How do you take your coffee?
The Starbucks experience takes a simple, common, everyday question into a uniquely personal and sensorial experience. In this ad, I see two messages that Starbucks wants to convey. First, Starbucks gives the customer the control over how their cup is prepared. Second, each coffee is tailor-made to suit the customer’s taste and preference.
As a busy mom of three, this is a welcome message. My days look different from each other—and they are rarely how I planned them to be. It is easy for me to lose control of my day. Because I work from home, I take on the role of the primary parent who will adjust my schedule should something come up—and something always comes up!
Someone needs to be picked up earlier than scheduled? Nanay drops everything and drives to school. Someone is sick and needs to be brought to the clinic? Nanay will call the clinic and set up an appointment. Someone needs help with homework or a school project? Nanay will remember which materials to buy and help the kids finish. Tatay needs to be picked up from the bus stop after a long day at work? Nanay will do it!
My days are spent in service of others. And not just my family—my clients, too. Client needs a report or survey questionnaire sent in ASAP? Kim will get things going to send that report. Client needs resources for a project? Kim will get the team together to brainstorm and delegate tasks.
I am there to make sure that things are managed and under control. I am there to make my family feel special. I am there to make sure that my clients have what they need to succeed. I do things for others because I love my family and I want success for my clients. They are special to me.
But, how about me?
Starbucks is here to give me a choice—control over how I want things done. Starbucks also offers to make something for me—it’s coffee made for me, the way I want it, and without me needing to lift a finger except to pick it up from the counter and drink from my cup. I don’t need to drop anything or work around my schedule. I don’t need to make compromises. Starbucks will make something special just for me. It’s a small treat to reward myself for doing a lot and to fuel me for a busy day.
When I see ads, my first instinct is to decipher what the message it is trying to convey so that I get an insight on who is meant to receive the message. The message typically describes or implies characteristics of specific consumer behavior.
For this Starbucks ad, I noticed the reference on hands—from the photo of the hand, the hand drawn doodles, and the handwritten “Enjoy.” It conveys that each cup is handmade. It’s a special cup because it is made for one person in mind.
This leads me to believe that this message is meant for people who appreciate things that are tailor-made for them, even if it costs a little bit more.
Which buyer persona fits this behavior? This is for the mass affluent who can afford a PhP200+ custom-made coffee. And because coffee is a perk-me-up product that is meant to be enjoyed, I also infer from the messaging that Starbucks positions itself to busy individuals who just have enough time to enjoy a cup of hand-crafted, specially made coffee.
And that’s me! I consider myself the target market of Starbucks. It’s a perk-me-up drink that is meant to fuel a busy work-from-home mom (me!) who wants some time for herself and a treat specially made for her to enjoy while having special me-time to get her through the day.
Tales from the classroom is a special blog series where I share research and articles I produce in my DBA (Doctorate in Business Administration) program.
Turon at Lugaw 