Mazama WaresCollege Student Line

Ashlynn Persing, Chelsea Newgard, Jordan Butler, Anna Teadtke

RESEARCH OBJECTIVE: Discover what college students value in coffee cups. How can Mazama Wares create products for college students?

Research Questions: • If Mazama creates lines of water bottles and portable drink containers, they will be preferred by college students

• If Mazama focuses on increasing brand awareness (to both college students and other target markets), more purchases of Mazama products will be made.

Survey Details: • 60 Respondents• Distributed through social media• 80% Women vs. 20% Men• All college students• Schools from all over the country were represented,

majority of respondents were located in Portland

Conclusions • College students require alternative marketing strategies than those used with Mazama’s current target market.

• The majority of respondents found the products aesthetically pleasing but had never heard of the company

An Observation…• It was consistently observed in both morning

and afternoon classes that the majority of college students had with them, either a water bottle or some other portable beverage.

• 11 out of 20 students in an 8:10 accounting class had coffee or some other warm beverage in a to go cup.

• We observed that on an average day, in the quad, 8 in 10 students had a water bottle on their person.

Rank these items in the order of price you would pay for them (1being the most, 3 being the least)Answer 1 2 3 Total Responses

Coffee mug 4 17 37 58

Portable/ travel coffee mug (with lid)

27 23 8 58

Water bottle 27 18 13 58

Total 58 58 58 -

Key take away: people are willing to pay more for a portable travel mug or water bottle than they are for a coffee mug.

Do you drink coffee, tea, hot chocolate, or other warm beverages?

Key take away: almost everyone drinks some kind of warm drink.

# of respondents

How many hours do you spend away from home on an average day?

Key take away: college students are busy people who spend a large amount of time away from home. This creates a demand for portable beverage containers.

Hours away from home

# of

resp

onde

nts

Answer Response %

Always 20 36%

Sometimes 31 56%

Never 4 7%

Total 55 100%

Key take away: only 4 individuals said they NEVER take either a water bottle or a warm beverage with them on the go.

Answer Response %

Always 37 65%

Sometimes 16 28%

Never 4 7%

Total 57 100%

How often do you take your warm beverages with you on the go?

How often do you take your water bottle with you when you leave the house ?

-Do you consider yourself to be eco friendly - Do you own water bottle or coffee mug

Key take away: people who own sustainable drinking vessels no longer associate themselves with the stigma of being eco-friendly. The convenience of having a portable vessel is an added value for college students beyond being eco-friendly.

Rate these 5 qualities based on their importance to you:

Key take away: college students value price, functionality and durability over artisanal and hand made qualities. This shows that college students require different marketing drivers than the current target market.

-Have you heard of Mazama Wares-Do you find these products aesthetically

pleasing

Have you ever heard of the Portland based company Mazama Wares?

Key take away: almost everyone who took the survey saw the products as aesthetically pleasing and said they would purchase, yet they had not heard of Mazama Wares.

Recommendations:• Without brand awareness, Mazama is closing

itself off to potential customers and revenue from sales– Explore the possibility of partnerships in order to

increase market share and brand awareness• Marketing to college students is a different

game then marketing to normal functioning members of society (adults)– Revamp of marketing strategy with a focus on

attributes such as convenience, durability, functionality and price.