super valu dr pepper customer segmentation

1

Customer Development“Turning Shoppers into Buyers”

22

Significant changes for shopper, category and customer

3

THE CHANGING MARKETPLACE

• Winning at Point of Buying (POB) is more important than ever

Harder to reach and harder to influence

Consumers

More demandingShoppers

Customers needing a greater understanding of

shopper needs

Competitors building their POB expertise

We must understand and lead if we are to win at POB

4

THE SHOPPER-CENTRIC JOURNEY

• Insights into the Who, What, Why and How

Who are my best consumers and highest

potential targets

What is their behaviorWhat influences their

behaviorWhat can I do differently

Brand loyalty

Retailer Loyalty

Lifestyles

Price Sensitivity

Multi-cultural

Who? What? Why? How?

Shopping Habits

Visit Patterns (RFM)

Share of Requirements (CPG)

Share of wallet (Retail)

Needs/Motivations

Attitudes

Marketing Mix

Competition

Product/Category Experience

Right Consumer, RightMessage, Right Channel,

Right Time

Right Mix of Acquisitions & Retention Strategy

Right Marketing Mix

5

Establish Partnership relationships by utilizing Customer Development “Best Practices” to accelerate current and future profitable volume

Vision / Mission / Strategy

Mission

Provide objective Thought Leadership using insights and fact based solutions to become the partner of choice in each category where we participate

Vision

Focus on Customer Developments Business Model to leverage shopper insights and develop custom activation plans that build shopper loyalty and differentiate our customers in the marketplace

Strategy

Consumer Account“Shopper”

6

CUSTOMER DEVELOPMENT MODEL

WHERE TO ATTACK ATTACK PLAN RESULTS

INSIGHTS STRATEGY ACTIVATION

Assessment DiscoveryAligned

PlanningAction

PlanningExecution

Post Analysis

• Category trends• Competitive assessment• Customer/shopper• Brand alignment• ALICE “Connect”• Shopper-based research

• Beverage Builder• 2+ year strategic plan• Category strategies• Customized beverage

strategy

• Custom programs• Interactive 1:1• Sponsorships• Innovation• Custom scorecards• Promo tracking• Brand tracking

CUSTOMER-CENTRICCurrent volume initiatives (1 yr)

Future volume initiatives (2+ yrs)

Developing stronger relationships

7

Q1 Q2 Q3 Q4

WHY ARE WE DOING IT?

• Grow the base over time with future volume initiatives

Account SpecificPrograms

Base VolumeInitiatives

• Drive volume during current year• Enhance feature ad calendar

• Drive volume over 2+ year period• Focus on changing shopper behavior and grow the

base over time

WHY ARE WE DOING IT?

• Grow the base over time with future volume initiatives

8

Q1 Q2 Q3 Q4

Account SpecificPrograms

Base VolumeInitiatives

• Drive volume during current year• Enhance feature ad calendar

• Drive volume over 2+ year period• Focus on changing shopper behavior and grow the

base over time

9

Co Marketing – CPG Partners

RetailerLoyal

Shoppers

Dr Pepper Brand

Shoppers

Potential Co-Marketing

BrandShoppers

Shopper Universe

Best Potential

Match

Methodology:

• Identify shopper groups

• Analyze shopper basket transactions• Index shopper measures:

Penetration, units, visits

• Rank against percentage of common visits

• Recommended cross categories

• Activate to meet shopper needs

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Channel

Retailer

Brand

Consumer

DPS Areas of Expertise

Marketing and Sales

11

Channel

Retailer

Brand

Consumer

Shopper

Today’s Discussion Focus

ConsumerSegmentation Shopper

Segmentation

Aligning these two segmentations where possible is the key to

growth and efficiencies.

Bringing Marketing and Sales Closer Together

12

The Shared Commercial Objective is PROFITABLE VOLUME!VOLUME!

VOLUMEVOLUME PENE-PENE-TRATIONTRATION

FREQUENCYFREQUENCY PURCHASE PURCHASE SIZESIZE

VOLUMEVOLUME BASE VOLUMEBASE VOLUME INCREMENTAL INCREMENTAL VOLUMEVOLUME

Space

Distribution

Everyday Price

Feature Ads

Displays

Promoted Price

Account Specific Shopper Programs

Marketing Levers: Consumer / ShopperMarketing Levers: Consumer / Shopper

Sales Levers for GrowthSales Levers for Growth

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VOLUMEVOLUME

Base Incremental

Space & Merchandising,

Everyday Pricing

TACTICS

RESPONSIBLE

Continuity, 1:1 Valued Shopper,

Features

SalesCategory Management

Bottler

Customer DevelopmentNational AccountsField Sales / Bottler

Category Management

Levers Sales will pull to impact objectiveLevers Sales will pull to impact objective

How do we CHANGE Shopping Behavior?

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THE DPS & SuperValu PARTNERSHIP

• Putting the shopper at the strategic center

15

SO HOW DOES THIS WORK?

EXAMPLES & RESULTS

16

SuperValu Customer Segmentation

17

IDENTIFYING YOUR MOST VALUABLE SHOPPER

Segment 1

Up-and-comers

Segment 2

Segment 3

Young and Rustic

Dinks w/ Dollars

Segment 7

Segment 8

Who are your most valuable

shoppers?

Dr Pepper

Dt Dr Pepper

Diet 7 UP

Diet A&W

Diet Sunkist

Dt Can Dry

Canada Dry

7 UP

Sunkist

Sundrop

Haw Punch

Yoo Hoo

Snapple

Motts Juice

Motts SS Sauce

Rose Infusions

Mr & Mrs T’s

What categories& brands align

with yourshoppers?

CS

D C

ateg

ory

Tea

, Ju

ice,

Mix

ers

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DPS/ACCOUNT ALIGNMENT

Account index by propensity to consume DPS brands by segmentSegment 1 Segment 2 Segment 3 Segment 4 Segment 5 Segment 6 Segment 7 Segment 8

Dr Pepper 76 115 125 92 109 130 113 154Diet Dr Pepper 79 117 159 131 129 82 106 85

Diet 7 Up 132 61 71 137 82 78 99 72Diet A&W 87 96 85 114 108 41 102 90

Diet Sunkist 91 124 62 84 77 32 86 73Diet Canada Dry 81 73 59 109 106 40 103 36

Canada Dry 84 95 88 104 104 73 70 787 Up 73 82 111 96 82 101 89 78

Sunkist 75 116 96 113 76 109 78 113Sundrop 48 115 145 66 108 115 135 168

Hawaiian Punch 73 112 125 75 75 139 101 131Yoo-hoo 64 131 155 79 97 157 119 199Snapple 57 68 92 117 100 68 72 69

Mott's Juice 83 80 143 103 80 111 103 71Mott's Single Serve 99 115 116 130 94 111 93 70

Rose's 53 100 107 105 126 78 96 125Mr & Mrs T's 88 17 60 134 136 125 100 78

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The Palmers / Premium Explorers

Dinner Routine: Exciting and different. Shopping Style: Want an experience but often need to get in and out quickly.Food Attitude: Food is interesting.

They view food and dining as an experience rather than a necessity. They expect and can afford fresh and high quality foods. They are interested in healthier options, but love the occasional indulgence. They value food and eating well, but do not always have time to prepare the types of meals they enjoy. When grocery shopping they are looking for helpful employees who inspire them with new ideas.

“I believe every encounter with food should be an experience. The best meals start with fresh, high quality and healthy ingredients whether I’m making it or someone else is. I enjoy the grocery shopping experience and look to sales associates for information and ideas.”

ESTIMATE

20-25%

19

21

The Thompson's / Time-Starved Families

Dinner Routine: Fast and family friendly.Shopping Style: One-stop shopping and grab ‘n go options.Food Attitude: Food is a way to nurture my family.

They believe that time is money. Managing their busy family leaves them time-starved, which results in a reliance on meal solutions and take-out. It’s more important to them that they invest time into their family than into meal prep. Their expectation is that shopping should be easy and they seek out retailers that help them make the most of every trip. Even though they have the means to pay for increased convenience, they still appreciate a good value and don’t want to trade-off quality for convenience.

“We don’t have a lot of time to cook or shop but I believe bringing the family together for a meal is part of being a good mom. I want meal solutions and easy one-stop shopping that help me make the most of my time.”

ESTIMATE

20-25%

21

2323

The Vincent's / Value-Driven Households

Dinner Routine: Traditional home-cooking with limited repertoire.Shopping Style: Willing to shop around to get the best deal.Food Attitude: Food is a necessity.

Their strong value orientation drives their shopping behavior. They need to manage their budget, but have a more holistic view of value because they believe that a good value means more than just a good price. They want quality basics and may on occasion indulge beyond that, but won’t pay a premium for either.

“We need to watch our food spend, but I want to get the best I can at the best value. It’s not just about finding a good price.”

ESTIMATE

50-60%

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DPS Alignment Methodology

• All 66 PRIZM segments were evaluated by the following variables to determine which SUPERVALU segments most closely aligned– Age– Household Income– Presence of Children– Urbanicity

• PRIZM segments were then aligned with beverages to determine the correct beverage mix by segment

• Using above information, we then looked at media consumption, leisure activities, and psychographics to begin to develop promotional ideas that will resonate with targeted SUPERVALU segments or clusters

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66 Cluster Snapshot

Code Nickname Demographic Description Claritas 2005 HHs %Comp Code Nickname Demographic DescriptionClaritas 2005

HHs %Comp

01 Upper Crust Wealthy Older w/o Kids 1,690,937 1.52 34 White Picket Fences Midscale Middle Age w/ Kids 1,367,601 1.23

02 Blue Blood Estates Wealthy Middle Age w/ Kids 1,059,462 0.95 35 Boomtown Singles Downscale Younger w/o Kids 1,347,018 1.21

03 Movers & Shakers Wealthy Middle Age w/o Kids 1,806,132 1.63 36 Blue-Chip Blues LowerMid Younger w/ Kids 1,354,490 1.22

04 Young Digerati Upscale Younger Mix 1,374,520 1.24 37 Mayberry-ville Midscale Middle Age w/o Kids 2,549,084 2.30

05 Country Squires Upscale Middle Age w/ Kids 2,050,786 1.85 38 Simple Pleasures LowerMid Mature Mix 2,802,944 2.53

06 Winner's Circle Wealthy Middle Age w/ Kids 1,134,965 1.02 39 Domestic Duos LowerMid Older Mix 1,188,359 1.07

07 Money & Brains Upscale Older Mix 2,265,564 2.04 40 Close-In Couples Downscale Older Mix 1,295,133 1.17

08 Executive Suites Midscale Middle Age w/o Kids 1,208,293 1.09 41 Sunset City Blues Downscale Older Mix 1,892,142 1.70

09 Big Fish, Small Pond Upscale Older w/o Kids 2,451,435 2.21 42 Red, White & Blues LowerMid Middle Age w/o Kids 1,019,727 0.92

10 Second City Elite UpperMid Older w/o Kids 1,313,684 1.18 43 Heartlanders LowerMid Older Mix 2,208,891 1.99

11 God's Country UpperMid Middle Age w/o Kids 1,813,435 1.63 44 New Beginnings Downscale Younger Mix 1,697,047 1.53

12 Brite Lites, Li'l City UpperMid Middle Age w/o Kids 1,658,799 1.49 45 Blue Highways LowerMid Middle Age w/o Kids 1,316,921 1.19

13 Upward Bound UpperMid Middle Age w/ Kids 1,689,622 1.52 46 Old Glories Downscale Mature mostly w/o Kids 1,092,340 0.98

14 New Empty Nests Midscale Mature w/o Kids 1,171,877 1.06 47 City Startups Downscale Younger w/o Kids 1,605,824 1.45

15 Pools & Patios Midscale Older w/o Kids 1,372,404 1.24 48 Young & Rustic Downscale Younger w/o Kids 3,393,228 3.06

16 Bohemian Mix Midscale Younger Mix 2,018,548 1.82 49 American Classics Downscale Mature mostly w/o Kids 1,137,884 1.03

17 Beltway Boomers UpperMid Middle Age w/ Kids 1,031,647 0.93 50 Kid Country, USA LowerMid Younger w/ Kids 1,424,706 1.28

18 Kids & Cul-de-sacs UpperMid Middle Age w/ Kids 1,687,777 1.52 51 Shotguns & Pickups LowerMid Middle Age w/ Kids 1,761,715 1.59

19 Home Sweet Home Midscale Middle Age w/o Kids 1,980,255 1.78 52 Suburban Pioneers Downscale Middle Age Mix 1,161,514 1.05

20 Fast-Track Families UpperMid Middle Age w/ Kids 1,631,409 1.47 53 Mobility Blues Low-Income Younger w/o Kids 1,169,434 1.05

21 Gray Power LowerMid Older mostly w/o Kids 1,174,575 1.06 54 Multi-Culti Mosaic LowerMid Middle Age Mix 1,907,241 1.72

22 Young Influentials Midscale Younger w/o Kids 1,632,610 1.47 55 Golden Ponds Downscale Mature mostly w/o Kids 1,945,151 1.75

23 Greenbelt Sports Midscale Middle Age w/o Kids 1,885,142 1.70 56 Crossroads Villagers Downscale Younger w/o Kids 1,960,469 1.77

24 Up-and-Comers LowerMid Younger w/o Kids 1,357,887 1.22 57 Old Milltowns Downscale Older Mix 1,590,835 1.43

25 Country Casuals UpperMid Middle Age w/o Kids 1,556,190 1.40 58 Back Country Folks Downscale Older Mix 2,626,222 2.37

26 The Cosmopolitans Midscale Older Mix 1,322,764 1.19 59 Urban Elders Downscale Older Mix 1,495,328 1.35

27 Middleburg Managers Midscale Older w/o Kids 2,069,213 1.86 60 Park Bench Seniors Downscale Older mostly w/o Kids 1,215,994 1.10

28 Traditional Times Midscale Older w/o Kids 3,015,905 2.72 61 City Roots Downscale Mature Mix 1,321,286 1.19

29 American Dreams Midscale Middle Age Mix 2,434,986 2.19 62 Hometown Retired Low-Income Mature mostly w/o Kids 1,262,715 1.14

30 Suburban Sprawl LowerMid Middle Age w/o Kids 1,467,153 1.32 63 Family Thrifts Downscale Younger w/ Kids 1,868,599 1.68

31 Urban Achievers LowerMid Middle Age Mix 1,852,355 1.67 64 Bedrock America Downscale Younger w/ Kids 2,111,567 1.90

32 New Homesteaders Midscale Middle Age w/ Kids 2,131,717 1.92 65 Big City Blues Downscale Younger Mix 1,318,897 1.19

33 Big Sky Families Midscale Middle Age w/ Kids 1,853,806 1.67 66 Low-Rise Living Low-Income Younger Mix 1,430,578 1.29

111,006,738 100.00

PRIZM NE Segment U.S. HouseholdsPRIZM NE Segment U.S. HouseholdsCode Nickname Demographic Description Claritas 2005 HHs %Comp Code Nickname Demographic DescriptionClaritas 2005

HHs %Comp

01 Upper Crust Wealthy Older w/o Kids 1,690,937 1.52 34 White Picket Fences Midscale Middle Age w/ Kids 1,367,601 1.23

02 Blue Blood Estates Wealthy Middle Age w/ Kids 1,059,462 0.95 35 Boomtown Singles Downscale Younger w/o Kids 1,347,018 1.21

03 Movers & Shakers Wealthy Middle Age w/o Kids 1,806,132 1.63 36 Blue-Chip Blues LowerMid Younger w/ Kids 1,354,490 1.22

04 Young Digerati Upscale Younger Mix 1,374,520 1.24 37 Mayberry-ville Midscale Middle Age w/o Kids 2,549,084 2.30

05 Country Squires Upscale Middle Age w/ Kids 2,050,786 1.85 38 Simple Pleasures LowerMid Mature Mix 2,802,944 2.53

06 Winner's Circle Wealthy Middle Age w/ Kids 1,134,965 1.02 39 Domestic Duos LowerMid Older Mix 1,188,359 1.07

07 Money & Brains Upscale Older Mix 2,265,564 2.04 40 Close-In Couples Downscale Older Mix 1,295,133 1.17

08 Executive Suites Midscale Middle Age w/o Kids 1,208,293 1.09 41 Sunset City Blues Downscale Older Mix 1,892,142 1.70

09 Big Fish, Small Pond Upscale Older w/o Kids 2,451,435 2.21 42 Red, White & Blues LowerMid Middle Age w/o Kids 1,019,727 0.92

10 Second City Elite UpperMid Older w/o Kids 1,313,684 1.18 43 Heartlanders LowerMid Older Mix 2,208,891 1.99

11 God's Country UpperMid Middle Age w/o Kids 1,813,435 1.63 44 New Beginnings Downscale Younger Mix 1,697,047 1.53

12 Brite Lites, Li'l City UpperMid Middle Age w/o Kids 1,658,799 1.49 45 Blue Highways LowerMid Middle Age w/o Kids 1,316,921 1.19

13 Upward Bound UpperMid Middle Age w/ Kids 1,689,622 1.52 46 Old Glories Downscale Mature mostly w/o Kids 1,092,340 0.98

14 New Empty Nests Midscale Mature w/o Kids 1,171,877 1.06 47 City Startups Downscale Younger w/o Kids 1,605,824 1.45

15 Pools & Patios Midscale Older w/o Kids 1,372,404 1.24 48 Young & Rustic Downscale Younger w/o Kids 3,393,228 3.06

16 Bohemian Mix Midscale Younger Mix 2,018,548 1.82 49 American Classics Downscale Mature mostly w/o Kids 1,137,884 1.03

17 Beltway Boomers UpperMid Middle Age w/ Kids 1,031,647 0.93 50 Kid Country, USA LowerMid Younger w/ Kids 1,424,706 1.28

18 Kids & Cul-de-sacs UpperMid Middle Age w/ Kids 1,687,777 1.52 51 Shotguns & Pickups LowerMid Middle Age w/ Kids 1,761,715 1.59

19 Home Sweet Home Midscale Middle Age w/o Kids 1,980,255 1.78 52 Suburban Pioneers Downscale Middle Age Mix 1,161,514 1.05

20 Fast-Track Families UpperMid Middle Age w/ Kids 1,631,409 1.47 53 Mobility Blues Low-Income Younger w/o Kids 1,169,434 1.05

21 Gray Power LowerMid Older mostly w/o Kids 1,174,575 1.06 54 Multi-Culti Mosaic LowerMid Middle Age Mix 1,907,241 1.72

22 Young Influentials Midscale Younger w/o Kids 1,632,610 1.47 55 Golden Ponds Downscale Mature mostly w/o Kids 1,945,151 1.75

23 Greenbelt Sports Midscale Middle Age w/o Kids 1,885,142 1.70 56 Crossroads Villagers Downscale Younger w/o Kids 1,960,469 1.77

24 Up-and-Comers LowerMid Younger w/o Kids 1,357,887 1.22 57 Old Milltowns Downscale Older Mix 1,590,835 1.43

25 Country Casuals UpperMid Middle Age w/o Kids 1,556,190 1.40 58 Back Country Folks Downscale Older Mix 2,626,222 2.37

26 The Cosmopolitans Midscale Older Mix 1,322,764 1.19 59 Urban Elders Downscale Older Mix 1,495,328 1.35

27 Middleburg Managers Midscale Older w/o Kids 2,069,213 1.86 60 Park Bench Seniors Downscale Older mostly w/o Kids 1,215,994 1.10

28 Traditional Times Midscale Older w/o Kids 3,015,905 2.72 61 City Roots Downscale Mature Mix 1,321,286 1.19

29 American Dreams Midscale Middle Age Mix 2,434,986 2.19 62 Hometown Retired Low-Income Mature mostly w/o Kids 1,262,715 1.14

30 Suburban Sprawl LowerMid Middle Age w/o Kids 1,467,153 1.32 63 Family Thrifts Downscale Younger w/ Kids 1,868,599 1.68

31 Urban Achievers LowerMid Middle Age Mix 1,852,355 1.67 64 Bedrock America Downscale Younger w/ Kids 2,111,567 1.90

32 New Homesteaders Midscale Middle Age w/ Kids 2,131,717 1.92 65 Big City Blues Downscale Younger Mix 1,318,897 1.19

33 Big Sky Families Midscale Middle Age w/ Kids 1,853,806 1.67 66 Low-Rise Living Low-Income Younger Mix 1,430,578 1.29

111,006,738 100.00

PRIZM NE Segment U.S. HouseholdsPRIZM NE Segment U.S. Households

• Wealthiest segment “Upper Crust” (PRIZM rank #1) accounts for 1.7MM U.S. HH 1• 1.5% of all U.S. homes are classified as “Upper Crust”

Source: PRIZM

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Segment Alignment with Percentages

Ben Susan Ursula Betty Elliot19.5% of SUPERVALU 17.5 % of SUPERVALU 9.2% of SUPERVALU 9.7% of SUPERVALU 17.5% of SUPERVALU19.3 % of Households 18.2% of Households 7.2% of Households 9.2% of Households 18.2% of HouseholdsBoomtown Singles Beltway Boomers Blue Blood Estates New Beginnings Pools & PatiosClose-In Couples Kids & Cul-de-sacs Country Squires Blue-Chip Blues Home Sweet HomeSunset City Blues Fast-Track Families Winner's Circle Multi-Culti Mosaic Gray PowerHeartlanders The Cosmopolitans Upward Bound Family Thrifts Middleburg ManagersOld Glories American Dreams Bedrock America Traditional TimesCity Startups Urban Achievers Big City Blues Suburban SprawlYoung & Rustic New Homesteaders Low-Rise Living Blue HighwaysAmerican Classics Big Sky Families Mayberry-villeSuburban Pioneers White Picket Fences Simple PleasuresMobility Blues Domestic Duos Red, White & BluesGolden Ponds Kid Country, USACrossroads Villagers Shotguns & PickupsOld MilltownsBack Country FolksUrban EldersPark Bench SeniorsCity RootsHometown Retired

Gary Tamara Elaine8.1% of SUPERVALU 9.3% of SUPERVALU 9.3% of SUPERVALU9.4% of Households 8.6% of Households 9.2% of HouseholdsYoung Digerati Movers & Shakers Upper CrustNew Empty Nests Executive Suites Money & BrainsBohemian Mix God's Country Big Fish, Small PondGreenbelt Sports Brite Lites, Li'l City Second City EliteUp-and-Comers Country Casuals

Source: MRI Doublebase 2008, PRIZM NE

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Like the SUPERVALU Study, DPS segments exhibit the same demographic profile

To align the PRIZM segmentation model with SUPERVALU’s proprietary segmentation model, the variables above were used as a validator to ensure that SUPERVALU’s objectives were met.

Qualifier Ben Betty Elaine Elliot Gary Susan Tamara UrsulaMedian Household Income-HHI $25,624 $28,237 $83,708 $50,704 $61,333 $61,327 $89,785 $114,194Median Respondent Age 54 36 59 52 40 42 44 44Median # of People in Household 2 3 2 2 2 3 2 4Presence of Children Index 64 141 42 71 92 150 98 199


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Beverage preferences vary by segment

• Families with lower income levels are most likely to purchase full flavored CSDs.

• Elaine, Tamara, and Ursula prefer diet beverages and have a high propensity to purchase Snapple as well as the healthier beverage offerings.

• Segments containing children are likely to purchase Motts Sauce.

Ben Betty Elaine Elliot Gary Susan Tamara UrsulaDr Pepper 103 123 59 92 95 111 91 96A & W Root Beer 101 93 78 103 96 109 99 1067 Up 102 125 77 93 97 96 97 103Sunkist 108 158 52 90 93 101 65 84Canada Dry Ginger Ale 90 103 109 95 110 100 113 114Diet Dr Pepper 90 78 98 100 104 110 137 117Diet A & W Root Beer 86 80 115 120 113 88 114 124Diet 7 Up 102 73 116 109 90 92 126 100Diet Sunkist Orange 85 117 112 103 94 100 98 107Canada Dry Diet Ginger Ale 93 91 130 100 104 95 128 98Motts Sauce 82 84 128 99 104 109 104 151Motts Juice 79 87 102 90 124 120 99 163Hawaiian Punch 112 180 51 81 77 94 75 87Snapple 78 118 110 82 121 108 123 127


110+ 109-100 99 below

31

Beverage preferences are evident even at the Cluster level.

The Vincents The Thompsons The PalmersA & W Root Beer 100 108 91Canada Dry Ginger Ale 94 103 111Dr Pepper 104 108 827 Up 104 98 90Sunkist 113 97 70Diet A & W Root Beer 96 97 114Canada Dry Diet Ginger Ale 95 95 121Diet Dr Pepper 91 112 112Diet 7 Up 98 94 111Diet Sunkist Orange 97 102 102Hawaiian Punch 116 92 67Snapple 87 113 118Motts Fruit 87 119 112Motts Juice 84 130 108


110+ 109-100 99 below

32

Many of Susan’s leisure activities revolve around spending time with their family and friends

113

114

115

115

116

117

117

118

121

123

123

124

125

126

126

105 110 115 120 125 130

Karaoke

Picnic

Go to beach

PC/Computer games

Photo Album/ Scrapbooking

Attend auto shows

Fantasy sports league

Barbecueing

Attend rock music performances

Electronic games (not TV)

Video games

Zoo attendance

Trivia games

Board games

Fly kites


33

Susan’s purchase decisions are heavily influenced by her children and spouse.

96

96

97

97

98

99

99

100

102

107

90 92 94 96 98 100 102 104 106 108

I'm a spender rather than a saver

I will gladly switch brands to use a cents-off coupon

I like to shop around before making a purchase

When I find a brand I like, I stick to it

Buying American products is important to me

I know the price of the foods and packaged goods I buy

It's imp. salespeople be knowledgeable about prod. theysell

My grocery store offers low prices on all products every day

My spouse has a significant impact on the brands I choose

My children have a significant impact on the brands I choose


34

With Susan’s busy lifestyle, she uses technology to simplify her couponing


102

109

111

112

114

114

118

123

130

0 20 40 60 80 100 120 140

Weekday newspaper inserts

Magazine

Sunday newspaper inserts

Handed out by person in store

Mail

Coupons at register

In or on packages

Instant coupon machine/Shelfcoupons

Internet or E-mail

35

SusanMedia Snapshot

Magazines:

Read a variety of children and family focused magazines Family Fun

Parents

Prevention Family

Websites:

Visit a variety of shopping website - Ebay, Overstock.com, Shopping.com

Also visit entertainment sites - NASCAR, Disney, IMDB and iVillage

Online Activities:

Childcare or parenting research (135)

Car purchase research (123)

Paid bills online (123)

TV:

Watch reality TV like American Idol, Biggest Loser and Extreme Home Makeover


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Susan households also purchase a variety of kid dominated products.

PRODUCT INDEXJif 111Rold Gold 115Baked! Lays 116Skittles 117Chex Mix 118Nabisco Chips Ahoy! 119Slim Jim 122Nabisco Oreo 127Store's Own Brand 133Lunchables (Oscar Mayer) 136Lunchables Pizza (Oscar Mayer) 141Lunchables Maxed Out 122










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37

Thought Starters for reaching Susan

• Leverage Dr Pepper Snapple database and SuperValu’s to reach potential Susan’s with targeted coupon offers around higher indexing brands

• Create a co-marketing partnership with other SuperValu private label brands to create simple family meal solutions to fit Susan’s time starved lifestyle– Determine brands based on basket analysis

• Develop a better for you program targeting Susan’s around healthy snacks for your kids with the Mott’s brand and include DPS CSD’s that have a healthy halo

38

Next Steps

• Gaining deeper understanding into SuperValu strategies and how segments play a role

• Identity key areas for testing

super valu dr pepper customer segmentation

Documents