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Mom Index on Purchase IntentionA Social Media Analysis on U.S. Moms for Q1-Q2, 2011y ,

Anupama MuraleedharanSenior Manager - InnoLabs, EmPower Research

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Senior Manager InnoLabs, EmPower Research

BACKGROUND

Moms are increasingly becoming vocal on blogs, forums, and other social media channels. They arediscussing, exchanging views, and influencing others on a wide range of topics- diapers, foodhabits, wellness, schooling, cartoons, clothes, footwear, anything and everything that a mom is concernedabout.

EmPower Research's Mom Index for Purchase Intention (MIPI) uses social media conversations to determinepurchase intention of moms for a given product category and associated brands. Unlike other awareness-driven indices and trackers, MIPI is unique as it helps brand managers and marketers to regularly gaugepurchase decision behavior of moms.

EmPower Research’s InnoLabs team studied social media conversations of moms in the U.S. region for theperiod Jan-Jun 2011 to build a Purchase Intention Index for different categories and brands. This reportcontains purchase intention index for select categories and does not cover entire universe of mom’sconversations.

This is an independent research conducted by EmPower Research. The data presented here is real.

EmPower Research acknowledges that product brands and trademarks mentioned in this report belong to their respective owners, and have been used here for the sole purpose of presenting social media conversations about them.

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Share of Voice and Purchase Intention for Juice in Q1

Overall, the Share of voice and Purchase Intent follow a similar pattern. However, in this quarter, Tropicana had a higher Share of Voice but a lower PI index due to the negative

sentiment generated as it offered lesser quantity in the same package.

145

SHARE OF VOICE PURCHASE INTENTION INDEX

Negative

Positive

24%18%

33%

18%

145

114127

59 55

Positive

18% 18%

9%

Juicy Juice Minute Maid Tropicana V8 Juice Welch Juicy Juice Minute Maid Tropicana V8 Juice Welch

“when I delivered my baby girl, the pedi at the hospital gave me a great idea. it can be hard to cut out soda for families that drink it. while we don't do sodas in my home, apple and orange juice were big hits. the only fruit juice anyone liked was Tropicana juices”

“Are you getting less cups of oj from that carton of Tropicana these days? With unemployment still high, companies in recent months

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y g g p j p y p y g phave tried to camouflage price increases by selling their products in tiny and tinier packages”

“Minute Maid definitely didn't taste like orange juice....it has a strange odour...and lacks the Citrus in it...”

Trends in Juice category: Q1 vs. Q2

Juicy Juice tops in PI Index on both quarters. Tropicana's negative sentiment drove SoV in the first quarter. V8 V Fusion launch increased the PI Index for this brand in the second

quarter although SoV decreased.

145160

SHARE OF VOICE PURCHASE INTENTION INDEX

Negative

Positive

24%18%

33%

18%

33%

22% 24%

10% 11%

114 120 127

90

59 6555

65

Positive

9%10% 11%

Q1 Q2 Q1 Q2 Q1 Q2 Q1 Q2 Q1 Q2

Juicy Juice Minute Maid Tropicana V8 Juice Welch

Q1 Q2 Q1 Q2 Q1 Q2 Q1 Q2 Q1 Q2

Juicy Juice Minute Maid Tropicana V8 Juice Welch

“Get in the habit of drinking low sodium V8 juice for a huge Hot Cocoa K-Cups potassium boost “

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Share of Voice and Purchase Intention for Soup in Q1

Overall, the Share of Voice and Purchase Intent follow a similar pattern in this quarter. Campbell tops in SoV and PI Index followed by Progresso.

257

SHARE OF VOICE PURCHASE INTENTION INDEX

Negative

Positive

51%

20%70 56

74

Positive

9% 11% 9%20%

Amy's Campbell Healthy Choice

Heinz Progresso

42 56

Amy's Campbell Healthy Choice

Heinz Progresso

““Amy's is certainly superior in taste and nutritional value “

“Campbell's is a trusted maker of soups and I have been eating their products since I was a child.”

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Trends in Soup category: Q1 vs. Q2

Amy’s PI Index shows a decreasing trend due to its salty taste and consumers are unhappy about Amy’s doing nothing about it. Progresso’s “Progresso Souper You Debut

contest 2011“ event contributed slight increase in SoV and huge increase in PI Index.

SHARE OF VOICE PURCHASE INTENTION INDEX

Negative

Positive

42 27

257200

74120

9%

51%

20%10%

43%

21%

Positive

42 27

Q1 Q2 Q1 Q2 Q1 Q2

Amy's Campbell Progresso

9%

Q1 Q2 Q1 Q2 Q1 Q2

Amy's Campbell Progresso

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Why EmPower Research’s Mom Index?• It gives marketers an improved and more powerful metric than Share of Voice, allowing them to discover

purchase intentions amongst the target segmentp g g g

• As moms' purchase behavior is complex, marketers need to pay attention on an on-going basis. Mom Index for Purchase Intention is a periodic index that gives insights on a continuous basis

• Category associations of a brand can be a purchase driver. The Mom Index helps marketers to identify dependencies and purchase drivers that are challenging to identify otherwise

• The index can be customized to suit client needs. Therefore, it can be much more relevant, insightful and effective compared to off-the-shelf indices

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Disclaimer: The data presented in this presentation is collectedfrom publically available resources. EmPower Research doesn’ttake any responsibility on the authenticity of the data disclosedin this presentation and outcomes of decisions taken based onsuch data by the recipient of this presentation.

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