• Gamers 26-35 years old play for eight hours 12 minutes per week. This increased more than 25 percent in the last year. (Limelight Networks)
• Video gamers spend an average of 7.1 hours (seven hours, seven minutes) each week playing games. This is an increase of 19.3 percent in the last year. (Limelight Networks)

• Understand the market of related to coffee shops
• Identify the target audience of Merry Hills
• Learn about how the main competitors of Merry Hills are catering to customers’ needs
• Understand the problem related to the current brand
• Identify the visual language related to coffee

• Who is the target audiences?
• Who are the main competitors of Merry Hills, and how do they serve the consumers?
• What are some of the common features of coffee?
• What are some of the reasons for buying the coffee?
• How do people find coffee they would like to drink?

Primary Research

• Market Research – Understand the industry related to coffee shops, as well as the target audience
• Competitive Analysis – Learn about how the main competitors of Merry Hills and how they are catering to customers’ needs.

Secondary Research

• Learn about the problem regarding the current brand.

• It is equally important to research enterprises that pioneer in the market of platforms related to coffee shops, as their solutions to similar problems will help me gather insights about their strengths and weaknesses. A complete competitive research can be viewed here.

• Merry Hill’s lack of brand identity hinders the company’s growth. This becomes a problem when trying to diverge from the competition.
• Merry Hill’s has a busy logo and an absence of social media. These factors reinforce the idea that Merry Hill’s is outdated and unable to adapt.

• Both Starbucks and Dunkin Donuts have a strong identity and cater to a specific audience.
• Starbucks focuses on the premium aesthetic while Dunkin Donuts offers a fast food appeal.
• Starbucks delivery is a perfect example of a quick to adapt mentality, which has enhanced the company’s ability to offer more for the customer.
• Both Starbucks and Dunkin Donuts memorable brand set it apart from other coffee shops, as well as the services and wide variety of products they provide.
• Both have short or catchy names that reinforce the memorable aspect of the companies.

• A memorable name, logo and aesthetic to separate itself from its competition.
• An ideal message or tagline that appeals to an audience.
• A specific audience within the coffee shop demographics to provide the best customer service.
• Customer customization for an ideal experience.