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AMC 2017 Presentation

Midan Marketing's Meat Consumer Segmentation Research
by

Midan Marketing

on 27 March 2017

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Transcript of AMC 2017 Presentation

Which Segment Are You?
6

What is
Segmentation?
% Buying
Once A
Month
65%
55%
36%
53
Population Results
65% Caucasian
Pre-Shopping Behavior
61%
43%
29%
27%
In-Store Activities
$$$
54%
58%
36%
17%
49%
51%
71% Caucasian
$$$
65%
64%
44%
23%
72% Caucasian
25% Hispanic
42%
41%
Pre-Shopping Behavior
In-Store Activities
14%
31%
38%
29%
$$$
50%
61%
33%
17%
69% Caucasian
Urban
37%
In-Store
In-Store Activities
77% Caucasian
Definable
Targetable
Accountable
Accessible
2200
STUDY
DESIGN
Opportunities
Maintain
Opportunities
Cultivate
#Segmeatation
#Segmeatation
#Segmeatation
#Segmeatation
#Segmeatation
13% Hispanic
Attitudes
21% Black
11% Asian
Trend in Meat
Consumption
Ethnicity
Male/Female
23% Black
Do you know what kind of
meat consumer you are?


Carnivores

Foodies

Budgeteers

Idealists

Players

Eclectics
Industry Results
14%
12%
13%
13%
15%
33%
beliefs
beliefs
behaviors
behaviors
beliefs
beliefs
behaviors
behaviors
Usage
Attitudes
Influences
Demographics
18+
3
months
Gender
Income
Generation

Ethnicity
Region
Types of
Protein
Consumed
Chicken
Beef
Ground Beef
Pork
6.3
Turkey
Lamb
Deli/Lunch Meat
Fish
Meat Alternatives
Specialty
#Segmeatation
Trend in Meat
Consumption
Pre-Shopping Behavior
6%
22%
58%
46%
26%
$$$
64%
9%
Attitudes
Male/Female
51%
49%
Age
Household Income
$74K
Household Size
2.7
Ethnicity
31%
Midwest
32%
Small
Town
Rural
&
Defend
Opportunities
Maintain & Defend
Types of
Protein
Consumed
Chicken
Beef
Ground Beef
Pork
5.5
Turkey
Lamb
Deli/Lunch Meat
Fish
Meat Alternatives
Specialty
% Buying
Once A
Month
78%
Pre-Shopping Behavior
25%
47%
65%
61%
16%
Attitudes
Male/Female
53%
47%
40
Age
Household Income
$92K
Household Size
3.4
75% Caucasian
14% Black
Ethnicity
26%
West
62%
Urban
% Buying
Once A
Month
62%
Trend in Meat
Consumption
Types of
Protein
Consumed
Chicken
Beef
Ground Beef
Pork
6.1
Turkey
Lamb
Deli/Lunch Meat
Fish
Meat Alternatives
Specialty
Cultivate
Opportunities
Opportunities
Cultivate with Innovation
Pre-Shopping Behavior
65%
51%
7%
25%
22%
$$$
67%
58%
44%
12%
Male/Female
33%
67%
53
Age
Household Income
$61K
Household Size
2.7
Ethnicity
Evenly split across
regions
42%
Surburban
Maintain
&
Defend
Opportunities
Opportunities
Maintain & Defend
Types of
Protein
Consumed
Chicken
Beef
Ground Beef
Pork
6.0
Turkey
Lamb
Deli/Lunch Meat
Fish
Meat Alternatives
Specialty
% Buying
Once A
Month
70%
Attitude
Male/Female
46%
54%
Age
49
Household Income
$87K
Household Size
2.9
Split evenly among
regions
44%
Suburban
Opportunities
Cultivate With Innovation
With
Innovation
Types of
Protein
Consumed
Chicken
Beef
Ground Beef
Pork
5.6
Turkey
Lamb
Deli/Lunch Meat
Fish
Meat Alternatives
Specialty
% Buying
Once A
Month
71%
Trend in Meat
Consumption
15%
Attitudes
51
Age
$76K
Household Income
2.8
Household Size
Ethnicity
Split evenly across
regions
14%
Rural
Opportunities
Opportunities
Meet Their Needs, Sell Them More
Types of
Protein
Consumed
Chicken
Beef
Ground Beef
Pork
6.0
Turkey
Lamb
Deli/Lunch Meat
Fish
Meat Alternatives
Specialty
In-Store
Activities
Attitudes
Male/Female
47%
53%
Age
51
Household Income
$88K
Household Size
2.8
Ethnicity
South
Suburban
Meet Their Needs,
Sell Them More
Opportunities
Opportunities
Meet Their Needs, Sell Them More
Trend in Meat
Consumption
Activities
$$$
69%
61%
41%
30%
Innovation
with
#Segmeatation
40
50
88
Convenience
Brand loyalty
Cultural traditions
Easy
Promotions
Cultural traditions
Promotions
Specialty products
Health
In-Store Activities
Photo courtesy of Niloo / Shutterstock, Inc.
www.
seg
MEAT
ation
@MichaelUetz
@DanetteAmstein
#Segmeatation
#Segmeatation
Get added to his routine
Influence him both at-home & in-store
Target him for fresh & processed meats
#Segmeatation
It's all about price
2/3rd make decision
before shopping
Wants info in-store and on
package to help make her decision
#Segmeatation
Promote convenience
Provide multiple flavor options
Tie in health messages
#Segmeatation
Highlight free-from claims while being transparent
Offer small package options for value
Focus on nutritional needs
#Segmeatation
Influence through in-store tactics
Brand-centric; cultivate loyalty
Provide new ideas before she shops
#Segmeatation
Provide options to feed many
Be online & smartphone friendly
Focus on cultural foods
5%
Cultivate
with
Innovation
Cultivate
with
Innovation
Maintain
&
Defend
Photo courtesy of The Beef Checkoff
Meet Their Needs,
Sell Them More
% Buying
Once A
Month
72%
Trend in Meat
Consumption
Pre-Shopping Behavior
64%
56%
38%
19%
17%
24% Hispanic
.com
@MichaelUetz
@DanetteAmstein
© 2017 Midan Marketing, LLC
Cultivate with Innovation
59%
© 2017 Midan Marketing, LLC
#Segmeatation
Maintain & Defend
Meet Their Needs,
Sell Them More
31%
7%
5%
9%
43%
Full transcript