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Insights, Guidelines, Tools and Resources

Insights, Guidelines, Tools and Resources. Beth Egan Shopper Marketing Director, CCNA Marketing – HQ Department. Info.shoppermarketing @coca-cola.com. Insight Guidelines and Example. DEFINING INSIGHT CHARACTERISTICS Explains a NEED, WANT or BELIEF

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Insights, Guidelines, Tools and Resources

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  1. Insights, Guidelines, Tools and Resources Beth Egan Shopper Marketing Director, CCNA Marketing – HQ Department Info.shoppermarketing@coca-cola.com

  2. Insight Guidelines and Example DEFINING INSIGHT CHARACTERISTICS Explains a NEED, WANT or BELIEF Makes you think and/or act differently - “A-HA!” Often based on a diverse set of data/facts Must be expressed in a simple way Compelling call to action • ILLUSTRATIVE FACTS: • 67% of shoppers say they do not think about beverages when planning meals • Over 50% of shoppers say that beverage displays help remind them to buy • 40% of consumers say the right beverage helps “make the meal” • ILLUSTRATIVE INSIGHT: • Shoppers need to be reminded to buy beverages when satisfying meal occasions because while they are generally an afterthought in meal prep, they are a key part of the occasion Classified - Internal use

  3. Insights Tools and Resources STEP 2.2 SHOPPER CARD DATA WHAT: Household level transaction & behavior data for select customers, ability to look at basket contents, behavioral shopper segments, etc… HOW: Category Advisory has access CATEGORY LEAKAGE TOOL WHAT: Identify the opportunities to increase conversion, trips and baskets by customer and where lost volume is going – can be run by any buyer group with sample HOW: Request through Nielsen contact CATEGORY WELLNESS WHEEL WHAT: Category/Brand & Shopper Scorecards to assess business health and identify issues HOW: Category Advisory develops, anyone can use CBL: Consumer Beverage Landscape WHAT: Key Need State, Activities, and Occasions (NARTD volume, functional & motivational drivers) WHO: Shopper Insights Community Trained; Fact Book posted on K&I site COKE WITH MEALS STUDY WHAT: Primary research which provides detail on 13 at-home meal occasions and 6 meal preparer segments HOW: Selling deck & Summaries on NSI Coke Channel Site NIELSEN SCAN/PANEL/REA DATABASES WHAT: Point of sale data, HH Panel data & Store Audits to track sales and diagnostics HOW: Broad access through Nitro shopperCHAT WHAT: Online community of 500 shoppers to gain qualitative learning on attitudes and behaviors HOW: Request through K&I LANDMARK FACTBOOKS WHAT: Excel based factbooks to understand trip missions and retailer equity at customer level HOW: Shopper Insights Community Trained Classified - Internal use

  4. THANK YOU For additional information please visit the Shopper/Customer Marketing Community at www.KOSCMarketing.com

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