
$60,000
IDENTIFIERS:
• Outgoing and social
• Strikes up conversations with
strangers

3. Cara the Coffee Connoisseur
GOALS:
• Stay on top of company’s
social media accounts
• Identify and explore new trends
in social media
• Maintain a social life with
friends outside of work
CHALLENGES:
• Getting everything done in a
busy day
• Finding which social media
outlets bring the most attention
HOW WE HELP:
• Provide the fuel Cara and her
team need to make it through
the day

4. Cara the Coffee Connoisseur
REAL QUOTES:
• “I’m constantly running
around, but I’m at my best
when I’m busy.”
• “Two o’clock is usually when I
hit my wall and I need a pick-
me-up.”
COMMON OBJECTIVES:
• I’m worried how much money
I will spend over time at
Starbucks.
• I usually don’t have time to
take long breaks to get coffee
and food.

5. Cara the Coffee Connoisseur
MARKETING MESSAGE:
• Coffee for on-the-go
consumers that rewards you
the more you buy
• Use Twitter and Instagram
• Exclusive deals for social
media followers
ELEVATOR PITCH:
• We give you quality for your
daily pick-me-up, and reward
you for being a frequent
customer.