Jessica Trippler Technology for Marketing Spring 2014
Introduction •
•
This report is made up of three different sections; discovery, focus, and marketing strategies and programs. All reports and information were gathered using Nielsen’s Spectra System. In the first section, discovery, we’re able to find out what we know about our product vs. the category vs. the competition. o More specifically we find out what our high volume and index segments are, the demographics and the importance of various demographic attributes, channel performance, and the geographic distribution of our product.
• •
In the second section, focus, we’re able to find out who our target segments (customer or non-customer) are and why, and who our primary target is. In the third section, marketing strategy and programs, we still focus on our primary target but we go further with figuring out how to reach them. o To get to this information we pulled reports of the zip codes where our primary target lives, what stores they shop at, what books and magazines they often, other categories that we can cross-promote and co-brand with in the future, what TV and Radio stations they watch and listen to, newspapers they read, what specific internet sites they visit frequently, as well as other activities they enjoy doing.
Discovery • In this section we’ll find out: o What we know about our Product vs. the Category vs. the Competition o High Volume Segments o High Index Segments o Demographics o Channels o Geographic distribution
Market Segments Fast Facts: Yellow Tail Wine Index LifeStyle Cosmopolitan Centers
Affluent Suburban Spreads
Comfortable Country
Start-Up Families HHs with Young Children Only < 6
76
106
103
50
38
30
67
Small Scale Families Small HHs with Older Children 6+
104
124
66
37
65
36
72
Younger Bustling Families Large HHs with Children (6+), HOH <40
42
89
60
27
24
17
41
Older Bustling Families Large HHs with Children (6+), HOH 40+
67
98
62
27
48
13
57
Young Transitionals Any size HHs, No Children, < 35
85
135
75
117
108
53
97
Independent Singles 1 person HHs, No Children, 35-64
111
103
89
49
84
59
81
Senior Singles 1 person HHs, No Children, 65+
BehaviorStage
Struggling Urban Modest Working Plain Rural Living Cores Towns
Total
84
127
87
45
69
23
67
Established Couples 2+ person HHs, No Children, 35-54
115
130
84
74
48
62
84
Empty Nest Couples 2+ person HHs, No Children, 55-64
156
294
174
65
165
77
164
Senior Couples 2+ person HHs, No Children, 65+
267
327
283
100
136
125
210
Total
115
165
123
63
83
56
100
Key Customer Segments: • • • • • •
Senior Couples Empty Nest Couples Established Couples Senior Singles Young Transitionals Small Scale Families
Who Live In: • • • • •
Affluent Suburban Spreads Comfortable Country Cosmopolitan Centers Modest Working Towns Plain Rural Living
Market Segments Fast Facts: Yellow Tail Wine % Total Volume LifeStyle Cosmopolitan Centers
Affluent Suburban Spreads
Comfortable Country
Start-Up Families HHs with Young Children Only < 6
0.8%
1.5%
1.2%
0.5%
0.5%
0.4%
5.0%
Small Scale Families Small HHs with Older Children 6+
1.0%
1.9%
0.9%
0.4%
0.9%
0.6%
5.6%
Younger Bustling Families Large HHs with Children (6+), HOH <40
0.3%
1.0%
0.7%
0.3%
0.3%
0.3%
2.9%
Older Bustling Families Large HHs with Children (6+), HOH 40+
0.9%
2.6%
1.2%
0.4%
0.8%
0.2%
6.0%
Young Transitionals Any size HHs, No Children, < 35
2.0%
1.5%
0.8%
2.6%
2.5%
0.8%
10.1%
Independent Singles 1 person HHs, No Children, 35-64
2.3%
1.7%
1.5%
0.9%
2.2%
1.4%
10.0%
Senior Singles 1 person HHs, No Children, 65+
1.0%
1.7%
1.3%
0.5%
1.5%
0.6%
6.7%
Established Couples 2+ person HHs, No Children, 35-54
1.8%
2.4%
1.7%
1.0%
0.9%
1.4%
9.2%
Empty Nest Couples 2+ person HHs, No Children, 55-64
2.1%
6.6%
4.1%
0.6%
2.9%
1.9%
18.3%
Senior Couples 2+ person HHs, No Children, 65+
3.8%
7.4%
7.2%
1.0%
2.9%
3.8%
26.2%
16.1%
28.1%
20.7%
8.3%
15.5%
11.3%
100.0%
BehaviorStage
Total
Key Customer Segments: • • •
Senior Couples Empty Nest Couples Older Bustling Families
Struggling Urban Modest Working Plain Rural Living Cores Towns
Who Live In: • • •
Affluent Suburban Spreads Comfortable Country Cosmopolitan Centers
Total
Market Segments Fast Facts: Category Index LifeStyle Cosmopolitan Centers
Affluent Suburban Spreads
Comfortable Country
Start-Up Families HHs with Young Children Only < 6
89
117
78
34
45
21
64
Small Scale Families Small HHs with Older Children 6+
81
113
107
90
56
54
83
Younger Bustling Families Large HHs with Children (6+), HOH <40
77
75
49
20
49
21
45
Older Bustling Families Large HHs with Children (6+), HOH 40+
131
143
81
29
49
24
82
Young Transitionals Any size HHs, No Children, < 35
105
92
71
86
72
24
77
Independent Singles 1 person HHs, No Children, 35-64
142
86
73
86
75
36
82
Senior Singles 1 person HHs, No Children, 65+
123
111
77
74
101
38
82
Established Couples 2+ person HHs, No Children, 35-54
175
148
97
60
68
56
99
Empty Nest Couples 2+ person HHs, No Children, 55-64
194
204
153
93
107
66
137
Senior Couples 2+ person HHs, No Children, 65+
483
263
198
73
137
96
197
Total
166
147
109
67
80
48
100
BehaviorStage
Struggling Urban Modest Working Plain Rural Living Cores Towns
Total
Market Segments Fast Facts: Category % Total Volume LifeStyle Cosmopolitan Centers
Affluent Suburban Spreads
Comfortable Country
Start-Up Families HHs with Young Children Only < 6
0.9%
1.7%
0.9%
0.4%
0.6%
0.3%
4.8%
Small Scale Families Small HHs with Older Children 6+
0.7%
1.7%
1.5%
0.9%
0.8%
0.9%
6.5%
Younger Bustling Families Large HHs with Children (6+), HOH <40
0.5%
0.8%
0.6%
0.2%
0.6%
0.3%
3.1%
Older Bustling Families Large HHs with Children (6+), HOH 40+
1.7%
3.8%
1.5%
0.4%
0.8%
0.4%
8.6%
Young Transitionals Any size HHs, No Children, < 35
2.4%
1.0%
0.7%
1.9%
1.7%
0.4%
8.1%
Independent Singles 1 person HHs, No Children, 35-64
3.0%
1.4%
1.2%
1.6%
2.0%
0.9%
10.1%
Senior Singles 1 person HHs, No Children, 65+
1.5%
1.5%
1.2%
0.9%
2.2%
0.9%
8.2%
Established Couples 2+ person HHs, No Children, 35-54
2.7%
2.7%
2.0%
0.8%
1.3%
1.3%
10.7%
Empty Nest Couples 2+ person HHs, No Children, 55-64
2.7%
4.6%
3.6%
0.9%
1.9%
1.6%
15.3%
Senior Couples 2+ person HHs, No Children, 65+
7.0%
5.9%
5.0%
0.8%
3.0%
2.9%
24.6%
23.2%
25.1%
18.3%
8.7%
14.8%
9.8%
100.0%
BehaviorStage
Total
Struggling Urban Modest Working Plain Rural Living Cores Towns
Total
Market Segments • Yellow Tail Wine’s high index customers vs. the category’s customers o The distribution of wine between the two seem pretty similar with a few areas that are different • We see that in both Yellow Tail Wine and for the category that Empty Nest Couples and Senior Couples both have a very high index of wine intake • But, we see that in the category, that Established Couples have a high intake of wine when it’s almost average for Yellow Tail Wine
• Yellow Tail Wine’s high volume customers vs. the category’s customers o The distribution of wine between the two are very different in some parts • If the % total volume is high for Empty Nest Couples and Senior Couples living in Affluent Suburban Spreads and Comfortable Country for Yellow Tail Wine, it is lower when looking at % total volume for the category in the same living area • The % total volume is higher for Senior Couples living in Cosmopolitan Centers for the category and lower when looking at the customers in that same market for Yellow Tail Wine
Competitors • Yellow Tail Wine’s Top 3 Competitors (based on similar high index customer segments) o Beringer o Bolla o Cupcake Vineyards
Competitors • Yellow Tail Wine’s Top 3 Competitors (based on similar high volume customer segments) o Cupcake Vineyards o Fish Eye o Rosemount Estate
Competitors • Who I consider the top 3 competitors 1. Bodega Norton 2. Cupcake Vineyards 3. Alamos
• Why? o Bodega Norton has a lot of customers in the Affluent Suburban Spreads and Cosmopolitan Centers that get more than their fair share of Bodega Norton wines. They also have a high index in other Behavior Stage categories than Yellow Tail Wine o Cupcake Vineyards came up on both high volume customers and high index customers o Alamos has a lot of customers in the Affluent Suburban Spreads that get more than their fair share of Alamos wine
• Opportunities o Target those customers in the Cosmopolitan Centers and even in the Affluent Suburban Spreads o Target those customers who are start-up families, small scale families, younger bustling families, older bustling families, young transitionals, independent singles, senior singles, and established families
Market Segments Fast Facts: Bodega Norton Index LifeStyle Cosmopolitan Centers
Affluent Suburban Spreads
Comfortable Country
Start-Up Families HHs with Young Children Only < 6
120
250
65
62
57
61
105
Small Scale Families Small HHs with Older Children 6+
114
278
83
62
62
58
113
Younger Bustling Families Large HHs with Children (6+), HOH <40
116
129
62
60
86
60
82
Older Bustling Families Large HHs with Children (6+), HOH 40+
113
176
78
59
61
53
98
Young Transitionals Any size HHs, No Children, < 35
156
158
44
44
39
43
80
Independent Singles 1 person HHs, No Children, 35-64
177
225
20
56
25
41
84
Senior Singles 1 person HHs, No Children, 65+
170
130
30
38
17
38
61
Established Couples 2+ person HHs, No Children, 35-54
200
266
134
48
61
46
125
Empty Nest Couples 2+ person HHs, No Children, 55-64
157
268
104
68
44
74
124
Senior Couples 2+ person HHs, No Children, 65+
276
320
49
44
49
39
121
Total
166
229
70
53
46
50
100
BehaviorStage
Struggling Urban Modest Working Plain Rural Living Cores Towns
Total
Market Segments Fast Facts: Bodega Norton % Total Volume LifeStyle Cosmopolitan Centers
Affluent Suburban Spreads
Comfortable Country
Start-Up Families HHs with Young Children Only < 6
1.2%
3.6%
0.8%
0.7%
0.8%
0.8%
7.9%
Small Scale Families Small HHs with Older Children 6+
1.1%
4.2%
1.2%
0.6%
0.9%
0.9%
8.8%
Younger Bustling Families Large HHs with Children (6+), HOH <40
0.8%
1.4%
0.7%
0.7%
1.1%
0.9%
5.7%
Older Bustling Families Large HHs with Children (6+), HOH 40+
1.5%
4.7%
1.5%
0.8%
1.0%
0.9%
10.3%
Young Transitionals Any size HHs, No Children, < 35
3.6%
1.7%
0.4%
1.0%
0.9%
0.6%
8.3%
Independent Singles 1 person HHs, No Children, 35-64
3.7%
3.6%
0.3%
1.1%
0.6%
1.0%
10.4%
Senior Singles 1 person HHs, No Children, 65+
2.1%
1.7%
0.5%
0.4%
0.4%
0.9%
6.1%
Established Couples 2+ person HHs, No Children, 35-54
3.1%
4.9%
2.7%
0.6%
1.1%
1.0%
13.6%
Empty Nest Couples 2+ person HHs, No Children, 55-64
2.2%
6.0%
2.5%
0.7%
0.8%
1.8%
13.9%
Senior Couples 2+ person HHs, No Children, 65+
4.0%
7.2%
1.3%
0.5%
1.1%
1.2%
15.1%
23.3%
39.1%
11.8%
6.9%
8.7%
10.1%
100.0%
BehaviorStage
Total
Struggling Urban Modest Working Plain Rural Living Cores Towns
Total
Market Segments Fast Facts: Cupcake Vineyards Index LifeStyle Cosmopolitan Centers
Affluent Suburban Spreads
Comfortable Country
Start-Up Families HHs with Young Children Only < 6
144
160
191
83
100
64
123
Small Scale Families Small HHs with Older Children 6+
92
105
75
42
80
36
72
Younger Bustling Families Large HHs with Children (6+), HOH <40
123
181
115
60
97
47
99
Older Bustling Families Large HHs with Children (6+), HOH 40+
85
153
47
62
45
20
76
Young Transitionals Any size HHs, No Children, < 35
128
145
82
59
78
62
90
Independent Singles 1 person HHs, No Children, 35-64
118
135
68
30
73
31
73
66
134
41
52
38
17
51
Established Couples 2+ person HHs, No Children, 35-54
172
267
215
129
116
71
161
Empty Nest Couples 2+ person HHs, No Children, 55-64
77
287
111
114
110
53
130
Senior Couples 2+ person HHs, No Children, 65+
255
201
139
63
63
37
119
Total
129
184
111
67
78
42
100
BehaviorStage
Senior Singles 1 person HHs, No Children, 65+
Struggling Urban Modest Working Plain Rural Living Cores Towns
Total
Market Segments Fast Facts: Cupcake Vineyards & Total Volume LifeStyle Cosmopolitan Centers
Affluent Suburban Spreads
Comfortable Country
Start-Up Families HHs with Young Children Only < 6
1.5%
2.3%
2.3%
0.9%
1.4%
0.9%
9.2%
Small Scale Families Small HHs with Older Children 6+
0.9%
1.6%
1.0%
0.4%
1.1%
0.6%
5.6%
Younger Bustling Families Large HHs with Children (6+), HOH <40
0.9%
2.0%
1.4%
0.7%
1.3%
0.7%
6.9%
Older Bustling Families Large HHs with Children (6+), HOH 40+
1.1%
4.1%
0.9%
0.8%
0.7%
0.3%
8.0%
Young Transitionals Any size HHs, No Children, < 35
3.0%
1.6%
0.8%
1.3%
1.8%
0.9%
9.4%
Independent Singles 1 person HHs, No Children, 35-64
2.5%
2.2%
1.2%
0.6%
1.9%
0.7%
9.0%
Senior Singles 1 person HHs, No Children, 65+
0.8%
1.8%
0.6%
0.6%
0.8%
0.4%
5.1%
Established Couples 2+ person HHs, No Children, 35-54
2.7%
4.9%
4.4%
1.6%
2.2%
1.6%
17.4%
Empty Nest Couples 2+ person HHs, No Children, 55-64
1.1%
6.4%
2.6%
1.1%
2.0%
1.3%
14.5%
Senior Couples 2+ person HHs, No Children, 65+
3.7%
4.5%
3.5%
0.7%
1.4%
1.1%
14.9%
18.0%
31.3%
18.8%
8.7%
14.5%
8.6%
100.0%
BehaviorStage
Total
Struggling Urban Modest Working Plain Rural Living Cores Towns
Total
Market Segments Fast Facts: Alamos Wine Index LifeStyle Cosmopolitan Centers
Affluent Suburban Spreads
Comfortable Country
Start-Up Families HHs with Young Children Only < 6
122
226
19
37
27
35
80
Small Scale Families Small HHs with Older Children 6+
99
209
26
57
42
34
79
Younger Bustling Families Large HHs with Children (6+), HOH <40
111
184
22
36
24
39
63
Older Bustling Families Large HHs with Children (6+), HOH 40+
82
218
34
43
26
31
86
Young Transitionals Any size HHs, No Children, < 35
164
172
87
51
71
48
96
Independent Singles 1 person HHs, No Children, 35-64
146
62
61
70
101
48
83
71
124
81
80
65
33
70
Established Couples 2+ person HHs, No Children, 35-54
126
248
224
42
85
40
131
Empty Nest Couples 2+ person HHs, No Children, 55-64
131
257
178
75
44
40
128
Senior Couples 2+ person HHs, No Children, 65+
112
378
149
59
96
73
151
Total
123
220
102
55
63
44
100
BehaviorStage
Senior Singles 1 person HHs, No Children, 65+
Struggling Urban Modest Working Plain Rural Living Cores Towns
Total
Market Segments Fast Facts: Alamos Wine & Total Volume LifeStyle Cosmopolitan Centers
Affluent Suburban Spreads
Comfortable Country
Start-Up Families HHs with Young Children Only < 6
1.3%
3.2%
0.2%
0.4%
0.4%
0.5%
6.0%
Small Scale Families Small HHs with Older Children 6+
0.9%
3.2%
0.4%
0.6%
0.6%
0.5%
6.2%
Younger Bustling Families Large HHs with Children (6+), HOH <40
0.8%
2.0%
0.3%
0.4%
0.3%
0.6%
4.4%
Older Bustling Families Large HHs with Children (6+), HOH 40+
1.1%
5.8%
0.7%
0.6%
0.4%
0.5%
9.0%
Young Transitionals Any size HHs, No Children, < 35
3.8%
1.9%
0.9%
1.1%
1.6%
0.7%
10.1%
Independent Singles 1 person HHs, No Children, 35-64
3.1%
1.0%
1.0%
1.3%
2.6%
1.2%
10.3%
Senior Singles 1 person HHs, No Children, 65+
0.9%
1.7%
1.2%
0.9%
1.4%
0.8%
7.0%
Established Couples 2+ person HHs, No Children, 35-54
2.0%
4.6%
4.6%
0.5%
1.6%
0.9%
14.2%
Empty Nest Couples 2+ person HHs, No Children, 55-64
1.8%
5.7%
4.2%
0.7%
0.8%
1.0%
14.3%
Senior Couples 2+ person HHs, No Children, 65+
1.6%
8.5%
3.8%
0.6%
2.1%
2.2%
18.8%
17.2%
37.6%
17.3%
7.2%
11.8%
8.9%
100.0%
BehaviorStage
Total
Struggling Urban Modest Working Plain Rural Living Cores Towns
Total
Consumer Demographics Variables and Measures Demographic Variables Race of Head of Household White Black Hispanic Asian Other Number of Persons 1 Person 2 Persons 3 Persons 4 Persons 5+ Persons Household Income Under $10,000 $10,000 - $19,999 $20,000 - $29,999 $30,000 - $39,999 $40,000 - $49,999 $50,000 - $74,999 $75,000 - $99,999 $100,000 - $149,999 $150,000 or More Age of Head of Household Age 18 - 24 Age 25 - 34 Age 35 - 44 Age 45 - 54 Age 55 - 64 Age 65 - 74 Age 75 or More Age and Presence of Children Age < 6 Age 6 - 17 Age < 6 & 6 - 17 No Children Housing Tenure Own Rent
Our Key Demographic: â&#x20AC;˘â&#x20AC;Ż
% Volume
Index
77.1% 8.1% 11.1% 2.5% 1.2%
111 67 90 58 57
19.9% 49.5% 16.9% 9.2% 4.4%
74 152 105 70 40
2.0% 3.6% 4.7% 7.0% 6.6% 18.8% 17.9% 23.0% 16.5%
26 31 41 66 71 104 152 201 204
2.2% 10.2% 14.6% 14.8% 24.3% 21.9% 11.9%
51 68 83 73 128 170 112
6.0% 11.8% 3.1% 79.0%
81 64 47 117
81.8% 18.2%
126 52
Variables and Measures Demographic Variables Occupation of Head of Household Exec/Admin/Management Prof & Specialty Sales Technicians Administrative Support All Service Crafts & Precision Transportation & Material Moving Farm/Forest/Fishing No Civilian Employment Marital Status of Head of Household Single Married Divorced, Separated & Widowed Household Composition Married Family with kids Married Family without kids Female Head Only with kids Male Head Only with kids Multi-Person Household without kids 1 Person Household Number of Vehicles in Household No Vehicles 1 Vehicle 2 Vehicles 3 or More Vehicles Census Division East North Central East South Central Middle Atlantic Mountain New England Pacific South Atlantic West North Central West South Central
% Volume
Index
12.9% 17.5% 5.6% 5.0% 3.5% 5.9% 2.8% 0.1% 46.8%
150 137 94 77 43 56 75 20 108
13.6% 61.5% 25.0%
69 126 79
13.3% 47.6% 3.7% 1.8% 13.5% 20.1%
66 167 50 79 93 75
3.9% 26.7% 47.2% 22.1%
43 79 126 113
9.2% 2.9% 14.3% 6.2% 10.6% 15.9% 24.8% 6.0% 10.2%
60 48 109 87 221 106 124 86 88
An older consumer with a HHI of $75,000+, no children, owns their own home and married
Product Snapshot Channel Summary Grocery All Other Club Mass Merchandise Drug
% Volume
Total Volume per 100 HHs
43% 28% 14% 11% 3%
11.72 7.73 3.91 3.05 0.78
•
Our highest channel is through “Grocery” at 43% because they are able to hold a larger selection than other channels
•
28% of the volume is consumed in “All Other” channels which makes households our focus
•
Top competitor (Bodega Norton) has 100% in “All Other” channels
Channel Summary All Other
% Volume
100%
Total Volume per 100 HHs
0.51
Census Divisions Geographic Areas High Index: Yellow Tail Wine Total United States Census Division East North Central East South Central Middle Atlantic Mountain New England Pacific South Atlantic West North Central West South Central
Product
15.3% 6.1% 13.2% 7.1% 4.8% 15.0% 19.9% 6.9% 11.6%
Index 9.2% 2.9% 14.3% 6.2% 10.6% 15.9% 24.8% 6.0% 10.2%
60 48 109 87 221 106 124 86 88
• New England & South Atlantic Who we could target: • East South Central and East North Central because their index is way below average
Geographic Areas High Index (Competitor): Bodega Norton Total United States Census Division East North Central East South Central Middle Atlantic Mountain New England Pacific South Atlantic West North Central West South Central
•
Pacific & West South Central
15.3% 6.1% 13.2% 7.1% 4.8% 15.0% 19.9% 6.9% 11.6%
Product
Index 15.1% 1.5% 6.1% 7.7% 3.5% 35.6% 14.7% 1.6% 14.3%
99 24 46 107 73 237 74 22 124
Focus • In this section we’ll find out: o Who are our target segments and why? o Which is our primary target and why?
Target Manager High Index Customers for Yellow Tail Wine: LifeStyle Cosmopolitan Centers
Affluent Suburban Spreads
Comfortable Country
Start-Up Families HHs with Young Children Only < 6
76
106
103
50
38
30
67
Small Scale Families Small HHs with Older Children 6+
BehaviorStage
Struggling Urban Modest Working Plain Rural Living Cores Towns
Total
104
124
66
37
65
36
72
Younger Bustling Families Large HHs with Children (6+), HOH <40
42
89
60
27
24
17
41
Older Bustling Families Large HHs with Children (6+), HOH 40+
67
98
62
27
48
13
57
Young Transitionals Any size HHs, No Children, < 35
85
135
75
117
108
53
97
Independent Singles 1 person HHs, No Children, 35-64
111
103
89
49
84
59
81
Senior Singles 1 person HHs, No Children, 65+
84
127
87
45
69
23
67
Established Couples 2+ person HHs, No Children, 35-54
115
130
84
74
48
62
84
Empty Nest Couples 2+ person HHs, No Children, 55-64
156
294
174
65
165
77
164
Senior Couples 2+ person HHs, No Children, 65+
267
327
283
100
136
125
210
Total
115
165
123
63
83
56
100
â&#x20AC;˘â&#x20AC;Ż I grouped these cells together because they are the ones that had the highest index meaning that they consume more than their fair share of Yellow Tail Wine
Target Manager High Volume Customers for Yellow Tail Wine: LifeStyle Cosmopolitan Centers
Affluent Suburban Spreads
Comfortable Country
Start-Up Families HHs with Young Children Only < 6
76
106
103
50
38
30
67
Small Scale Families Small HHs with Older Children 6+
BehaviorStage
Struggling Urban Modest Working Plain Rural Living Cores Towns
Total
104
124
66
37
65
36
72
Younger Bustling Families Large HHs with Children (6+), HOH <40
42
89
60
27
24
17
41
Older Bustling Families Large HHs with Children (6+), HOH 40+
67
98
62
27
48
13
57
Young Transitionals Any size HHs, No Children, < 35
85
135
75
117
108
53
97
Independent Singles 1 person HHs, No Children, 35-64
111
103
89
49
84
59
81
Senior Singles 1 person HHs, No Children, 65+
84
127
87
45
69
23
67
Established Couples 2+ person HHs, No Children, 35-54
115
130
84
74
48
62
84
Empty Nest Couples 2+ person HHs, No Children, 55-64
156
294
174
65
165
77
164
Senior Couples 2+ person HHs, No Children, 65+
267
327
283
100
136
125
210
Total
115
165
123
63
83
56
100
â&#x20AC;˘â&#x20AC;Ż I grouped these cells together because they were the ones that had the highest percentages for total volume consumed in the Yellow Tail Wine category
Target Manager Average Index Customers for Yellow Tail Wine: LifeStyle Cosmopolitan Centers
Affluent Suburban Spreads
Comfortable Country
Start-Up Families HHs with Young Children Only < 6
76
106
103
50
38
30
67
Small Scale Families Small HHs with Older Children 6+
BehaviorStage
Struggling Urban Modest Working Plain Rural Living Cores Towns
Total
104
124
66
37
65
36
72
Younger Bustling Families Large HHs with Children (6+), HOH <40
42
89
60
27
24
17
41
Older Bustling Families Large HHs with Children (6+), HOH 40+
67
98
62
27
48
13
57
Young Transitionals Any size HHs, No Children, < 35
85
135
75
117
108
53
97
Independent Singles 1 person HHs, No Children, 35-64
111
103
89
49
84
59
81
Senior Singles 1 person HHs, No Children, 65+
84
127
87
45
69
23
67
Established Couples 2+ person HHs, No Children, 35-54
115
130
84
74
48
62
84
Empty Nest Couples 2+ person HHs, No Children, 55-64
156
294
174
65
165
77
164
Senior Couples 2+ person HHs, No Children, 65+
267
327
283
100
136
125
210
Total
115
165
123
63
83
56
100
â&#x20AC;˘â&#x20AC;Ż These cells are grouped together because their consumption of Yellow Tail Wine is average and could be a future group to focus on to get their consumption to be more
Target Manager Low Index Customers for Yellow Tail Wine: LifeStyle Cosmopolitan Centers
Affluent Suburban Spreads
Comfortable Country
Start-Up Families HHs with Young Children Only < 6
76
106
103
50
38
30
67
Small Scale Families Small HHs with Older Children 6+
BehaviorStage
Struggling Urban Modest Working Plain Rural Living Cores Towns
Total
104
124
66
37
65
36
72
Younger Bustling Families Large HHs with Children (6+), HOH <40
42
89
60
27
24
17
41
Older Bustling Families Large HHs with Children (6+), HOH 40+
67
98
62
27
48
13
57
Young Transitionals Any size HHs, No Children, < 35
85
135
75
117
108
53
97
Independent Singles 1 person HHs, No Children, 35-64
111
103
89
49
84
59
81
Senior Singles 1 person HHs, No Children, 65+
84
127
87
45
69
23
67
Established Couples 2+ person HHs, No Children, 35-54
115
130
84
74
48
62
84
Empty Nest Couples 2+ person HHs, No Children, 55-64
156
294
174
65
165
77
164
Senior Couples 2+ person HHs, No Children, 65+
267
327
283
100
136
125
210
Total
115
165
123
63
83
56
100
â&#x20AC;˘â&#x20AC;Ż I grouped these cells together because they had the lowest index for Yellow Tail Wine and could be a great target to focus on
Target Manager High Index Customers for Bodega Norton Wine (Competitor #1): LifeStyle Cosmopolitan Centers
Affluent Suburban Spreads
Comfortable Country
Start-Up Families HHs with Young Children Only < 6
120
250
65
62
57
61
105
Small Scale Families Small HHs with Older Children 6+
114
278
83
62
62
58
113
Younger Bustling Families Large HHs with Children (6+), HOH <40
116
129
62
60
86
60
82
Older Bustling Families Large HHs with Children (6+), HOH 40+
113
176
78
59
61
53
98
Young Transitionals Any size HHs, No Children, < 35
156
158
44
44
39
43
80
Independent Singles 1 person HHs, No Children, 35-64
177
225
20
56
25
41
84
Senior Singles 1 person HHs, No Children, 65+
170
130
30
38
17
38
61
Established Couples 2+ person HHs, No Children, 35-54
200
266
134
48
61
46
125
Empty Nest Couples 2+ person HHs, No Children, 55-64
157
268
104
68
44
74
124
Senior Couples 2+ person HHs, No Children, 65+
276
320
49
44
49
39
121
Total
166
229
70
53
46
50
100
BehaviorStage
Struggling Urban Modest Working Plain Rural Living Cores Towns
Total
• These high index customers are grouped together based on how much Bodega wine they consume which is more than Yellow Tail Wine • Unlike Yellow Tail Wine, these customers are located mainly in Cosmopolitan Centers and Affluent Suburban Spreads • These target markets could be a future market for Yellow Tail wine because the index in some areas for Bodega Norton wine are way higher than Yellow Tail
Target Manager High Volume Customers for Bodega Norton Wine (Competitor #1): LifeStyle Cosmopolitan Centers
Affluent Suburban Spreads
Comfortable Country
Start-Up Families HHs with Young Children Only < 6
120
250
65
62
57
61
105
Small Scale Families Small HHs with Older Children 6+
114
278
83
62
62
58
113
Younger Bustling Families Large HHs with Children (6+), HOH <40
116
129
62
60
86
60
82
Older Bustling Families Large HHs with Children (6+), HOH 40+
113
176
78
59
61
53
98
Young Transitionals Any size HHs, No Children, < 35
156
158
44
44
39
43
80
Independent Singles 1 person HHs, No Children, 35-64
177
225
20
56
25
41
84
Senior Singles 1 person HHs, No Children, 65+
170
130
30
38
17
38
61
Established Couples 2+ person HHs, No Children, 35-54
200
266
134
48
61
46
125
Empty Nest Couples 2+ person HHs, No Children, 55-64
157
268
104
68
44
74
124
Senior Couples 2+ person HHs, No Children, 65+
276
320
49
44
49
39
121
Total
166
229
70
53
46
50
100
BehaviorStage
Struggling Urban Modest Working Plain Rural Living Cores Towns
Total
• These cells are grouped together based on their similar high volume percentage • These consumers mainly reside in the Cosmopolitan Centers and Affluent Suburban Spreads and are an established couple, empty nest couple or senior couple • Where they reside is somewhat similar to Yellow Tail Wine but the consumer is mainly the same as Yellow Tail Wine’s consumer
Target Manager High Index Customers for Cupcake Vineyards (Competitor #2): LifeStyle Cosmopolitan Centers
Affluent Suburban Spreads
Comfortable Country
Start-Up Families HHs with Young Children Only < 6
144
160
191
83
100
64
123
Small Scale Families Small HHs with Older Children 6+
BehaviorStage
Struggling Urban Modest Working Plain Rural Living Cores Towns
Total
92
105
75
42
80
36
72
Younger Bustling Families Large HHs with Children (6+), HOH <40
123
181
115
60
97
47
99
Older Bustling Families Large HHs with Children (6+), HOH 40+
85
153
47
62
45
20
76
Young Transitionals Any size HHs, No Children, < 35
128
145
82
59
78
62
90
Independent Singles 1 person HHs, No Children, 35-64
118
135
68
30
73
31
73
66
134
41
52
38
17
51
Established Couples 2+ person HHs, No Children, 35-54
172
267
215
129
116
71
161
Empty Nest Couples 2+ person HHs, No Children, 55-64
77
287
111
114
110
53
130
Senior Couples 2+ person HHs, No Children, 65+
255
201
139
63
63
37
119
Total
129
184
111
67
78
42
100
Senior Singles 1 person HHs, No Children, 65+
• These cells are grouped together because they consume more than their fair share of Cupcake Vineyards Wine • Some of these high index customers are not customers of Yellow Tail Wine which could be a future target for them
Target Manager High Volume Customers for Cupcake Vineyards (Competitor #2): LifeStyle Cosmopolitan Centers
Affluent Suburban Spreads
Comfortable Country
Start-Up Families HHs with Young Children Only < 6
144
160
191
83
100
64
123
Small Scale Families Small HHs with Older Children 6+
BehaviorStage
Struggling Urban Modest Working Plain Rural Living Cores Towns
Total
92
105
75
42
80
36
72
Younger Bustling Families Large HHs with Children (6+), HOH <40
123
181
115
60
97
47
99
Older Bustling Families Large HHs with Children (6+), HOH 40+
85
153
47
62
45
20
76
Young Transitionals Any size HHs, No Children, < 35
128
145
82
59
78
62
90
Independent Singles 1 person HHs, No Children, 35-64
118
135
68
30
73
31
73
66
134
41
52
38
17
51
Established Couples 2+ person HHs, No Children, 35-54
172
267
215
129
116
71
161
Empty Nest Couples 2+ person HHs, No Children, 55-64
77
287
111
114
110
53
130
Senior Couples 2+ person HHs, No Children, 65+
255
201
139
63
63
37
119
Total
129
184
111
67
78
42
100
Senior Singles 1 person HHs, No Children, 65+
• The cells that are grouped together here represent the high volume customers of Cupcake Vineyards Wine • Some of these customers are different from Yellow Tail Wine and could be a future target market for them
Target Manager High Index Customers for Alamos Wine (Competitor #3): LifeStyle Cosmopolitan Centers
Affluent Suburban Spreads
Comfortable Country
Start-Up Families HHs with Young Children Only < 6
122
226
19
37
27
35
80
Small Scale Families Small HHs with Older Children 6+
99
209
26
57
42
34
79
Younger Bustling Families Large HHs with Children (6+), HOH <40
111
184
22
36
24
39
63
Older Bustling Families Large HHs with Children (6+), HOH 40+
82
218
34
43
26
31
86
Young Transitionals Any size HHs, No Children, < 35
164
172
87
51
71
48
96
Independent Singles 1 person HHs, No Children, 35-64
146
62
61
70
101
48
83
71
124
81
80
65
33
70
Established Couples 2+ person HHs, No Children, 35-54
126
248
224
42
85
40
131
Empty Nest Couples 2+ person HHs, No Children, 55-64
131
257
178
75
44
40
128
Senior Couples 2+ person HHs, No Children, 65+
112
378
149
59
96
73
151
Total
123
220
102
55
63
44
100
BehaviorStage
Senior Singles 1 person HHs, No Children, 65+
Struggling Urban Modest Working Plain Rural Living Cores Towns
Total
• These customers are mainly from the Affluent Suburban Spreads which is not a high customer of Yellow Tail Wine • These customers also include start-up families, small scale families, younger bustling families, older bustling families, and young transitionals, which really aren’t customers of Yellow Tail Wine
Target Manager High Volume Customers for Alamos Wine (Competitor #3): LifeStyle Cosmopolitan Centers
Affluent Suburban Spreads
Comfortable Country
Start-Up Families HHs with Young Children Only < 6
122
226
19
37
27
35
80
Small Scale Families Small HHs with Older Children 6+
99
209
26
57
42
34
79
Younger Bustling Families Large HHs with Children (6+), HOH <40
111
184
22
36
24
39
63
Older Bustling Families Large HHs with Children (6+), HOH 40+
82
218
34
43
26
31
86
Young Transitionals Any size HHs, No Children, < 35
164
172
87
51
71
48
96
Independent Singles 1 person HHs, No Children, 35-64
146
62
61
70
101
48
83
71
124
81
80
65
33
70
Established Couples 2+ person HHs, No Children, 35-54
126
248
224
42
85
40
131
Empty Nest Couples 2+ person HHs, No Children, 55-64
131
257
178
75
44
40
128
Senior Couples 2+ person HHs, No Children, 65+
112
378
149
59
96
73
151
Total
123
220
102
55
63
44
100
BehaviorStage
Senior Singles 1 person HHs, No Children, 65+
Struggling Urban Modest Working Plain Rural Living Cores Towns
Total
• These cells are grouped together by the percent of volume of Alamos Wine that’s consumed • These customers are mainly located in the Affluent Suburban Spreads which is different than Yellow Tail Wine’s high volume customers
Target Manager High Index Customers for the Category: LifeStyle Cosmopolitan Centers
Affluent Suburban Spreads
Comfortable Country
Start-Up Families HHs with Young Children Only < 6
89
117
78
34
45
21
64
Small Scale Families Small HHs with Older Children 6+
81
113
107
90
56
54
83
Younger Bustling Families Large HHs with Children (6+), HOH <40
77
75
49
20
49
21
45
Older Bustling Families Large HHs with Children (6+), HOH 40+
131
143
81
29
49
24
82
Young Transitionals Any size HHs, No Children, < 35
105
92
71
86
72
24
77
Independent Singles 1 person HHs, No Children, 35-64
142
86
73
86
75
36
82
Senior Singles 1 person HHs, No Children, 65+
123
111
77
74
101
38
82
Established Couples 2+ person HHs, No Children, 35-54
175
148
97
60
68
56
99
Empty Nest Couples 2+ person HHs, No Children, 55-64
194
204
153
93
107
66
137
Senior Couples 2+ person HHs, No Children, 65+
483
263
198
73
137
96
197
Total
166
147
109
67
80
48
100
BehaviorStage
Struggling Urban Modest Working Plain Rural Living Cores Towns
Total
• These cells are grouped together by the high index in which they consume more than their fair share of wine • These consumers are mainly established couples, empty nest couples, and senior couples which are the same as Yellow Tail Wine’s valued customers
Target Manager High Volume Customers for Category: LifeStyle Cosmopolitan Centers
Affluent Suburban Spreads
Comfortable Country
Start-Up Families HHs with Young Children Only < 6
89
117
78
34
45
21
64
Small Scale Families Small HHs with Older Children 6+
81
113
107
90
56
54
83
Younger Bustling Families Large HHs with Children (6+), HOH <40
77
75
49
20
49
21
45
Older Bustling Families Large HHs with Children (6+), HOH 40+
131
143
81
29
49
24
82
Young Transitionals Any size HHs, No Children, < 35
105
92
71
86
72
24
77
Independent Singles 1 person HHs, No Children, 35-64
142
86
73
86
75
36
82
Senior Singles 1 person HHs, No Children, 65+
123
111
77
74
101
38
82
Established Couples 2+ person HHs, No Children, 35-54
175
148
97
60
68
56
99
Empty Nest Couples 2+ person HHs, No Children, 55-64
194
204
153
93
107
66
137
Senior Couples 2+ person HHs, No Children, 65+
483
263
198
73
137
96
197
Total
166
147
109
67
80
48
100
BehaviorStage
Struggling Urban Modest Working Plain Rural Living Cores Towns
Total
• These cells are grouped together based on having a high percentage of total volume consumed • We can see that those in the Modest Working Towns and Plain Rural Living are completely different customers than those of Yellow Tail Wine’s customers
Target Manager • Why I chose these segments: o They were the ones with the highest index and volume o There’s an opportunity to get them to consume more
• Market opportunity (category): o Younger bustling families in all areas • Because they don’t consume more than average
Target Manager • Primary target: o Senior couples
• Why? o They have the most consumption of Yellow Tail Wine and are mainly consuming more than their fare share High Index LifeStyle Cosmopolitan Centers
Affluent Suburban Spreads
Comfortable Country
Start-Up Families HHs with Young Children Only < 6
76
106
103
50
38
30
67
Small Scale Families Small HHs with Older Children 6+
104
124
66
37
65
36
72
Younger Bustling Families Large HHs with Children (6+), HOH <40
42
89
60
27
24
17
41
Older Bustling Families Large HHs with Children (6+), HOH 40+
67
98
62
27
48
13
57
Young Transitionals Any size HHs, No Children, < 35
85
135
75
117
108
53
97
Independent Singles 1 person HHs, No Children, 35-64
111
103
89
49
84
59
81
Senior Singles 1 person HHs, No Children, 65+
84
127
87
45
69
23
67
Established Couples 2+ person HHs, No Children, 35-54
115
130
84
74
48
62
84
Empty Nest Couples 2+ person HHs, No Children, 55-64
156
294
174
65
165
77
164
Senior Couples 2+ person HHs, No Children, 65+
267
327
283
100
136
125
210
Total
115
165
123
63
83
56
100
BehaviorStage
Struggling Urban Modest Working Plain Rural Living Cores Towns
Total
Marketing Strategy & Programs • When it comes to our marketing strategy, we’re able to find out: o o o o o o o
Where our customer lives exactly What they like to do How we’re able to reach them through our marketing efforts What stores they like to shop at What magazines we can advertise in to get their attention What magazines they read and purchase often What products we can co-brand and cross-promote with
Marketing Strategy • Where my target lives: o Top 10 zip codes • Census division: Midwest, Illinois High Index Senior Couples for Product Geography Name Total % HHs 60523 Oak Brook, IL 60712 Lincolnwood, IL 61019 Davis, IL 60461 Olympia Fields, IL 61075 Scales Mound, IL 60463 Palos Heights, IL 60062 Northbrook, IL 61560 Putnam, IL 60035 Highland Park, IL 60069 Lincolnshire, IL
0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.01% 0.00% 0.01% 0.00%
Target % HHs 0.01% 0.01% 0.00% 0.00% 0.00% 0.01% 0.03% 0.00% 0.02% 0.01%
Target % Pen 40.14% 37.25% 36.40% 35.89% 35.12% 34.47% 33.43% 32.90% 32.51% 31.55%
Target Index 315 292 286 282 276 271 262 258 255 248
Target HHs 1,680 1,646 512 713 138 1,962 5,255 126 3,720 1,103
Total HHs 4,185 4,418 1,407 1,987 393 5,692 15,719 383 11,440 3,495
• Located mainly in the suburbs around various parts of Illinois
Marketing Strategy • Other census divisions that off an opportunity for growth: 49969 Watersmeet, MI 49408 Fennville, MI 54659 Taylor, WI 47631 New Harmony, IN 54488 Unity, WI 54773 Whitehall, WI 54853 Luck, WI 48045 Harrison Township, MI 49424 Holland, MI 44287 West Salem, OH 43464 Vickery, OH 43451 Portage, OH 47882 Sullivan, IN 54114 Crivitz, WI 48849 Lake Odessa, MI
0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.01% 0.01% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00%
0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.01% 0.01% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00%
12.68% 12.68% 12.68% 12.67% 12.66% 12.65% 12.65% 12.65% 12.64% 12.64% 12.64% 12.64% 12.64% 12.64% 12.64%
99 99 99 99 99 99 99 99 99 99 99 99 99 99 99
66 467 63 108 53 165 202 1,442 2,115 354 71 52 431 291 289
• Why? o The target market of senior couples in these areas aren’t buying the average amount of Yellow Tail Wine.
518 3,687 500 852 418 1,305 1,600 11,400 16,726 2,803 563 414 3,410 2,305 2,287
Marketing Strategy • Top 15 stores where my target shops: COUNTRY HOUSE GROCERY JEWEL OSCO 3394 PACEMAKER JR FINE FOODS 1992 FRUITFUL YIELD 11 WHOLE FOODS MARKET 10244 SUNSET FOOD MART 2 TRADER JOES MARKET 682 JEWEL OSCO 3469 GARDEN FRESH MARKET 95 JEWEL OSCO 3426 JEWEL OSCO 3459 SUNSET FOOD MART 1 WHOLE FOODS MARKET 10116 FOODSTUFFS FOODSTUFFS GRAND FOOD CENTER 2 ISAAC & MOISHE THE FRESH MARKET 72 LA UNION SUPERMARKET WAL MART SUPERCENTER 4641
501 Main St: Scales Mound IL: 61075 13200 Village Green Dr: Huntley IL: 60142 101 Center St: Durand IL: 61024 149 Skokie Valley Rd: Highland Park IL: 60035 840 Willow Rd: Northbrook IL: 60062 1127 Church St: Northbrook IL: 60062 127 Skokie Blvd: Northbrook IL: 60062 16 S Waukegan Rd: Deerfield IL: 60015 275 Skokie Blvd: Northbrook IL: 60062 2502 Waukegan Rd: Glenview IL: 60025 1600 Deerfield Rd: Highland Park IL: 60035 1812 Green Bay Rd: Highland Park IL: 60035 760 Waukegan Rd: Deerfield IL: 60015 338 Park Ave: Glencoe IL: 60022 1456 Waukegan Rd: Glenview IL: 60025 341 Hazel Ave: Glencoe IL: 60022 311 Waukegan Ave: Highwood IL: 60040 3232 Lake Ave: Wilmette IL: 60091 485 Sheridan Rd: Highwood IL: 60040 12300 S Il Route 47: Huntley IL: 60142
0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00%
0.00% 0.00% 0.00% 0.00% 0.01% 0.00% 0.00% 0.00% 0.00% 0.01% 0.01% 0.01% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.01%
40.88% 33.23% 32.46% 30.86% 30.50% 30.21% 30.05% 29.19% 28.90% 28.73% 28.41% 28.30% 28.28% 28.10% 27.91% 27.50% 27.16% 26.77% 26.63% 26.45%
321 261 255 242 239 237 236 229 227 225 223 222 222 221 219 216 213 210 209 208
57 595 130 149 903 400 679 521 171 836 1,169 802 628 32 34 114 30 289 123 1,227
• The chain of stores that provides the best opportunity to reach my target would be Wal-Mart Superstores They have many chains around Illinois and their prices are a very reasonable when it comes to the products they sell • They have a good selection of items as well •
140 1,790 401 481 2,960 1,323 2,259 1,785 590 2,910 4,116 2,834 2,219 114 123 413 112 1,079 463 4,637
Marketing Strategy • Top 25 stores to reach my target: JEWEL OSCO 3459 WAL MART SUPERCENTER 4641 JEWEL OSCO 3465 WAL MART SUPERCENTER 1556 WAL MART SUPERCENTER 1735 WAL MART SUPERCENTER 328 WOODMANS FOOD MARKET 30 MARIANOS FRESH MARKET 8501 WAL MART SUPERCENTER 253 MEIJER SUPERMARKET 273 WAL MART SUPERCENTER 3725 MARIANOS FRESH MARKET 8502 WAL MART SUPERCENTER 5442 WAL MART SUPERCENTER 1681 WAL MART SUPERCENTER 1737 WAL MART SUPERCENTER 3460 WAL MART SUPERCENTER 1897 WAL MART SUPERCENTER 5157 WAL MART SUPERCENTER 1421 MEIJER SUPERMARKET 182 WAL MART SUPERCENTER 2728 WAL MART SUPERCENTER 435 SUPERTARGET CENTER 2035 WAL MART SUPERCENTER 1003 WAL MART SUPERCENTER 1892
•
1600 Deerfield Rd: Highland Park IL: 60035 12300 S Il Route 47: Huntley IL: 60142 9449 Skokie Blvd: Skokie IL: 60077 9245 159th St: Orland Hills IL: 60487 1455 E Lake Cook Rd: Wheeling IL: 60090 961 N Market St: Waterloo IL: 62298 3155 Mcfarland Rd: Rockford IL: 61114 802 E Northwest Hwy: Arlington Heights IL: 60004 1316 S State St: Jerseyville IL: 62052 11305 W Lincoln Hwy: Mokena IL: 60448 8500 W Golf Rd: Niles IL: 60714 1720 N Milwaukee Ave: Vernon Hills IL: 60061 1050 N Rohlwing Rd: Addison IL: 60101 930 Mount Prospect Plz: Mount Prospect IL: 60056 900 Hwy 83 S: Villa Park IL: 60181 8915 N Allen Rd: Peoria IL: 61615 801 Meacham Rd: Elk Grove Village IL: 60007 155 E Courtland St: Morton IL: 61550 1980 Freedom Pkwy: Washington IL: 61571 855 S Randall Rd: Saint Charles IL: 60174 4625 E Maryland St: Decatur IL: 62521 12495 State Route 143: Highland IL: 62249 7300 191st St: Tinley Park IL: 60487 6800 W Us Highway 34: Plano IL: 60545 9450 Joliet Rd: Hodgkins IL: 60525
0.00% 0.00% 0.00% 0.01% 0.00% 0.01% 0.01% 0.01% 0.00% 0.00% 0.01% 0.01% 0.00% 0.01% 0.01% 0.01% 0.01% 0.01% 0.01% 0.01% 0.01% 0.01% 0.01% 0.01% 0.01%
0.01% 0.01% 0.01% 0.01% 0.01% 0.01% 0.01% 0.01% 0.01% 0.01% 0.01% 0.01% 0.01% 0.01% 0.01% 0.01% 0.01% 0.01% 0.01% 0.01% 0.01% 0.01% 0.01% 0.01% 0.01%
28.41% 26.45% 23.79% 20.72% 19.93% 19.69% 18.98% 18.92% 18.85% 18.80% 18.71% 18.33% 18.15% 18.11% 18.00% 17.72% 17.61% 17.08% 17.03% 17.02% 16.94% 16.74% 16.37% 16.13% 15.92%
223 208 187 163 156 155 149 148 148 148 147 144 142 142 141 139 138 134 134 134 133 131 129 127 125
1,169 1,227 1,130 1,844 1,098 1,198 2,081 1,258 1,071 1,126 1,360 1,121 1,080 1,096 1,100 1,825 1,079 1,059 1,441 1,223 1,372 1,157 1,136 1,108 1,703
4,116 4,637 4,752 8,901 5,508 6,083 10,964 6,648 5,682 5,989 7,266 6,117 5,948 6,052 6,113 10,302 6,127 6,203 8,462 7,183 8,101 6,909 6,937 6,868 10,700
How selection was made: o I looked at how many of my target households were in that area and how much product they were already buying
Marketing Strategy • Top 10 magazines to advertise in to reach my target: Cooking Light (Books & Magazines : Magzn Select Titles) Ct. ** Real Simple (Books & Magazines : Magzn Select Titles) Ct. * Better Hmes And Grdns (Books & Magazines : Magzn Select Titles) Ct. O (Books & Magazines : Magzn Select Titles) Ct. ** Time Dstrbtn Taste Of Home Srvc-Wp (Books(Books & Magazines & Magazines : Magzn: Magzn Select Titles) Select Ct. Titles) * Ct. ** Good Housekeeping (Books & Magazines : Magzn Select Titles) Ct. ** People (Books & Magazines : Magzn Select Titles) Ct. Us Weekly (Books & Magazines : Magzn Select Titles) Ct. * Time (Books & Magazines : Magzn Select Titles) Ct. *
Magzn Select Titles Magzn Select Titles Magzn Select Titles Magzn Select Titles Magzn Select Titles Magzn Select Titles Magzn Select Titles Magzn Select Titles Magzn Select Titles
0.4% 0.6% 1.7% 0.5% 0.5% 1.0% 0.5% 4.0% 1.1% 0.6%
151 1.High Index / High Penetration 143 1.High Index / High Penetration 137 1.High Index / High Penetration 127 1.High Index / High Penetration 128 1.High Index / High Penetration 127 126 1.High Index / High Penetration 125 1.High Index / High Penetration 122 1.High Index / High Penetration 120 1.High Index / High Penetration
• How selection for top 10 magazines was picked: o Magazines that male and female senior couples would read • Even read together o Magazines that have recipes in them o House decorating and gardening (mainly for the female consumer) o Business magazines (mainly for the male consumer)
Marketing Strategy • 3 categories for cross-promotions/co-branding: o Cheese Boars Head (Cheese : Natural - Amrcn Chddar) Oz. *** Cabot Classic Vermont (Cheese : Natural - Amrcn Chddar) Oz. *** Cello (Cheese : Cheese - Natural- Variety Pack) Oz. ** Formaggio (Cheese : Natural-Mozzarella) Oz. ** Bel Gioioso (Cheese : Grated) Oz. ***
Natural - American Cheddar Natural - American Cheddar Cheese - Natural- Variety Pack Natural - Mozzarella Grated
0.2% 0.2% 0.4% 0.6% 0.2%
173 2.High Index / Low Penetration 171 2.High Index / Low Penetration 165 2.High Index / Low Penetration 162 2.High Index / Low Penetration 151 2.High Index / Low Penetration
Syrup-Chocolate Toppings-Liquid & Dry Desserts - RTS Single Servings Pudding - Diet - Mix Pudding - Sweetened - Mix
0.2% 0.3% 0.7% 7.4% 0.7%
152 2.High Index / Low Penetration 130 2.High Index / Low Penetration 124 2.High Index / Low Penetration 121 1.High Index / High Penetration 120 1.High Index / High Penetration
Noodles & Dumplings Spaghetti Noodles & Dumplings Spaghetti Spaghetti
0.1% 0.7% 0.1% 0.2% 0.2%
172 2.High Index / Low Penetration 152 1.High Index / High Penetration 151 2.High Index / Low Penetration 141 2.High Index / Low Penetration 137 2.High Index / Low Penetration
o Desserts Foxs U-Bet (Des, Gel, Syr : Syrup-Chocolate) Oz. *** Smuckers Guilt Free (Des, Gel, Syr : Top-Liq & Dry) Oz. ** Tree Top - RTS (Des, Gel, Syr : Des-RTS Sngl Serv) Oz. ** Jell-O- Dt (Des, Gel, Syr : Pudding-Diet-Mix) Oz. My T Fine (Des, Gel, Syr : Pudding-Sweetened-Mix) Oz. **
o Pasta Streits (Pasta : Noodles & Dumplings) Oz. *** De Cecco (Pasta : Spaghetti) Oz. * Bechtle (Pasta : Noodles & Dumplings) Oz. *** Bionaturae (Pasta : Spaghetti) Oz. *** Racconto (Pasta : Spaghetti) Oz. ***
• •
These 3 categories are something that you’d enjoy with a glass of wine and are pretty common to have together The category that offers the best opportunity for co-marketing would be cheese because it’s purchased and consumed more frequently by my target o
The brands that offer the most potential to co-market with are Boars Head and Cabot Classic Vermont because my target is buying more than their fare share of these brands
Marketing Strategy • Some of the media that my target engages in is: o TV • Channels CHI:Cable networks/stations (non-premium) watched past 7 days(The Golf Channel) *** CHI:Cable networks/stations (non-premium) watched past 7 days(FOX News Channel) * CHI:Cable networks/stations watched pst 7 dys (Hardwired cable)(CNBC) *** CHI:Cable networks/stations watched pst 7 dys (Hardwired cable)(Hallmark Channel) *** CHI:Cable networks/stations watched pst 7 dys (Hardwired cable)(The Weather Channel) **
5.06% 17.55% 5.28% 8.16% 14.76%
15.11% 34.42% 9.24% 13.37% 23.41%
299 196 175 164 159
8.92% 6.63% 6.35% 19.98%
20.72% 15.27% 13.07% 34.34%
232 230 206 172
6.33% 3.78% 0.65%
17.40% 9.69% 1.46%
275 256 225
6.43% 2.93% 28.02% 28.82% 27.45%
12.80% 5.75% 52.79% 52.12% 48.03%
199 197 188 181 175
4.37% 3.73% 24.86% 19.97%
12.53% 9.60% 48.33% 37.57%
287 258 194 188
• Special channels watched CHI:Special TV programs watched past 12 months(Kennedy Center Honors) ** CHI:Special TV sports programs watched past 12 months(THE PLAYERS Championship) *** CHI:Sports watched on broadcast TV past 12 months(Notre Dame Fighting Irish basketball) *** CHI:TV programs - type typically watch(Game shows) *
• When they watch television CHI:M-F 12pm-12:30pm cume(WGN TV 12-12:30PM M-F) *** CHI:M-F 4pm-5pm avg 1/2 hr(WLS TV 4PM-5PM M-F) ** CHI:M-F 3pm-7pm aqh(WGN AM 3PM - 7PM M-F) ***
o Newspapers CHI:CUME Sunday newspapers(Daily Herald) *** CHI:CUME Daily newspapers(Daily Southtown) *** CHI:CUME Daily newspapers(Chicago Tribune) * CHI:Newspaper sections generally looked at/read Mon-Fri(TV or radio listings) * CHI:Newspaper sections generally looked at/read Mon-Fri(Science and technology pages/section) *
o Radio CHI:Radio P1(WGN AM) *** CHI:Radio P1(WLS AM) *** CHI:Radio format profiles (M-S 6am-Mid cume)(News/Talk/Information) * CHI:Radio Quintile(Radio 5th Quintile (lowest)) *
Marketing Strategy • My targets top 5 entertainment and recreational activities are: o o o o o
Traveling outside the U.S. Shopping Attending a symphony concert, opera, etc. Going to the casino Gardening
CHI:Places visited outside continental U.S. past 3 years(France - Germany - Italy) *** CHI:Clothing stores shopped past 3 months(Coldwater Creek) *** CHI:Events attended/places visited past 12 months(Symphony concert, opera, etc.) *** CHI:Casinos visited past 12 months (by name)(Four Winds Casino) *** CHI:Activities past 12 months(Gardening)
6.09% 3.80% 8.68% 5.57% 39.13%
13.28% 7.41% 15.76% 10.08% 61.20%
218 195 182 181 156
Marketing Strategy • When looking at the report for my targets behavior, we can take away that they do not shop online more than the average customer CHI:Individual owns computer(No) * CHI:Items shopped for on the Internet past 12 months(Did not shop) * CHI:Online/Internet sites visited past 30 days(Did not visit any site) *
21.80% 34.44% 20.77%
37.11% 56.87% 41.71%
• We can tell this because more than the average number of my target doesn’t own a computer • We can also tell they don’t shop online more than the average customer because there is a high index of my target that hasn’t shopped online in the past 12 months • The index for my target not visiting any site online is way more than average which tells us another way that they don’t shop online more than the average customer
170 165 201
Marketing Strategy • The store that my target likes to shop most at is: o Carson Pirie Scott
• We can tell this because when looking at all different categories and stores, Carson Pirie Scott always had a more than an average index for my target CHI:Clothing stores bought past 3 months(Carson Pirie Scott) ** CHI:Clothing stores shopped past 3 months(Carson Pirie Scott) * CHI:Department stores bought past 30 days(Carson Pirie Scott) ** CHI:Department stores shopped past 3 months not 30 days(Carson Pirie Scott) ** CHI:Department stores shopped past 3 months(Carson Pirie Scott) * CHI:Department stores shopped past 30 days(Carson Pirie Scott) ** CHI:Shoe stores shopped past 3 months(Carson Pirie Scott) ***
16.55% 19.99% 10.83% 12.46% 26.83% 14.37% 8.66%
26.81% 30.74% 18.35% 15.74% 37.78% 21.67% 12.98%
162 154 170 126 141 151 150
Marketing Strategy • When wanting to travel, my target likes to travel outside the U.S. CHI:Places visited outside continental U.S. past 3 years(Any Europe) *** CHI:Places visited outside continental U.S. past 3 years(France - Germany - Italy) *** CHI:No. of trips outside continental U.S. past 3 years(3 - 4 trips:Total) *** CHI:No. of trips outside continental U.S. past 3 yrs (personal)(2 trips:Personal/Vacation) *** CHI:Any trip outside continental U.S. past 3 years(Total foreign personal/vacation trips) * CHI:Any trip outside continental U.S. past 3 years(Total foreign trips) *
8.96% 6.09% 8.05% 7.70% 36.31% 38.12%
19.17% 13.28% 11.30% 10.14% 45.59% 46.49%
214 218 140 132 126 122
• From this information we can see that my target likes to: o Visit areas in Europe o Takes at least 2 trips outside the U.S. a year
• When they travel the mode of transportation they take is an airplane CHI:Airlines used for personal/vacation reasons(American) ** CHI:Airlines used for personal/vacation reasons(Southwest) * CHI:Airlines used past 12 months (personal/vacation)(Any airline used for personal/vacation) CHI:Airlines used past 12 months (personal/vacation)(United/Continental) ** CHI:Airports used as point of departure past 12 months(Other airport) ***
14.53% 20.93% 44.59% 14.66% 4.69%
• From this information we can see that my target has: o Traveled on American Airlines and Southwest Airlines
19.62% 25.91% 56.55% 20.09% 8.03%
135 124 127 137 171
Marketing Strategy • Previously, we saw that my target doesn’t really access the internet but when they do, the site they visit is AOL. CHI:Access Internet(No) * CHI:Accessed Internet:Past 30 days(No) *
17.43% 20.77%
36.62% 41.71%
210 201
CHI:Online/Internet sites visited past 30 days(ABCNews.com) *** CHI:Online/Internet sites visited past 30 days(Amazon) * CHI:Online/Internet sites visited past 30 days(AOL) ** CHI:Online/Internet sites visited past 30 days(Ask.com) *** CHI:Online/Internet sites visited past 30 days(Careerbuilder.com) *** CHI:Online/Internet sites visited past 30 days(CBSNews.com) *** CHI:Online/Internet sites visited past 30 days(CNN.com) *** CHI:Online/Internet sites visited past 30 days(Craigslist.org) ** CHI:Online/Internet sites visited past 30 days(Did not visit any site) * CHI:Online/Internet sites visited past 30 days(eBay) ** CHI:Online/Internet sites visited past 30 days(ESPN.com) ** CHI:Online/Internet sites visited past 30 days(FOXNews.com) *** CHI:Online/Internet sites visited past 30 days(Google) CHI:Online/Internet sites visited past 30 days(Major League Baseball (MLB.com)) *** CHI:Online/Internet sites visited past 30 days(MSN) ** CHI:Online/Internet sites visited past 30 days(MSNBC.com) *** CHI:Online/Internet sites visited past 30 days(National Football League (NFL.com)) *** CHI:Online/Internet sites visited past 30 days(Other site) ** CHI:Online/Internet sites visited past 30 days(Weather.com) * CHI:Online/Internet sites visited past 30 days(Yahoo!) *
10.15% 33.21% 11.65% 5.58% 7.27% 6.00% 9.02% 21.65% 20.77% 19.46% 14.66% 8.35% 66.57% 11.00% 15.55% 8.07% 7.88% 19.01% 24.82% 44.17%
5.51% 25.60% 11.76% 4.18% 3.05% 4.25% 4.76% 8.85% 41.71% 11.77% 3.88% 5.64% 54.86% 7.17% 8.08% 5.07% 5.22% 10.78% 16.98% 31.99%
54 77 101 75 42 71 53 41 201 60 26 68 82 65 52 63 66 57 68 72
Marketing Strategy • After reviewing all the data in these reports, I see the best ways to reach my target would be through newspapers, TV, and radio • Why? o We saw previously how high the index for these categories were for my target o There is a wide range of TV channels, radio stations and newspapers that they come in contact with o We can even reach out to them in newspapers and magazines that are on airplanes since we figured out that my target takes at least two trips outside of the U.S. a year
Marketing Strategy • When looking at all media I would: o Advertise the most on TV • News channels • The Weather Channel • Sports channels o Basketball & Golf • The Hallmark Channel
o Then go to newspapers • Daily Herald • Daily Southtown • Chicago Tribune o And lastly, radio • WGN
• Why?
o The index for my target was the highest for television and about the same for radio and newspaper o My target, Senior Couples, grew up with newspapers and are used to having something physical in their hand to read o They get their newspaper delivered directly to their doorstep
Insights • What I learned about my target o Consume more Yellow Tail Wine than I thought • Thought that adults 28-45 years old would have had more consumption o They live outside of the city o Don’t access the internet as much as the rest of society