Methods and systems for occasion-based lifestyle marketing

• US 8,200,535 B1
• Filed: 04/21/1999
• Issued: 06/12/2012
• Est. Priority Date: 04/21/1999
• Status: Expired due to Fees

• Current Assignee: Coca-Cola Company (The Coca-Cola Company)
• Original Assignee: The Coca-Cola Company
• Inventors: Reddin, Thomas J., Behrle, Glenda M., Gfeller, Robert J., Kimbrough, Laurel M., Tabert, Rodney D., McThenia, Thomas C. Jr., Warren, Daniel J.
• Primary Examiner(s): Alvarez, Raquel
• Application Number:
  US09/296,120
• Time in Patent Office: 4,801 Days
• Field of Search: 705/14, 705/7.29, 705/7.31, 705/14.49, 705/14.51, 705/14.53, 705/14.66, 705/14.67, 705/14.73
• US Class Current: 705/14.66
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data
• CPC Class Codes: G06Q 30/0202 Market predictions or forecasting for commercial activities
• CPC Class Codes: G06Q 30/0207 Discounts or incentives, e.g. coupons or rebates
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0253 During e-commerce, i.e. online transactions
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0271 Personalized advertisement
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

A method for promoting the selection of an item to a predetermined type of consumer. The method includes the steps of determining representative activities of the predetermined type of consumer, determining representative uses of the item by the consumer during the representative activities, and creating demand for the item by the consumer based upon one or more of the representative uses of the item by the consumer during the representative activities.

Claims

1. A method for promoting the selection of an item by a predetermined type of consumer based upon consumer lifestyle and consumer market data, said method comprising the steps of:

storing the consumer lifestyle and the consumer market data in a database;

storing a selection of messaging, brands, packaging, or merchandising associated with the item in the database;

determining one or more representative activities of said predetermined type of consumer based upon the consumer lifestyle data via a processor in communication with the database;

determining one or more representative uses of said item by said predetermined type of consumer during said one or more representative activities based upon the consumer market data via the processor in communication with the database;

determining an association between said one or more representative uses of said item by said predetermined type of consumer during said one or more representative activities and the selection of messaging, brands, packaging, or merchandising via the processor in communication with the database;

storing the association in the database; and

providing access to the database and the association.

2. The method of promoting the selection of an item of claim 1, wherein said step of determining one or more representative activities of said predetermined type of consumer comprises analysis of said one or more representative activities within a predetermined length of time.

3. The method of promoting the selection of an item of claim 1, wherein said step of determining one or more representative activities of said predetermined type of consumer comprises analysis of the consumer lifestyle data.

4. The method of promoting the selection of an item of claim 1, wherein said predetermined type of consumer comprises a home category manager and wherein said one or more representative activities is an event selected from the group consisting of wake up, breakfast, in transit to work, in transit to school, morning break, lunch, afternoon break, after school snack, after school sports, after work workout, dinner, social events, evening snack, and shopping.

5. The method of promoting the selection of an item of claim 4, wherein said item comprises a beverage and wherein said one or more representative uses is a need selected from the group consisting of refreshment, lift, meal enhancer, socializer, re-hydration, relaxer, treat, and a tide-me-over.

6. The method of promoting the selection of an item of claim 5, wherein the selection of messaging comprises messaging directed to said home category manager suggesting use of said beverage as said meal enhancer with said dinner.

7. The method of promoting the selection of an item of claim 5, wherein the selection of messaging comprises messaging directed to said home category manager suggesting use of said beverage as said refreshment during said shopping.

8. The method of promoting the selection of an item of claim 1, wherein said predetermined type of consumer comprises blue-collar adults and teens and wherein said one or more representative activities is an event selected from the group consisting of after school, afternoon, and after work.

9. The method of promoting the selection of an item of claim 8, wherein said item comprises a beverage and wherein said one or more representative uses is a need selected from the group consisting of refreshment, energy, and a tide-me-over.

10. The method of promoting the selection of an item of claim 9, wherein the selection of messaging comprises messaging directed to said blue-collar adults and teens suggesting use of said beverage as said energizer during said afternoon.

11. The method of promoting the selection of an item of claim 1, wherein said consumer market data comprises consumer purchase information.

12. The method of promoting the selection of an item of claim 11, wherein said step of determining one or more representative uses of said item by said predetermined type of consumer during said one or more representative activities comprises analysis of said consumer purchase information.

13. The method of promoting the selection of an item of consumer of claim 1, wherein the selection of messaging comprises messaging promoting said item as addressing a need associated with said one or more representative uses.

14. The method of promoting the selection of an item of consumer of claim 1, wherein the selection of messaging comprises messaging associating said item with said one or more representative activities.

15. The method of promoting the selection of an item of claim 1, wherein the selection of brands comprises selection of one or more brands of said item.

16. The method of promoting the selection of an item of claim 15, wherein said one or more brands comprise predetermined beverage brands.

17. The method of promoting the selection of an item of claim 15, wherein said one or more brands of said item is a liquid selected from the group consisting of coffee;

tea;

water;

fruit, vegetable and juice concentrates;

fruit, vegetable and juice beverages;

isotonic beverages;

non-isotonic beverages;

milk and milk byproducts;

carbonated soft drinks; and

soft drink concentrate.

18. The method of promoting the selection of an item of claim 15, wherein the selection of one or more brands comprises selection of one or more food and beverage brands.

19. The method of promoting the selection of an item of claim 1, wherein the selection of packaging comprises selection of a predetermined package.

20. The method of promoting the selection of an item of claim 1, wherein said packaging comprises immediate consumption packaging.

21. The method of promoting the selection of an item of claim 1, wherein said packaging comprises future consumption packaging.

22. The method of promoting the selection of an item of claim 1, wherein said merchandising comprises bundling the location of said item with a different item.

23. The method of promoting the selection of an item of claim 22, further comprising messaging promoting said bundling of said item with said different item.

24. The method of promoting the selection of an item of claim 1, wherein said merchandising comprises bundling the offering of said item with a different item.

25. The method of promoting the selection of an item of claim 24, further comprising messaging promoting said bundling of said item with said different item.

26. The method of promoting the selection of an item of claim 1, wherein said messaging comprises media advertising.

27. The method of promoting the selection of an item of claim 26, wherein said messaging is advertising selected from the group consisting of print;

radio, television, satellite and cable broadcasting;

Internet, e-mail, and computer transmissions;

telecommunications;

event-based marketing; and

direct mail.

28. The method of promoting the selection of an item of claim 1, wherein said messaging comprises in-store displays.

29. The method of promoting the selection of an item of claim 1, wherein said messaging comprises out-doors displays.

30. The method of promoting the selection of an item of claim 1, wherein said messaging comprises the name of said item and said one or more representative uses.

31. The method of promoting the selection of an item of claim 1, wherein said messaging comprises the name of said item and said one or more representative activities.

32. The method of promoting the selection of an item of claim 1, further comprising the step of determining an environment in which said item is offered.

33. The method of promoting the selection of an item of claim 32, wherein said environment comprises a retail environment.

34. The method of promoting the selection of an item of claim 32, wherein said environment comprises a virtual environment.

35. The method of promoting the selection of an item of claim 32, further comprising the step of determining the manner in which said predetermined type of consumer selects said item in said environment.

36. The method of promoting the selection of an item of claim 35, wherein said step of determining the manner in which said predetermined type of consumer selects said item in said environment comprises consumer intercept surveys.

37. The method of promoting the selection of an item of claim 35, wherein said step of determining the manner in which said predetermined type of consumer selects said item in said environment comprises analysis of transactional data.

38. The method of promoting the selection of an item of claim 35, wherein said manner in which said predetermined type of consumer selects said item comprises a purchasing trip selected from the group consisting of quick mission trips, quick meal solution trips, and stock-up trips.

39. The method of promoting the selection of an item of claim 35, wherein the selection of messaging comprises displays located at a location distant from said environment.

40. A computer-readable medium having computer-executable instructions for performing the steps recited in claim 35.

41. A computer-readable medium having computer-executable instructions for performing the steps recited in claim 1.

42. A method for promoting the use of an item by a predetermined type of consumer, said method comprising the steps of:

receiving consumer lifestyle data corresponding to representative activities of said predetermined type of consumer;

storing said data corresponding to said representative activities of said predetermined type of consumer in a marketing database;

receiving consumer market data corresponding to representative uses of said item by said predetermined type of consumer;

storing said data corresponding to said representative uses of said item by said predetermined type of consumer in said marketing database;

receiving a selection of messaging, brands, packaging, or merchandising associated with the item;

storing the selection of messaging, brands, packaging, or merchandising associated with the item in said marketing database;

determining a relationship between said data corresponding to said representative activities of said predetermined type of consumer and said data corresponding to said representative uses of said item by said predetermined type of consumer activities with the selection of messaging, brands, packaging, or merchandising via a processor in communication with the marketing database so as to increase demand of the item by the predetermined type of consumer; and

storing said relationship in said marketing database.

43. The method for promoting the use of an item of claim 42, further comprising the step of creating messaging associating said item with said relationship.

44. The method for promoting the use of an item of claim 43, further comprising the step of storing said messaging in said marketing database.

45. The method for promoting the use of an item of claim 44, further comprising the steps of receiving data corresponding to a conversion rate of said predetermined types of consumers in response to said messaging associating said item with said relationship and storing said data corresponding to said conversion rate of said predetermined types of consumers in said marketing database.

46. The method for promoting the use of an item of claim 45, further comprising the steps of receiving data corresponding to the average transaction amount for said item and storing said data corresponding to said transaction amount in said marketing database.

47. The method for promoting the use of an item of claim 46, further comprising the steps of receiving data corresponding to the average gross profit margin for said item and storing said data corresponding to said average gross profit for said item in said database.

48. The method for promoting the use of an item of claim 47, further comprising the step of determining the value of said messaging via said processor based upon said conversion rate, said average transaction amount for said item, and said average gross profit margin for said item.