Customer Perception Research Rebecca Horton, SERV 724 12 Apr. 2012
Icons: The Noun Project
New York Times Images: T Magazine, Breitbart, New York Times Magazine, New York Times Facebook page
News Syndicates NAICS 519110
Brand Segments
Brand Loyals
Brand Switchers
Brand Disloyals
New Users
Brand Loyals
Brand Switchers
Brand Disloyals
New Users
“But because I have so much affection and nostalgia for the paper, I continue to subscribe and enjoy it.” -Warren Adler
Sources: Adler, W. “Why I Still Love the New York Times.”; Carlson, T. “What I Read.”
“I really like their app —and read it cover to cover, which takes me about half an hour. I read the breaking news first and then the obituaries. I read every obit, always, as a sign of respect, but also because I think they’re very interesting.”
Brand Loyals
Brand Switchers
Brand Disloyals
New Users
“It’s fast, it’s beautiful, there’s really nothing else like it.” Image: sevennine.net
Brand Loyals
Brand Switchers
Brand Disloyals
New Users
§ Highly selective in terms of content
§ Follow but rarely comment § Plugged into social media
outlets, such as Facebook and Twitter and may simply get content pushed to them
§ May curate a blog or other personal site
Image: New York Times Facebook page
Brand Loyals
Brand Switchers
Brand Disloyals
New Users
“It’s distinctive, but it’s one of many…” Image: inhabitots.com
Brand Loyals
Brand Switchers
Brand Disloyals
New Users
§ Critical of
the Times’ ongoing involvement in world affairs
§ Might refer to the paper as an instrument of elite leftists
§ View the paper as diluted and superficial, a platform that is trying to appeal to the masses just to make money
Sources: Lucianne.com, Commentary on the Times’ 2010 “A Weekend in Copenhagen” piece
is isn’t travel writing; it’s a superficial shopping guide. Doesn’t the NYT know the difference anymore? It is like the New York Times is a shill for the billion dollar Obama reelection campaign or something. Brand Loyals
Brand Switchers
Brand Disloyals
New Users
“at’s One Crazy Horse” Image: funkydowntown.com
Brand Loyals
Brand Switchers
Brand Disloyals
New Users
§ Well educated, worldly § Coming of
age
§ Informed and inquisitive § May already curate their own blog or website
§ Active on social media
Image: uppyphoto via flickr
Brand Loyals
Brand Switchers
Brand Disloyals
New Users
“is Might Be the Perfect Accessory” Image: seaofshoes.typepad.com
“Most people can recognize a zebra at a glance; the distinctive black stripes on a horse-like frame are often synonymous with imagined visions of an African safari. Details about the zebra, including its physical characteristics and herd behavior, are less well-known. It may come as a surprise to some, for example, that one species of zebra, Grevy's, is endangered due to the loss of its habitat to agriculture.
”
Source: Ehow.com, “Characteristics of a Zebra”
Opportunities § Money left on the table: Over 4M twitter followers, and added
60K Facebook followers in March alone. Do the math. Need to diversify revenue streams and convert followers into cash.
§ Lack of
brand affinity: The Times serves as a platform and people focus on the content, but there is a huge opportunity to build brand affinity through the platform itself.
§ Lack of
brand cohesion: look and feel of About.com, T Magazine, and New York Times, for example, is vastly different
§ Social media: lack of
visual content, lack of significant Pinterest presence, more video?
§ Could young adults help pave the way for the future NYT? What about youth writers or bloggers?
Starbucks Image: James Warwick via flickr
Snack and Nonalcoholic Beverage Bars NAICS 722213
Brand Segments
Brand Loyals
Brand Switchers
Brand Disloyals
New Users
Brand Loyals
Brand Switchers
Brand Disloyals
New Users
"If there was a Starbucks followers of the next to my house, my life § Religious Starbucks brand would be complete." § Share images, recipes, and @hausoesse, tweet stories from Starbucks experiences with other users
§ Examples include: “Secret
Menu” posters, Copycats, brand enthusiasts who post about new store openings, etc.
Brand Loyals
Brand Switchers
Brand Disloyals
New Users
Secret menu item: “Chocolate Dalmatian”
Image: TheDailyMeal.com
“It goes with me just about everywhere. Plus, it’s got spunk; it’s my bright ray of sunshine even when it’s cold and rainy.” Image: evanrude- via flickr
Brand Loyals
Brand Switchers
Brand Disloyals
New Users
§ Diverse users: come for the
vibe, but rarely for the drinks
§ May use Starbucks’ brand as a means for self-promotion
§ Do not view taste as superior to other brands
§ Competitors’ non-commercial decor and add-on services draw them elsewhere
Brand Loyals
Brand Switchers
Brand Disloyals
New Users
Sure, I might rent one on vacation, but it’s never gonna be my everyday car. Image: chorweddel via flickr
Brand Loyals
Brand Switchers
Brand Disloyals
New Users
“As a coffee, Starbucks sucks. So I can't imagine that anyone is actually buying it for the coffee, unless it's the only thing that they've been exposed to.” –rematt, ABestWEb.com
Images: Gothamist, Examiner.com
Brand Loyals
Brand Switchers
Brand Disloyals
New Users
“ere was a time when I might have thought they were cool…but now, they just seem way over the top. I’m more for something down-to-earth and local.” Image: cdevers via flickr
Brand Loyals
Brand Switchers
Brand Disloyals
New Users
“I've never been to Starbucks, But I'm thinking of going sometime. I just don't know how to order?&I don't want to sound stupid” –Ale, yahoo user Potential users: New teen drivers
Potential users: kids shopping with mom Images: Shavar Ross via flickr, Steven 2358 via flickr
Brand Loyals
Brand Switchers
Brand Disloyals
New Users
“It looks pretty fun, but I’m still a new driver and have a lot to learn.” Image: evanrude- via flickr
“e original, iconic Volkswagen Beetle of the 1960s was a cool, hip, economical and fun means of getting around. It more or less single-handedly popularized small cars. Even VW’s ad campaigns revolutionized Madison Avenue in ways Don Draper wouldn’t have seen coming. In the era of bigger is better, chrome is king and power is everything, Volkswagen made it cool to be different. It was fun to be small, slow and cheap to own.
”
Source: Wired, “The Beetle’s Back.”
Room for Growth § Oversaturation of experience
market has led users to devalue the Starbucks
§ Disconnect between intended brand perceptions and actual brand perceptions: need to recalibrate
§ Continue exploring the concept store trend § What about pop-up stations? § Blogging community could be utilized more effectively § Fast casual trend ala Panera. Could this be explored further? § Tasting events for connoisseurs? § Could the brand offer premium channels or locations? § Teen market could provide new niche opportunities
anks!