Starbuck's Buyer Persona Overview

1. Starbucks
Buyer Persona Overview
October, 2015

2. Cami the college
student
BACKGROUND:
• College student majoring in engineering
• Goes to the University of Florida
• Goes and studies at the library at least
4 days a week for 6 hours each day
• Also involved with greek life, Dance
marathon, likes to pull all-nighters
DEMOGRAPHICS:
• Female
• 18-21
• Lives off parent’s income
• Urban

3. Cami the college
student
GOALS:
• Drink strong coffee that will allow her to
stay up all night to study for her exams
• Have a large variety of drinks and food
choices
CHALLENGES:
• Staying awake
• Not having enough food to keep her brain
working
HOW WE HELP:
• We provide a large variety of coffees and
teas and offer the option for extra shots of
espresso
• We have allowed our coffee shops to open
on several locations around campus and we
not only offer a great selection of drinks,
but also a large selection of pastries,
snacks, and quick lunches.
• We now also offer “Trenta” sized drinks for
those who want a larger portion

4. Cami the college
student
REAL QUOTES:
• “Cute coffee shops are cool, but
I like to go to coffee shops that
offer a large variety of drinks,
so that I can always switch it
up.”
COMMON OBJECTIONS:
• Price, so drinks are priced
relatively low, but our more
extravagant drinks can cost
more than $5 and that might be
an issue for some customers.
Especially when their parents
read their bills and notice they
are spending all their money on
coffee.

5. Cami the
college student
MARKETING MESSAGING:
• Starbucks is constantly
offering different
promotions and we started
a point system a few years
back, that rewards regular
customers.
ELEVATOR PITCH:
• Come to Starbucks to
always receive high-quality
and rich tasting drinks and
snacks.