3. Scope and Deliverables
Component Elements Contents
Market USA N-1000
Products Included
Cold Beverages
including Non-Alcoholic
and Alcoholic
CSD, Iced Tea, Lemonade, Fruit Juice, Juice drinks, PSD, Energy Drinks,
Sports Drinks, Water (x-tap water),Enhanced Water (e.g., Vitamin Water),
Beer, Alcoholic drinks, Wine/ Wine Cooler.
Behavioral Matrix All Categories
Current Landscape of Products Usage by Demo, Geography, When, Dish
Position, Where, Doing What, Shared With, Food Accompaniment -
Index Tables, Charts, High-Level Insights on Brand/ Category
Hierarchical Purchase
Structure (proprietary
models)
Cold Beverages
Relevant data collected; Hierarchical purchase structures developed by
client demand and cost based on the scope/ breadth of categories
Usage Domains/
Situational Context
When (Meal Occasions)
Before Breakfast, Breakfast, Between breakfast and lunch, lunch,
between lunch and dinner, after dinner
Dish Position Appetizer, main dish/ side dish, dessert
Where
At home, Other’s home, School/College, Work, Transit (public
transportation), Transit (car), etc.
Doing What
Watching TV, Doing Homework, Playing Sports, At Movies, At Sporting
Event, At Fast Food Restaurant, Casual Restaurant etc.
Shared with Kids, Spouse, Friends etc.
With What food No Food, Hamburger, Sandwich, Pizza, Chips, Cookies, etc.
Need States/ Benefits
Importance, Delivery of
needs/ benefits
About 25 needs and 20-25 benefits attributes
Consumer Segmentation
Attitudes Towards
Health, Family, Food/
Beverage
About 40 attributes
4. Report Costs
Component Costs
Products Included
CSD, Iced Tea, Lemonade, Fruit Juice, Juice Drinks, PSD, Energy Drinks, Sports
Drinks, Water (x-tap water),Enhanced Water (e.g., Vitamin Water), Beer,
Alcoholic Drinks, Wine/ Wine Cooler
Behavioral Matrix $20,000
Hierarchical Purchase
Structure (proprietary models)
Sports Drinks: $15,000
Fruit Juices/ drinks : $15,000
Water: $15,000
Energy Drinks: $15,000
CSD: $25,000
Beer: $15,000
Wine/ Wine coolers: $15,000
Hard Liquor: $25,000
Usage Domains/ Situational
Context
Non-Alcoholic Beverages: $35,000
Alcoholic Beverages: $35,000
Need States/ Benefits $35,000
Consumer Segmentation $35,000
Data Tables NO COST
5. Deliverables Defined
Need States
(Why)01
02
03
04
Consumer
Segmentation
(Who)
Usage Domains
(When, Where)
Hierarchical Purchase
Structure (What)
An Innovation platform for understanding your category’s competitive
“frame of reference”, where key brands source revenue/ volume and a
foundation for new product simulations. Derived using highly advanced
statistical mechanics concept of “Entropy” involving applications of
Bose-Einstein equations.
A strategic decision-making tool that examines the category/ brands
and clusters products based on similarity of usages and situations when
and where the products were consumed.
In-depth understanding of emotional and functional needs of consumers
when making purchases of products within the category.
Grouping of consumers with similar attitudes towards category and
brands that assists with marketing and sales targeting efforts.
9. Deliverables Defined
Need States
(Why)01
02
03
04
Consumer
Segmentation
(Who)
Usage Domains
(When, Where)
Hierarchical Purchase
Structure (What)
An Innovation platform for understanding your category’s competitive
“frame of reference”, where key brands source revenue/ volume and a
foundation for new product simulations. Derived using highly advanced
statistical mechanics concept of “Entropy” involving applications of
Bose-Einstein equations.
A strategic decision-making tool that examines the category/ brands
and clusters products based on similarity of usages and situations when
and where the products were consumed.
In-depth understanding of emotional and functional needs of consumers
when making purchases of products within the category.
Grouping of consumers with similar attitudes towards category and
brands that assists with marketing and sales targeting efforts.
10. Some Of Our High Calibre Clients
Food &
Beverage
Spirits
Pharma/
Chemical
Finance
Fashion
Health &
Beauty
Auto
11. Top Executives Endorse Summitry
“Summitry has supported my executive decision-making by providing insights that have led to
incremental growth strategies.” - Jim Kilts, Former CEO of Kraft Foods, Nabisco and Gillette
“Your recommendations are consistent with most of the strategies we are currently executing and
also gives us new directions to compete more effectively.“ - Kathy Dwyer, President of Revlon
"Very much impressed by your business insights and bold strategic recommendations“
- Rick Lenny, President of Pillsbury/ Hershey
Impressive presentation on our strategies.“ - Morris Perlis, Division President , American Express
“Thank you for your fine presentation last week. We are hard at work, incorporating your findings
into our strategic plan.– John Tait, Chairman and CEO, Penn Mutual Life Insurance
“Thanks for your excellent presentation last Friday. I do believe that the structure work is going to
have a major impact on how we think about the business. Keep up the good work.” - Stephen
Sadove, President, Clairol
"Summitry brought new tools, techniques and innovative thinking process to optimally manage
our portfolio of vehicle brands”. - Art Redmond, Director - Global Consumer Insight Ford Motor
Company
