This document analyzes demographic and attitudinal data to identify a prime prospect target for a weight gain product. Through clustering analysis of statements about health, weight, and optimism, a group is identified that wants to gain weight rather than lose it. The prime prospect is identified as female, aged 20-34, living in Jakarta, educated to high school level, married, and socially active. They prioritize quality over price and are unsure about the future.

1. Prime Prospect

2. Appeton Weight Gain problems
The given target audience was
Male and Female 20 – 34 AB.
Very pedestrian, broad
and fairly meaningless
target

3. Let go of what you think you know…
Let’s restart!!

4. Extending
All Respondents
Gender SES
Age
Class

5. How many are concerns about their health…
Well, apparently this is
not enough information.
Therefore we drill down
37.74% to demographic and
their socio- economic
45.36%
Source: NMR-Media Index Wave 1 2008

6. Extending by demographic and socio-economic
Source: NMR-Media Index Wave 1 2008
20-34 BC
44.48 This could
54.71 be our target
43.54
20-34 AB
56.03
42.59
20-34
54.23
42.13
35+
46.45
42.36
20+
50.22
I PA Y CLOSE A TTENTI ON TO MY WEI GHT MY OVERA LL HEA LTH I S BETTER THA N MY PEERS

7. Is this deep enough?
• 67% lives in greater
43.54
Jakarta
20-34 AB • Female are more
56.03
skewed towards
health conscious
I PAY CLOSE ATTENTI ON TO MY WEI GHT MY OVERALL HEA LTH I S BETTER THA N MY PEERS
Source: NMR-Media Index Wave 1 2008

8. But, this is not enough!!

9. Combining all together
Characteristic
Male
& Male
Demographic SES
Attitude Demographic
Prime Class
Prospect
Characteristic
Female
Demographic &
Female SES Attitude
Demographic Class

10. Thus, creating Prime Prospect
For choosing the Prime Prospect, we
are finding the commonalities and
also characteristics of the target
(demographic and psychographic)
Who is our biggest contributor??

11. Developing Clusters
Health
Brand Demographic
Clusters
issues Profile
Usage
Statements
(If applicable and
available) Who agreed upon
these statement!!

12. Yet, for this case we are looking for
individuals that wanted to GAIN rather
than lose
Thus, we are looking for statement they
disagreed upon

13. What is Next?
1
Selecting
the Prime
3
Activities
Prospect
2
Demographic
Drilling
Socio
4
Economic
Group

14. These are the statements that will help us to find
the “like minded” people
I’m optimistic about the future
I would like to be able not to
lose weight
I’m constantly watching my
weight

15. Individual notes
• Run the cluster again based on three statement then
filter it on the SES class
• SES AB – due to the high level brand
• Then run through the demographic and attitudes
with the cluster chosen – who are the people within
the cluster and define their characteristic
• Again run it with the channel penetration with the
cluster

16. Individual notes
• These group are skewed towards health conscious people,
but yet they are not freaked about it, they just want to stay
normal as in having the normal weight (neither fat nor skinny)
• Mostly skewed to female it could be cause due to the age – if
related to the attitudes, they still want to stay fashionable
and want to have a socially active or even belong to a group
but really want or even have to be IN the group.

17. Cluster 1 Cluster 2 Cluster 3
I’m optimistic about the future
81.50% 84.50% 35.60%
I would like to be able not to
lose weight 24.60% 100% 90.80%
I’m constantly watching my
67.20% 80.30%
weight
Source: Roy Morgan Single Source 2007

18. Prime Prospect Demographic
• Mostly skewed to Female
gender
• Most of them live in
Jakarta area
• Divided equally from 20-
34 years of age
• Highest educational
background is high school
graduate

19. Who they are demographically
Single/ Never married
Married 62.30%
Finished SMA/ SMU/ High school
Finished SD/ Primary/ Elementary school
30-34 (32.5)
25-29 (27.5)
20-24 (22.5) 15%
Female
Male
51.20%
Source: Roy Morgan Single Source 2007

20. Life characteristics
• Social active
• Career oriented
• Strong bonding with families
• Believe in quality rather than
price
• Unsure of what is going to
happen in the further future,
let the time lead the way