Super valu dr pepper customer segmentation
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Super valu dr pepper customer segmentation

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  • We have a common Volume objective but we activate against it in different ways. Common Language….Language of the shopper
  • Here’s the first of the three segments, overall a group that’s highly food engaged and has high expectations around quality, assortment and service in our stores We are still doing analysis, but it appears that this group will represent about 20-25% of consumers in our trade areas – the people available to us as potential shoppers
  • The second cluster is made up of mid- to upper-income families… people for whom time and solutions are critical Due to hectic lifestyles The Thompsons are likely to try to satisfy all their needs in larger, full store shopping trips The are looking for a grocer that can meet their needs in many categories and help them save time and effort It’s easy to think about how their needs differ from the first group This group is also expected to capture about 20-25% of the consumers in our trade areas
  • Our third, and probably largest group at 50-60% of our consumers, is made up of value-driven households In general, these shoppers use our stores but are prone to channel grazing and cherry picking; they cook, but as a rule food is more of a utility than an experience Aligning our offering to them will help us satisfy more of their requirements It’s not all about price, but delivering price will be critical for this group

Super valu dr pepper customer segmentation Super valu dr pepper customer segmentation Presentation Transcript

  • Customer Development“Turning Shoppers into Buyers” 1
  • Significant changes for shopper, category and customer 2 2
  • THE CHANGING MARKETPLACE• Winning at Point of Buying (POB) is more important than ever Harder to reach and More demanding harder to influence Shoppers Consumers Customers needing a Competitors building their greater understanding of POB expertise shopper needs We must understand and lead if we are to win at POB 3
  • THE SHOPPER-CENTRIC JOURNEY• Insights into the Who, What, Why and How Who? What? Why? How? Who are my best What influences their What is their behavior What can I do differentlyconsumers and highest behavior potential targets Brand loyalty Needs/Motivations Shopping Habits Right Consumer, Right Retailer Loyalty Attitudes Message, Right Channel, Visit Patterns (RFM) Right Time Lifestyles Marketing Mix Share of Right Mix of Acquisitions Price Sensitivity Requirements (CPG) Competition & Retention Strategy Multi-cultural Share of wallet (Retail) Product/Category Right Marketing Mix Experience 4
  • Vision / Mission / Strategy Provide objective Thought Leadership using insights Vision and fact based solutions to become the partner of choice in each category where we participate Establish Partnership relationships by utilizing Customer Mission Development “Best Practices” to accelerate current and future profitable volume Focus on Customer Developments Business Model toStrategy leverage shopper insights and develop custom activation plans that build shopper loyalty and differentiate our customers in the marketplace Consumer “Shopper” Account 5
  • CUSTOMER DEVELOPMENT MODEL WHERE TO ATTACK ATTACK PLAN RESULTS INSIGHTS STRATEGY ACTIVATION Aligned Action Post Assessment Discovery Execution Planning Planning Analysis• Category trends • Beverage Builder • Custom programs• Competitive assessment • 2+ year strategic plan • Interactive 1:1• Customer/shopper • Category strategies • Sponsorships• Brand alignment • Customized beverage • Innovation• ALICE “Connect” strategy • Custom scorecards• Shopper-based research • Promo tracking • Brand tracking CUSTOMER-CENTRIC Current volume initiatives (1 yr) Future volume initiatives (2+ yrs) Developing stronger relationships 6
  • WHY ARE WE DOING IT?• Grow the base over time with future volume initiatives Account Specific • Drive volume during current year Programs • Enhance feature ad calendar • Drive volume over 2+ year period Base Volume Initiatives • Focus on changing shopper behavior and grow the base over time Q1 Q2 Q3 Q4 7
  • • Grow the base over timeWHY ARE WE DOINGIT? with future volume initiatives Account Specific • Drive volume during current year Programs • Enhance feature ad calendar • Drive volume over 2+ year period Base Volume Initiatives • Focus on changing shopper behavior and grow the base over time Q1 Q2 Q3 Q4 8
  • Co Marketing – CPG PartnersMethodology: Shopper Universe• Identify shopper groups Potential Co-Marketing• Analyze shopper basket transactions Brand Shoppers • Index shopper measures: Penetration, units, visits Best• Rank against percentage of common Potential visits Match Retailer Loyal Dr Pepper• Recommended cross categories Shoppers Brand Shoppers• Activate to meet shopper needs 9
  • Marketing and Sales DPS Areas of Expertise Channel BrandConsumer Retailer 10
  • Bringing Marketing and Sales Closer Together Today’s Discussion Focus Brand Channel Aligning these two segmentations where Consumer Retailer possible is the key to growth and efficiencies. Shopper Consumer Segmentation Shopper Segmentation 11
  • The Shared Commercial Objective is PROFITABLE VOLUME! Marketing Levers: Consumer / Shopper PENE- PURCHASVOLUM FREQUENC TRATIO E SIZEE Y N Sales Levers for Growth INCREMENTALVOLUM BASE VOLUME VOLUMEE Space Feature Ads Distribution Displays Promoted Price Everyday Price Account Specific Shopper Programs 12
  • How do we CHANGE Shopping Behavior? Levers Sales will pull to impact objective VOLUME Base Incremental Space & Continuity, 1:1TACTICS Merchandising, Valued Shopper, Everyday Pricing Features Sales Customer DevelopmentRESPONSIBLE Category Management National Accounts Field Sales / Bottler Bottler Category Management 13
  • THE DPS & SuperValu PARTNERSHIP• Putting the shopper at the strategic center 14
  • SO HOW DOES THIS WORK? EXAMPLES & RESULTS 15
  • SuperValu Customer Segmentation 16
  • IDENTIFYING YOUR MOST VALUABLE SHOPPER Dr Pepper Dt Dr Pepper Diet 7 UP CSD Category Segment 1 Diet A&W Diet Sunkist Up-and-comers Dt Can Dry Segment 2 Canada Dry What categoriesWho are your & brands alignmost valuable 7 UP with your shoppers? Segment 3 Sunkist shoppers? Sundrop Dinks w/ Dollars Tea, Juice, Mixers Haw Punch Young and Rustic Yoo Hoo Snapple Segment 7 Motts Juice Motts SS Sauce Segment 8 Rose Infusions Mr & Mrs T’s 17
  • DPS/ACCOUNT ALIGNMENTAccount index by propensity to consume DPS brands by segment Segment 1 Segment 2 Segment 3 Segment 4 Segment 5 Segment 6 Segment 7 Segment 8 Dr Pepper 76 115 125 92 109 130 113 154 Diet Dr Pepper 79 117 159 131 129 82 106 85 Diet 7 Up 132 61 71 137 82 78 99 72 Diet A&W 87 96 85 114 108 41 102 90 Diet Sunkist 91 124 62 84 77 32 86 73 Diet Canada Dry 81 73 59 109 106 40 103 36 Canada Dry 84 95 88 104 104 73 70 78 7 Up 73 82 111 96 82 101 89 78 Sunkist 75 116 96 113 76 109 78 113 Sundrop 48 115 145 66 108 115 135 168 Hawaiian Punch 73 112 125 75 75 139 101 131 Yoo-hoo 64 131 155 79 97 157 119 199 Snapple 57 68 92 117 100 68 72 69 Motts Juice 83 80 143 103 80 111 103 71Motts Single Serve 99 115 116 130 94 111 93 70 Roses 53 100 107 105 126 78 96 125 Mr & Mrs Ts 88 17 60 134 136 125 100 78 18
  • The Palmers / Premium Explorers Dinner Routine: Exciting and different. Shopping Style: Want an experience but often need to get in and out quickly. Food Attitude: Food is interesting. They view food and dining as an experience rather than a necessity. They expect and can afford fresh and high quality foods. They are interested in healthier options, but love the occasional indulgence. They value food and eating well, but do not always have time to prepare the types of meals they enjoy. When grocery shopping they are looking for helpful employees who inspire them with new ideas. ESTIMATE 20-25% “I believe every encounter with food should be an experience. The best meals start with fresh, high quality and healthy ingredients whether I’m making it or someone else is. I enjoy the grocery shopping experience and look to sales associates for information and ideas.” 19 19
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  • The Thompsons / Time-Starved Families Dinner Routine: Fast and family friendly. Shopping Style: One-stop shopping and grab ‘n go options. Food Attitude: Food is a way to nurture my family. They believe that time is money. Managing their busy family leaves them time-starved, which results in a reliance on meal solutions and take-out. It’s more important to them that they invest time into their family than into meal prep. Their expectation is that shopping should be easy and they seek out retailers that help them make the most of every trip. Even though they have the means to pay for increased ESTIMATE convenience, they still appreciate a good value and don’t want to trade-off quality for convenience. 20-25% “We don’t have a lot of time to cook or shop but I believe bringing the family together for a meal is part of being a good mom. I want meal solutions and easy one-stop shopping that help me make the most of my time.” 21 21
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  • The Vincents / Value-Driven Households Dinner Routine: Traditional home-cooking with limited repertoire. Shopping Style: Willing to shop around to get the best deal. Food Attitude: Food is a necessity. Their strong value orientation drives their shopping behavior. They need to manage their budget, but have a more holistic view of value because they believe that a good value means more than just a good price. They want quality basics and may on occasion indulge beyond that, but won’t pay a premium for either. ESTIMATE 50-60% “We need to watch our food spend, but I want to get the best I can at the best value. It’s not just about finding a good price.”23 23 23
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  • DPS Alignment Methodology• All 66 PRIZM segments were evaluated by the following variables to determine which SUPERVALU segments most closely aligned – Age – Household Income – Presence of Children – Urbanicity• PRIZM segments were then aligned with beverages to determine the correct beverage mix by segment• Using above information, we then looked at media consumption, leisure activities, and psychographics to begin to develop promotional ideas that will resonate with targeted SUPERVALU segments or clusters 26
  • 66 Cluster Snapshot • Wealthiest segment “Upper Crust” (PRIZM rank #1) accounts for 1.7MM U.S. HH 1 • 1.5% of all U.S. homes are classified as “Upper Crust” PRIZM NE Segment U.S. Households PRIZM NE Segment U.S. Households Claritas 2005 Code Nickname PRIZM NE Segment Demographic Description U.S. Households Claritas 2005 HHs %Comp Code Nickname PRIZM NE Segment Demographic Description HHs U.S. Households Claritas 2005 %Comp Code Nickname WealthyDemographic Description Claritas 2005 HHs %Comp Code Nickname MidscaleDemographic Description HHs %Comp 01 Upper Crust Older w/o Kids 1,690,937 1.52 34 White Picket Fences Middle Age w/ Kids 1,367,601 1.23 01 Upper Crust Wealthy Older w/o Kids 1,690,937 1.52 34 White Picket Fences Midscale Middle Age w/ Kids 1,367,601 1.23 02 Blue Blood Estates Wealthy Middle Age w/ Kids 1,059,462 0.95 35 Boomtown Singles Downscale Younger w/o Kids 1,347,018 1.21 02 Blue Blood Estates Wealthy Middle Age w/ Kids 1,059,462 0.95 35 Boomtown Singles Downscale Younger w/o Kids 1,347,018 1.21 03 Movers & Shakers Wealthy Middle Age w/o Kids 1,806,132 1.63 36 Blue-Chip Blues LowerMid Younger w/ Kids 1,354,490 1.22 03 Movers & Shakers Wealthy Middle Age w/o Kids 1,806,132 1.63 36 Blue-Chip Blues LowerMid Younger w/ Kids 1,354,490 1.22 04 Young Digerati Upscale Younger Mix 1,374,520 1.24 37 Mayberry-ville Midscale Middle Age w/o Kids 2,549,084 2.30 Young Digerati 04 Country Squires Upscale Younger Mix 1,374,520 1.24 37 Mayberry-ville Midscale Middle Age w/o Kids 2,549,084 2.30 05 Upscale Middle Age w/ Kids 2,050,786 1.85 38 Simple Pleasures LowerMid Mature Mix 2,802,944 2.53 Country Squires 05 Winners Circle Upscale Middle Age w/ Kids 2,050,786 1.85 38 Simple Pleasures LowerMid Mature Mix 2,802,944 2.53 06 Wealthy Middle Age w/ Kids 1,134,965 1.02 39 Domestic Duos LowerMid Older Mix 1,188,359 1.07 06 Winners Circle Wealthy Middle Age w/ Kids 1,134,965 1.02 39 Domestic Duos LowerMid Older Mix 1,188,359 1.07 07 Money & Brains Upscale Older Mix 2,265,564 2.04 40 Close-In Couples Downscale Older Mix 1,295,133 1.17 Money & Brains 07 Executive Suites Upscale Older Mix 2,265,564 2.04 40 Close-In Couples Downscale Older Mix 1,295,133 1.17 08 Midscale Middle Age w/o Kids 1,208,293 1.09 41 Sunset City Blues Downscale Older Mix 1,892,142 1.70 Executive Suites 08 Big Fish, Small Pond Midscale Middle Age w/o Kids 1,208,293 1.09 41 Sunset City Blues Downscale Older Mix 1,892,142 1.70 09 Upscale Older w/o Kids 2,451,435 2.21 42 Red, White & Blues LowerMid Middle Age w/o Kids 1,019,727 0.92 09 Big Fish, Small Pond Upscale Older w/o Kids 2,451,435 2.21 42 Red, White & Blues LowerMid Middle Age w/o Kids 1,019,727 0.92 10 Second City Elite UpperMid Older w/o Kids 1,313,684 1.18 43 Heartlanders LowerMid Older Mix 2,208,891 1.99 10 Gods Country Elite Second City UpperMid Older w/o Kids UpperMid Middle Age w/o Kids 1,313,684 1.18 43 Heartlanders New Beginnings LowerMid Older Mix Downscale Younger Mix 2,208,891 1.99 11 1,813,435 1.63 44 1,697,047 1.53 Gods Country 11 Brite Lites, Lil City UpperMid Middle Age w/o Kids 1,813,435 1.63 44 New Beginnings Downscale Younger Mix 1,697,047 1.53 12 UpperMid Middle Age w/o Kids 1,658,799 1.49 45 Blue Highways LowerMid Middle Age w/o Kids 1,316,921 1.19 12 Brite Lites, Lil City UpperMid Middle Age w/o Kids 1,658,799 1.49 45 Blue Highways LowerMid Middle Age w/o Kids 1,316,921 1.19 13 Upward Bound UpperMid Middle Age w/ Kids 1,689,622 1.52 46 Old Glories Downscale Mature mostly w/o Kids 1,092,340 0.98 Upward Bound 13 New Empty Nests UpperMid Middle Age w/ Kids 1,689,622 1.52 46 Old Glories Downscale Mature mostly w/o Kids 1,092,340 0.98 14 Midscale Mature w/o Kids 1,171,877 1.06 47 City Startups Downscale Younger w/o Kids 1,605,824 1.45 14 New Empty Nests Midscale Mature w/o Kids 1,171,877 1.06 47 City Startups Downscale Younger w/o Kids 1,605,824 1.45 15 Pools & Patios Midscale Older w/o Kids 1,372,404 1.24 48 Young & Rustic Downscale Younger w/o Kids 3,393,228 3.06 15 Pools & Patios Midscale Older w/o Kids 1,372,404 1.24 48 Young & Rustic Downscale Younger w/o Kids 3,393,228 3.06 16 Bohemian Mix Midscale Younger Mix 2,018,548 1.82 49 American Classics Downscale Mature mostly w/o Kids 1,137,884 1.03 Bohemian Mix 16 Beltway Boomers Midscale Younger Mix 2,018,548 1.82 49 American Classics Downscale Mature mostly w/o Kids 1,137,884 1.03 17 UpperMid Middle Age w/ Kids 1,031,647 0.93 50 Kid Country, USA LowerMid Younger w/ Kids 1,424,706 1.28 17 Beltway Boomers UpperMid Middle Age w/ Kids 1,031,647 0.93 50 Kid Country, USA LowerMid Younger w/ Kids 1,424,706 1.28 18 Kids & Cul-de-sacs UpperMid Middle Age w/ Kids 1,687,777 1.52 51 Shotguns & Pickups LowerMid Middle Age w/ Kids 1,761,715 1.59 18 Kids & Cul-de-sacs UpperMid Middle Age w/ Kids 1,687,777 1.52 51 Shotguns & Pickups LowerMid Middle Age w/ Kids 1,761,715 1.59 19 Home Sweet Home Midscale Middle Age w/o Kids 1,980,255 1.78 52 Suburban Pioneers Downscale Middle Age Mix 1,161,514 1.05 Home Sweet Home 19 Fast-Track Families Midscale Middle Age w/o Kids 1,980,255 1.78 52 Suburban Pioneers Downscale Middle Age Mix 1,161,514 1.05 20 UpperMid Middle Age w/ Kids 1,631,409 1.47 53 Mobility Blues Low-Income Younger w/o Kids 1,169,434 1.05 20 Fast-Track Families UpperMid Middle Age w/ Kids 1,631,409 1.47 53 Mobility Blues Low-Income Younger w/o Kids 1,169,434 1.05 21 Gray Power LowerMid Older mostly w/o Kids 1,174,575 1.06 54 Multi-Culti Mosaic LowerMid Middle Age Mix 1,907,241 1.72 21 Gray Power LowerMid Older mostly w/o Kids 1,174,575 1.06 54 Multi-Culti Mosaic LowerMid Middle Age Mix 1,907,241 1.72 22 Young Influentials Midscale Younger w/o Kids 1,632,610 1.47 55 Golden Ponds Downscale Mature mostly w/o Kids 1,945,151 1.75 Young Influentials 22 Greenbelt Sports Midscale Younger w/o Kids 1,632,610 1.47 55 Golden Ponds Downscale Mature mostly w/o Kids 1,945,151 1.75 23 Midscale Middle Age w/o Kids 1,885,142 1.70 56 Crossroads Villagers Downscale Younger w/o Kids 1,960,469 1.77 23 Greenbelt Sports Midscale Middle Age w/o Kids 1,885,142 1.70 56 Crossroads Villagers Downscale Younger w/o Kids 1,960,469 1.77 24 Up-and-Comers LowerMid Younger w/o Kids 1,357,887 1.22 57 Old Milltowns Downscale Older Mix 1,590,835 1.43 24 Up-and-Comers LowerMid Younger w/o Kids 1,357,887 1.22 57 Old Milltowns Downscale Older Mix 1,590,835 1.43 25 Country Casuals UpperMid Middle Age w/o Kids 1,556,190 1.40 58 Back Country Folks Downscale Older Mix 2,626,222 2.37 Country Casuals 25 The Cosmopolitans UpperMid Middle Age w/o Kids 1,556,190 1.40 58 Back Country Folks Downscale Older Mix 2,626,222 2.37 26 Midscale Older Mix 1,322,764 1.19 59 Urban Elders Downscale Older Mix 1,495,328 1.35 26 The Cosmopolitans Midscale Older Mix 1,322,764 1.19 59 Urban Elders Downscale Older Mix 1,495,328 1.35 27 Middleburg Managers Midscale Older w/o Kids 2,069,213 1.86 60 Park Bench Seniors Downscale Older mostly w/o Kids 1,215,994 1.10 27 Middleburg Managers Midscale Older w/o Kids Midscale Older w/o Kids 2,069,213 1.86 60 Park Bench Seniors Downscale Older mostly w/o Kids 1,215,994 1.10 28 Traditional Times 3,015,905 2.72 61 City Roots Downscale Mature Mix 1,321,286 1.19 Traditional Times 28 American Dreams Midscale Older w/o Kids 3,015,905 2.72 61 City Roots Downscale Mature Mix 1,321,286 1.19 29 Midscale Middle Age Mix 2,434,986 2.19 62 Hometown Retired Low-Income Mature mostly w/o Kids 1,262,715 1.14 29 American Dreams Midscale Middle Age Mix 2,434,986 2.19 62 Hometown Retired Low-Income Mature mostly w/o Kids 1,262,715 1.14 30 Suburban Sprawl LowerMid Middle Age w/o Kids 1,467,153 1.32 63 Family Thrifts Downscale Younger w/ Kids 1,868,599 1.68 30 Suburban Sprawl LowerMid Middle Age w/o Kids 1,467,153 1.32 63 Family Thrifts Downscale Younger w/ Kids 1,868,599 1.68 31 Urban Achievers LowerMid Middle Age Mix 1,852,355 1.67 64 Bedrock America Downscale Younger w/ Kids 2,111,567 1.90 Urban Achievers 31 New Homesteaders LowerMid Middle Age Mix 1,852,355 1.67 64 Bedrock America Downscale Younger w/ Kids 2,111,567 1.90 32 Midscale Middle Age w/ Kids 2,131,717 1.92 65 Big City Blues Downscale Younger Mix 1,318,897 1.19 32 New Homesteaders Midscale Middle Age w/ Kids 2,131,717 1.92 65 Big City Blues Downscale Younger Mix 1,318,897 1.19 33 Big Sky Families Midscale Middle Age w/ Kids 1,853,806 1.67 66 Low-Rise Living Low-Income Younger Mix 1,430,578 1.29 33 Big Sky Families Midscale Middle Age w/ Kids 1,853,806 1.67 66 Low-Rise Living Low-Income Younger Mix 1,430,578 111,006,738 1.29 100.00 111,006,738 100.00Source: PRIZM 27
  • Segment Alignment with Percentages Ben Susan Ursula Betty Elliot 19.5% of SUPERVALU 17.5 % of SUPERVALU 9.2% of SUPERVALU 9.7% of SUPERVALU 17.5% of SUPERVALU 19.3 % of Households 18.2% of Households 7.2% of Households 9.2% of Households 18.2% of Households Boomtown Singles Beltway Boomers Blue Blood Estates New Beginnings Pools & Patios Close-In Couples Kids & Cul-de-sacs Country Squires Blue-Chip Blues Home Sweet Home Sunset City Blues Fast-Track Families Winners Circle Multi-Culti Mosaic Gray Power Heartlanders The Cosmopolitans Upward Bound Family Thrifts Middleburg Managers Old Glories American Dreams Bedrock America Traditional Times City Startups Urban Achievers Big City Blues Suburban Sprawl Young & Rustic New Homesteaders Low-Rise Living Blue Highways American Classics Big Sky Families Mayberry-ville Suburban Pioneers White Picket Fences Simple Pleasures Mobility Blues Domestic Duos Red, White & Blues Golden Ponds Kid Country, USA Crossroads Villagers Shotguns & Pickups Old Milltowns Back Country Folks Urban Elders Park Bench Seniors City Roots Hometown Retired Gary Tamara Elaine 8.1% of SUPERVALU 9.3% of SUPERVALU 9.3% of SUPERVALU 9.4% of Households 8.6% of Households 9.2% of Households Young Digerati Movers & Shakers Upper Crust New Empty Nests Executive Suites Money & Brains Bohemian Mix Gods Country Big Fish, Small Pond Greenbelt Sports Brite Lites, Lil City Second City Elite Up-and-Comers Country Casuals Source: MRI Doublebase 2008, PRIZM NE 28
  • Like the SUPERVALU Study, DPS segments exhibit the same demographic profileQualifier Ben Betty Elaine Elliot Gary Susan Tamara UrsulaMedian Household Income-HHI $25,624 $28,237 $83,708 $50,704 $61,333 $61,327 $89,785 $114,194Median Respondent Age 54 36 59 52 40 42 44 44Median # of People in Household 2 3 2 2 2 3 2 4Presence of Children Index 64 141 42 71 92 150 98 199 To align the PRIZM segmentation model with SUPERVALU’s proprietary segmentation model, the variables above were used as a validator to ensure that SUPERVALU’s objectives were met. Source: MRI Doublebase 2008, PRIZM NE 29
  • Beverage preferences vary by segment Ben Betty Elaine Elliot Gary Susan Tamara UrsulaDr Pepper 103 123 59 92 95 111 91 96A & W Root Beer 101 93 78 103 96 109 99 1067 Up 102 125 77 93 97 96 97 103Sunkist 108 158 52 90 93 101 65 84Canada Dry Ginger Ale 90 103 109 95 110 100 113 114Diet Dr Pepper 90 78 98 100 104 110 137 117Diet A & W Root Beer 86 80 115 120 113 88 114 124Diet 7 Up 102 73 116 109 90 92 126 100Diet Sunkist Orange 85 117 112 103 94 100 98 107Canada Dry Diet Ginger Ale 93 91 130 100 104 95 128 98Motts Sauce 82 84 128 99 104 109 104 151Motts Juice 79 87 102 90 124 120 99 163Hawaiian Punch 112 180 51 81 77 94 75 87Snapple 78 118 110 82 121 108 123 127 • Families with lower income levels are most likely to purchase full flavored CSDs. • Elaine, Tamara, and Ursula prefer diet beverages and have a high propensity to purchase Snapple as well as the healthier beverage offerings. • Segments containing children are likely to purchase Motts Sauce. 110+ 109-100 99 below Source: MRI Doublebase 2008, PRIZM NE 30
  • Beverage preferences are evident even at the Cluster level. The Vincents The Thompsons The Palmers A & W Root Beer 100 108 91 Canada Dry Ginger Ale 94 103 111 Dr Pepper 104 108 82 7 Up 104 98 90 Sunkist 113 97 70 Diet A & W Root Beer 96 97 114 Canada Dry Diet Ginger Ale 95 95 121 Diet Dr Pepper 91 112 112 Diet 7 Up 98 94 111 Diet Sunkist Orange 97 102 102 Hawaiian Punch 116 92 67 Snapple 87 113 118 Motts Fruit 87 119 112 Motts Juice 84 130 108 110+ 109-100 99 below Source: MRI Doublebase 2008, PRIZM NE 31
  • Many of Susan’s leisure activities revolve aroundspending time with their family and friends Fly kites 126 Board games 126 Trivia games 125 Zoo attendance 124 Video games 123 Electronic games (not TV) 123 Attend rock music performances 121 Barbecueing 118 Fantasy sports league 117 Attend auto shows 117 Photo Album/ Scrapbooking 116 PC/Computer games 115 Go to beach 115 Picnic 114 Karaoke 113 105 110 115 120 125 130 Source: MRI Doublebase 2008, PRIZM NE 32
  • Susan’s purchase decisions are heavilyinfluenced by her children and spouse.My children have a significant impact on the brands I choose 107 My spouse has a significant impact on the brands I choose 102 My grocery store offers low prices on all products every day 100 Its imp. salespeople be knowledgeable about prod. theysell 99 I know the price of the foods and packaged goods I buy 99 Buying American products is important to me 98 When I find a brand I like, I stick to it 97 I like to shop around before making a purchase 97 I will gladly switch brands to use a cents-off coupon 96 Im a spender rather than a saver 96 90 92 94 96 98 100 102 104 106 108 Source: MRI Doublebase 2008, PRIZM NE 33
  • With Susan’s busy lifestyle, she uses technology to simplify her couponing Internet or E-mail 130Instant coupon machine/Shelf 123 coupons In or on packages 118 Coupons at register 114 Mail 114Handed out by person in store 112 Sunday newspaper inserts 111 Magazine 109 Weekday newspaper inserts 102 0 20 40 60 80 100 120 140 Source: MRI Doublebase 2008, PRIZM NE 34
  • SusanMedia Snapshot Websites: Magazines: Visit a variety of shopping Read a variety of children and website - Ebay, family focused magazines Overstock.com, Shopping.com Family Fun QuickTime™ and a TIFF (Uncompressed) decompressor Also visit entertainment sites - Parents are needed to see this picture. NASCAR, Disney, IMDB and Prevention Family iVillage QuickTime™ and a TIFF (Uncompressed) decompressor are needed to see this picture. Online Activities: TV: Childcare or parenting Watch reality TV like QuickTime™ and a TIFF (Uncompressed) decompressor are needed to see this picture. research (135) American Idol, Biggest Loser Car purchase research and Extreme Home Makeover (123) Paid bills online (123) QuickTime™ and a TIFF (Uncompres sed) decompress or are needed to see this picture. Source: MRI Doublebase 2008, PRIZM NE 35
  • Susan households also purchase a varietyof kid dominated products. PRODUCT INDEX Jif 111 QuickTime™ and a QuickTime™ and a TIFF (Uncompressed) decompressor Rold Gold 115 TIFF (Uncompressed) decompressor are needed to see this picture. are needed to see this picture. Baked! Lays 116 Skittles 117 Chex Mix 118 Nabisco Chips Ahoy! 119 Slim Jim 122 Nabisco Oreo 127 Stores Own Brand 133 Lunchables (Oscar Mayer) 136 Lunchables Pizza (Oscar Mayer) 141 QuickTime™ and a TIFF (Uncompressed) decompressor are needed to see this picture. Quic kTime™ and a TIFF (Uncompressed) dec ompressor Lunchables Maxed Out 122 are needed to see this picture. QuickTime™ and a QuickTime™ and a TIFF (Uncompressed) decompressor TIFF (Uncompressed) decompressor are needed to see this picture. are needed to see this picture. QuickTime™ and a TIFF (Uncompressed) decompressor are needed to see this picture. Source: MRI Doublebase 2008, PRIZM NE 36
  • Thought Starters for reaching Susan • Leverage Dr Pepper Snapple database and SuperValu’s to reach potential Susan’s with targeted coupon offers around higher indexing brands • Create a co-marketing partnership with other SuperValu private label brands to create simple family meal solutions to fit Susan’s time starved lifestyle – Determine brands based on basket analysis • Develop a better for you program targeting Susan’s around healthy snacks for your kids with the Mott’s brand and include DPS CSD’s that have a healthy halo 37
  • Next Steps• Gaining deeper understanding into SuperValu strategies and how segments play a role• Identity key areas for testing 38