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Protean molson presentation-abridged

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  • 1. strategiesMOLSON SEGMENTATION ILLUMINATION NEED STATE DEEP DIVE Work Session: July 26, 2011
  • 2. BACKGROUND  Based on the peak of the Segmentation Study laddering  Core hypothesis: there is a linear relationship between “occasion types” and “need states”.25-Jul-12 2
  • 3. BACKGROUND Starting with a 360⁰ wheel of human emotion Segments could be derived that were essentially agglomerations of behaviours, attitudes, and emotions translated into “need states”. And which ones correlated with occasion types STAND OUT 21% N RELAX Daily Ritual Smart /Stylish 37% 9% 9% 2.03 mill HL 2.03 mill HL Unwind Bold/Masculine 16% 12% 3.62 mill HL 2.71 mill HL Party 1.13 mill HL 5% Girls’ Hang Out Night 12% 5% 2.71 mill HL 7.23 mill HL Fun With Friends 32% CONNECT 42% *Percentages refer to beer volume 25-Jul-12 3
  • 4. OUR APPROACH  We surmized that while it is likely that everybody experiences the needs to relax, connect, and standout at some point: 1. It is likely that there is a preferential need state (native) where each person feels most comfortable. 2. People would move out of their native need state into another need state (foreign). 3. There would be some internal or external trigger that would move people from their native state. 4. There would be characteristics of behaviour within each foreign need state that would be different based on “native” need state.  We needed to find out: 1. What determines the comfort need state? 2. What comfort need states and the foreign need states look like to people and how do they differ? 3. What triggers a move into a foreign need state? 4. What is the payoff for the visit? 5. How does all this play out generally in terms of social beverages?25-Jul-12 4
  • 5. WHAT WE DID25-Jul-12 5
  • 6. INNER DIRECTIVES PSYCHOANALYTICS Uncovering the typological drivers that determine the….25-Jul-12 6
  • 7. FINDINGS MBTIAll Participants (Chart 1) Overall, participants profiled as:  Predominantly Extraverted  A tendency toward Intuition over Sensation  Strong characteristics of Feeling over Thinking  A balance of Judging and Perceiving25-Jul-12 7
  • 8. RELAX OCCASIONS They relax in small groups or pairs (not on their own). They interact in playful ways, not serious, not complicated, and not difficult. They are open to others joining in, suggesting that there is little emotional energy spent on the interactions. It is really about playful, slow moving (or, more likely, stationary) pleasure. These are the people who are likely to engage the wait staff with jokes and banter. And the wait staff play an important role – they bring the ubiquitous alcohol. Alcohol: Drinking as a central component of relaxation.25-Jul-12 12
  • 9. SUMMARY CHART: SEGMENT PAYOFF AND THE ROLE OF ALCOHOL Occasion Who Why (Payoff) Role of Alcohol Groupings Need for sensory pleasure or to feel Relax People Relax To be savoured at ease Need to validate their social identity To set the mood for Connect - “Who am I?” – relative to the conversation others Managing a large social obligation Stand Out To help to make it possible (e.g., “Best Man” speech Need to meet a To quench thirst (if Adventure challenge/Achievement to be physical) and/or outstanding celebrates success25-Jul-12 13