the problem
In our current society, there is a huge demand for coffee and the culture that surrounds it. Many people heavily rely on a cup of coffee to start the day. Coffee comes with many incredible benefits including increased energy, supports brain health and increases physical performance just to name a few.
However, there are some negative effects of daily coffee consumption which includes the adverse effects coffee has on the digestive system. People with this issue would like a solution that still allows them to enjoy their favorite morning beverage, without the immediate stomach pain or digestive issues that follow immediately after consumption.
the product
Balanced Beans is a line of low-acid, probiotic-infused coffee that positively promotes digestive health. This line of coffee will include a medium roast, dark roast, half-caff, espresso blend and decaf for coffee lovers with different taste preferences and caffeine needs.
Balanced Beans will fuel your day while also supporting overall gut health and wellness.
thesis statement
Coffee is one of the most consumed beverages, enjoyed by a countless number of people across the world. However, for many individuals, coffee consumption can result in a variety of digestive health issues, such as acid reflux, abdominal pain and bloating.
Despite the popularity of coffee, awareness on solutions to balance enjoyment and digestive health is lacking. Finding a solution for this issue will ensure that coffee remains an enjoyable beverage without negatively impacting the physical wellbeing of those who enjoy it.
research
Research for this project was done in the form of online surveys and personal interviews based on survey results. The first set of surveys were very general on individuals and their relationship to coffee. While the second survey was way more specific to coffee drinkers and the potential adverse effects they experience after coffee consumption.
The second survey provided much more useful information to my topic and helped narrow down people to interview better.
target audience
The target audience of Balanced Beans are individuals who enjoy the energy boost and flavor of coffee without the negative digestive effects that are often experienced with coffee consumption.
More specifically, individuals who want a gentler coffee to fuel their day while they’re on the go.
digital marketing
Balanced Beans would predominantly use digital social media marketing strategies such as TikTok, Instagram and Facebook ads. Our social media ads will capture the incredible health benefits of our product in a visually appealing way.
We will also make Instagram reels and TikToks that specifically highlight why coffee disrupts the digestive system so much and how our product will ease that discomfort.
outdoor marketing
Another part of the marketing strategy would be subway and billboard ads. These both would be displayed predominantly in busy urban areas due to their consistent flow of people. High traffic, urban areas especially, have large amounts of business professionals, which are one of the target audiences
influencer marketing
This brand would also utilize an influencer as a marketing strategy. Social media health influencers would leave reviews on the coffee and help promote the product better. Many adults look to their favorite influencers for health and lifestyle advice and product recommendations and Balanced Beans can use that as a strategy.
branding
Balanced Beans embodies a rustic, artisanal aesthetic in its branding. Blending handcrafted quality with the natural simplicity of low-acid, probiotic infused coffee for a dynamic brew.Balanced Beans embodies a rustic, artisanal aesthetic in its branding. Blending handcrafted quality with the natural simplicity of low-acid, probiotic infused coffee for a dynamic brew.
conclusion
Thank you for following along with my senior project! As an avid coffee drinker myself, this as issue I have personally experienced a few times before. Although, I understand the potential abdominal problems that can come with coffee consumption, I still enjoy it daily. I would love an alternative of coffee that tastes the exact same, while promoting healthy digestion and gut health.
Credits:
Created with images by Алина Бузунова - "Happy young Caucasian millennial or gen z woman with long brunette hair streaming with smart phone on tripod, shooting social media blog in modern cafe. Influencer using social networks indoor." • Jacob Lund - "Woman drinking coffee at a coffee shop"