Snacking Segmentation Sample

March 2018

THE KEY QUESTION

HOW WE DID IT?

A pre-work diary was used to explore respondents’ eating occasions and subtle motivations

Occasions: where, how, when they eat.

• This activity shall provide inputs during the group discussion.

A Brand Cnation of In-Depth Interviews and Group Discussions to meet the Key Research Objective

Group Discussions for:

• Exploring the different role of the sub-segments in consumers’ lives, its various occasions/moments
• Verifying motivational needs and occasions from IDIs
• Unearthing brand imageries – functional benefits, emotional benefits of key Brand X and competitor brands
• Explore brand affinity
• Deep Dive on perceptions on Brand Z and evaluation of its recent communications

In-Depth Interviews shall give:

• Deeper understanding of consumer needs/ psyche met by their current brand
• Exploration of usage and moments for their brand
• Ideation Exercise to further unearth their psyche and consideration set in biscuit choice

Explore at Sub-Segment Level …

Discover at a Brand Level …

Life TODAY : A deep dive into the HEART of consumers…

1

• Life is fun and play
• Curious & Exploring
• Powerful purchase push on moms
• Mom is a strong ally, still very dependent on parents.

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• Beginning to yearn and stretch towards freedom like teens
• School and house rules are stress sources
• Family still important but daily life is anchored in friends
• Exploration explosion
• Independent purchasers with still strong purchase push on moms

• Onset of adulthood awareness — recognising that at some point they want to succeed to be able to help financially at home.
• High stress from school
• Need for constant stimulation and engagement to fight boredom
• Need opportunities to participate & perform to showcase their talents & hone skills

• Embracing adulthood and claiming maturity; may need validation on being a good adult
• Focused on gaining stability, independence + giving back to parents and being able to provide for them and siblings
• Daily high stress mainly due to work

• Back to basics of life — stay healthy, live simply
• Work hard for what matters — family, stability, financial security
• Daily life is keeping it steady while building a secure future for family.

KIDS

TWEENS

TEENS

YOUNG ADULTS

OLDER ADULTS

To understand how our brands can effectively be part of every repertoire of every biscuit consumption occasion, it is crucial to understand our consumers’ context through all the life stages.

• Sampling stations in places where kids are e.g. amusement areas, groceries
• In-store kid engagement to push specific brands or variants
• TVC still key because of moms.

• Sampling stations in groceries
• Target as individual purchasers or purchase pushers
• SSS strategies to maximise contact point.

• Tailor-fit online strategies to catch attention, engage, & create brand affinities (e.g. memes, mema)
• Activation programs especially online that give venue for performance of talents and skills (Music+ Competition involving public performances)
• Premium items or prizes that sync with their lifestyle

• Communication messages that validate their adulthood e.g. Young adults as initiators, movers

• Events/ programs that give venue for stress-relief/ positive vibes from hard work
• Online strategies to create brand affinities

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• Communication messages that go with their flow of simple and steady OR messages that center around FAMILY

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• Maximise relevance by linking benefits with their practical health needs through programs/ events.

KIDS

TWEENS

TEENS

YOUNG ADULTS

OLDER ADULTS

IN SUM: Opportunities per lifestage lifestyle

The Snacking Landscape - Understanding the World Where Biscuits Play Many Roles

Artwork by Christine Almeda

• Light that can be ignored, more of a tongue-taste craving, can be satisfied by anything small and tasty. (e.g. chips, cookies, fries, chocolates)
• Light that cannot be ignored. A gap that need to be filled. Can be satisfied by something substantial but still light (e.g. filled or plain crackers, street foods)
• May gutom talaga — need for heavy, more savory foods (e.g. noodles, bread, kakanin, pizza, burger)

• Physical energy meaning
• gising from antok
• boost from pagod
• Mental energy meaning FOCUS and being able to completing tasks well (finishing work, doing well)
• Steady energy meaning to keep one at a continuous pace from point A to point B of the day. Sustaining. Bridging gaps. Slow steady build.
• Surge energy meaning an instant boost, like a switch. Emergency for low-batt.

• Release stress by getting a surge of movement and energy
• Calm/Relieve Stress to be able perform — usually triggered by pagod, pressure (primarily morning for teens,) ; Stress to perform for young adults are morning (bibo, get bulk of work done) and afternoon (last mile, finish the work of the day)
• Release stress at the end of the long day by enjoying the COCOON-ing and winding down activities
• Release stress by connecting with others
• Transform Stress to positive mood — triggered by any negative emotion, agitation, powerlessness, tamad
• Relieve/Transform Stress into fun - triggered by boredom
• Release stress by Indulging – getting a momentary escape (either

Degrees of Hunger

Stress Nuances

Energy Types / Modes

• Biscuits are able to satisfy these needs except “may gutom talaga”.

Snacking Needs Nuances

Snacking Needs by Lifestage

• Snacktimes are generally for enjoyment, fun, and exploration

• Breakfast Fuel
• Recess for mental/physical perk-up and mood uplift
• Merienda for good mood

• Breakfast Fuel
• Recess for Mental Boost/ Energy surge
• Merienda for physical perk-up or mood uplift
• Evening snack for Mental Boost (thesis)
• Midnight Snack for good mood/relax

• Breakfast Fuel
• Commute Survival
• Morning Break for Physical & Mental Boost
• Merienda for the Last Mile/ Good Mood
• Dessert for Feel Good
• Midnight Snack for relax/good mood

• Breakfast Fuel
• Morning Break for Steady Energy
• Merienda for the Last Mile

Later we will see how these will apply directly for the brands.

KIDS

TWEENS

TEENS

YOUNG ADULTS

OLDER ADULTS

Biscuits: Its ROLES at this time and age

2

The Biscuit category is a maturing market

Various factors shape the development of biscuit category…

The Situation

• More demands from work and school = Less Time , More Work

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• Daily metro traffic

More consumers needing to …

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• Keep-Up
• Focus and perform

OR

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• Relax
• Have a momentary escape

Biscuits’ intrinsic qualities of being a lightly filling and convenient snack relative to other snack types make it more relevant these days.

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Its sweet varieties also makes it an affordable mood uplifter.

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Continuous entry of various brands and variants allow for meeting and further reinforcing different consumer needs.

Coupled by continuous seeding of consumer ads, the role of biscuit has evolved over time …

Functional

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Category Hygiene

= ‘Tummy Filler’

‘Affordable’

‘Convenient’

Emotional

For Good Vibes

Removes Boredom

For Focus

With needs driving consumers’ biscuit choice, this makes them repertoire eaters.

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Hence, it is a category where there is more than one biscuit segment in the basket.

Convenience Stores:

• Majority of consumers are more open because of attractive layout of products 🡪Potential to try out new brands or other brands in their repertoire.

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Shoppers seem more susceptible to brand trial in modern trade. Hence, In-store promotions/ below the line activities in this channel shall help ensure to catch brand shifting and trial as consumers explore within their repertoire.

Supermarket/ GS:

• Consumers usually have brand in mind but some are open to try new brands when there is:
• Discount/promo
• Something new ( Specifically for Tweens/Teens, to some extent younger adults)

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Traditional Trade (SSS):

• Majority of consumers already have a brand in mind. Except for some tweens/teens who sometimes check out new brands or when store seller pushes a brand.

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Look into specific shopper strategy in this channel, e.g. targeted merchandising material or display

Also consider sampling stations during payday weekends when kids/tweens are likely to accompany moms

Consider tie-ups with SSS programs (e.g. Aling Puring) to encourage more inventory and push for Brand X brands.

The NEEDSTATES for Biscuits

3

Motivational Needs Model

Socially, they experience internal pressure and have two intrinsic ways of alleviating the tension they feel

• BLEND IN = FEEL ACCEPTED, VALIDATED AND PART OF A GROUP
• BE DIFFERENT = Stand-out

Behaviourally, to cope with this tension, consumers have a natural tendency to either express or repress their energy

Energy is either EXPRESSED or RESERVED

Energy EXPRESSED or externalized = “LET GO”

Energy RESERVED or internalized = “KEEP”

Blend IN

Stand Out

Biscuits fulfill various need states

‘We’

‘I’

Let Go

Keep

INDULGENT PLEASURE

COMFORT

STEADY & ROOTED

Quick Facts

*Possible Consumer Set:

Primarily:

• Older Adults
• Younger Adults

Persona

Emotional Need for Biscuit Eating

• Simple, Natural
• Authentic, Genuine

“I need to feel secure, rooted, steady type of energy”

The Mission

• To avoid energy fluctuations --- Keep steady throughout the day
• To comfort the tummy (Para hindi sumakit tiyan sa gutom)

“Biscuit allows me to maintain steadiness and gives me continuous energy throughout the day. ”

STEADY & ROOTED

• Included in everyday routine
• Breakfast --- When one needs something light for the tummy (Seems to be a common need amongst teens and young adults)
• When one feels hungry during the afternoon commute – A hunger filler

Consumption Occasions/Situations

Simple, Plain, No Frills

• No flavors, Plain taste
• Filling
• Primarily Plain Crackers

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Authentic

• True to its claims

IDEAL Experience Drivers

Accompaniments

• Breakfast: Partnered with Coffee or Hot Choco
• Other times : Cold flavored beverage to complement plain taste (‘Pag plain may partner’) e.g. juices

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• When on diet
• Has strong health associations as healthier option to other foods

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SLOW & EASY

Quick Facts

*Possible Consumer Set:

Primarily:

• Younger Adults
• Teens
• Older Adults

Persona

Emotional Need for Biscuit Eating

• Peaceful , Gentle
• Warm, Home-y
• Calm , relaxed and comforted

SELF: “ I need to COCOON: relax and wind down, feel comforted, worry-free”

With Others: “I want to feel intimately CONNECTED through emotional and physical closeness.”

“Biscuit enhances my me-time and we-time moments with loved ones”

The Mission

• To de-stress and unplug from the day’s work
• To come home to the warmth of my familiar comfort space/zone

SLOW & EASY

• At the end of a long day – usually at home 🡪 ‘ME’ Time while watching TV series/movies , surfing the ne t
• When with loved ones, family, close friends (Intimate relationships) 🡪 ‘WE’ Time while relaxing, watching movie/series marathons

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Consumption Occasions/Situations

Comforting

• One’s favorite flavor
• Has creamy texture
• Primarily Chocolate flavors
• Primarily filled cookies

IDEAL Experience Drivers

Accompaniments

• Some have them with milk just before sleeping

NURTURE

Quick Facts

*Possible Consumer Set:

Primarily:

• Kids via Moms
• Older Adults

Persona

Emotional Need for Biscuit Eating

• Caring
• Protective

(Mom)“I need to feel assured and worry-free that my child is enjoying a good snack.”

(Self) “I need to to take care of self”

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The Mission

• To nourish child , ensure she/he is eating a healthy snack
• To be healthy

“Biscuit helps me feel worry free in feeding my child / makes me worry free about my health”

NURTURE

• Pabaon for kids in school
• When one is sick or dieting

Consumption Occasions/Situations

Healthy

• Soft Biscuits
• Milk or Fruity flavors
• Can be Fortified with vitamins
• Non-filled cookies or Plain Crackers

IDEAL Experience Drivers

Accompaniments

• Fruit Juices in Tetra pack (Kids)

CASUAL SOCIAL

Quick Facts

*Possible Consumer Set:

Primarily:

• Across consumer groups

Persona

Emotional Need for Biscuit Eating

• Friendly, Easy to talk to
• Approachable, Open
• Loves to be in the company of others – through everyday, familiar events

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“ I need to feel that I belong , part of a group ( with peers/ family). Want a sense of togetherness"

The Mission

• To bond with others, be part of a group, be accepted

“ Biscuit allows me to be part of a group and be in harmony with them”

CASUAL SOCIAL

• When with friends or family at home and there’s a need to feel togetherness (Food Trip/Salo-salo)

🡪 Can be a mini-potluck

🡪 Kids : Play ‘Picnic’ during recess

Consumption Occasions/Situations

There’s something for everyone

• Have a touch of the familiar flavors
• Variety comes in different flavors or biscuit type for everyone
• More pieces per pack (For sharing)
• A popular brand: affordable and widely available
• Any biscuit segment

IDEAL Experience Drivers

JOYFUL OPTIMISM

Quick Facts

*Possible Consumer Set:

Primarily:

• Young Adults
• Teens
• Tweens

Persona

Emotional Need for Biscuit Eating

• Optimistic 🡪 Displays enthusiasm and positive disposition
• Joyful

The Mission

“ Biscuit UPLIFTS the spirit, keeps me on a positive mood”

• Wants an Optimistic mindset either to start the day or when doing a task
• To keep positive and de-stress

“ I want to feel bright and light-hearted. Optimistic and positive”

JOYFUL OPTIMISM

• When want to start the day right
• When one feels stressed at work or in school
• (Teens) Usually morning breaktime
• (Young Adults) After a stressful morning traffic
• When one wants to end a meal right (Special dessert)

Consumption Occasions/Situations

Favorite flavors , a touch of sweet taste

• Has sweet taste
• A Favorite flavor :Usually chocolate
• Primarily Filled Cookies ; Secondary Cream filled sandwich

IDEAL Experience Drivers

PLAYFUL FUN

Quick Facts

*Possible Consumer Set:

Primarily

• Tweens
• Kids

Persona

Emotional Need for Biscuit Eating

• Adventurous
• On the look out for new experiences; discover new feelings and sensations
• Out to enjoy as much as possible

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“Biscuit is a catalyzer of fun”

The Mission

• To remove boredom and dullness
• To break the monotony of routines 🡪 The usual with something new

“I need to discover, satisfy curiosity. Playful and exploring ”

PLAYFUL FUN

• When bored / Dull times e.g. When waiting for the next class , during long class breaks ; During boring classes
• When hanging out with friends and want to create an atmosphere of fun and play to kill boredom
• E.g. for kids – Picnic Time

Consumption Occasions/Situations

Experiential, Novelty

• Product has a Brand Cnation of various textures and/ OR flavors which delights the senses
• Offers Variety
• Can have unique flavors or flavor Brand Cnations
• Has formats that can offer various ways of playful consumption
• Offers something new and different from time to time either in format or in flavor (Can be Limited Edition offers)
• Any filled Cookies and Crackers

IDEAL Experience Drivers

INDULGENT PLEASURE

Quick Facts

*Possible Consumer Set:

Primarily

• Young Adults
• Teens

Persona

Emotional Need for Biscuit Eating

• Daring
• Sensual

• To be able to escape stress or boredom through pleasurable indulgence

The Mission

“Biscuit gives me the indulgence for that momentary ESCAPE”

“Need to feel ECSTATIC.”

INDULGENT PLEASURE

Consumption Occasions/Situations

Indulging to the Senses

• Rich flavors
• Creamy or velvety in texture 🡪 Melts in the mouth
• Offers indulgent flavors e.g. dark chocolate , salted choco caramel
• Primarily filled cookies

IDEAL Experience Drivers

Accompaniments

• With milk for some

• Anytime when one needs to de-stress e.g. at the end of the day , anytime between work , during a long commute
• When one is bored anytime of the day

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IN SUM: Biscuit needstates by lifestage

Right now casual social need space is not yet fully developed in the category. Opportunity to explore.

‘We’

‘I’

Let Go

Keep

LUXURY

FOCUS & PERFORM

PLAYFUL FUN

JOYFUL

OPTIMISM

SLOW & EASY

GAME ON

NURTURE

INDULGENT PLEASURE

STEADY & ROOTED

KIDS

TWEENS

TEENS

YOUNG ADULTS

OLDER ADULTS

DISCERNMENT

Where Brand X brands are in consumers’ minds and its potential spaces …

4

*Amongst convened discussants, wafers is not part of their biscuit repertoire. It seemingly has a different role for it does not have a tummy-filling quality inherent to the category.

*Choco Chip Cookies (Occasional Consumption: Perceived expensive amongst recruited discussants.)

Cookies na may Palaman

*Note the limitation of the design as the study only focused on the top three biscuit segments. No wafer eaters in the group.

Frequently eaten

*Wafers

For Kids

Biskwit na may Palaman

Plain na Biskwit

Plain Cookies (Consumed when one wants a less heavy snack than plain crackers)

Flavored Plain na Biskwit (Just an additional to plain biscuits when need to break taste satiation)

Rarely eaten / Left behind (save for kids)

Looking at the need states …

‘We’

‘I’

Let Go

Keep

FOCUS & PERFORM

JOYFUL OPTIMISM

SLOW & EASY

INDULGENT PLEASURE

PLAYFUL FUN

GAME ON

STEADY & ROOTED

LUXURY

CASUAL SOCIAL

DISCERNMENT

Biscuit segments are chosen for an occasion depending on how well they can satisfy the needstate of the moment.

FOCUS & PERFORM

CASUAL SOCIAL

JOYFUL OPTIMISM

SLOW & EASY

INDULGENT PLEASURE

PLAYFUL FUN

GAME ON

STEADY & ROOTED

LUXURY

*Segment 10

*Segment 6

Segment 4

*Segment 1

*Segment 7

Segment Mapping

*Segment 3

Segment 2

Segment 5

*Primary Space

*Segment 8

Segment 9

*Segment 11

DISCERNMENT

Where we CURRENTLY are in consumers’ minds…

Brand S

Brand X

FOCUS & PERFORM

CASUAL SOCIAL

JOYFUL OPTIMISM

SLOW & EASY

INDULGENT PLEASURE

Brand F

PLAYFUL FUN

GAME ON

Brand O

Brand R Crackers

Brand Y

Brand O

Brand C

*Brand M

*Gold

*Delight

*Brand B

*Brand W

*Brand M

*Brand F

*Brand X

DISCERNMENT

All Brands

How are key Brand X brands currently perceived by consumers and what are the proposed spaces for each?

How do we change consumer mindsets and behavior about Brand Z and propel growth for the brand?

What space can Brand Z own and other occasions to expand to?

(Own and Expand)

What are its inherent strengths that can be accentuated to give it unique ownership of a “space” (Fit and Deliver)

Who is our PRIMARY target consumer and what relevant consumer story can we OWN that can make the brand meaningful to them?(Primary Target and the Human Insight)

Where we propose Brand Z to expand to …

Brand Z

Where we are?

Currently Brand Z doesn’t seem to translate its intended social space position in consumers’ minds.

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However, it is strong in the comfort space – a position which is TOTAL Brand X’s home base.

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Where can we further expand?

Be solid and seamless in the Comfort Space: Given multiple players in this needstate, Brand Z needs to create a more solid proposition in the SLOW & EASY segment.

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There is opportunity to expand and reinforce eating occasion to Casual Social and Focus & Perform .

DISCERNMENT

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As the leader in the filled cracker segment, Brand Z needs to DEFINE and set the STANDARD of what ‘masarap na filling’ is in the segment and OWN this to protect its turf.

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How do we get there?

Brand Z as the standard of delicious for filled crackers

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• The brand with ‘malasang’ flavors and balanced taste …

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• Dramatize delicious taste by highlighting in the execution best ways to eat it e.g. (Saving the best for last: breaking Brand Z into three sections and eating the middle section which has the most filling)
• In future ads, ensure consumers recall scenes that reminds them of the inherent ‘sarap’ of Brand Z

Win back the heart of younger adults

Proposed Brand Role:

“My Comfort Salve that reassures my adulting is on the right track and constantly warmed by the love of and for my family ”

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Proposed Target Market: Younger Adults

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• Rationale:
• Have more positive associations to Brand Z relative to their younger counterparts
• Needs are defined and have clear roles for biscuit eating, less experimental relative to teens/tweens
• Closer to the stage of settling down and building their own family. Hence, it is important that they are re-anchored to Brand Z so they can pass it on to their kids.

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• Emotional need to meet:
• The need to feel comforted and supported by the care and warmth of family.
• The need for validation that they are doing good as adults

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How do we get there?

CCCCCCC

Strengths

• Its choco-coated format gives it clear occasion consumption : Before a demanding physical activity or when one needs to be physically and mentally awake.

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• Delivers the benefits of GAME ON and FOCUS need states
• Power-Packed with goodness

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• Key Occasions
• When need an immediate energy jump starter for body and mind for work or play
• Morning breaks: When needs to feel FULLY awake at school/ work e.g. to remove mid-morning sluggishness
• Before a basketball game

Weakness

• melty chocolate is an issue for some — messy to eat
• chocolate coating compromises the crunch
• Low distribution in sari sari stores (respos)

Brand Persona

• Dynamic, lively
• Sporty (because of energy power)
• Always in a good condition, no problems (game and ready)

Brand E has an opportunity to create a space for itself

DISCERNMENT

Where we propose Brand E to be: Spaces and Occasions to OWN

Where we are?

• Brand E is currently at GAME ON and FOCUS for the energy surge because of the perceived benefits of its intense layers of chocolate flavor.

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Opportunities and areas to expand to:

• OWN GAME ON space for a better match of product attributes with benefit.

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• It is also a space that Brand E can distinctly own since other brands are spread out or crowded in the other spaces.

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• Proposed Target Market: TEENS
• Emotional needs to meet: The need for a surge of energy at times when one feels lacking full power in a situation (e.g. sleepy, tired, bored, nervous)

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• What to communicate?
• The Insight: Teens are at the stage when they are beginning to feel the strains of upcoming adulthood while also realising that they are not yet fully ready for it. They have a constant need to prove themselves, in terms of their own skills and talents. They want to be able to do the best they can in any situation.
• Reason to Believe: Intense full flavor and rich layers of the product that can charge them up.
• Tonality : It’s about awakening the full power of one’s self, finding one’s own Brand E, so one can do what one needs and wants to do. Brand E also gives an extra kick/boost so that the finish has a little extra something.

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• What it is NOT : It is not about Brand E in the sense of engaging in specific daring activities. Nor is it about out-of-the-world, unusual goals. It can be about regular things like homework or playing basketball.

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Proposed Brand Role:

“My Booster to fill me up to the extra mile so I can face every game and challenge in life with full power and confidence”

How do we get there?

• The KEY Occasion to OWN:
• Before any moment that will demand full physical or mental power.

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• Points for Exploration/ Ways In:
• Online strategies for social media encouraging teens to go that Brand E extra mile. #Brand Eextramile
• School events/programs/tie-ups that provide venue for teens to showcase their talents and skills, related to what they’re interested in (music, dancing, sports, etc.)
• Possible to connect the teens’ desire to release the “inner me” with releasing one’s full power or potential — Brand E as booster to make it happen.

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Proposed Brand Role:

“My Booster to fill me up to the extra mile so I can face every game and challenge in life with full power and confidence”

How do we get there?

How does it all come together?

Where we proposed to to take the brands …

Brand X (Total)

Brand E

BRAND M

Brand C

BRAND Y

*BRAND C

*Brand F

Total Brand X

Brand U

DISCERNMENT

Brand Z

Brand R

THE UMBRELLA PROPOSITION: Keeping HOME in the HEART

Coming home to my comfort zone 🡪 The caring embrace of a family’s warmth and support

Brand Z

Brand Z

Total Brand X across life stages

Kids

Teens

OA

Tweens

YA

*Brand W

*Brand B

*Brand A (Total)

*Brand G

Brand Role: My Playmate

Brand Role: My Co-explorer

Brand Role: My Booster

Brand Role:

My Comfort Salve

*Brand Z

*Primary

Brand Z (As part of kids’ repertoire)

Brand X to play various roles in the different stages of one’s life

• Brand X as the brand that stays with you through the years supporting , caring and witnessing your every step as you move and change through life.
• Thus, Brand X should consistently satisfy need states across lifestages

UMBRELLA PROPOSITION: Keeping HOME in the HEART

Need States

Lifestages

Brand Role: My Family’s Wise Man

• SLOW & EASY but expand story space to to DISCERNMENT

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• Brand Z: SLOW & EASY but expand occasions to CASUAL SOCIAL and reinforce FOCUS &PERFORM
• Brand U: Keep at INDULGENT PLEASURE

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• Keep at GAME ON

• Own PLAYFUL FUN for tweens

• Keep at PLAYFUL FUN for kids. Expand occasion to CASUAL SOCIAL

What do we want consumers to THINK, FEEL and DO for Total Brand X?

Thank YOU!