Method for integrating attitudinal and behavioral data for marketing consumer products

• US 20070156515A1
• Filed: 12/29/2005
• Published: 07/05/2007
• Est. Priority Date: 12/29/2005
• Status: Abandoned Application

• Current Assignee: Kimberly-Clark Worldwide Incorporated (Kimberly-Clark Corporation)
• Original Assignee: Kimberly-Clark Worldwide Incorporated (Kimberly-Clark Corporation)
• Inventors: Richardson, James, Klaubauf, Christine, Hasselback, Dana, Leintz, Kim, Rothe, Robert, Rabas, Bart, Jentes, Joy, Miller, Tim, VanOfferen, Andy
• Application Number:
  US11/321,498
• Publication Number:
  US 20070156515A1
• Time in Patent Office: Days
• US Class Current: 705/14.270
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0224 based on user history
• CPC Class Codes: G06Q 30/0226 Incentive systems for frequent usage, e.g. frequent flyer miles programs or point systems
• CPC Class Codes: G06Q 30/0235 constrained by time limit or expiration date
• CPC Class Codes: G06Q 30/0251 Targeted advertisements

Abstract

A method and system for marketing a consumer product is disclosed. According to the method, attitudinal information and purchase behavioral information is obtained from a plurality of consumers. For instance, consumers may be surveyed regarding their attitudes about purchasing a product category and about the amount of product contained in the product category that they purchase over a given length of time. The attitudinal data and the purchase behavioral data is then integrated together creating a plurality of consumer segments. The consumer segments are grouped together based upon commonalities. Based upon loyalty to a particular brand and a volume sales objective for the brand, increased penetration into the consumer segments may be calculated in order to meet the volume objectives. One of the consumer segments may then be targeted for marketing purposes.

Claims

1. A method for marketing a consumer product comprising:

collecting attitudinal data from a group of consumers and, based on the data, placing the consumers into attitudinal segments;

collecting purchase behavioral data from the group of consumers;

integrating the purchase behavioral data with the attitudinal data to form a plurality of consumer segments with commonalities;

selecting one of the consumer segments as a target segment; and

determining a marketing vehicle for the target segment.

2. A method as defined in claim 1, wherein, for each consumer segment, information is collected including a volume of a product category purchased by each segment over a defined length of time and a volume of a particular brand of the product category purchased by each segment over the defined length of time.

3. A method as defined in claim 2, wherein the brand comprises a plurality of subbrands and, for each consumer segment, further information is collected including a volume of each subbrand purchased by each segment over the defined length of time, for each subbrand, a profit contribution is determined for calculating a weighted profit contribution for each consumer segment based upon subbrand purchases.

4. A method as defined in claim 2, wherein, based on the volume of the product category purchased by each consumer segment and based upon the volume of the brand purchased by each consumer segment, a percent loyalty for the brand is calculated for each segment.

5. A method as defined in claim 4, wherein the percent loyalty is calculated for a defined length of time.

6. A method as defined in claim 5, wherein the defined length of time comprises the previous year.

7. A method as defined in claim 5, wherein, in selecting one of the consumer segments as a target segment, a volume sales objective for the brand is determined, percent loyalty changes for each consumer segment is estimated, and penetration of the brand is calculated for each consumer segment necessary to meet the volume sales objective taking into account the estimated percent loyalty changes.

8. A method as defined in claim 7, wherein the volume sales objective, the estimated percent loyalty changes, and the calculated penetration are for a succeeding year.

9. A method as defined in claim 1, wherein the consumer product comprises a tissue product, a disposable baby product, an adult incontinence product, or a feminine hygiene product.

10. A method as defined in claim 1, wherein from about 3 to about 9 consumer segments are formed.

11. A method as defined in claim 1, wherein the attitudinal segments comprise from about 2 to about 9 segments .

12. A method as defined in claim 1, wherein selecting one of the consumer segments as a target segment includes determining a future volume sales objective for a brand of the product and calculating the amount of penetration of the brand in each consumer segment necessary to meet the volume sales objective.

13. A method as defined in claim 1, wherein the attitudinal data is collected by administering a survey to the group of consumers.

14. A method as defined in claim 1, wherein demographic information regarding the target segment is collected in determining a marketing vehicle.

15. A method as defined in claim 1, wherein the group of consumers comprises at least about 10,000 different consumer households.

16. A method as defined in claim 7, wherein population growth is accounted for in calculating penetration for each consumer segment.

17. A method as defined in claim 12, wherein population growth is accounted for in calculating penetration for each consumer segment.

18. A method as defined in claim 7, wherein volume sales forecasts for the product category and for the brand are taken into account in calculating penetration for each consumer segment.

19. A method as defined in claim 1, wherein the attitudinal segments comprise one or more of the following:

consumer attitude toward price, consumer attitude toward quality, consumer response to product or packaging aesthetics, consumer response to imagery in promotional campaigns, and consumer response to the sense of wellness or cleanliness that the product conveys.

20. A method for establishing marketing objectives for a consumer product for meeting volume and profit goals comprising:

collecting attitudinal data from a group of consumers regarding a product category of a consumer product;

collecting purchase behavioral data from the group of consumers regarding the product category and regarding a particular brand in the product category;

integrating the purchase behavioral data with the attitudinal data to form a plurality of consumer segments with commonalities;

providing a population growth forecast and volume sales forecasts for the product category and the brand;

determining a percent loyalty of the brand for each consumer segment and estimating future percent loyalty changes;

setting a future volume sales objective for the brand;

calculating penetration of the brand for each consumer segment necessary to meet the volume sales objective;

selecting one of the consumer segments as a target segment; and

determining a marketing vehicle for the target segment.

21. A method as defined in claim 20, wherein the purchase behavioral data includes a volume of the product category purchased by each consumer over a defined length of time and a volume of the particular brand of the product category purchased by each consumer over the defined length of time.

22. A method as defined in claim 20, wherein the brand comprises a plurality of subbrands and the purchase behavioral data includes a volume of each subbrand purchased by each consumer over a defined length of time, for each subbrand, a profit contribution is determined for calculating a weighted profit contribution for each consumer segment based on subbrand purchases.

23. A method as defined in claim 20, wherein from about 3 to about 9 consumer segments are formed.

24. A method as defined in claim 20, wherein the method further comprises the step of determining the market vehicle for the target segment by collecting demographic information about the target segment.

25. A method as defined in claim 20, wherein the attitudinal segments comprise one or more of the following:

consumer attitude toward price, consumer attitude toward quality, consumer response to product or packaging aesthetics, consumer response to imagery in promotional campaigns, and consumer response to the sense of wellness or cleanliness that the product conveys.

26. A method for marketing a consumer product comprising:

collecting purchase behavioral data from a group of consumers regarding a product category and regarding a particular brand in the product category;

forming a plurality of consumer segments with commonalities based upon the purchase behavioral data;

providing a population growth forecast and volume sales forecasts for the product category and the brand;

determining a percent loyalty of the brand for each consumer segment and estimating future percent loyalty changes;

setting a future volume sales objective for the brand;

calculating penetration of the brand for each consumer segment necessary to meet a volume sales objective;

selecting one of the consumer segments as a target segment; and

determining a marketing vehicle for the target segment.

27. A method as defined in claim 26, wherein the purchase behavioral data includes a volume of the product category purchased by each consumer over a defined length of time and a volume of the particular brand of the product category purchased by each consumer over the defined length of time.

28. A method as defined in claim 26, wherein from about 3 to about 9 consumer segments are formed.

29. A method as defined in claim 26, further comprising the steps of collecting attitudinal data from the group of consumers and using the attitudinal data in combination with the purchase behavioral data to form the plurality of consumer segments.