Prime Prospect

Appeton Weight Gain problemsThe given target audience was Male and Female 20 – 34 AB.

Very pedestrian, broad and fairly

meaningless target

Let go of what you think you know…

Let’s restart!!

Extending

All Respondents

GenderAge SES Class

How many are concerns about their health…

37.74%

45.36%

Well, apparently this is not enough information. Therefore we drill down to demographic and their socio- economic

Source: NMR-Media Index Wave 1 2008

Extending by demographic and socio-economic

50.22

46.45

54.23

56.03

54.71

42.36

42.13

42.59

43.54

44.48

20+

35+

20-34

20-34 AB

20-34 BC

I PAY CLOSE ATTENTION TO MY WEIGHT MY OVERALL HEALTH IS BETTER THAN MY PEERS

Source: NMR-Media Index Wave 1 2008

This could be our target

56.03

43.54

20-34 AB

I PAY CLOSE ATTENTION TO MY WEIGHT MY OVERALL HEALTH IS BETTER THAN MY PEERS

• 67% lives in greater Jakarta

• Female are more skewed towards health conscious

Source: NMR-Media Index Wave 1 2008

Is this deep enough?

But, this is not enough!!

Characteristic&

Attitude

Combining all together

MaleDemographic

SES Class

FemaleDemographic

MaleDemographic SES

Class

FemaleDemographic

Prime Prospect

Characteristic&

Attitude

Thus, creating Prime Prospect

For choosing the Prime Prospect, we are finding the commonalities and also characteristics of the target

(demographic and psychographic) Who is our biggest contributor??

Developing Clusters

Brand Usage

Health issues

Statements

Clusters

Who agreed upon these statement!!

(If applicable and available)

Demographic Profile

Yet, for this case we are looking for individuals that wanted to GAIN rather

than lose

Thus, we are looking for statement they disagreed upon

What is Next?

Selecting the Prime Prospect

Demographic Drilling

Activities

Socio Economic

Group

1

2

3

4

These are the statements that will help us to find the “like minded” people

I’m optimistic about the future

I would like to be able not to lose weight

I’m constantly watching my weight

Individual notes• Run the cluster again based on three statement then

filter it on the SES class• SES AB – due to the high level brand• Then run through the demographic and attitudes

with the cluster chosen – who are the people within the cluster and define their characteristic

• Again run it with the channel penetration with the cluster

Individual notes• These group are skewed towards health conscious people,

but yet they are not freaked about it, they just want to stay normal as in having the normal weight (neither fat nor skinny)

• Mostly skewed to female it could be cause due to the age – if related to the attitudes, they still want to stay fashionable and want to have a socially active or even belong to a group but really want or even have to be IN the group.

I’m optimistic about the future

I would like to be able not to lose weight

I’m constantly watching my weight

81.50%

24.60%

67.20%

84.50%

100%

35.60%

90.80%

80.30%

Cluster 1

Cluster 2

Cluster 3

Source: Roy Morgan Single Source 2007

Prime Prospect Demographic• Mostly skewed to Female

gender• Most of them live in

Jakarta area• Divided equally from 20-

34 years of age• Highest educational

background is high school graduate

Who they are demographically

Male

Female

20-24 (22.5)

25-29 (27.5)

30-34 (32.5)

Finished SD/ Primary/ Elementary school

Finished SMA/ SMU/ High school

Married

Single/ Never married

Source: Roy Morgan Single Source 2007

62.30%

15%

51.20%

Life characteristics• Social active • Career oriented • Strong bonding with families • Believe in quality rather than

price • Unsure of what is going to

happen in the further future, let the time lead the way