THE BIG IDEA
YUBAN
amanda
lauren
elaine
jeff
lily
YUBAN PHASE I
7.13.2007
AGENDA
WHAT’S GOING ON?
Market Analysis
WHAT’S GREEN?
Sustainability Overview
WHO’S GEN-Y?
Target Analysis
THE BIG IDEA
360 TASK BRIEF
VISUAL MANIFESTO
“Conscience keeps more people awake than coffee.”
Unknown
what’s going on?
Market Analysis
MARKET ANALYSIS
IN HOME COMPETITION
Chock Full O Nuts
Eight O’Clock
Folgers
Maxwell House
Nescafe/Taster’s
Choice
Millstone
Green Mountain
Newman’s Own
ON-THE-GO COMPETITION
Starbucks
Seattle’s Best
Dunkin’ Donuts
Caribou Coffee
STRENGTHS
MARKET ANALYSIS
WEAKNESSES
• Certifications
• Limited Awareness
• Low Price
• Few Flavor Options
• Quality
• Unavailable On-The-Go
• Rich Taste
• Not Fair Trade Certified
OPPORTUNITIES
THREATS
• Green Movement Trends
• Other Sustainable Coffee Brands
• Potential Brand Loyalty
• Peer Influence On Target
• Consistent Price In Rising Market
• “Starbucks Syndrome”
• Ground Coffee For Gen-Y
• Flavor Coffee Trends
• Future Partnerships
• Increasing Number of
Certifications
EXPENSIVE $11
MARKET ANALYSIS
NOT-SUSTAINABLE
SUSTAINABLE
INEXPENSIVE $3
MARKET ANALYSIS
WHAT’S MISSING?
Ground Coffee for Gen-Y
Inexpensive AND Green
Brand Awareness
“We have more degrees but less sense;
more knowledge but less judgments;
more experts but more problems…”
Dalai Lama
what’s green?
Sustainability Overview
SUSTAINABILITY
SIZE
Large Corporations
Small Private Labels
SUSTAINABILITY IS…
Corporate social
responsibility, a resume
builder, many initiatives
A selling point, a core
value, focused initiatives
EXAMPLES
Starbucks, Caribou
Coffee, Nescafe,
Trader Joe’s
Rock Solid, Alterra,
Newhall, CityKid Java,
Millstone, Green
Mountain
“Commoditization of Sustainability” Rainforest Alliance, Fair Trade, recycled, organic
biodegradable, eco-friendly, all-natural…
Introduction of additional social, environmental, or economic cause primarily with smaller brands
SUSTAINABILITY
INTENTION AND ACTION DISCONNECT
SIMMONS DATABASE OF 24,617 ADULTS
• “I make a conscious effort to recycle” (57%)
• “I’m worried about pollution caused by cars” (47%)
• “The government should ban products that pollute” (36%)
• “I would pay more for environmentally-friendly products” (35%)
•Yet only 12% of Mintel’s 3,000 respondents answered
“regularly” to the question: “How often do you buy green
products?”
SUSTAINABILITY-CONSUMER
SUSTAINABILITY
All 18-24 25-34 35-44 45-54 55-64 65+
%
%
%
%
%
%
%
I would buy green products if they were less expensive
66
61
67
67
72
63
61
Green living is too expensive for the average consumer
57
52
58
59
58
58
57
64
54
63
65
68
69
62
I am concerned about the impact cleaning products have on the environment 60
46
54
61
66
67
64
Cost
Beliefs
I believe that my choices as a consumer impact the environment
Availability
There are not enough products available to live completely green
49
39
44
51
53
56
51
I’m not sure if the grocery store(s) I shop at carries/carry green products
41
45
38
41
41
41
44
Practices
I consider
to be a recycler
52 products
45
46 more
51
54
55 60
The
mostmyself
common
reasons stated for not buying green
frequently
I look for recycled products with a high percentage of post -consumer waste 30 23
29
28
32
30 34
were
cost (66%) and availability (49%)
I usually choose green products over traditional products
21
20
22
20
22
19
20
SUSTAINABILITY
WHAT’S MISSING?
Value in Certifications
Tangible and Visible Impact
Differentiating Factor (≠ Certification)
“An inconvenient truth has become an obnoxious one.”
New York Times, 2007
who is gen-y?
Target Analysis
CORE NEEDS OF GEN-Y
TARGET ANALYSIS
IMAGE The “badge value” of the coffee matters to the consumer
COSTS The consumer is price-sensitive
CONVENIENCE Efficiency is key for the consumer
FLAVOR / VARIABILITY The variability of coffee flavors appeals to the consumer
QUALITY The consumer has a specific standard for the quality of coffee
“GREEN” The consumer would prefer to or only drink coffee that is environmentally responsible and green
CAFFEINE BOOST The consumer drinks coffee for the caffeine effects
FAMILIARITY The consumer is often loyal to the coffee brands that he/she is familiar with (reputation or experience)
About Me
Segment
The Socialites
Name: Sidney Hilton
Age: 19
Education: BA in American Studies, UC Santa Barbara
Career Aspiration: Fashion PR Executive
Description: Image-conscious
What am I like?
“I like haute couture items. I care about my image and what
other people think of me. I only want the best coffee and I
don’t have time to brew my own at home. Who has coffee
makers these days anyway? I love socializing and I will
never be caught dead drinking Dunkin’ Donuts or anything
of the like!”
Lesser
Greater
Core Values
Attitudes
Caffeine Boost
Flavor / Variability
• Image
Quality
“I want my coffee brand to say something
about my status.”
Image
Familiarity
• Quality
Costs
Convenience
“Green”
• To “Fit In”
-1
-0.5
0
0.5
Importance of Segment Values
1
“I believe high prices = quality, and I’m willing
to pay the costs.”
“Keeping up with current trends and my crowd
is important to me.”
Segment
On-The-Go Entrepreneurs
About Me
Name: Bradley Thompson
Age: 24
Education: Bachelor’s in Management, Georgetown University
Career Aspiration: Future CEO
Description: Practical
What am I like?
“I am still in the early stages of my career. I am busy every
day of the week and I am often in and out of meetings. I
need the caffeine to get me through the day. Efficiency is
key but it’s not feasible for me to buy a cup of Starbucks
coffee every day.”
Lesser
Greater
Core Values
Convenience
Costs
Caffeine Boost
• Convenience
Attitudes
“I prefer efficient, on-the-go options. Time is
money to me.”
Flavor / Variability
Familiarity
“Green”
• Costs
“I drink coffee everyday, so it has to be
affordable for me.”
Image
Quality
• Caffeine Boost
-1
-0.5
0
0.5
Importance of Segment Values
1
“No hype. Just give me some caffeine.”
About Me
Segment
Straight Shooters
Name: Josh Lordman
Age: 21
Education: BA in Philosophy, NYU
Career Aspiration: Undecided / Graduate Degree
Description: Experimental, No-Nonsense
What am I like?
“I can come off as being stingy sometimes…but hey, I’m
pretty tight on cash so my purchases are price-sensitive. I
drink coffee to get me through studying or other schoolrelated activities. Variety in flavor appeals to me but again,
I’m price-sensitive.”
Lesser
Greater
Core Values
Attitudes
Costs
Caffeine Boost
Flavor / Variability
Convenience
Quality
“Green”
• Costs
• Caffeine Boost
Image
Familiarity
• Flavor
-1
-0.5
0
0.5
Importance of Segment Values
1
“My parents don’t give me money for coffee so
I prefer cheaper options.”
“With all the late night studying and early
classes, I need caffeine to get by.
“I like coffee that tastes good. Period.”
About Me
Segment
Content Traditionalists
Name: Sara Enriquez
Age: 23
Education: High School Diploma
Career Aspiration: Kindergarten Teacher
Description: Conservative
What am I like?
“I prefer to stay in my comfort zone, in terms of my lifestyle. I
am loyal to the brands that my family, my friends, and I are
familiar with. I love my hometown and I’m happy that I am
surrounded by things and people that I grew up with. I am
also pretty domestic.”
Lesser
Greater
Core Values
Attitudes
Familiarity
Quality
• Familiarity
Costs
Convenience
Flavor / Variability
Image
Caffeine Boost
“Green”
• Quality
• Costs
-1
-0.5
0
0.5
Importance of Segment Values
1
“I tend to stick with the brands I trust.”
“I want a good cup of coffee when I brew it at
home in the morning.”
“When scanning the aisles, I prefer options
that are decently priced.”
About Me
Segment
Tree-Huggers
Name: Lucky Birkenstock
Age: 18
Education: BS in Environmental Studies, University of West
Virginia
Career Aspiration: Environmental Lobbyist
Description: Environmentally conscious
What am I like?
“I eat, drink, live, and breathe green. I will only purchase
products that are environmentally and socially responsible. I
do research to make sure that the claims companies make
are legitimate. Organic and ‘green’ products are of better
quality anyway.”
Lesser
Greater
Core Values
Attitudes
“Green”
Quality
• “Green”
Image
“I investigate the credibility of brands’ social
responsibility claims.”
Flavor / Variability
Caffeine Boost
• Quality
Familiarity
Convenience
Costs
• Image
-1
-0.5
0
0.5
Importance of Segment Values
1
“Organic = quality.”
“I want people to recognize that I live a ‘green’
lifestyle.”
The Socialites
On-The-Go
Entrepreneurs
Image
Convenience
Quality
Straight
Shooters
Content
Traditionalists
Tree-Huggers
Costs
Familiarity
“Green”
Costs
Caffeine
Boost
Quality
Quality
Fitting in
Caffeine
Boost
Flavor
Costs
Image
Flavor
Flavor
Convenience
Convenience
Flavor
Minor
Major
Major
Minor
TARGET ANALYSIS
Core Needs
/ Values
Campaign
Focus
Common
Values
Across
Segments
Costs
Convenienc
e
Major
Flavor
Quality
PSYCHOGRAPHICS
TARGET ANALYSIS
DUAL CONSCIOUSNESS
Live For Today
On Brink Of Tomorrow
Idealistic
Realistic
Nurtured
Independent
Image-Conscious
“Rat Pack”
Treat Yourself
Irresponsible Spending
Socially-Conscious
Trendsetters
Save For Future
Smarter Consumption
“I can accomplish anything I put my mind to” (91%)
“WHAT’S HOT”
PACKAGING
TARGET ANALYSIS
FAMILY
the green movement
MYSPACE
LABELS
E-MAIL
FRIENDS
FACEBOOK
BLOGS
GEN-Y
CONVENIENCE
CONSUMER
YOUTUBE
ONLINE
SHOPPING
PURCHASING DECISION
TARGET ANALYSIS
WHAT’S MISSING?
simplicity
US COFFEE MARKET ANALYSIS
WHAT IS MISSING?
Ground Coffee for Gen-Y I Inexpensive AND Green
SUSTAINABILITY OVERVIEW
WHAT IS MISSING?
Value in Certifications I Visible & Tangible Impact
THE BIG IDEA
TARGET ANALYSIS
WHAT IS NEEDED?
simplicity
CREATIVE STRATEGY
the BIG idea.
It’s
e a s i e r
to be
g r e e n
than you
t h i n k.
MARKETING & COMMUNICATION GOAL
GENERATE AWARENESS
INNER-DIALOGUE
EXTERNAL DISCUSSION
CONSUMPTION HABITS
YUBAN SALES
360 TASK BRIEF
WHAT IS OUR TASK?
Generate awareness of Yuban.
HOW WILL WE ACCOMPLISH THIS?
Tap into the “dual consciousness” of the target audience by providing them with an appealing product (inexpensive, tasty, caffeine fix) that is also good for the environment.
Simplify information relating to sustainability to allow consumers to make a small difference every day.
WHAT ARE THE CHALLENGES?
 Communicate the benefits of brewing coffee
 Combat “Starbucks Syndrome” ( image-conscious, convenient consumption)
 Establish brand image
WHO ARE WE TALKING TO?
18-24 year olds who have a dual consciousness: they live for today but are worrisome about the future. Price, convenience, taste, and trends are key in their food choices. They
love to treat themselves in every aspect. They are consumed with technology, gathering information, multitasking, and pop culture. Largely image-conscious and self-centered,
with a rat-pack mentality, they want to fit in. Despite this, they are searching for a change and for a sense of integrity. Although their actions are not always sensible, these
consumers are smarter than what they do. They believe in themselves and their capabilities, but until now being active in the green movement seems too overwhelming.
IF WE COULD CONVINCE THEM OF ONE THING, WHAT WOULD IT BE?
It’s easier to be green than you think.
This big idea incorporates: simplicity, sustainability, and thought. It speaks to our primary goal: generating internal and external dialogue surrounding how generation y consumes.
WHAT IS OUR TONE?
“Start to change the world every morning”
We are an honest, simple, and refreshing voice in an overwhelmed world. We are a call to consumers to question their actions. We are about simple language, not buzz words.
We are not the firefighter who saves the child from the burning building, but rather, we are the stranger who holds the door for a couple of extra seconds. We are that kid in class
that raises a question that nobody wants to ask. We are the arm that brings you from indecision to action in the form of responsible consumption.
WHY SHOULD THEY BELIEVE US?
We lead by example. Yuban has a strong history of sustainable actions and is certified under Rainforest Alliance and Organic standards.
WHAT IS THE DESIRED BEHAVIORAL RESPONSE?
Generate consumer awareness and an internal dialogue regarding how they consume, in turn seeking to establish a positive association with the Yuban brand.
APPENDIX
YUBAN
APPENDIX
SURVEY BREAKDOWN
227 completed surveys
• 60% female 40% male
• 50% were 21 years old
Respondents from 22 different states
• 49 from west coast
• 27 from mid west
• 151 from east coast
6 different race categories
72% in college full time; 27% not in college; 1% part time
OUR FINDINGS: COFFEE
APPENDIX
HOW OFTEN?
Nearly 50% at least once a week
28% at least once a day
WHY?
Caffeine rush
HOW MUCH?
20% two or three cups a day
WHERE?
51% are drinking it at work or school
44% of us are buying it at specialty stores while
Only 2% said they bought ground coffee
33% would buy a brand of coffee to brew at home if they liked it
WHO IS OUR FAVORITE?
38% Starbucks
16% Dunkin Donuts
5% Folgers
15% had no preference
WHY DO WE LOVE THEM?
Variety of flavors, “experimental” products
Taste
“image, environment, taste, options” – the “whole package”
“it’s everywhere!” – on the way/ at work
“consistent quality”
Employees are happy
WHAT’S NOT SO GREAT?
The cost: It is too expensive to drink these products daily
OUR FINDINGS: YUBAN
APPENDIX
WHAT IS YUBAN?
79% are “very unfamiliar” with brand
Of the familiar, only 28%, or 13 out of 227 had tried it
Among those, very little opinion of the brand
WHY DON’T WE KNOW YUBAN?
No presence at school, work, or store
Target assumes green products cost most
WHAT IF WE KNEW?
71% said it sounded like an appealing product.
“I have never seen it on the market, on TV, or heard anyone talk about it.”
YUBAN’S ADVERTISING
APPENDIX
Advertising money: magazines and newspapers
65% of budget on newspaper
Specific concentration in California markets.
Regional Presence
•
•
West Market: Denver, Fresno, Las Vegas, Los Angeles, Phoenix, Sacramento, Salt
Lake City, San Diego, San Francisco,
Northwest Market: Portland and Seattle
APPENDIX
NATIONAL PRESENCE
APPENDIX
ADVERTISING SPENDING
Chock Full O
Nuts, 0.8
Yuban, 7.7
Caribou, 0.3
Dunkin Donuts,
0.3
Eight O'Clock,
1.3
Nescafe, 13.6
Folgers, 33
Starbucks,
15.7
Seattle's Best,
7.7
Green Mtn, 0.05
Millstone, 5.45
Maxwell House,
14.1
Total budget: $122,912,000 in 2006
Caribou
Chock Full O Nuts
Dunkin Donuts
Eight O'Clock
Folgers
Green Mtn
Maxwell House
Millstone
Seattle's Best
Starbucks
Nescafe
Yuban
0.03
9.4
APPENDIX
0.12
14.8
0.21
0.1
11.83
MAGAZINE SPENDING
Total budget: $41,452,100 in 2006
22.31
29.2
12
2.7
0.11
Caribou
Eight O Clock
Folgers
Green Mtn
Maxwell House
Millstone
Seattle's Best
Starbucks
Nescafe
Yuban
0.02
0.02
Caribou
Folgers
Green Mtn
Millstone
Starbucks
Yuban
NEWSPAPER SPENDING
Total budget: $8,749,100 in 2006
38.55
58.6
APPENDIX
CURRENT GOOGLE TRENDS
Yuban
Rainforest Alliance
2007
Reflecting Trend Toward Global Companies Embracing Sustainability, McDonald’s UK Puts Rainforest Alliance Certified Coffee On the Menu
2006
Rainforest Alliance creates pavilion of sustainable tourism at Washington ATE
Ethiopian Farmers Embrace Sustainable Agriculture, Become First Growers of Rainforest Alliance Certified Coffee in Africa
The Rainforest Alliance Gets On Board Sustainable Tourism Initiative to Conserve and Promote World Heritage Sites