Segmentation

Target marketing

Primary target market: the upper middle income social people aged 24-45, who love bar culture
and need private leisure time.
Secondary target market: the customer group with the demand of family leisure gathering, and our
project provides comfortable communication space for them.
Tertiary target market: the busy workers who want to participate in the program but do not have
enough time and energy. (e. g. busy workers)

As it can be seen from the previous text, British have more frequent cultural and leisure activities
at night, as well as the year-on-year growth of the relevant nighttime economy. According to the
following graph, British consumers like pub quiz, cuisine evening and cooking lesson at night,
among which the most popular is pub quiz. For bar food preferences, they prefer beer and various
snacks. The main products launched by our project precisely cater to the needs of this segment of
customers. Our evening program is aimed at people who love pub culture. The reason why we
choose people who like beer as our main customer group is that beer is the most popular drink in
British. Additionally, beer is also the main product of our project, which can satisfy the customer
who love beer in a large extent.

According to the survey information in the figure below, among our consumer groups, more than
half of consumers prefer personal leisure activities. Only 37% of singles dine with their families at
least a few times a week, leaving more time for private entertainment in the evening. Our evening
activities provide a stylish bistro atmosphere for this young customer who crave solitude or play
with a few friends. There are also a small number of customers who do not have the opportunity to
have family gatherings for their own reasons. For example, 22 percent of the widowed have
family gatherings only a few times a year. For this customer, we can provide a warm and
comfortable third space gathering, which is different from the traditional family atmosphere, so
that customers and their families can connect emotionally in the evening project, so as to get good
customer experiences.

Positioning
Our main products are craft beer and a variety of snacks, and we are committed to providing
personalized service and landscaping, aiming to create a comfortable, relaxed third space for each
customer.

Questionnaire
1. What is your gender?
A. Male B. Female
2. How old are you?
A. Under 18
B. 18-24
C. 25-45
D. More than 45
3. What's your occupation?
A. Professional
B. Student
C. Civil servant
D. Freelancer
E. Other careers
4. If you are a regular customer, please answer this question, how much do you earn per month?
A. Under 2000 pounds
B. 2000-3000 pounds
C. More than 3000 pounds
5. How often do you go to Starbucks?
A. once a week or more
B. once a month or more
C. once half a year
D. never
6. How much do you spend in the Starbucks one time?
A. Under £2
B. £2-£3
C. More than £3
7. What do you think of the Starbucks environment?
A. Comfortable and warm
B. Relaxed and casual
C. Refreshing and quiet
D. Elegant and dignified
E. Casual and enjoyable
8. What kind of people you prefer to go to Starbucks with?
A. Friend
B. Family
C. Cooperative partner
D. Go without any people
9. What kind of evening activity do you prefer?
A. Bar quiz
B. Cuisine evening
C. Cooking lesson
10. What kind of drink or food do you prefer in evening program?
A. Beer
B. All kinds of snacks
C. Other drinks