Copyright ©2013 The Nielsen Company. Confidential and proprietary.
WHY 10% OF YOUR CONSUMERS ARE WORTH 5X MORE THAN THE REST
SUPER CONSUMERS
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
#Consumer360
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2#Consumer360
PRESENTATION SPEAKERS
Cannon KooDirector, Analytics
Kraft Foods
Eddie YoonPrincipal
The Cambridge Group and Category Creation Expert
Greg GallagherCategory Director
Kraft Foods
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3#Consumer360
The value Kraft sees with them
WHAT WE’LL COVER TODAY
SUPER CONSUMERS
Who are they?
?
#Consumer360
WHO ARE THEY?
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5#Consumer360
THEY MAY SEEM FAMILIAR…
HEAVY USER
HIGHLY INVOLVED
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6#Consumer360
EMOTIONALLYEMOTIONALLYECONOMICALLYECONOMICALLY
BUT THEY ARE MORE POWERFUL10% of HH typically drive 30% of sales and as much as 50% of profit
HEAVY USER
HIGHLY INVOLVED
SUPER CONSUMERS
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7#Consumer360
LET’S DEBUNK THE MYTHS
7
Weird people with an
unnatural obsession
Rich consumers with money to throw around
Not relevant to my category or business
Already saturated
in the category
I can’t win with them
I don’t know where to find them
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8#Consumer360
THEY ARE THE SUPER HEROES OF YOUR CATEGORY
SUPER SENSESSTRONGER FASTER
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
SUPER CONSUMERS VALUE FOR KRAFT
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
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10#Consumer360
SUPER CONSUMERS ELEVATED VELVEETA
PROFIT POTENTIAL
HIGHER
HIGHER
LOWER
LOWERGROWTH POTENTIAL
Impact ofSUPER
CONSUMERS
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11#Consumer360
THEY MADE US RETHINK…
The frame of reference
New product development
Go-to market strategy
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BUSTING MYTHS
Weird people with an
unnatural obsession
Rich consumers with money to throw around
Already saturated
in the category
I can’t win with them
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13#Consumer360
SUPER CONSUMERS IMPACT KRAFT ANALYTICS
BEFORE
4 MONTHS
AFTER
90% Focus on SUPER CONSUMERS
0% focus on SUPER CONSUMERS
TODAY KRAFT IS AN INDUSTRY LEADER, IDENTIFYING TRENDS AS THEY HAPPEN
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14#Consumer360
SUPER CONSUMER: EXPAND ACROSS RESEARCH TYPES
IDENTIFYING TESTING TRACKING
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15#Consumer360
IDENTIFY CONSUMER GROUPS AND EXPAND CONSUMPTION POTENTIAL
Dinner
In-Home Lunch
Breakfast
Snack
Carried Lunch
82
98
114
143
154
Eating OccasionsSuper Consumer Index
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
WHAT’S NEXT?
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
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17#Consumer360
IMAGINE SHARING THIS WITH YOUR CEO…
FACT-BASE PERFORMANCE1
4 KEY DECISIONS3 RESOURCE ALLOCATION
Brand A COMPETITOR Z0%5%
10%15%20%25%
20%15%15%
20% SHARE OF CategorySHARE OFSUPER CONSUMERS
2012 2013 YTD0%
10%20%30%40%
20%10%
30%35%
15%20%
SUPER CONSUMERS
=> 50%They view the category as not just food, but as entertainment and education
=> 10%
CATEGORY A
2
• Focus marketing dollars• Pull back on trade promotion• Focus on closing distribution gaps
SUPER CONSUMERS
MARKETING $ HIT SUPER CONSUMERSTRADE $ HIT SUPER CONSUMERSTOTAL POINTS OF DISTRIBUTION GAP WITH KEY SUPER CONSUMER MARKETS
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18#Consumer360
SUPER CONSUMERS EFFECTIVELY DRIVE GROWTH
CROSS-FUNCTIONALSPEED
This serves as a north star and tie breaker for all strategy development, resource allocation and execution
SIMPLICITY
#Consumer360
HOW CAN YOU MAKE THIS WORK FOR YOU TOMORROW?
#Consumer360
Q&A
