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ConAgra Frozen Products

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ConAgra Frozen Products
Group 10:
Amandeep Singh
Cai Chen (Peter)
Shradha Santuka
Shreyash Gupta

AGENDA



When customers are going to reduce or increase the purchase of ConAgra Frozen Products



Who is likely to buy ConAgra Frozen Products



Whether ConAgra Foods should increase or decrease the price of their brand: Reddi Wip

ConAgra Consumer ExpenditureDept. wise
Bakery;Dairy;
0% 8%
Deli; 4%

Frozen; 41%

Bakery
Dairy
Deli
Edible
Frozen
Edible; 47%

Focusing on the Frozen Department

Segmentation: Variables Used
Segments Proportion & Contribution


Total Dollar Amount Spent



Coupon Dollars



Deals



Recency



Income



Family Size

0.9
0.8
0.7
0.6
0.5
0.4
0.3
0.2
0.1
0

Segmentation

Proportion of Customers

Contribution To Revenue

Home

More Frequent Visits

Method?

What triggers the change in buying time of frozen products for each cluster? How can you decrease the time between each purchase?
Survival Analysis!!

Survival Analysis- LifeReg



Survival Analysis method description-

•

Censored Variable: “0” People who haven’t purchased frozen product yet •

Dependent Variable: Time until Purchase and Censored Variable(0)

•

Independent Variables: Dollar, Coupon Dollar, Deals, Demographic
Data

•

Distribution: Gamma (Least -2 Log Likelihood)

Max. Coupon Users: Survival Analysis
- Average time between purchase of frozen products:100 days Cluster 1
1. Uses the maximum coupon dollarsAverage 40 dollars.
2. Purchase Once a month. - Deal

- Coupon
Dollars
- Income
- Male Hrs

Analysis of Maximum Likelihood Parameter Estimates
Pr > ChiS
Pulls in/
Parameter
Estimate e^β-1 q
Pushes out
0.00150
coup_dol
0.0015
0.0009
0.150112556
1 deal -0.0073
<.0001
-0.00727
0.727341972
0.01298 income 0.0129
0.0137
1.298356394
4
Male: employed vs
0.10793
0.1025
0.0306
10.79373019 non-employed 7

81800
81700
81600
81500
81400
Dollars 81300
81200
81100
81000
80900
80800

Increase:
0.74%

Old Revenue
New Revenue

Max. Deal Users: Survival Analysis
- Average time between purchase of
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