The Way of Shopper Marketing Classified - Internal use 1

Insights, Guidelines, Tools and Resources

Info.shoppermarketing@coca-cola.com

Beth Egan Shopper Marketing Director,

CCNA Marketing – HQ Department

Classified - Internal use

DEFINING INSIGHT CHARACTERISTICS1. Explains a NEED, WANT or BELIEF2. Makes you think and/or act differently - “A-HA!”3. Often based on a diverse set of data/facts4. Must be expressed in a simple way5. Compelling call to action

Insight Guidelines and Example

ILLUSTRATIVE FACTS:• 67% of shoppers say they do not think about beverages when planning meals• Over 50% of shoppers say that beverage displays help remind them to buy• 40% of consumers say the right beverage helps “make the meal”

ILLUSTRATIVE INSIGHT:Shoppers need to be reminded to buy beverages when satisfying meal occasions because while they are generally an afterthought in meal prep, they are a key part of the occasion

Classified - Internal use

CATEGORY LEAKAGE TOOLWHAT: Identify the opportunities to increase

conversion, trips and baskets by customer and where lost volume is going – can be run by any buyer group with sample

HOW: Request through Nielsen contact

Insights Tools and ResourcesSTEP 2.2

LANDMARK FACTBOOKSWHAT: Excel based factbooks to understand

trip missions and retailer equity at customer level

HOW: Shopper Insights Community Trained

SHOPPER CARD DATAWHAT: Household level transaction & behavior

data for select customers, ability to look at basket contents, behavioral shopper segments, etc…

HOW: Category Advisory has access

NIELSEN SCAN/PANEL/REA DATABASESWHAT: Point of sale data, HH Panel data & Store

Audits to track sales and diagnosticsHOW: Broad access through Nitro

CBL: Consumer Beverage LandscapeWHAT: Key Need State, Activities, and Occasions

(NARTD volume, functional & motivational drivers)

WHO: Shopper Insights Community Trained; Fact Book posted on K&I site

COKE WITH MEALS STUDYWHAT: Primary research which provides detail

on 13 at-home meal occasions and 6 meal preparer segments

HOW: Selling deck & Summaries on NSI Coke Channel Site

shopperCHATWHAT: Online community of 500 shoppers to

gain qualitative learning on attitudes and behaviors

HOW: Request through K&I

CATEGORY WELLNESS WHEELWHAT: Category/Brand & Shopper

Scorecards to assess business health and identify issues

HOW: Category Advisory develops, anyone can use

The Way of Shopper Marketing Classified - Internal use

THANK YOUFor additional information please visit the Shopper/Customer Marketing

Community at www.KOSCMarketing.com