Question

Topic: Student Questions

What Is The Starbucks Consumer Segment?

Posted by Anonymous on 5/31/2005 at 12:53 AM ET 250 Points
How do I define the STARBUCKS consumer/customer segment? How about the JAMBA JUICE customer segment?

I am trying to understand these Segment Definitions from a demographics, incomeand employment, life-stage, life-style, education, etc point-of-view.

I have developed a technology that will benefit them. But I need to really understand their Segments better.

Thank you in advance, - raj -
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RESPONSES

  • Posted on 6/1/2005 at 12:16 AM Author
    I did some research on this site as well as others and I came up with this - FYI:

    Their segment appears to be:

    ‘Life-style’ generation, who are trend-setters, love custom ‘blended beverages and frozen foods’ (sold by Starbucks, Jamba Juice and Coldstone) and are price-indifferent, and They prefer social experience or ambiance, and new food products. They are excited by oral sensations, have no over-consumption hangups.

    What do you think?? Any critique?

    Again, thanks for your valuable time.

    - raj -
  • Posted by Mushfique Manzoor on 6/2/2005 at 4:27 AM Accepted
    hi raj

    your analysis, i would say, has actually indentified the consumer profile of Starbucks.

    i think when they were segmenting the market for starbucks, they targeted the following segments

    1. young executives with active career who have to rush in the morning
    2. people who have to go to work very early in the morning.
    3. young single persons who live in bare-furnished homes for some reason and dont want to cook breakfast in the morning
    4. people who have money but dont have time, so they prefer to
    5. single people who doesnt want to start a day with a boring lonely breakfast, rather prefer to have a breakfast with people around
    6. people who want variety in thier breakfast, wanna try different things on each day

    i second micheal's suggestion of finding out which segment is NOT targeted by starbucks and that will lead to the targeted segment.

    hope this helps.

    cheers!!
  • Posted on 6/2/2005 at 6:57 PM Author
    TO ALL:

    Thank you for your valuable time and suggestions.

    This is a fantastic platform. I commend whoever thought of this. Keep it up,

    - raj -
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