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Pivotal Point Consumer
 

Pivotal Point Consumer

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    Pivotal Point Consumer Pivotal Point Consumer Presentation Transcript

    • Deep view and reach into 76% of American households Discovering The Pivotal Point Consumer™ A Milestone Study on American Shoppers Who Drive CPG Brand Volume © Pointer Media Network. 2008. All Rights Reserved.
    • About The Study • Groundbreaking study about today’s surprisingly small consumer concentrations for CPG brands • Unprecedented in its scope and granularity: Tracks purchases of 54 million American shoppers across 12 months and 1,364 brands • Debuts the Pivotal Point Consumer™, the buyers who drive 80% of brand volume • Analyzes established brands, new products, brand extensions and emerging preference categories, e.g. organic, green, heart healthy, etc. © Pointer Media Network. 2008. All Rights Reserved. 2
    • Study Partners Pointer Media Network is the world’s largest and most precise addressable media network. • Tracks purchases of an estimated 76% of American households • Reaches 140 million shopper IDs • Delivers compelling ads and offers based on actual purchases • Powered by Catalina Marketing, global leader in behavioral marketing The CMO Council is the world’s leading peer-powered network of corporate marketing executives • Drives thought leadership around issues critical to marketing executives • 3,500 members globally control over $100 billion in annual marketing spend © Pointer Media Network. 2008. All Rights Reserved. 3
    • Why This Study Is Important Until now, lack of census level data hid truth about 1 Pivotal Point Consumer Reality of small consumer penetrations surprises 2 even senior CPG executives Requires new strategies from brand managers, 3 advertisers & media planners • Mandate for precision marketing • Need to understand and engage Pivotal Point Consumer © Pointer Media Network. 2008. All Rights Reserved. 4
    • Findings At A Glance • Age of fragmentation and targeted brands reducing size of consumer concentrations • Only 2.5% of shoppers account for 80% of average CPG brand’s volume • Only 25 of 1364 brands studied had a Pivotal Point Consumer™ base over 10% of shoppers • New brands and brand extension have even smaller penetrations • Pivotal Point Consumers have high per capita value for CPG brands • But they do not fit neatly into demographic targets © Pointer Media Network. 2008. All Rights Reserved. 5
    • The Age of Fragmentation: What Mass Market? • Consumers empowered by unprecedented choice in product and media selection • CPG manufacturers addressing more granular consumer preferences and needs with thousands of new brands and brand extensions • More than 25,000 CPG products debuted in 2007; 10 times the number in 1980 • Average household receives over 100 television channels, while spending more time on the Internet • Identifying and reaching your consumer more challenging then ever before © Pointer Media Network. 2008. All Rights Reserved. 6
    • New Products Rely On Smaller Concentrations Among nine of the products IRI identified as 2007 new product Pacesetters, only one had a Pivotal Point Consumer™ base of more than 3%¹ © Pointer Media Network. 2008. All Rights Reserved. ¹ Nine of the ten IRI Pacesetters were studied 7
    • Line Extensions vs. Master Brand Concentrations – Coca-Cola Coca-Cola® label brands have a combined Pivotal Point Consumer™ base of 18.8%, but among sub- brands only Coca-Cola® Classic has a base of more than 10% © Pointer Media Network. 2008. All Rights Reserved. 8
    • Line Extensions vs. Master Brand Concentrations – Tide Tide® label brands have a combined Pivotal Point Consumer™ base of 12.2%, but sub-brands all have a base under 2.5% © Pointer Media Network. 2008. All Rights Reserved. 9
    • Emerging Categories – Green Products As a niche segment, Green product brands depend on a smaller Pivotal Point Consumer™ concentration © Pointer Media Network. 2008. All Rights Reserved. 10
    • Emerging Categories – Heart Healthy Heart Healthy orange juice brands underscore the smaller penetrations in emerging preference categories. © Pointer Media Network. 2008. All Rights Reserved. 11
    • Valuing The Pivotal Point Consumer™ Pivotal Point Consumers frequently have a high per capita value to brands, highlighting the need to understand and reach them. © Pointer Media Network. 2008. All Rights Reserved. 12
    • Pivotal Point Consumers Are Hard To Reach Preliminary research by Pointer Media Network indicates that traditional demographic targeting misses as much as 76% of Pivotal Point Consumers © Pointer Media Network. 2008. All Rights Reserved. 13
    • Conclusion – Precision and Personalization Are Key • Today, all CPG brands are targeted • The transition from mass to micro-markets is well underway • Marketers must respond with greater precision and personalization in order to reach the right consumers • Targeted brand messaging and addressable media will be critical reaching the right consumers © Pointer Media Network. 2008. All Rights Reserved. 14