Putting together a board of ideas on what the target audience would be like was a genuinely helpful idea as it allowed me to become a member (which, in one respect I am!) of the audience, think like the audience, and have an understanding of their lives and what would make my product successful and appealing to them.
Indeed, I am a 16-25 year old who doesn't enjoy coffee and wish there were ways of me being able to. Of course, the only way I can enjoy coffee is by taking away that bitter taste, thus using coffee syrup. If I can get this message across to others in my age range, Taylor's may indeed get it's products across to a new audience, not it's usual 35+ audience.
16-25 year olds are most likely going to be students. They're going to want to socialise and enjoy being with friends. They will like creativity, fun, and novelty. Novelty in the sense that a Christmas exclusive range would be of interest. Students enjoy design, the aesthetics of a product. If a product looks good, they're more likely to pick it up. However, Taylor's is a well known and reputable brand which also works in its favour, so quality will also be a key factor (of which Taylor's takes pride in). It is accessible. The average student cannot afford nor be that bothered to travel to independant coffee specialist retailers such as Whittard's of Chelsea every month to pick up their coffee products. Especially so if they do not have interest in trying coffee in the first place.
The average student shops at supermarkets - affordable, easy, everything is in one place. A student like myself is more likely to try something new such as coffee products if I spot them on my weekly shop. If I have no interest in coffee in the first place, I will not travel to a specialist retailer, so supermarkets are a good way to advertise to an audience that may not have thought about buying a particular product.
The student type will have a busy lifestyle, though most would like to unwind after a long day studying with a hot drink. Although the party and nightclub scene is still prominent among this age, students will still need downtime to relax. Having friends over for tea and coffee is a perfect way of promoting the product. I have often had friends ask me where I got my syrup from as they spot the luxury, prized bottle in a prominent place in the kitchen.
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