office coffee infographic - Market, Customer & Consumer.compressed
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Transcript of office coffee infographic - Market, Customer & Consumer.compressed
OFFICE COFFEEmarket, customers & consumers
“ “
(NAMA) President and CEO Richard M. Geerdes
Opportunity exists for office coffee service providers that blend a
wider variety of beverage options speaking to health and wellness.
““David Sprinkle, publisher of Packaged Facts
Today's employers want to offer their employees exceptional gourmet coffee... ...without leaving the office.
THE MARKET
Coffee pot
Individually brewed
Other coffee
IT’S IN THE MAKING
50%
22%
28%
THE MARKET
OFFICE COFFEE DRINKERS
STRONGLYAGREE
SOMEWHAT AGREE
OTHER
43%
17%
40%
Coffee keeps me productive through the workday. - (Packaged Facts consumer survey)
“The hot beverage traditional vending market has contracted over recent years as more people are embracing the growing high street trend for fresh bean-to-cup coffee. Even through the past recession there is the one thing people were not cutting back on; their daily treat of a quality coffee.” Ben Forbes, marketing director at Sodexo
RESEARCH AIMSDiscover market trends
Highlight key customers and consumers
Develop a consumer and customer profile
Asses competition
Establish a foundation for brand & product innovation
A BREWED AWAKENING
IMPROVING THE DAILY GRINDTHE BUSINESS INSIDER
-Workforce become alert, awake & focused-Improves memory and concentration -(LSM)-Develops workplace communication-40% have productive work conversations over coffee-Staff feel valued
THE TIMES
-New millenials want an creative working enviroments-Creative meeting spaces are becoming a key culture-Onsite solutions reduce staff leaing the office-Onsite solutions reduce downtimeTHE TIMES
800,000 UK Adults visit coffee shops at least4 times per week
Wellness programs are becoming popular
Coffee shopes are killing Bean to Cup
38% of workers say they couldn’t live without it
65% drink on thejob
The average worker drinks 3 cups per day
1 in 5 say thier work suffers without it
2 in 5 say helpful talks are held at the coffee maker
In house coffee shops are popular
High demand for high quality coffee
30% would prefer daily coffee to christmas party
“In the USA single-brew systems and Starbuck's coffee sticks are playing a major role in the decline in whole bean coffee usage among higher-income groups and single-serves will have an analogous cannibalization effect on office coffee service sales.” (Packaged Facts consumer survey)
MAKING THE ROAST FROM COFFEE CONSUMERS - KANTAR 2013
24 - 34
FINANCIAL SECTOR
MALE
INCOME £34,000 +
13% ABOVE AV INCOME
HIGH DISPOSIBLE INCOME
FEW / NO DEPENDENTSENJOY THE FINER THINGS
48% MORE LIKELY TO PAY FORA PERSONAL TOUCH
62% MORE LIKELY TO PURCHASE PREMIUM
LOOKING FOR TRENY PLACESTO EAT & DRINK
MORE LIKELY TO SPEND WHEN ANORGANISATIONS ETHICS & BRAND
MATCHES THIER IMAGE
BRANDING IS IMPORTNAT TO THESE CONSUMERS
BRANDING ALONE IS NOTENOUGH, QUALITY & ETHICSDRIVE SALES
4 TIMES MORE LIKELY TO TO CITEPREFESSIONAL RECOMENDATIONS
& REVIEWS THAN AV UK CITIZEN
PROFESSIONAL REVIEWS AREOFTEN MOST IMPORTANT FACTOR
BRAND/COMPANY IMAGEOVER PRICE & QUALITY
MONEY IS A LESS INFLUENCIAL PURCHASE FACTOR.
“MEDIA ALL ROUNDERS” 50%MORE LIKELY TO CONSUME CINEMA
& OUTDOOR MEDIA
“ON THE GO”
“CANNOT LIVE WITHOUT MOBILE& INTERNET”
HEAVY CONSUMERS OF MAGAZINES “LIFESTYLE”
PROFILE
BEAN THERE DONE THAT
MAKING THE ROAST FROM OUR CUSTOMER
BUSINESS OWNER FACILITIES MANAGER
BY ANY BEANS NECESSARY
THE CONSUMER THE CUSTOMER
COFFEE AND STAFF FACILITIES ARE NOT THE KEY JOB ROLE
LESS LIKELY TO HAVE AN IN-HOUSE COFFEE SHOP
QUALITY IS IMPORTANT BUT PRICE AND SERVICE WILL BE MORE IMPORTANT
LESS LIKELY TO WANT A PRODUCT BECAUSE OF ITS BRAND
MARKETING MUST HIGHLIGHT ROI AND CORPORATE BENEFITS
WANT COFFEE AS A STRESS FREE SERVICE
MARKETING CAN APPEAL TO OWN SELF IMAGE
PROFILE
JOB ROLE IS FOCUSED ON COFFEE AND FACILITIES
MORE LIKELY TO HAVE AN IN-HOUSE COFFEE SHOP
WILL NEED JUSTIFACTION THAT OFFICE COFFEE WILL NOT IMPACT
COFFEE SHOP SALE
LESS FOCUSED ON CORPORATE BENEFITS
QUALITY IS LESS IMPORTANT AS FUCNTION LEADS
CLEAR DIFFERENCE BETWEEN IN-HOUSE FM & BUILDING FM
MARKETING CAN FOCUS ON ADDING AN ASSET TO THE OFFICE BLOCK IF A
BUILDING FM
34 - 44 FACILITIES / OWNER
MALE INCOME £45,000 +
RELUCTANT TO SPEND
RESTRICTED BY BUDGETS
QUALITY .1BRANDING .2
CONVEINENCE. 3
----------
1. PRICE2. SOLUTIONS3. STRESS FREE SERVICE
----------
4. HAPPY STAFF 5. QUALITY 6. BRANDING
GRIND OVER MATTER