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Eight O’clock CoffeeSituation Analysis and Brand Assessment
Agency 1
Agency 1Business Building Team
Elizabeth Bagu (Leader)
Briana James
Demetri Humphreys
Edward Flores
Market Research Team
Gonzalo Prando (Leader)
Samuel Videl
Tanisha Crewe
Competitive Intelligence● Ariel Marchan (Leader)● Nick Raimondi● Tiffany Nicolson ● Westin Seide
Insights Team● Elaina Fagan (Leader)● Floriana Rraci● Danielle Demeo● Chloe Rizzo
Eight O’clock Coffee’s Brand Personality:Eight O’clock Coffee is your trusted energy boost.
EOC wants to be known for being:
Intimate
Premium
Authentic
It’s the preferred coffee that doesn’t break your bank!
Eightoclockcoffee.comfacebook.com/eightoclockcoffee
Position Statement
Eight O’clock Coffee provides women 18-24 with more energy than any other coffee in this category. We do this by having the highest quality
hand selected beans, offered at a value, and rich in flavor.
Source: Survey conducted by Mercy students. Eightoclockcoffee.com
Eight O’clock Coffee’s current major competition (Bagged):
"Top 5 Least Reliable Automobile Brands for 2016." The Top 5 Best Selling Ground Coffee Brands in the United States. N.p., n.d. Web. 24 Apr. 2016.
Mercy College’s Market Research Out of 81 surveys conducted...
Mercy College’s Market Research Age of Participants
Age # Of Participants
18-24 65
25-34 7
35-44 3
45-54 4
55- Older 2
Mercy College’s Market ResearchParticipants Frequency of Drinking Coffee
Daily Drinkers
38
Weekly Drinkers
21
Monthly Drinkers
15
Rarely Drinkers
7
Mercy College’s Market ResearchParticipants Location of Where They Drinking Coffee
Mercy College’s Market ResearchReasons Participants Drink Coffee
Mercy College’s Market Research Types Of Coffee Participants Drink
Mercy College’s Market Research Previously Used Brands by Participants
Eight O’clock Coffee’s Strengths:
EOC is carried in more than 24,000 stores nationwide.
The #1 bag coffee in Walmart
Named one of America’s Greatest Brands in 2010
Loyal consumers, with the highest repeat purchase rates.
Provides low prices, high volume and high product turnover.
Source: David Allen Eight O’clock Coffee Decks
Eight O’clock Coffee’s Weakness:
Limited brand equity
A limited marketing budget to develop brand awareness
Doesn’t have multiple coffee brands
Source: David Allen Eight O’clock Coffee Decks
Eight O’clock Coffee’s Opportunities:A growing market with a significant percentage of the
target market still unaware of EOCThe ability to lower cost through efficiency gains Market expansionGo green: Good for youCoffee of the month: Applying discounts to entice
customers Source: http://smallbusiness.chron.com/swot-analysis-coffee-cafe-15644.html
Eight O’clock Coffee’s Threats:
Growing competition within coffee industry (Dunkin Donuts, Starbucks, McCafe, Gevalia, etc)
Retailers are creating more space on shelves for K-cups.
Economy: Pricing pressuresSource: David Allen Eight O’clock Coffee Decks
Coffee and EmotionsOn the survey we included an open ended question to engage those being surveyed and to gain a better understanding of why they drink coffee.
How does this help?
The emotions provided allows us to gain insights as to why coffee drinkers drink coffee, this information can then be used to position Eight O’Clock Coffee accordingly.
Coffee makes me feel...
Energized ALIVE Like
myself
Coffee makes me feel...
Better calmHuman
Coffee makes me feel...
Awakealert Focused
Emoji Idea#EOCMakesMeFeel
To engage millennials and gain buzz
Social Engagement Sweepstakes
Peppy Happy Turbo
https://marketinginsidergroup.com/strategy/marketing-is-personal-emotion-beats-promotion-by-2x/
Meet Emma■ 21
■ Female
■ College student
The Birth of Emma■ The majority of our survey respondents reported their age as being between 18-25 and their gender as female.■ 49 females to 32 males■ 65 between 18 to 24■ Falling into Eight O’Clock Coffee’s target millennial range.
Emma’s Relationship With Coffee■ Drinks coffee daily■ Drinks coffee at –Home –School –Work –And on occasion socially at coffee shops
■ Has tried a lot of different coffee brands in the past but is searching for a quality blend at a reasonable price.
Emma and Eight O’Clock Coffee
She has seen Eight O’clock Coffee on the shelves
Her mother used to purchase Eight O'clock Coffee
She recently started making coffee on her own and is looking for a brand to call her own as she shifts from drinking pre-made coffee
Coffee Cart and Backpack IdeaThe Eight O’clock
Coffee backpack contains a pressurized, thermal container used to sample fresh brewed coffee in crowds and at special events.
Car and Thins IdeaThe EOC Car will drive
around in highly populated cities to create awareness to the brand.“Have a sip or a bite of coffee to energize your day”
Campus Coffee Shops On campus: bring eight o’clock coffee into the lives of college students by opening eight o’clock coffee cafes on college campuses
This would get millennials familiar with the eight o’clock coffee brand and turn them into customers. This also opens the brand to line extensions
o Extensions: flavors, coffee creamers in a variety of flavors.
Social Pinterest to share recipes served in the café using eight o’clock coffee productsInstagram create hashtags specific to the eight o’clock coffee brand for sharing coffee creations and happenings in the cafes
Each campus café would have an account allowing students on campus to engage with that specific café allowing for sharing of their own drinks and events as well as allowing students the opportunity to “take over” the campus café Instagram account.
Twitter to tweet about events and promotions taking place in cafes (new flavors, new creations, new products)
Each campus café would have an account on which they would be able to post about and announce events in their locations
Spotify Set up Spotify accounts for each café allowing students to add music which plays in the café.
This will allow students to add the music they are currently listening to (what happening) done by school to keep the music relevant to the area.
o Allow access to the stations of all schools so that students can hear what other students are listening to in different areas – this turns eight o’clock coffee into a brand which is connected to the culture of their target.
Point of differenceAn app which allows students to order coffee from their smart phones from anywhere on the campus + pay with their student accounts.
This allows students to quickly order their coffee to their liking without missing class time or the long wait time that comes with traditional cafes