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

Copy

right

©20

13 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

2#Consumer360

PRESENTATION SPEAKERS

Cannon KooDirector, Analytics

Kraft Foods

Eddie YoonPrincipal

The Cambridge Group and Category Creation Expert

Greg GallagherCategory Director

Kraft Foods

Copy

right

©20

13 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

3#Consumer360

The value Kraft sees with them

WHAT WE’LL COVER TODAY

SUPER CONSUMERS

Who are they?

?

#Consumer360

WHO ARE THEY?

Copy

right

©20

13 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

5#Consumer360

THEY MAY SEEM FAMILIAR…

HEAVY USER

HIGHLY INVOLVED

Copy

right

©20

13 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

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

Copy

right

©20

13 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

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

Copy

right

©20

13 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

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.

Copy

right

©20

13 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

10#Consumer360

SUPER CONSUMERS ELEVATED VELVEETA

PROFIT POTENTIAL

HIGHER

HIGHER

LOWER

LOWERGROWTH POTENTIAL

Impact ofSUPER

CONSUMERS

Copy

right

©20

13 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

11#Consumer360

THEY MADE US RETHINK…

The frame of reference

New product development

Go-to market strategy

Copy

right

©20

13 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

12#Consumer360

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

Copy

right

©20

13 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

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

Copy

right

©20

13 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

14#Consumer360

SUPER CONSUMER: EXPAND ACROSS RESEARCH TYPES

IDENTIFYING TESTING TRACKING

Copy

right

©20

13 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

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.

Copy

right

©20

13 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

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

Copy

right

©20

13 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

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