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Market Segments

Connoisseur Regulars Calorie on Mind Not just coffee (tea, smoothies) On d move-Bottled coffee

Connoisseur Coffee
18-34 year old coffee drinkers want something more than just coffee Unique and Different Examples: Caramel Extravaganza and Gingerbread Espresso

Various Markets
Regulars
Older in Age, based on Demography Generally just want coffee for a caffeine fix

Various Markets
Bottled Coffee
People on the go Mid-day pick me up Usually found at Grocery Stores. Examples:
Double Shot Caramel Frappuccino Vanilla Frappuccino Mocha Frappuccino

Various Markets
Skinny Platform
Lower in Calories Sugar-Free Syrup, Skim Milk and no Whip Cream Enjoy great coffee without the calories (only 90 calories!) Examples:
Skinny Cinnamon Dolce Latte Skinny Mocha Skinny Caramel latte

Various Markets
Non- Coffee Gourmet Drinks
Ideal for people that are non-coffee drinkers Examples:
Green Tea Frappuccino Tazo Chai Latte Blended Smoothies Hot Chocolate Iced Tea

Segmentation Strategy
Concentrated Targeting
Focusing on the niche of gourmet coffee drinkers Make our coffee stand out compared to others Expanded product line after establishing the niche.

Focus on 18-24 year olds


Aroma is the most visited Coffee shop!! Averages around 5.3 visits per month per person 55% of 18-24 year olds have visited a coffee shop in the last month 75% with the average being 63% use creamtype or whitener-type products with my coffee

18-24 year olds


18-24 year olds are the largest segment of consumers (61%) that drink coffee for an energy boost (average is 43%) as well as, to help them concentrate (26% vs. 18% average)

How Coffee Houses are Used


18-24 year olds
80% go to get coffee and snacks 49% go to socialize 43% go to unwind and relax 26% go to study or work

Mintel

Reasons for visiting a Coffee House


18-24 year olds
68% for reasonable price 61% for the wide variety of coffee, tea and other beverages 69% Conveniently located

Two Major Competitors


Ccd & barista,if possible insert image

Conclusion
Questions Anyone??

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