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