Simmons Analysis- New Cola

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Build a target for a New Cola coming to market using Simmons Market Research

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  • Simmons Analysis- New Cola

    1. 1. New Cola Target Analysis Christina Herrmann Krystal Plomatos Brian Swann
    2. 2. <ul><li>African Americans 165 index </li></ul><ul><li>Hispanics 162 index </li></ul>Who drinks carbonated drinks? 14-20 times a week
    3. 3. Glass half empty.
    4. 4. Follow the bubbles.
    5. 5. Our Target <ul><li>Top 100 Metro Markets </li></ul><ul><li>18-29 years old </li></ul>Urbanistas <ul><li>25 million strong </li></ul>
    6. 6. 52% more likely to enjoy trying new drinks.
    7. 7. Who are they? <ul><li>Lives in a city or urban area </li></ul><ul><li>Craft urban families </li></ul><ul><li>Socially conscious </li></ul>Urbanistas
    8. 8. General Demographics Urbanistas <ul><li>24 years old </li></ul><ul><li>51% female, 49% male </li></ul><ul><li>70% single </li></ul><ul><li>255 Index of expectant children (2 children avg.) </li></ul><ul><li>65% White, 26% Hispanic, 13% African American </li></ul><ul><li>Individual Income $25,000, Average HHI $88,000 </li></ul><ul><li>55% full time employment, 30% unemployed </li></ul><ul><li>38% high school graduates, 22% college graduates </li></ul><ul><li>447 Index of full-time students </li></ul>
    9. 9. What’s in their heart? Explore + Express
    10. 10. What’s in their head?
    11. 11. Urbanistas Reflection <ul><li>Most find themselves to be: </li></ul><ul><ul><li>Confident </li></ul></ul><ul><ul><li>Brave </li></ul></ul><ul><ul><li>Sociable </li></ul></ul><ul><ul><li>Open-Minded </li></ul></ul><ul><ul><li>Stubborn </li></ul></ul><ul><ul><li>Reliable </li></ul></ul><ul><ul><li>Egocentric </li></ul></ul>
    12. 12. Urbanistas The Almighty Dollar <ul><li>More likely to work at current job purely for the money </li></ul><ul><li>Money is the best measure of success </li></ul><ul><li>Managing it is another story: </li></ul><ul><ul><li>41% more likely to spend without thinking </li></ul></ul><ul><ul><li>30% agree they’re no good at spending money </li></ul></ul>
    13. 13. Instant pleasure.
    14. 14. Urbanistas The Munchies <ul><li>58% more likely than average Americans to be vegetarian </li></ul><ul><li>Know they should exercise more (64%) </li></ul><ul><li>44% treat themselves to foods that aren’t good for them </li></ul><ul><li>Under-index on: </li></ul><ul><li>“ working at eating a well-balanced diet - 78 </li></ul>
    15. 15. We know who they are, but how do they get their kicks?
    16. 16. Gettin’ their kicks Urbanistas
    17. 17. Tech Savvy Urbanistas <ul><li>Any price is justifiable for emergent technology </li></ul><ul><li>First to grab the newest electronics off the shelf </li></ul><ul><li>Influence the tech-buying habits of friends </li></ul>
    18. 18. Media Habits (TV ) Urbanistas <ul><li>38% in top two quintiles for cable TV </li></ul><ul><li>Watch evening animation 121% more than any other group </li></ul><ul><li>Favorite programming includes: </li></ul><ul><ul><li>General Drama </li></ul></ul><ul><ul><li>Reality TV </li></ul></ul><ul><ul><li>Music </li></ul></ul><ul><ul><li>Comedy </li></ul></ul>
    19. 19. “ This is where I go to be entertained. You might as well entertain me.”
    20. 20. Urbanistas Media Habits (Internet) <ul><li>Most feel that the internet transformed their free time </li></ul><ul><li>All internet all the time </li></ul><ul><li>Why sleep when you can surf? </li></ul><ul><li>40% consider themselves Early Adopters </li></ul>
    21. 21. Urbanistas Media Habits (Radio) <ul><li>48% listen everyday </li></ul><ul><li>60% always listen while driving </li></ul><ul><li>25% more likely to be very receptive to radio advertising </li></ul>
    22. 22. Urbanistas Media Habits (Magazine) <ul><li>37% in top two quintiles for magazines </li></ul><ul><li>First-time parents read nearly 300% more parenting magazines </li></ul><ul><li>Favorite type of reading: </li></ul><ul><ul><li>Celebrity gossip </li></ul></ul><ul><ul><li>Beauty/Style </li></ul></ul><ul><ul><li>Gaming </li></ul></ul><ul><ul><li>Cars </li></ul></ul>
    23. 23. Urbanistas Media Habits (Non-Trad) <ul><li>Sit up and pay attention when they see ads: </li></ul><ul><li>at bus stops 168 </li></ul><ul><li>on trains 180 </li></ul><ul><li>atop taxis 174 </li></ul>
    24. 24. Free Refill <ul><li>Urbanistas </li></ul><ul><ul><li>Young city dwellers who are exploring themselves and their world </li></ul></ul><ul><ul><li>Love colas and trying new ones </li></ul></ul><ul><li>Care about money, but don’t know what to do with it </li></ul><ul><li>Try to be healthy, but in the end splurge on treats for themselves </li></ul><ul><li>Tech savvy advertising sponges </li></ul>
    25. 25. Feel free to quench your thirst for knowledge.

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