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Presented by: Kayla Bondy, Nick Rivait, Rachel Schmidt, Rafif Hajsaleh, Louisa Sonosky
Pumpkin Spice Latte #PSL
Disclaimer: this presentation may contain
stereotypes that some viewers may find
offensive… or hilarious
“Our mission [is] to inspire and nurture the human spirit - one person, one cup, and one neighborhood at a time”
• Established in 1971 in Seattle• World’s premier retailer of speciality coffee• 15,000 stores in 50 countries
• Holds 33% of market shares for coffee in U.S • 30+ types of coffee blends, sandwiches,
pastries, decaf, salads
Product Overview • Est. 2003 - Peter Dukes • Seasonal Offering • Espresso beverage • Signature Media Handles • #OrangeSleeveSociety
• #TeamPSL
Market Segmentation •Geographic•Demographic•Psychographic•Behavioural
Target Market•Men and women 25-40
•Makes up 49% of total business•Urbanites with relatively high income
• professional careers focused on social welfare• Stereotypes - Roots camp socks, Uggs boots,
plaid button downs, Lululemon sweats and leggings
Target Personas
• Has the PSL phenomenon affected your view and/or loyalty towards Starbucks?
• Are you guilty of being a PSL fan?
• Do you think the hype is worth it?
• Has the change in ingredients influenced your consumption rate?