1. Customer Development
“Turning Shoppers into Buyers”
1

2. Significant changes for shopper, category
and customer
2
2

3. THE CHANGING MARKETPLACE
• Winning at Point of Buying (POB) is more important than ever
Harder to reach and
More demanding
harder to influence
Shoppers
Consumers
Customers needing a
Competitors building their
greater understanding of
POB expertise
shopper needs
We must understand and lead if we are to win at POB
3

4. THE SHOPPER-CENTRIC JOURNEY
• Insights into the Who, What, Why and How
Who? What? Why? How?
Who are my best What influences their
What is their behavior What can I do differently
consumers and highest behavior
potential targets
Brand loyalty Needs/Motivations
Shopping Habits Right Consumer, Right
Retailer Loyalty Attitudes Message, Right Channel,
Visit Patterns (RFM) Right Time
Lifestyles Marketing Mix
Share of Right Mix of Acquisitions
Price Sensitivity Requirements (CPG) Competition & Retention Strategy
Multi-cultural Share of wallet (Retail) Product/Category Right Marketing Mix
Experience
4

5. Vision / Mission / Strategy
Provide objective Thought Leadership using insights
Vision and fact based solutions to become the partner of choice
in each category where we participate
Establish Partnership relationships by utilizing Customer
Mission Development “Best Practices” to accelerate current
and future profitable volume
Focus on Customer Developments Business Model to
Strategy leverage shopper insights and develop custom
activation plans that build shopper loyalty and
differentiate our customers in the marketplace
Consumer “Shopper” Account
5

6. CUSTOMER DEVELOPMENT MODEL
WHERE TO ATTACK ATTACK PLAN RESULTS
INSIGHTS STRATEGY ACTIVATION
Aligned Action Post
Assessment Discovery Execution
Planning Planning Analysis
• Category trends • Beverage Builder • Custom programs
• Competitive assessment • 2+ year strategic plan • Interactive 1:1
• Customer/shopper • Category strategies • Sponsorships
• Brand alignment • Customized beverage • Innovation
• ALICE “Connect” strategy • Custom scorecards
• Shopper-based research • Promo tracking
• Brand tracking
CUSTOMER-CENTRIC
Current volume initiatives (1 yr)
Future volume initiatives (2+ yrs)
Developing stronger relationships
6

7. WHY ARE WE DOING IT?
• Grow the base over time with future volume initiatives
Account Specific • Drive volume during current year
Programs • Enhance feature ad calendar
• Drive volume over 2+ year period
Base Volume
Initiatives • Focus on changing shopper behavior and grow the
base over time
Q1 Q2 Q3 Q4
7

8. • Grow the base over time
WHY ARE WE DOING
IT? with future volume
initiatives
Account Specific • Drive volume during current year
Programs • Enhance feature ad calendar
• Drive volume over 2+ year period
Base Volume
Initiatives • Focus on changing shopper behavior and grow the
base over time
Q1 Q2 Q3 Q4
8

9. Co Marketing – CPG Partners
Methodology:
Shopper Universe
• Identify shopper groups
Potential
Co-Marketing
• Analyze shopper basket transactions Brand
Shoppers
• Index shopper measures:
Penetration, units, visits
Best
• Rank against percentage of common Potential
visits Match
Retailer
Loyal Dr Pepper
• Recommended cross categories Shoppers Brand
Shoppers
• Activate to meet shopper needs
9

10. Marketing and Sales
DPS Areas of Expertise
Channel
Brand
Consumer Retailer
10

11. Bringing Marketing and Sales Closer Together
Today’s Discussion Focus
Brand Channel
Aligning these two
segmentations where
Consumer Retailer
possible is the key to
growth and efficiencies.
Shopper
Consumer
Segmentation Shopper
Segmentation
11

12. The Shared Commercial Objective is
PROFITABLE VOLUME!
Marketing Levers: Consumer / Shopper
PENE- PURCHAS
VOLUM FREQUENC
TRATIO E SIZE
E Y
N
Sales Levers for Growth
INCREMENTAL
VOLUM BASE VOLUME
VOLUME
E
Space Feature Ads
Distribution Displays
Promoted Price
Everyday Price
Account Specific
Shopper Programs
12

13. How do we CHANGE Shopping Behavior?
Levers Sales will pull to impact objective
VOLUME
Base Incremental
Space & Continuity, 1:1
TACTICS
Merchandising, Valued Shopper,
Everyday Pricing Features
Sales Customer Development
RESPONSIBLE Category Management
National Accounts
Field Sales / Bottler
Bottler Category Management
13

14. THE DPS & SuperValu PARTNERSHIP
• Putting the shopper at the strategic center
14

15. SO HOW DOES THIS WORK?
EXAMPLES & RESULTS
15

16. SuperValu Customer
Segmentation
16

17. IDENTIFYING YOUR MOST VALUABLE
SHOPPER Dr Pepper
Dt Dr Pepper
Diet 7 UP
CSD Category
Segment 1
Diet A&W
Diet Sunkist
Up-and-comers
Dt Can Dry
Segment 2 Canada Dry What categories
Who are your
& brands align
most valuable 7 UP
with your
shoppers? Segment 3
Sunkist shoppers?
Sundrop
Dinks w/ Dollars
Tea, Juice, Mixers
Haw Punch
Young and Rustic Yoo Hoo
Snapple
Segment 7
Motts Juice
Motts SS Sauce
Segment 8
Rose Infusions
Mr & Mrs T’s 17

18. DPS/ACCOUNT ALIGNMENT
Account index by propensity to consume DPS brands by segment
Segment 1 Segment 2 Segment 3 Segment 4 Segment 5 Segment 6 Segment 7 Segment 8
Dr Pepper 76 115 125 92 109 130 113 154
Diet Dr Pepper 79 117 159 131 129 82 106 85
Diet 7 Up 132 61 71 137 82 78 99 72
Diet A&W 87 96 85 114 108 41 102 90
Diet Sunkist 91 124 62 84 77 32 86 73
Diet Canada Dry 81 73 59 109 106 40 103 36
Canada Dry 84 95 88 104 104 73 70 78
7 Up 73 82 111 96 82 101 89 78
Sunkist 75 116 96 113 76 109 78 113
Sundrop 48 115 145 66 108 115 135 168
Hawaiian Punch 73 112 125 75 75 139 101 131
Yoo-hoo 64 131 155 79 97 157 119 199
Snapple 57 68 92 117 100 68 72 69
Mott's Juice 83 80 143 103 80 111 103 71
Mott's Single Serve 99 115 116 130 94 111 93 70
Rose's 53 100 107 105 126 78 96 125
Mr & Mrs T's 88 17 60 134 136 125 100 78
18

19. The Palmers / Premium Explorers
Dinner Routine: Exciting and different.
Shopping Style: Want an experience but often need to get in and out quickly.
Food Attitude: Food is interesting.
They view food and dining as an experience rather than a necessity. They expect and can afford fresh and
high quality foods. They are interested in healthier options, but love the occasional indulgence. They
value food and eating well, but do not always have time to prepare the types of meals they enjoy. When
grocery shopping they are looking for helpful employees who inspire them with new ideas.
ESTIMATE
20-25%
“I believe every encounter with food should be an experience. The best meals start with
fresh, high quality and healthy ingredients whether I’m making it or someone else is. I enjoy
the grocery shopping experience and look to sales associates for information and ideas.”
19
19

20. 20

21. The Thompson's / Time-Starved Families
Dinner Routine: Fast and family friendly.
Shopping Style: One-stop shopping and grab ‘n go options.
Food Attitude: Food is a way to nurture my family.
They believe that time is money. Managing their busy family leaves them time-starved, which results in a
reliance on meal solutions and take-out. It’s more important to them that they invest time into their
family than into meal prep. Their expectation is that shopping should be easy and they seek out retailers
that help them make the most of every trip. Even though they have the means to pay for increased ESTIMATE
convenience, they still appreciate a good value and don’t want to trade-off quality for convenience. 20-25%
“We don’t have a lot of time to cook or shop but I believe bringing the family together for a meal is part of
being a good mom. I want meal solutions and easy one-stop shopping that help me make the most of my
time.”
21
21

22. 22

23. The Vincent's / Value-Driven Households
Dinner Routine: Traditional home-cooking with limited repertoire.
Shopping Style: Willing to shop around to get the best deal.
Food Attitude: Food is a necessity.
Their strong value orientation drives their shopping behavior. They need to manage their budget, but have a
more holistic view of value because they believe that a good value means more than just a good price. They
want quality basics and may on occasion indulge beyond that, but won’t pay a premium for either.
ESTIMATE
50-60%
“We need to watch our food spend, but I want to get the best I can at the best value.
It’s not just about finding a good price.”
23 23
23

24. 24

25. 25

26. DPS Alignment Methodology
• All 66 PRIZM segments were evaluated by the following variables to
determine which SUPERVALU segments most closely aligned
– Age
– Household Income
– Presence of Children
– Urbanicity
• PRIZM segments were then aligned with beverages to determine the
correct beverage mix by segment
• Using above information, we then looked at media consumption,
leisure activities, and psychographics to begin to develop
promotional ideas that will resonate with targeted SUPERVALU
segments or clusters
26

27. 66 Cluster Snapshot
• Wealthiest segment “Upper Crust” (PRIZM rank #1) accounts for 1.7MM U.S. HH 1
• 1.5% of all U.S. homes are classified as “Upper Crust”
PRIZM NE Segment U.S. Households PRIZM NE Segment U.S. Households
Claritas 2005
Code Nickname PRIZM NE Segment
Demographic Description U.S. Households
Claritas 2005 HHs %Comp Code Nickname PRIZM NE Segment
Demographic Description HHs U.S. Households
Claritas 2005 %Comp
Code Nickname WealthyDemographic Description Claritas 2005 HHs %Comp Code Nickname MidscaleDemographic Description HHs %Comp
01 Upper Crust Older w/o Kids 1,690,937 1.52 34 White Picket Fences Middle Age w/ Kids 1,367,601 1.23
01 Upper Crust Wealthy Older w/o Kids 1,690,937 1.52 34 White Picket Fences Midscale Middle Age w/ Kids 1,367,601 1.23
02 Blue Blood Estates Wealthy Middle Age w/ Kids 1,059,462 0.95 35 Boomtown Singles Downscale Younger w/o Kids 1,347,018 1.21
02 Blue Blood Estates Wealthy Middle Age w/ Kids 1,059,462 0.95 35 Boomtown Singles Downscale Younger w/o Kids 1,347,018 1.21
03 Movers & Shakers Wealthy Middle Age w/o Kids 1,806,132 1.63 36 Blue-Chip Blues LowerMid Younger w/ Kids 1,354,490 1.22
03 Movers & Shakers Wealthy Middle Age w/o Kids 1,806,132 1.63 36 Blue-Chip Blues LowerMid Younger w/ Kids 1,354,490 1.22
04 Young Digerati Upscale Younger Mix 1,374,520 1.24 37 Mayberry-ville Midscale Middle Age w/o Kids 2,549,084 2.30
Young Digerati
04 Country Squires Upscale Younger Mix 1,374,520 1.24 37 Mayberry-ville Midscale Middle Age w/o Kids 2,549,084 2.30
05 Upscale Middle Age w/ Kids 2,050,786 1.85 38 Simple Pleasures LowerMid Mature Mix 2,802,944 2.53
Country Squires
05 Winner's Circle Upscale Middle Age w/ Kids 2,050,786 1.85 38 Simple Pleasures LowerMid Mature Mix 2,802,944 2.53
06 Wealthy Middle Age w/ Kids 1,134,965 1.02 39 Domestic Duos LowerMid Older Mix 1,188,359 1.07
06 Winner's Circle Wealthy Middle Age w/ Kids 1,134,965 1.02 39 Domestic Duos LowerMid Older Mix 1,188,359 1.07
07 Money & Brains Upscale Older Mix 2,265,564 2.04 40 Close-In Couples Downscale Older Mix 1,295,133 1.17
Money & Brains
07 Executive Suites Upscale Older Mix 2,265,564 2.04 40 Close-In Couples Downscale Older Mix 1,295,133 1.17
08 Midscale Middle Age w/o Kids 1,208,293 1.09 41 Sunset City Blues Downscale Older Mix 1,892,142 1.70
Executive Suites
08 Big Fish, Small Pond Midscale Middle Age w/o Kids 1,208,293 1.09 41 Sunset City Blues Downscale Older Mix 1,892,142 1.70
09 Upscale Older w/o Kids 2,451,435 2.21 42 Red, White & Blues LowerMid Middle Age w/o Kids 1,019,727 0.92
09 Big Fish, Small Pond Upscale Older w/o Kids 2,451,435 2.21 42 Red, White & Blues LowerMid Middle Age w/o Kids 1,019,727 0.92
10 Second City Elite UpperMid Older w/o Kids 1,313,684 1.18 43 Heartlanders LowerMid Older Mix 2,208,891 1.99
10 God's Country Elite
Second City UpperMid Older w/o Kids
UpperMid Middle Age w/o Kids 1,313,684 1.18 43 Heartlanders
New Beginnings
LowerMid Older Mix
Downscale Younger Mix 2,208,891 1.99
11 1,813,435 1.63 44 1,697,047 1.53
God's Country
11 Brite Lites, Li'l City UpperMid Middle Age w/o Kids 1,813,435 1.63 44 New Beginnings Downscale Younger Mix 1,697,047 1.53
12 UpperMid Middle Age w/o Kids 1,658,799 1.49 45 Blue Highways LowerMid Middle Age w/o Kids 1,316,921 1.19
12 Brite Lites, Li'l City UpperMid Middle Age w/o Kids 1,658,799 1.49 45 Blue Highways LowerMid Middle Age w/o Kids 1,316,921 1.19
13 Upward Bound UpperMid Middle Age w/ Kids 1,689,622 1.52 46 Old Glories Downscale Mature mostly w/o Kids 1,092,340 0.98
Upward Bound
13 New Empty Nests UpperMid Middle Age w/ Kids 1,689,622 1.52 46 Old Glories Downscale Mature mostly w/o Kids 1,092,340 0.98
14 Midscale Mature w/o Kids 1,171,877 1.06 47 City Startups Downscale Younger w/o Kids 1,605,824 1.45
14 New Empty Nests Midscale Mature w/o Kids 1,171,877 1.06 47 City Startups Downscale Younger w/o Kids 1,605,824 1.45
15 Pools & Patios Midscale Older w/o Kids 1,372,404 1.24 48 Young & Rustic Downscale Younger w/o Kids 3,393,228 3.06
15 Pools & Patios Midscale Older w/o Kids 1,372,404 1.24 48 Young & Rustic Downscale Younger w/o Kids 3,393,228 3.06
16 Bohemian Mix Midscale Younger Mix 2,018,548 1.82 49 American Classics Downscale Mature mostly w/o Kids 1,137,884 1.03
Bohemian Mix
16 Beltway Boomers Midscale Younger Mix 2,018,548 1.82 49 American Classics Downscale Mature mostly w/o Kids 1,137,884 1.03
17 UpperMid Middle Age w/ Kids 1,031,647 0.93 50 Kid Country, USA LowerMid Younger w/ Kids 1,424,706 1.28
17 Beltway Boomers UpperMid Middle Age w/ Kids 1,031,647 0.93 50 Kid Country, USA LowerMid Younger w/ Kids 1,424,706 1.28
18 Kids & Cul-de-sacs UpperMid Middle Age w/ Kids 1,687,777 1.52 51 Shotguns & Pickups LowerMid Middle Age w/ Kids 1,761,715 1.59
18 Kids & Cul-de-sacs UpperMid Middle Age w/ Kids 1,687,777 1.52 51 Shotguns & Pickups LowerMid Middle Age w/ Kids 1,761,715 1.59
19 Home Sweet Home Midscale Middle Age w/o Kids 1,980,255 1.78 52 Suburban Pioneers Downscale Middle Age Mix 1,161,514 1.05
Home Sweet Home
19 Fast-Track Families Midscale Middle Age w/o Kids 1,980,255 1.78 52 Suburban Pioneers Downscale Middle Age Mix 1,161,514 1.05
20 UpperMid Middle Age w/ Kids 1,631,409 1.47 53 Mobility Blues Low-Income Younger w/o Kids 1,169,434 1.05
20 Fast-Track Families UpperMid Middle Age w/ Kids 1,631,409 1.47 53 Mobility Blues Low-Income Younger w/o Kids 1,169,434 1.05
21 Gray Power LowerMid Older mostly w/o Kids 1,174,575 1.06 54 Multi-Culti Mosaic LowerMid Middle Age Mix 1,907,241 1.72
21 Gray Power LowerMid Older mostly w/o Kids 1,174,575 1.06 54 Multi-Culti Mosaic LowerMid Middle Age Mix 1,907,241 1.72
22 Young Influentials Midscale Younger w/o Kids 1,632,610 1.47 55 Golden Ponds Downscale Mature mostly w/o Kids 1,945,151 1.75
Young Influentials
22 Greenbelt Sports Midscale Younger w/o Kids 1,632,610 1.47 55 Golden Ponds Downscale Mature mostly w/o Kids 1,945,151 1.75
23 Midscale Middle Age w/o Kids 1,885,142 1.70 56 Crossroads Villagers Downscale Younger w/o Kids 1,960,469 1.77
23 Greenbelt Sports Midscale Middle Age w/o Kids 1,885,142 1.70 56 Crossroads Villagers Downscale Younger w/o Kids 1,960,469 1.77
24 Up-and-Comers LowerMid Younger w/o Kids 1,357,887 1.22 57 Old Milltowns Downscale Older Mix 1,590,835 1.43
24 Up-and-Comers LowerMid Younger w/o Kids 1,357,887 1.22 57 Old Milltowns Downscale Older Mix 1,590,835 1.43
25 Country Casuals UpperMid Middle Age w/o Kids 1,556,190 1.40 58 Back Country Folks Downscale Older Mix 2,626,222 2.37
Country Casuals
25 The Cosmopolitans UpperMid Middle Age w/o Kids 1,556,190 1.40 58 Back Country Folks Downscale Older Mix 2,626,222 2.37
26 Midscale Older Mix 1,322,764 1.19 59 Urban Elders Downscale Older Mix 1,495,328 1.35
26 The Cosmopolitans Midscale Older Mix 1,322,764 1.19 59 Urban Elders Downscale Older Mix 1,495,328 1.35
27 Middleburg Managers Midscale Older w/o Kids 2,069,213 1.86 60 Park Bench Seniors Downscale Older mostly w/o Kids 1,215,994 1.10
27 Middleburg Managers Midscale Older w/o Kids
Midscale Older w/o Kids 2,069,213 1.86 60 Park Bench Seniors Downscale Older mostly w/o Kids 1,215,994 1.10
28 Traditional Times 3,015,905 2.72 61 City Roots Downscale Mature Mix 1,321,286 1.19
Traditional Times
28 American Dreams Midscale Older w/o Kids 3,015,905 2.72 61 City Roots Downscale Mature Mix 1,321,286 1.19
29 Midscale Middle Age Mix 2,434,986 2.19 62 Hometown Retired Low-Income Mature mostly w/o Kids 1,262,715 1.14
29 American Dreams Midscale Middle Age Mix 2,434,986 2.19 62 Hometown Retired Low-Income Mature mostly w/o Kids 1,262,715 1.14
30 Suburban Sprawl LowerMid Middle Age w/o Kids 1,467,153 1.32 63 Family Thrifts Downscale Younger w/ Kids 1,868,599 1.68
30 Suburban Sprawl LowerMid Middle Age w/o Kids 1,467,153 1.32 63 Family Thrifts Downscale Younger w/ Kids 1,868,599 1.68
31 Urban Achievers LowerMid Middle Age Mix 1,852,355 1.67 64 Bedrock America Downscale Younger w/ Kids 2,111,567 1.90
Urban Achievers
31 New Homesteaders LowerMid Middle Age Mix 1,852,355 1.67 64 Bedrock America Downscale Younger w/ Kids 2,111,567 1.90
32 Midscale Middle Age w/ Kids 2,131,717 1.92 65 Big City Blues Downscale Younger Mix 1,318,897 1.19
32 New Homesteaders Midscale Middle Age w/ Kids 2,131,717 1.92 65 Big City Blues Downscale Younger Mix 1,318,897 1.19
33 Big Sky Families Midscale Middle Age w/ Kids 1,853,806 1.67 66 Low-Rise Living Low-Income Younger Mix 1,430,578 1.29
33 Big Sky Families Midscale Middle Age w/ Kids 1,853,806 1.67 66 Low-Rise Living Low-Income Younger Mix 1,430,578
111,006,738
1.29
100.00
111,006,738 100.00
Source: PRIZM 27

28. Segment Alignment with Percentages
Ben Susan Ursula Betty Elliot
19.5% of SUPERVALU 17.5 % of SUPERVALU 9.2% of SUPERVALU 9.7% of SUPERVALU 17.5% of SUPERVALU
19.3 % of Households 18.2% of Households 7.2% of Households 9.2% of Households 18.2% of Households
Boomtown Singles Beltway Boomers Blue Blood Estates New Beginnings Pools & Patios
Close-In Couples Kids & Cul-de-sacs Country Squires Blue-Chip Blues Home Sweet Home
Sunset City Blues Fast-Track Families Winner's Circle Multi-Culti Mosaic Gray Power
Heartlanders The Cosmopolitans Upward Bound Family Thrifts Middleburg Managers
Old Glories American Dreams Bedrock America Traditional Times
City Startups Urban Achievers Big City Blues Suburban Sprawl
Young & Rustic New Homesteaders Low-Rise Living Blue Highways
American Classics Big Sky Families Mayberry-ville
Suburban Pioneers White Picket Fences Simple Pleasures
Mobility Blues Domestic Duos Red, White & Blues
Golden Ponds Kid Country, USA
Crossroads Villagers Shotguns & Pickups
Old Milltowns
Back Country Folks
Urban Elders
Park Bench Seniors
City Roots
Hometown Retired
Gary Tamara Elaine
8.1% of SUPERVALU 9.3% of SUPERVALU 9.3% of SUPERVALU
9.4% of Households 8.6% of Households 9.2% of Households
Young Digerati Movers & Shakers Upper Crust
New Empty Nests Executive Suites Money & Brains
Bohemian Mix God's Country Big Fish, Small Pond
Greenbelt Sports Brite Lites, Li'l City Second City Elite
Up-and-Comers Country Casuals
Source: MRI Doublebase 2008, PRIZM NE
28

29. Like the SUPERVALU Study, DPS
segments exhibit the same demographic
profile
Qualifier Ben Betty Elaine Elliot Gary Susan Tamara Ursula
Median Household Income-HHI $25,624 $28,237 $83,708 $50,704 $61,333 $61,327 $89,785 $114,194
Median Respondent Age 54 36 59 52 40 42 44 44
Median # of People in Household 2 3 2 2 2 3 2 4
Presence of Children Index 64 141 42 71 92 150 98 199
To align the PRIZM segmentation model with SUPERVALU’s proprietary
segmentation model, the variables above were used as a validator to ensure
that SUPERVALU’s objectives were met.
Source: MRI Doublebase 2008, PRIZM NE
29

30. Beverage preferences vary by segment
Ben Betty Elaine Elliot Gary Susan Tamara Ursula
Dr Pepper 103 123 59 92 95 111 91 96
A & W Root Beer 101 93 78 103 96 109 99 106
7 Up 102 125 77 93 97 96 97 103
Sunkist 108 158 52 90 93 101 65 84
Canada Dry Ginger Ale 90 103 109 95 110 100 113 114
Diet Dr Pepper 90 78 98 100 104 110 137 117
Diet A & W Root Beer 86 80 115 120 113 88 114 124
Diet 7 Up 102 73 116 109 90 92 126 100
Diet Sunkist Orange 85 117 112 103 94 100 98 107
Canada Dry Diet Ginger Ale 93 91 130 100 104 95 128 98
Motts Sauce 82 84 128 99 104 109 104 151
Motts Juice 79 87 102 90 124 120 99 163
Hawaiian Punch 112 180 51 81 77 94 75 87
Snapple 78 118 110 82 121 108 123 127
• Families with lower income levels are most likely to purchase full
flavored CSDs.
• Elaine, Tamara, and Ursula prefer diet beverages and have a high
propensity to purchase Snapple as well as the healthier beverage
offerings.
• Segments containing children are likely to purchase Motts Sauce.
110+ 109-100 99 below
Source: MRI Doublebase 2008, PRIZM NE
30

31. Beverage preferences are evident even at the Cluster level.
The Vincents The Thompsons The Palmers
A & W Root Beer 100 108 91
Canada Dry Ginger Ale 94 103 111
Dr Pepper 104 108 82
7 Up 104 98 90
Sunkist 113 97 70
Diet A & W Root Beer 96 97 114
Canada Dry Diet Ginger Ale 95 95 121
Diet Dr Pepper 91 112 112
Diet 7 Up 98 94 111
Diet Sunkist Orange 97 102 102
Hawaiian Punch 116 92 67
Snapple 87 113 118
Motts Fruit 87 119 112
Motts Juice 84 130 108
110+ 109-100 99 below
Source: MRI Doublebase 2008, PRIZM NE
31

32. Many of Susan’s leisure activities revolve around
spending time with their family and friends
Fly kites 126
Board games 126
Trivia games 125
Zoo attendance 124
Video games 123
Electronic games (not TV) 123
Attend rock music performances 121
Barbecueing 118
Fantasy sports league 117
Attend auto shows 117
Photo Album/ Scrapbooking 116
PC/Computer games 115
Go to beach 115
Picnic 114
Karaoke 113
105 110 115 120 125 130
Source: MRI Doublebase 2008, PRIZM NE
32

33. Susan’s purchase decisions are heavily
influenced by her children and spouse.
My children have a significant impact on the brands I choose 107
My spouse has a significant impact on the brands I choose 102
My grocery store offers low prices on all products every day 100
It's imp. salespeople be knowledgeable about prod. theysell 99
I know the price of the foods and packaged goods I buy 99
Buying American products is important to me 98
When I find a brand I like, I stick to it 97
I like to shop around before making a purchase 97
I will gladly switch brands to use a cents-off coupon 96
I'm a spender rather than a saver 96
90 92 94 96 98 100 102 104 106 108
Source: MRI Doublebase 2008, PRIZM NE
33

34. With Susan’s busy lifestyle, she uses
technology to simplify her couponing
Internet or E-mail 130
Instant coupon machine/Shelf
123
coupons
In or on packages 118
Coupons at register 114
Mail 114
Handed out by person in store 112
Sunday newspaper inserts 111
Magazine 109
Weekday newspaper inserts 102
0 20 40 60 80 100 120 140
Source: MRI Doublebase 2008, PRIZM NE
34

35. Susan
Media Snapshot
Websites: Magazines:
Visit a variety of shopping Read a variety of children and
website - Ebay, family focused magazines
Overstock.com, Shopping.com Family Fun QuickTime™ and a
TIFF (Uncompressed) decompressor
Also visit entertainment sites - Parents are needed to see this picture.
NASCAR, Disney, IMDB and Prevention Family
iVillage QuickTime™ and a
TIFF (Uncompressed) decompressor
are needed to see this picture.
Online Activities: TV:
Childcare or parenting Watch reality TV like QuickTime™ and a
TIFF (Uncompressed) decompressor
are needed to see this picture.
research (135) American Idol, Biggest Loser
Car purchase research and Extreme Home Makeover
(123)
Paid bills online (123) QuickTime™ and a
TIFF (Uncompres sed) decompress or
are needed to see this picture.
Source: MRI Doublebase 2008, PRIZM NE
35

36. Susan households also purchase a variety
of kid dominated products.
PRODUCT INDEX
Jif 111
QuickTime™ and a
QuickTime™ and a
TIFF (Uncompressed) decompressor Rold Gold 115 TIFF (Uncompressed) decompressor
are needed to see this picture. are needed to see this picture.
Baked! Lays 116
Skittles 117
Chex Mix 118
Nabisco Chips Ahoy! 119
Slim Jim 122
Nabisco Oreo 127
Store's Own Brand 133
Lunchables (Oscar Mayer) 136
Lunchables Pizza (Oscar Mayer) 141
QuickTime™ and a
TIFF (Uncompressed) decompressor
are needed to see this picture.
Quic kTime™ and a
TIFF (Uncompressed) dec ompressor
Lunchables Maxed Out 122
are needed to see this picture.
QuickTime™ and a
QuickTime™ and a
TIFF (Uncompressed) decompressor TIFF (Uncompressed) decompressor
are needed to see this picture. are needed to see this picture.
QuickTime™ and a
TIFF (Uncompressed) decompressor
are needed to see this picture.
Source: MRI Doublebase 2008, PRIZM NE
36

37. Thought Starters for reaching Susan
• Leverage Dr Pepper Snapple database and SuperValu’s
to reach potential Susan’s with targeted coupon offers
around higher indexing brands
• Create a co-marketing partnership with other SuperValu
private label brands to create simple family meal solutions
to fit Susan’s time starved lifestyle
– Determine brands based on basket analysis
• Develop a better for you program targeting Susan’s
around healthy snacks for your kids with the Mott’s brand
and include DPS CSD’s that have a healthy halo
37

38. Next Steps
• Gaining deeper understanding into SuperValu
strategies and how segments play a role
• Identity key areas for testing
38