Pahrump Valley Roasters

Client:Pahrump Valley Roasters

Objective:

The objective of the advertisement is to increase awareness for Pahrump Valley Roasters within the target audience, showcase their vast line of delicious coffees and to promote their business to business labeling service.

Benefits of the product/organization :

Some strong selling points of Pahrump Valley Roasters is that they provide premium-quality coffee with 46 different coffee flavors and options. Pahrump Valley Roasters is ready to satisfy every palate or preference.  The quantity alone outplays most major coffee brand’s products lines. With a location in the Nevada desert, the roast house offers coffee roasted in an unique climate which creates a diversifying and premium taste (which is an attribute unique to Pahrump Valley Roasters).

Target Audience

The target audience is men ages 25-55. This age range opens up to three different generations, the baby boomer, generation x and Millennials, three of the largest consumers of coffee products. There is no particular race in the target audience since race seems to not be a factor for the coffee market. The target audience will have an education level of at least a high school diploma or college education.

The men  in this target market are looking for coffee that will fuel their energy needs to get their work, whatever job they have, done. They are looking for a coffee brand that will satisfy their palate and continually taste fresh and delicious. These men may also be starting a family or already have a family, so they are looking for a coffee brand that is economical.

In addition to the target audience, Pahrump Valley Roasters is looking to expand their market to Businesses. Any business that provides coffee to their employees or purchases coffee for retreats or promotional events would be a suitable candidate for Pahrump Valley Roasters.

Competitor Analysis

The current competitors for Pahrump Valley Roasters are large coffee companies such as Folgers, Maxwell House, Dunkin Donuts, Starbucks and Caribou Coffee.

Folgers- a coffee brand that is a part of the huge food and beverage conglomerate JM. Smucker Company. Easily one of the most popular coffee brands in the America with huge top-of-mind awareness. Folgers has 11 different coffee products and 33 coffee flavors. This brand is sometimes perceived as mediocre compared to coffeehouse brands like Starbucks and Dunkin donuts.

Maxwell House – The second most popular coffee brand in America. Maxwell House is a product of the Kraft company. Much like Folgers, it has top-of-mind awareness across the nation. It has longstanding roots with American consumers. Maxwell House is perceived to be a value/economical coffee brand and has mixed reviews about its mediocrity.

Starbucks – This company is one of the main reasons coffee is still competitive in the beverage market for newer/younger generations. Starbucks provides a coffeehouse experience as well as home-brew coffee grounds. This brand is perceived to be a premium brand but is also seen as outrageously expensive to some consumers. With insane top-of-mind awareness, Starbucks has become the mascot for American coffee.

Brand Personality:

The personality of Pahrump Valley Roasters is rugged, tough and hardworking. People who drink Pahrump Valley Roasters coffee are the best at what they do. They intimidate foes, radiate confidence and break hearts.

Brand Positioning

Pahrump valley roasters is a coffee brand that reflects its surroundings and history. As the heart of the old west, Pahrump Valley roasters is a rugged and rich coffee brand that provides a variety of delicious flavors for the modern cowboy aka businessmen.

Brand Perception:

According to the few google and yelp comments, the small amount of people who have tasted Pahrump Valley Roasters coffee, enjoyed the taste and only had great things to say about the product. On the other hand, these reviewers disliked the coffeehouse/cafe/diner portion of the business. With terms like “best in town” and “unbeatable prices” Pahrump valley roasters is favorable among consumers.

Tone:

The tone needs to be straightforward and serious because coffee is no laughing matter. A masculine tone will be used in conjunction with the Wild west theme.

Message:

The essential message of the ad is to inform the audience of the availability of Pahrump Valley Roasters’ coffee for their home or business brewing. The message needs to emphasize the business’s unique roots and their overwhelmingly large selection of coffee products. By targeting men in the job force, the message will hit home to millions of people and thousands of businesses.