SUPER CONSUMERS
WHY 10% OF YOUR CONSUMERS ARE WORTH 5X
MORE THAN THE REST
#Consumer360
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
PRESENTATION SPEAKERS
Eddie Yoon
Cannon Koo
Greg Gallagher
Principal
The Cambridge Group and
Category Creation Expert
Director, Analytics
Kraft Foods
Category Director
Kraft Foods
#Consumer360
2
WHAT WE’LL COVER TODAY
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
SUPER CONSUMERS
?
Who are they?
The value Kraft
sees with them
#Consumer360
3
WHO ARE THEY?
#Consumer360
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
THEY MAY SEEM FAMILIAR…
HEAVY
USER
HIGHLY
INVOLVED
#Consumer360
5
BUT THEY ARE MORE POWERFUL
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
10% of HH typically drive 30% of sales and as much as 50% of profit
ECONOMICALLY
HEAVY
USER
SUPER
CONSUMERS
HIGHLY
INVOLVED
EMOTIONALLY
#Consumer360
6
LET’S DEBUNK THE MYTHS
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
Weird people
with an
unnatural
obsession
Already
saturated
in the
category
Rich consumers
with money to
throw around
Not relevant to
my category
or business
I can’t win
with them
I don’t know
where to
find them
#Consumer360
7
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
THEY ARE THE SUPER HEROES OF YOUR CATEGORY
STRONGER
FASTER
#Consumer360
8
SUPER CONSUMERS
VALUE FOR KRAFT
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
SUPER CONSUMERS ELEVATED VELVEETA
Impact of
SUPER
CONSUMERS
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
HIGHER
PROFIT POTENTIAL
LOWER
LOWER
HIGHER
GROWTH POTENTIAL
#Consumer360
10
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
THEY MADE US RETHINK…
The frame
of reference
New product
development
Go-to market
strategy
#Consumer360
11
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
BUSTING MYTHS
I can’t win
with them
Already
saturated
in the
category
Rich consumers
with money to
throw around
Weird people
with an
unnatural
obsession
#Consumer360
12
SUPER CONSUMERS IMPACT KRAFT ANALYTICS
0% focus on
SUPER
CONSUMERS
90% Focus on
SUPER CONSUMERS
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
4 MONTHS
BEFORE
AFTER
TODAY KRAFT IS AN INDUSTRY LEADER, IDENTIFYING TRENDS AS THEY HAPPEN
#Consumer360
13
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
SUPER CONSUMER: EXPAND ACROSS RESEARCH TYPES
IDENTIFYING
TESTING
TRACKING
#Consumer360
14
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
IDENTIFY CONSUMER GROUPS AND EXPAND
CONSUMPTION POTENTIAL
Eating Occasions
Super Consumer Index
Carried Lunch
154
Snack
143
Breakfast
114
In-Home Lunch
Dinner
98
82
#Consumer360
15
WHAT’S NEXT?
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
IMAGINE SHARING THIS WITH YOUR CEO…
1
FACT-BASE
SUPER
CONSUMERS
2
=> 50%
=> 10%
They view the category as not just food,
but as entertainment and education
PERFORMANCE
30%
20%
10%
20%
15%
15%
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
40%
30%
20%
10%
0%
RESOURCE ALLOCATION
20%
COMPETITOR Z
4
15%
10%
KEY DECISIONS
SUPER
CONSUMERS
35%
30%
SHARE OF CATEGORY
SHARE OF
SUPER CONSUMERS
0%
BRAND A
3
20%
20%
2012
2013 YTD
MARKETING $ HIT SUPER CONSUMERS
TRADE $ HIT SUPER CONSUMERS
TOTAL POINTS OF DISTRIBUTION GAP WITH KEY SUPER CONSUMER MARKETS
• Focus marketing dollars
• Pull back on trade promotion
• Focus on closing distribution gaps
CATEGORY A
#Consumer360
17
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
SUPER CONSUMERS EFFECTIVELY DRIVE GROWTH
SIMPLICITY
SPEED
CROSS-FUNCTIONAL
This serves as a north star and tie breaker for all
strategy development, resource allocation and execution
#Consumer360
18
HOW CAN YOU MAKE THIS WORK FOR YOU
TOMORROW?
#Consumer360
Q&A
#Consumer360