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© 2014 Keller Fay Group | Not to be quoted or distributed without written permission
Word of Mouth & Soft Drinks
June 2014
Key Findings
2
Soft drink word of mouth (WOM) volume declined
since 2011, while sentiment remained stable.
Teens & Hispanics contributed most to the decline.
Offline soft drink WOM went down, while social
media-based WOM grew since 2011.
Coca-Cola lost its WOM lead to Apple & Walmart.
Soft Drink WOM Declined Since 2011
3
40 38
36
34
20
25
30
35
40
45
2011 2012 2013 2014
(Projected)
Billions
Annual Beverage WOM Impressions
Soft Drinks Beverage Alcohol Still Beverages Sport/Energy Drinks Coffee
17
19 19
16
7.6 7.3 6.9
5.0
3.8 3.6 3.5 3.2
1.0 1.2 1.1 1.00
5
10
15
20
25
2011 2012 2013 2014
(Projected)
Billions
Note a
smaller
scale than
left chart
© 2014 Keller Fay Group, Source: TalkTrack®
Change
in WOM
Change in
Sales*
2011 vs. 2012 -3% -1.2%
2012 vs. 2013 -6% -3%
*According to Beverage-Digest
A steeper decline was noted in soft
drink WOM than sales.
WOM for Most Soft Drink Brands Decreased Since
2011; Fanta is the Sole Exception
Brand
Change vs.
2011
-7%
-9%
-15%
-8%
-10%
-17%
-14%
-26%
+11%
-23%
Change in WOM Volume Among
Top 10 Most Discussed Soft Drinks
2011 vs. 2013
4© 2014 Keller Fay Group, Source: TalkTrack®
Apple Replaced Coca-Cola as the Most Talked About Brand in
America, Starting in 2013; Among Key Demo Segments, Apple or
Walmart Are #1 in 2012 and 2013.
© 2014 Keller Fay Group, Source: TalkTrack®
2010 2011 2012 2013
Total Public
Men
Women
Teens
Millennials (18-34)
35-44 year olds
45-69 year olds
Hispanics
African-American
Affluent (+75K)
Dads
Moms
5
#1 Most Talked About Brand Among Segments
The findings are
generally consistent
with 2014 in-progress.
However, Coca-Cola
reclaimed the lead in
the beginning of 2014
among those 35+,
Hispanics & dads.
The Biggest Declines in CSD WOM is
Seen Among Teens & Hispanics
6
CSD talk also dropped by double digits for women, those 35-44, & Affluents
Key Contributors to the Decrease?
0
5
10
15
20
25
Men Women Millennials
18-34
45-69 Moms 13-17 Affluent
($75K+)
35-44 Dads Hispanic African
American
Billions
2011 2013
-12%-6%
-28% -10% -26%-4%-4% -14%
Boxes show %
change
since 2011
Annual Soft Drink WOM Impressions Among Segments
© 2014 Keller Fay Group, Source: TalkTrack®
Offline Soft Drink WOM Down; Social Media Up
7
Soft
Drinks
Face-to-Face -8% -6% -9%
Social Media +23% +39% +31%
Changes in Projected WOM Impressions Since 2011
Face-to-
Face,
84%
Phone,
9%
IM/Text,
3%
Social
Media,
2%
Email, 2%
Other, 1%
Mode of Soft Drink Conversations,
2013 Steep declines in soft drink WOM were noted by all
modes of conversation, with the one exception
being social media which grew by 23%.
© 2014 Keller Fay Group, Source: TalkTrack®
Soft Drink Sentiment Stable Since 2011
8
70% 70% 71%
0%
15%
30%
45%
60%
75%
Soft Drink Positive WOM
2011 2012 2013
19% 20% 20%
0%
15%
30%
45%
60%
75%
Soft Drink Negative & Mixed WOM
2011 2012 2013
Sentiment of Soft Drink WOM - % Positive & % Negative/Mixed
© 2014 Keller Fay Group, Source: TalkTrack®
TalkTrack® Methodology
• Keller Fay Group’s TalkTrack®, a national syndicated
program measuring word of mouth in all forms –
face-to-face, over the phone, and through the
Internet.
– Over three-quarters of all conversations occur
face-to-face, as depicted in the pie chart.
• The study involves 36,000 online consumers
annually, yielding approximately 360,000
conversational mentions of brands.
• Respondents are representative of the US
population aged 13 to 69, use a diary to keep track
of their brand conversations, then complete an
online survey to gather detailed information about
these conversations.
Face-to-
Face
77%
Phone
15%
Online
6%
Other
2%
Mode of Conversations
Across All Categories
9
65 Church St., New Brunswick, NJ 08901 +1.732.846.6800 +1.732.846.6900A P F www.kellerfay.com
© 2014 Keller Fay Group | Not to be quoted or distributed without written permission
Bringing best-in-class tools to word of
mouth strategy and measurement

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Word of Mouth & Soft Drinks: A Report by The Keller Fay Group June 2014

  • 1. © 2014 Keller Fay Group | Not to be quoted or distributed without written permission Word of Mouth & Soft Drinks June 2014
  • 2. Key Findings 2 Soft drink word of mouth (WOM) volume declined since 2011, while sentiment remained stable. Teens & Hispanics contributed most to the decline. Offline soft drink WOM went down, while social media-based WOM grew since 2011. Coca-Cola lost its WOM lead to Apple & Walmart.
  • 3. Soft Drink WOM Declined Since 2011 3 40 38 36 34 20 25 30 35 40 45 2011 2012 2013 2014 (Projected) Billions Annual Beverage WOM Impressions Soft Drinks Beverage Alcohol Still Beverages Sport/Energy Drinks Coffee 17 19 19 16 7.6 7.3 6.9 5.0 3.8 3.6 3.5 3.2 1.0 1.2 1.1 1.00 5 10 15 20 25 2011 2012 2013 2014 (Projected) Billions Note a smaller scale than left chart © 2014 Keller Fay Group, Source: TalkTrack® Change in WOM Change in Sales* 2011 vs. 2012 -3% -1.2% 2012 vs. 2013 -6% -3% *According to Beverage-Digest A steeper decline was noted in soft drink WOM than sales.
  • 4. WOM for Most Soft Drink Brands Decreased Since 2011; Fanta is the Sole Exception Brand Change vs. 2011 -7% -9% -15% -8% -10% -17% -14% -26% +11% -23% Change in WOM Volume Among Top 10 Most Discussed Soft Drinks 2011 vs. 2013 4© 2014 Keller Fay Group, Source: TalkTrack®
  • 5. Apple Replaced Coca-Cola as the Most Talked About Brand in America, Starting in 2013; Among Key Demo Segments, Apple or Walmart Are #1 in 2012 and 2013. © 2014 Keller Fay Group, Source: TalkTrack® 2010 2011 2012 2013 Total Public Men Women Teens Millennials (18-34) 35-44 year olds 45-69 year olds Hispanics African-American Affluent (+75K) Dads Moms 5 #1 Most Talked About Brand Among Segments The findings are generally consistent with 2014 in-progress. However, Coca-Cola reclaimed the lead in the beginning of 2014 among those 35+, Hispanics & dads.
  • 6. The Biggest Declines in CSD WOM is Seen Among Teens & Hispanics 6 CSD talk also dropped by double digits for women, those 35-44, & Affluents Key Contributors to the Decrease? 0 5 10 15 20 25 Men Women Millennials 18-34 45-69 Moms 13-17 Affluent ($75K+) 35-44 Dads Hispanic African American Billions 2011 2013 -12%-6% -28% -10% -26%-4%-4% -14% Boxes show % change since 2011 Annual Soft Drink WOM Impressions Among Segments © 2014 Keller Fay Group, Source: TalkTrack®
  • 7. Offline Soft Drink WOM Down; Social Media Up 7 Soft Drinks Face-to-Face -8% -6% -9% Social Media +23% +39% +31% Changes in Projected WOM Impressions Since 2011 Face-to- Face, 84% Phone, 9% IM/Text, 3% Social Media, 2% Email, 2% Other, 1% Mode of Soft Drink Conversations, 2013 Steep declines in soft drink WOM were noted by all modes of conversation, with the one exception being social media which grew by 23%. © 2014 Keller Fay Group, Source: TalkTrack®
  • 8. Soft Drink Sentiment Stable Since 2011 8 70% 70% 71% 0% 15% 30% 45% 60% 75% Soft Drink Positive WOM 2011 2012 2013 19% 20% 20% 0% 15% 30% 45% 60% 75% Soft Drink Negative & Mixed WOM 2011 2012 2013 Sentiment of Soft Drink WOM - % Positive & % Negative/Mixed © 2014 Keller Fay Group, Source: TalkTrack®
  • 9. TalkTrack® Methodology • Keller Fay Group’s TalkTrack®, a national syndicated program measuring word of mouth in all forms – face-to-face, over the phone, and through the Internet. – Over three-quarters of all conversations occur face-to-face, as depicted in the pie chart. • The study involves 36,000 online consumers annually, yielding approximately 360,000 conversational mentions of brands. • Respondents are representative of the US population aged 13 to 69, use a diary to keep track of their brand conversations, then complete an online survey to gather detailed information about these conversations. Face-to- Face 77% Phone 15% Online 6% Other 2% Mode of Conversations Across All Categories 9
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