Case Study: Wake Up for 8:00 (pg. 21)
1-31 What coffee brands would constitute Eight O’Clock Coffee’s primary
competition?
Coffee brands that would constitute Eight O’Clock Coffee competitors would definitely be
companies like Starbucks, Dunkin’ Donuts and even McDonald’s coffee.
1-32 Would you characterize coffee consumption as a situation in which brand parity
or brand loyalty exists? Why?
Depending on what type of consumers purchase coffee, I believe coffee consumption
involves brand parity. Most common consumers just purchase coffee for the benefit it
gives off caffeine. However, long time consumers like the distinct flavor of a branded
coffee, which likely could suggest that coffee consumption could also be brand loyalty.
Depending on what products are offered aside from coffee and how the coffee products are
marketed, consumers prefer to stay loyal to a coffee brand.
1-33 Who is the target market for Eight O’Clock Coffee’s brand refresh program?
Will the campaign be effective in reaching the right audience? Why or why not?
Most definitely consumers in their late teens, young and mid aged adults are the target
market for the Eight O’Clock coffee’s brand refresh program. I believe the campaign is
effectively reaching to the right audience because of the distinctive flavors added into their
coffee mix. For example, flavors like dark chocolate and cinnamon correlates to
sensational and appealing flavors. In other words, these flavors I feel commonly stimulates
