TKDO IT YOURSELF TOOLKITCONSUMER CENTRICPepsiCo Consumer Centric Team

July 2010

04 10 22INTRODUCTIONThe toolkit will focus on 4 key areas

Legend Consumer Connect Topics

Consumer Centric – So What? and What’s next?

MY DAILY LIFE AS A CONSUMERMingle at a Consumer Fair

Spend a day with Consumer Services

Prepare for Holiday

Explore the Habit

Peer pressure

The place to Be

Co-creation

At Home

Your product Alive & Kicking!

Picture this

HABITS ON THE SHOP FLOORInspiration from the shop floor

Be a real Spy

Shopping with the shopper

What’s new and happening at the shelf

Work a day as a Demonstration lady / man

Work a day in a Supermarket

Become a Shopper know-it-all

32 42 60THE ROLE OF BRANDS IN MY LIFEIn search of brand talk

User Generated Content

Brand stories

Get connected to your brand ambassadors

Get connected to Brand lovers of competitor

MY MEDIA USAGEI twitter, you twitter, we twitter…about brands

Expose Yourself

Not for Me

Get Inspired

Visit Hyves

Opinion Rules

See your colleague from a different perspective

Get to know your friends & family

The Battle of Advertisements

TIPS ‘N TRICKS

0401INTRODUCTIONThe toolkit will focus on 4 key areas

Legend Consumer Connect Topics

Consumer Centric – So What? and What’s next?

04 INTRODUCTION

DEAR MARKETEERS,When we were kids, the thing we liked best was playing outside. Looking for new things to play with,

other kids that knew new games or places to go to and to enjoy the different games that came with

the different seasons. Getting older comes with responsibilities. As a teen: less time outside,

more homework. As a student the world is getting as small as the nearest student union or pub

and than finally as a grown up adult you’re stuck in the office 40 hours/wk.

What a pleasure to be a marketer at PepsiCo!! Not only it is our job to work with the tastiest and most desirable products you could only dream of as a kid, it is also our job to be creative and play around with products, packaging and fun communication & engagement programs. The only watch out in this is that we’re so caught up in all these activities that we forget to keep looking outside. And that is where real life is going on, where we can discover new things that make us curious and stimulate our minds. That make us re-invent our way of working and replace old paradigms for new ideas. Absolutely essential for any marketer and absolutely essential if we want to re-invent our business and brands.

So let’s go outside and enjoy the fantastic program that the Consumer Centric team has developed for us. And let’s make it not only a program to attend, but a new way of working & watching!

Cindy TervoortMarketing Director Savoury Snacks

Karl BuiksMarketing Director Beverages & Cereals

CONGRATS!You are one of the happy few to take part in the unique Consumer Centric program! PepsiCo developed this special

program to make sure its marketers stay connected to their target groups. An important part of the program

lies in front of you, the Consumer Centric Toolkit. This toolkit will be your guide in getting to know your consumer.

It provides you easy ways to stay connected to your target group, whether you have a spare hour to spend

or a whole day. The legend placed under every activity will tell you if the activity needs preparation and how

and where you can do it. We have tried to make it as easy as possible for you to interact with your consumer

on a regular base.

After all, without your consumer, you wouldn’t be here right? We are hoping you will enjoy each session!

Happy reading!The Consumer Centric Team

PS: If you have any feedback for us, please do let us know!

06 INTRODUCTION

THE TOOLKIT WILL FOCUS ON 4 KEY AREASWe have selected consumer connect

topics in the following 4 areas:

■My daily life as a consumer

■Habits on the shop floor

■My media usage

■The role of brands in my life

Lots of influences on the consumer / shopper…

Media

Retail

Brands

Trends

Social environment

LEGEND CONSUMER CONNECT TOPICSFor each consumer connect topics you can discover practical details in the legend.

08 INTRODUCTION

Time consuming? Costs involved? (rough indication)

Outside the office

In the office Direct interaction with consumer

CONSUMER CENTRIC SO WHAT? AND WHAT’S NEXT? Each Consumer Centric Activity should assist you in your work and embed

how consumers think in your way of working.

Before embarking on a Consumer Centric journey, please pay special attention to the Tips ‘n Tricks Chapter.

Before or after each activity you might think “So what?” or “What’s next?”. For each chapter with activities you will therefore find some examples of goals and questions.

If possible you should do the activity with a colleague, compare notes afterwards or discuss them with your team.

Debrief with Consumer Insights: after the activity, organize a debrief session with your CI manager.

1002MY DAILY LIFE AS A CONSUMERMingle at a Consumer Fair

Spend a day with Consumer Services

Prepare for Holiday

Explore the Habit

Peer pressure

The place to Be

Co-creation

At Home

Your product Alive & Kicking!

Picture this

10 MY DAILY LIFE AS A CONSUMER

MY DAILY LIFE AS A CONSUMERSo What? ➔ why do an activity from the Consumer chapter?

Consumer based activities may give you answers on questions like…

What are key reasons for product and brand usage?

How are consumers influenced by others in their opinions on brands?

What can you learn from habits people have at home?

What does my real consumer look like?

What’s next? ➔ what should you do with results of an activity from the Consumer chapter?

Can you use your learnings to come up with new ideas for activation?

Think about peoples beliefs and values, how can you embed these in your brand personality?

Visualize and actualize your target group, use this for advertising / media briefings.

What impact can you describe for brand visibility, consumer influences and the role of your product?

MINGLE AT A CONSUMER FAIRWHAT

Visit one of the many consumer fairs that are being organized throughout the year (for example: HHbeurs, Libelle Zomerweek, ANWB Kampeerdagen etc.).

Goal is to observe different types of consumers and see how various topics relate to their lifestyle and attitudes.

HOW

Observe consumers at the fair and see what they are like, who they are with, what they are doing and how they interact with the brands and topics that are being displayed at the fair.

If possible, try to mingle and make a short conversation with a consumer. Find out their motivation for attending the

NEEDED

Ask your media agency (or media manager) if any free tickets to a fair area available. Visit at least one fair per year.

12 MY DAILY LIFE AS A CONSUMER

3 hr. € 0

SPEND A DAY WITH CONSUMER SERVICES

WHAT

Ask your consumer services department to join them during work hours.

Find out why consumers are contacting your organization and explore how consumers talk about your brand or product.

HOW

Contact consumer services and ask them to spend a couple of hours with them. Explain your motivation and goal.

Listen to how they interact with consumers who are calling.

Learn from their experience.

Try to be on the phone yourself and find out what is bothering consumers.

Also take a look at letters and e-mails that consumers have send to your

company and identify possible brand lovers and haters.

NEEDED

Ask your media agency (or media manager) if any free tickets to a fair area available. Visit at least one fair per year.

3 hr. € 0

2203HABITS ON THE SHOP FLOORInspiration from the shop floor

Be a real Spy

Shopping with the shopper

What’s new and happening at the shelf

Work a day as a Demonstration lady / man

Work a day in a Supermarket

Become a Shopper know-it-all

22 HABITS ON THE SHOP FLOOR

HABITS ON THE SHOP FLOORSo What? ➔ why do an activity from the Shopper chapter?

Shopper based activities may give you answers on questions like… How does my consumer behave on the shop floor?

Are decisions being made in-store?

How can I get inspired by NPDs on the shelf?

What’s next? ➔ what should you do with results of an activity from the Shopper chapter?

Think about implications for shelf visibility, shelf design, and in-store routing.

Explore what you can do with new products, new designs, other types of in-store promotion.

Find similarities and differences with completely other categories than your own.

Also discuss your learnings with sales, your category manager and your retail marketing manager.

3204MY MEDIA USAGEI twitter, you twitter, we twitter…about brands

Expose Yourself

Not for Me

Get Inspired

Visit Hyves

Opinion Rules

See your colleague from a different perspective

Get to know your friends & family

The Battle of Advertisements

32 MY MEDIA USAGE

MY MEDIA USAGESo What? ➔ why do an activity from the Media chapter?

Media based activities may give you answers on questions like… How do media influence my target group?

How do people talk about my brand?

In what way can I get inspired by advertising?

What’s next? ➔ what should you do with results of an activity from the Media chapter?

What can you do for your brand to enhance your social media activities?

And what can you learn form brands that already have a strong foothold in social media?

How can you enhance your brands’ online presence?

Can you use your learnings in your advertising / media brief?

Share what you have seen and heard with the media manager.

4205THE ROLE OF BRANDS IN MY LIFEIn search of brand talk

User Generated Content

Brand stories

Get connected to your brand ambassadors

Get connected to Brand lovers of competitor

42 THE ROLE OF BRANDS IN MY LIFE

THE ROLE OF BRANDS IN MY LIFESo What? ➔ why do an activity from the Branding chapter?

Branding based activities may give you answers on questions like… How important are brands in the life of my target group?

What can I learn from competitive brands?

How are people talking about my brand?

What’s next? ➔ what should you do with results of an activity from the Branding chapter?

Verify your brand values to how consumers perceive your brand.

Think about the accuracy of your brand values and image.

Think about the meaning of your brand. How can you use this in advertising briefings?

What makes a brand a strong brand? Use learnings from your competition.