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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 @hausoesse, 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!


Brand Perception Study