1 Segmentation & Path To Purchase 12.10.2014
Dec 26, 2015
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Segmentation & Path To Purchase12.10.2014
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60 Million# of households considering buying a new grill
Crowd Pleasers
StrivingSizzlers
MavericksDashing Diners
Green-Horn Grillers
Old Man Charcoal
Sociable male. Grilling is all about
having fun with friends and family. Not a big risk taker
or big spender.
Grilling is a labor of love and he’s giving
it all he’s got to make the most of his backyard meals. He doesn’t mind putting forth the extra effort
to try new dishes and sweats it out so he can feel like “the
man” when he’s created something
special.
Younger male, most diverse
segment, confident griller. Loves the outdoors and the experience is as important as the
food. Skews highest on
innovative tech.
Not a grill enthusiast, per se
but knows that grilling is the most convenient way to get a meal on the
table. Skews slightly female. Gas grills only
please.
This is our beginner
segment. May cook often in the kitchen but not yet comfortable
on the grill. Likes to cook healthy, and she does enjoy relaxing outside while using her grill.
Old-school, old man. All about the taste and he gets it from his charcoal
grill.
6% 25% 27% 9% 18% 14%
EXPERIENCE EASY TRADITION
Behavioral Segmentation
Crowd Pleasers All
21% 19%
59% 63%
20% 18%
Rural
Suburban
Urban
Less than $30,000
$30,000 to $49,999
$50,000 to $69,999
$70,000 to $99,999
$100,000 to $149,999
$150,000+
0%
5%
10%
15%
20%
25%
Under 21
21 to 24
25 to 34
35 to 44
45 to 54
55 to 64
65 or over
0%
5%
10%
15%
20%
25%
30%
Crowd Pleasers
AGE HHIAREA
GENDER
100 PT ALLOCATION • I like to have fun outdoors (87%)
• I like to feel confident and comfortable around the grill (75%)
• My ideal vacation is more about relaxation than activity (71%)
• When I entertain, I feel like I am taking care of people (68%)
• The experience of the grill is as important as the food (50%)
PSYCHOGRAPHICS
75%
25%
Health Experience Convenience Taste
9
52
13
26
18 1923
41
Health Experience Convenience Taste
25
1921
34
18 19
23
41
Less than $30,000
$30,000 to $49,999
$50,000 to $69,999
$70,000 to $99,999
$100,000 to $149,999
$150,000+
0%
5%
10%
15%
20%
25%
Under 21
21 to 24
25 to 34
35 to 44
45 to 54
55 to 64
65 or over
0%
5%
10%
15%
20%
25%
30%
Striving Sizzlers
AGE HHIAREA
GENDER
100 PT ALLOCATION• I like to have fun outdoors
(83%)• I like to feel confident and
comfortable when I grill (80%)• When I entertain at home, I feel
like I am taking care of people (71%)
• I like to grill different dishes depending on the crowd I am entertaining (67%)
• I like to grill different dishes depending on the season (66%)
PSYCHOGRAPHICS
Striving Sizzlers All
17% 19%
63% 63%
20% 18%
Rural
Suburban
Urban
82%
18%
Mavericks All
22% 19%
65%63%
13% 18%
Rural
Suburban
Urban
Health Experience Convenience Taste
1820
22
40
18 19
23
41
Less than $30,000
$30,000 to $49,999
$50,000 to $69,999
$70,000 to $99,999
$100,000 to $149,999
$150,000+
0%
5%
10%
15%
20%
25%
Under 21 21 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65 or over
0%
5%
10%
15%
20%
25%
30%
6
Mavericks
AGE HHIAREA
GENDER
100 PT ALLOCATION • I like to buy innovative products before mainstream consumers get them (100%)
• I always try to get the best quality for what I can spend (93%)
• I like to have fun outdoors (93%)• I would rather spend more time
outdoors than indoors (68%)• The experience of the grill is as
important as the food (66%)
PSYCHOGRAPHICS
70%
30%
Under 21
21 to 24
25 to 34
35 to 44
45 to 54
55 to 64
65 or over
0%
5%
10%
15%
20%
25%
30%
35%
Less than $30,000
$30,000 to $49,999
$50,000 to $69,999
$70,000 to $99,999
$100,000 to $149,999
$150,000+
0%
5%
10%
15%
20%
25%
30%
Dashing Diners All
16% 19%
59%63%
25% 18%
Rural
Suburban
Urban
Dashing Diners
AGE HHIAREA
GENDER59%
41% Health Experience Convenience Taste
10 8
54
28
18 1923
41
100 PT ALLOCATION • I like to have fun outdoors (84%)
• I like to feel confident and comfortable when I grill (69%)
• I enjoy attending sports events and/or concerts (63%)
• Grilling is the most convenient way of cooking (61%)
• The performance of a grill is related to its price (42%)
PSYCHOGRAPHICS
Less than $30,000
$30,000 to $49,999
$50,000 to $69,999
$70,000 to $99,999
$100,000 to $149,999
$150,000+
0%
5%
10%
15%
20%
25%
30%
Under 21
21 to 24
25 to 34
35 to 44
45 to 54
55 to 64
65 or over
0%
5%
10%
15%
20%
25%
30%
8
Green-Horn Griller
AGE HHIAREA
GENDER
100 PT ALLOCATION • I like to have fun outdoors (86%)
• I like to share the cooking with family and friends (68%)
• The outdoor space is where I relax (60%)
• I like to grill different dishes depending on the crowd I’m entertaining (59%)
PSYCHOGRAPHICS
Health Experience Convenience Taste
22
15
23
40
18 19
23
41
Green-Horn Grillers
All
19% 19%
59% 63%
22% 18%
Rural
Suburban
Urban
22%
78%
Less than $30,000
$30,000 to $49,999
$50,000 to $69,999
$70,000 to $99,999
$100,000 to $149,999
$150,000+
0%
5%
10%
15%
20%
25%
Under 21 21 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65 or over
0%
5%
10%
15%
20%
25%
30%
Health Experience Convenience Taste
8 11 11
70
18 1923
41
9
Old Man Charcoal
AGE HHIAREA
GENDER
100 PT ALLOCATION• I like to feel confident and
comfortable when I grill (73%)• I don’t mind the preparation
required for grilling (67%)• I am old school around the grill
(57%)• I like to receive compliments
when I grill (54%)
PSYCHOGRAPHICS
Old Man Charcoal All
17% 19%
66% 63%
17% 18%
Rural
Suburban
Urban
80%
20%
Simple + Experience
Exp
erie
nce
Simplicity
• Mavericks are aware that they can achieve a great experience without having to man the grill the old fashioned-way
• The experience of spending time outdoors, grilling and entertaining appeals highly to the Crowd Pleasers and Striving Sizzlers
• Dashing Diners and Green-Horn Grillers want to know if grilling can be easy
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How Confident Are They?
• Mavericks skew highest on confidence
• Crowd Pleasers claim the most master-grillers
• Dashing Diners and Green-Horn Grillers have less confidence in their skills
• Green-Horn Grillers are the newbies
How would you describe yourself as a griller?
Beginner
Master Griller
0
0.1
0.2
0.3
0.4
0.5
0.6
Mavericks Sizzling Magicians Crowd Pleasers Dashing Diners Green-Horn Grillers Old Man Charcoal
2 3 4 5
Weekday Grilling/Month
active
engagedexperienced
disengaged
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Frugal Savvy Adventurous Traditional 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Crowd Pleasers Striving Sizzlers Mavericks Dashing Diners
Green-Horn Grillers Old Man Charcoal All
Personality Traits
How would you describe yourself?
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Entertaining A change of pace Relaxing Fun Satisfying Delicious0%
10%
20%
30%
40%
50%
60%
70%
Crowd Pleasers Striving Sizzlers Mavericks Dashing Diners
Green-Horn Grillers Old Man Charcoal All
Emotions Associated With Grilling
Please choose up to five options that best complete the following sentence about how you feel about grilling
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Crowd Pleasers
StrivingSizzlers Mavericks Dashing
DinersGreen-Horn
GrillersOld Man Charcoal
Share of Market6% 25% 27% 9% 18% 14%
Male75% 82% 70% 59% 22% 80%
Female25% 18% 30% 41% 78% 20%
Key AttributeSocial Labor of Love Explorer Convenience Beginner Old-School
Fuel OutlierChar - - Gas - Char
Share of Wallet5% 24% 33% 10% 15% 13%
Fav. Store Outlier Walmart - Lowe’s Walmart/THD Lowe’s THD
EXPERIENCE EASY TRADITION
What’sThePrimeProspect’sProblem?
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89%are experienced grill buyers!
Purchase ReasonWhich reason best represents why you bought your last grill?
• Overall, grillers say they are replacing with a similar grill 1/3 of the time, and ¼ are upgrading• Mavericks are more likely to be upgrading or buying an additional grill• Dashing Diners are upgrading as well – opportunity to sell at higher pp on speed/convenience• Only 1/8 of the time are they buying an additional grill. What can be done to improve the grills per household ratio?
Why aren’t the Striving Sizzlers using additional grills as tools in their arsenal?
Crowd Pleasers StrivingSizzlers Mavericks Dashing Diners Green-Horn
Grillers All
I replaced my grill with a similar one
110 111 74 110 101 36%
I upgraded 77 93 129 121 83 25%
I bought an additional grill
79 78 133 75 107 12%
It was a gift 124 103 74 62 144 11%
It was my first grill/ I didn't own one before
110 107 115 65 97 11%
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Let’s look at their path to purchase
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Setting A Budget Often Involves Preliminary Research
How did you set your budget?
0%
10%
20%
30%
32% 30%16%
20
Twice as many spent more…
Which of the following best describes your budget situation last time you bought a grill?
I had a budget but spent more to get a nicer grill
I had a budget but spent less than anticipated
0%
5%
10%
15%
20%
25% 23%
12%
21
Researching Online vs. In-Store
• Time consuming process• 51% of time is spent in-store
I did not re-search online
Less than 1 hour 1 to 2 hours 2 to 3 hours 3 to 4 hours 4 to 5 hours More than 5 hours
0%
10%
20%
30%
40%
50%
60%
70%
Online In-store
None
22
Info Sources: Use vs. Importance
Manufacturer Website
Online Reviews Store Associates Retail Websites (Amazon.com,
HomeDepot.com, Lowes.com, etc.)
Consumer Reports Customer Reviews Recommendation From Family or
Friend
0%
10%
20%
30%
40%
50%
60%
32%
50%
28%
35%
40%
56%
41%
20%23% 24%
26%
31%35% 35%
Top 5 Ranking Top 1
What information source is most important to you when learning about the grill? Select up to 5 sources you feel are most important.
Please rank the following information sources that you think is the most important when learning about the grill.
How Much Do They Spend?
Crowd Pleasers
StrivingSizzlers Mavericks Dashing
DinersGreen-Horn
Grillers All
Share of Market 6% 25% 27% 9% 18%
Last Grill Spend $227.63 $257.56 $325.83 $288.65 $216.77 $267.32
Favorite Grill Spend $252.85 $282.17 $377.49 $328.78 $270.13 $306.21
Parts/Accessories Spend $71.93 $72.78 $90.87 $57.57 $60.70 $73.37
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24
Grill Brand Purchase DecisionFor the last grill you purchased, why did you select that brand? Top-5
25
70%Visit multiple stores
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0%
10%
20%
30%
40%
50%
60%
70%
9%
15%
36%
57%59%
Why Do They Shop Around?
Why did you visit multiple stores? Top-5
• Almost 1 in 4 shoppers are paralyzed narrowing down the options or overwhelmed by too many options
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Why Do Some Visit Just One Store?
Why did you visit just one store?
I didn't have time It was an impulsive purchase
There was only one store in my area
I already knew what I wanted before visiting
the store
I was satisfied with the selection there
0%
10%
20%
30%
40%
50%
60%
7% 7% 8%
46%
55%
• Need to drive traffic by creating a destination and then close the deal
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Store Drivers
0%10%20%30%40%50%60%70%
11%16% 19% 19%
25%31%
39% 37%
12% 15% 17% 18%25% 27%
44%37%
16%6% 6%
13%
27%19%
27%
64%
0%8%
29%21% 17%
33%
46%
13%6%
16%8% 8% 12%
27%
14%
57%
12% 13% 15% 17%24% 26%
35%45%
Lowe's The Home Depot Walmart
Specialty or Professional Grill Retailers Online All
Why did you choose ______?Choose up to three choices that best describe your decision.
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Walmart Lowe's The Home Depot Walmart Lowe's The Home DepotConsidered Final
0%
10%
20%
30%
40%
50%
60%
70%
48%
54%
60%
22% 22%26%
Where did they shop? Consideration vs. Final – Halo?
?
Consideration Final
THANKS!
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