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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.
Mintel
Conclusion
Questions Anyone??