Prime Prospect
Prime Prospect
Appeton Weight Gain problemsThe given target audience was Male and Female 20 – 34 AB.
Very pedestrian, broad and fairly
meaningless target
Let go of what you think you know…
Let’s restart!!
Extending
All Respondents
GenderAge SES Class
How many are concerns about their health…
37.74%
45.36%
Well, apparently this is not enough information. Therefore we drill down to demographic and their socio- economic
Source: NMR-Media Index Wave 1 2008
Extending by demographic and socio-economic
50.22
46.45
54.23
56.03
54.71
42.36
42.13
42.59
43.54
44.48
20+
35+
20-34
20-34 AB
20-34 BC
I PAY CLOSE ATTENTION TO MY WEIGHT MY OVERALL HEALTH IS BETTER THAN MY PEERS
Source: NMR-Media Index Wave 1 2008
This could be our target
56.03
43.54
20-34 AB
I PAY CLOSE ATTENTION TO MY WEIGHT MY OVERALL HEALTH IS BETTER THAN MY PEERS
• 67% lives in greater Jakarta
• Female are more skewed towards health conscious
Source: NMR-Media Index Wave 1 2008
Is this deep enough?
But, this is not enough!!
Characteristic&
Attitude
Combining all together
MaleDemographic
SES Class
FemaleDemographic
MaleDemographic SES
Class
FemaleDemographic
Prime Prospect
Characteristic&
Attitude
Thus, creating Prime Prospect
For choosing the Prime Prospect, we are finding the commonalities and also characteristics of the target
(demographic and psychographic) Who is our biggest contributor??
Developing Clusters
Brand Usage
Health issues
Statements
Clusters
Who agreed upon these statement!!
(If applicable and available)
Demographic Profile
Yet, for this case we are looking for individuals that wanted to GAIN rather
than lose
Thus, we are looking for statement they disagreed upon
What is Next?
Selecting the Prime Prospect
Demographic Drilling
Activities
Socio Economic
Group
1
2
3
4
These are the statements that will help us to find the “like minded” people
I’m optimistic about the future
I would like to be able not to lose weight
I’m constantly watching my weight
Individual notes• Run the cluster again based on three statement then
filter it on the SES class• SES AB – due to the high level brand• Then run through the demographic and attitudes
with the cluster chosen – who are the people within the cluster and define their characteristic
• Again run it with the channel penetration with the cluster
Individual notes• These group are skewed towards health conscious people,
but yet they are not freaked about it, they just want to stay normal as in having the normal weight (neither fat nor skinny)
• Mostly skewed to female it could be cause due to the age – if related to the attitudes, they still want to stay fashionable and want to have a socially active or even belong to a group but really want or even have to be IN the group.
I’m optimistic about the future
I would like to be able not to lose weight
I’m constantly watching my weight
81.50%
24.60%
67.20%
84.50%
100%
35.60%
90.80%
80.30%
Cluster 1
Cluster 2
Cluster 3
Source: Roy Morgan Single Source 2007
Prime Prospect Demographic• Mostly skewed to Female
gender• Most of them live in
Jakarta area• Divided equally from 20-
34 years of age• Highest educational
background is high school graduate
Who they are demographically
Male
Female
20-24 (22.5)
25-29 (27.5)
30-34 (32.5)
Finished SD/ Primary/ Elementary school
Finished SMA/ SMU/ High school
Married
Single/ Never married
Source: Roy Morgan Single Source 2007
62.30%
15%
51.20%
Life characteristics• Social active • Career oriented • Strong bonding with families • Believe in quality rather than
price • Unsure of what is going to
happen in the further future, let the time lead the way