Occassion Based Marketing
Marketing To Consumers’ Passion For Food:
An occasion-based approach can drive retailer differentiation and store loyalty
OBM - CIS Work Session Jan. 8, 2010
© 2009 The Hartman Group, Inc
1
A First To The Table White Paper
We have long felt that a more in-depth understanding of the emotional drivers of food consumption linked to the shopping experience would provide insights and opportunities to better meet consumer needs.
In 2009, Kraft Foods commissioned a ground-breaking study with the Hartman Group for greater insight into shopping behavior. While shopping behavior has been extensively analyzed, the drivers of that behavior are not fully understood. This study has led to a new way of thinking we are calling Occasion-Based Marketing.
With this research, we not only have the confidence that comes from a very large scale approach, we also have the ability to pinpoint retailer-specific opportunities, and thus we can help retailers differentiate their banners, while better meeting the needs of shoppers.
We are so excited to share with you the top-line results and some ah ha’s of this paradigm shifting study. But you should know that there’s a lot more behind it. Please contact us to get a view of your shoppers insights. We are looking forward to working more closely together and to generating incremental revenue.
Thank you,
Diane Tielbur
Senior Director Consumer Insights and Strategy
OBM - CIS Work Session Jan. 8, 2010
© 2009 The Hartman Group, Inc
2
Kraft Foods is First to the Table with the “Culture of Food” lens for shopping and Occasion-Based
Marketing Models
Shopper Insights Uncovered:
Occasion-Based Marketing is a new approach based on a deeper, more powerful connection between everyday eating and drinking occasions, the emotional drivers of these occasions and shopping behavior. Occasion-Based Marketing Is Based
On Robust Study Design
1. Established the Culture of Food model built from a rich, long
An occasion-based approach can drive retailer differentiation and store loyalty
OBM - CIS Work Session Jan. 8, 2010
© 2009 The Hartman Group, Inc
1
A First To The Table White Paper
We have long felt that a more in-depth understanding of the emotional drivers of food consumption linked to the shopping experience would provide insights and opportunities to better meet consumer needs.
In 2009, Kraft Foods commissioned a ground-breaking study with the Hartman Group for greater insight into shopping behavior. While shopping behavior has been extensively analyzed, the drivers of that behavior are not fully understood. This study has led to a new way of thinking we are calling Occasion-Based Marketing.
With this research, we not only have the confidence that comes from a very large scale approach, we also have the ability to pinpoint retailer-specific opportunities, and thus we can help retailers differentiate their banners, while better meeting the needs of shoppers.
We are so excited to share with you the top-line results and some ah ha’s of this paradigm shifting study. But you should know that there’s a lot more behind it. Please contact us to get a view of your shoppers insights. We are looking forward to working more closely together and to generating incremental revenue.
Thank you,
Diane Tielbur
Senior Director Consumer Insights and Strategy
OBM - CIS Work Session Jan. 8, 2010
© 2009 The Hartman Group, Inc
2
Kraft Foods is First to the Table with the “Culture of Food” lens for shopping and Occasion-Based
Marketing Models
Shopper Insights Uncovered:
Occasion-Based Marketing is a new approach based on a deeper, more powerful connection between everyday eating and drinking occasions, the emotional drivers of these occasions and shopping behavior. Occasion-Based Marketing Is Based
On Robust Study Design
1. Established the Culture of Food model built from a rich, long