A class presentation for Converged Communications.

2. Coffee statistics show that among coffee drinkers the
average consumption in the United States is 3.1
cups of coffee per day.
Tea is the most widely consumed beverage in the
world next to water, and can be found in almost 80%
of all U.S. households. 5 out of 6 Americans are tea
drinkers.

4. o Over 75% of U.S. adults
drink coffee
o 183 million coffee
drinkers in U.S.
o 54% coffee drinkers began
their lifelong habit before 18
o 58% of U.S. adults
drink coffee daily
o Parents are an important
demo for coffee shops
o 173.5 million tea
drinkers in U.S.
o 85% of tea consumed
in America is iced
o Over 50 % of the American
population drinks tea daily
o Senior is a huge market
segment for tea
o Tea bags accounts for 65% of
tea consumption

5. Brands
87% of consumers want meaningful
relationships with brands.
More marketers utilize sensory marketing to provide
consumers unique experience.
Either online-to-offline or offline-to-online,
increasing brands find this model beneficial.

6. Consumers
Strong sense of community
– consumers want to get
involved and feel connected
Increasing number of stay-
home parents – Americans
value families more than ever
Needs for personalized service
– consumers prefer
customization to identicalness

7. Food & Beverage
Consumers now pay more attention to health issue in
terms of eating habits – organic, low calories, low sugar
Consumers also care more about the food sourcing –
where the community is and whether it is treated well
Time is money so consumers have the needs for quicker
food preparations – they are impatient

8. A Brand that…
• offers high quality products
• communicates with them frequently
• shares the same values
• gives them opportunities to associate with
and feel intimidate with
• deserves their trust and faith
• provides them unique social
status/identification

9. Established
Authentic
Accessible
Exotic

10. Brand
Benefits
Brand
Identity
- Friendly Baristas
- Various Choices of
Beverage and Food
- Premium Brewing Techniques
- Seasonal Menu
- Organic Sourcing
- Family-based Business
Warm and Refreshing -
Sense of Community -
Care and Respect -
Tasty Drinks -
Consistent Product Quality -
Affordable and Accessible -
- Historic and Authentic
WHICH IS THE BEST TRIGGER?

11. 0 1 2 3 4 5
Supportive
Approachable
Trustworthy
Friendly
People-Driven
Affliated
Family-Valued
Responsible
Brand Position
Consumers'
Perception

13. Consumers’
Needs
Culture
Trends
Brand’s
Best Self
CARING

14. Awareness
Familiarity
Consideration
Purchase
Loyalty

15. Rewards
Postcards
Thank-You
Video
Farm
Tour
“As Usual”

16. Family
Day
Facility
Photo
Props
Kid’s
Menu

17. Local Residents
• Home Coffee Week: Free delivery to seniors/handicaps
home
• Local Event Sponsorship: Entertainment, Sports, Charity
Staffs
• Mentor-Mentee Program
• Online platforms/Social Media Contribution
Suppliers
• Short Documentaries about the farms/mills
• Behind-the-drinks story

18. In-Store Message Board
“Play Your Favorite Song”
Coffee Quiz

19. User-
Generated
Content
In-Store
Content
Creation
Tailored
Comments
/Messages