2016年国内雀巢咖啡消费群体分析报告

WOVERCREATIVESTUDIOEDUCATIONCAMPAIGNPROPOSALWOVERCREATIVESTUDIO2BRIEFUNDERSTANDINGKEYTASKCoffeeCategoryEducationviathecoffeebookWOVERCREATIVESTUDIO3COFFEECATEGORYEDUCATIONKEYTASKS-findtherightperson-delivertherightmessage-communicateintherightwayLow-frequencycoffeedrinkerNon-coffeedrinkerCoffeeloverWhoisourTAfortheeducationcampaign?Intentiontoshare分享积极性Changingdifficulty被改变难度18-28StudentsWorkplaceFreshmen29-45WorkplaceElitesBusinessMenSource:智研数据《2016年国内咖啡消费群体分析报告》?Nofixedconsumptionhabitstospecificproducts/brands?Activesocialnetworkuser?Morelikelytobelife-longcoffee-drinker?Consumptionhabitsalmostfixed?LessactiveonsocialnetworkandsharingWhoisourTAfortheeducationcampaign?WOVERCREAT