Foundation of

Consumer Insights
Masterclass:
Pre-work
 Three pre-work assignments
Please complete the following three pre-work assignments in advance of joining the
Foundation of Consumer Insights Masterclass:

1. Complete the E-learning “Foundations of Consumer Insight”.

The E-learning can be found on the GCU portal (http://gcu.heiway.net).
Please check the link in the email you have received from the Global
Commerce University.

2. BRING to the Masterclass your example of a ‘Great Observation’ (please see the
following slide for explanation)

3. Familiarize yourself with the case study (read slides 4-13 in this deck)

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 Bring a ‘Great Observation’
Please have a look at the linked video clip below
(view in SlideShow mode, or check http://www.youtube.com/watch?v=Tqnqe2rDTqI

Most people relate to this scene because the comedian takes one simple observation and then mirrors
this to his audience, who suddenly think: “yes, I do exactly that!”

We want your to bring your example of a ‘Great Observation’!

Think of anything from your daily life, TV shows, new products, adverts, cartoons, ... even politics.
Bring an example with you and be ready to share what it is and why you think this is a Great Observation
with your fellow participants

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 Foundation of
Consumer Insights
- Case Study
Data Pack
 Glider Case

We will address a Brand Growth Opportunity for the

Glider brand from the Opconia market.

The Situation:
BWP! has been conducted in our Opconian Opco, and
has identified Vitality & Masculinity as Glider’s targeted
Supersegment
The objective for the brand is to grow its Value Share by
5 percentage points within this Supersegment
Main competitors in this Supersegment are two brands:
Mantok (a Stout beer) and Steiner (a Lager beer).

Some facts about Opconia Case Assignment:

Population 12.4 million Unlock Consumer Insight(s) that can help achieve the
Brand objective
Location Southern Hemisphere
As basis for Consumer Insight, you will use the
Male : Female ratio 6:4 information in this Data Pack, plus learnings
gained from Consumer Interviews.

5
About Glider

Glider is one of the larger Lager brands in Opconia. The brand has a long history in
Opconia, yet over time has become a somewhat undefined and bland (‘default’) brand in
the eyes of consumers.

Despite repeated efforts to demand a price premium over its key competitors, Glider
increasingly struggles to justify a premium pricing.

Following BWP! the brand is being repositioned to target specifically the ‘Vitality &
Masculinity’ supersegment in the Opconian beer market (see next page)

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 Opconia Consumer Segmentation Map

Consumer Needstates

SUPERSEGMENTS Get Loose & Quality Time Social Catch- Habitual Treat
Party with Friends up

Consumer Stylish Explorers Vitality & Masculinity

Typologies Upbeat Socializing
Smart & Succesful
Second Life Enjoyers Friendly Bonding
Relaxation
Traditionalists Convivial Fun

TODAY’S PRIMARY BRAND Consumer Needstates

USER GROUPS &

FUTURE GLIDER BULL’S EYE Get Loose & Quality Time Social Catch- Habitual Treat
Party with Friends up

Consumer Stylish Explorers MANTOK

Typologies
Smart & Succesful STEINER
Second Life Enjoyers GLIDER
Traditionalists

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Consumer Typologies & Needstates

Supersegment Description
Vitality & Young male consumers having their night out. Share a modern lifestyle and look to enjoy themselves with
Masculinity friends in wind-up occasions. Alcohol helps to have fun party mood and allows releasing tensions.
Upbeat Successful adults, on a lively occasion, looking for a special time and enhanced experience. Spending
Socializing quality time socializing with close friends or partner over a planned occasion, both at home or going out.
Convivial Older consumers, often empty nesters, enjoying their free time in the company of friends. Beer is a
Fun simple, natural, yet highly enjoyable beverage that fits social and celebrating occasions.
Friendly Older professionals, relaxing after work with colleagues or having a quick refreshing drink at home on
Bonding their own. Mid-wind up, socializing, friends, male.
Older males having beer on their own at home, to wind-down and relax. Traditional and pragmatic about
Relaxation
8 their lifestyle. Living at a slower pace. Appreciate traditional beers, ideally linked good old values.
 Vitality & Masculinity seekers: 5W profile

WHO Young professional, 24-35 yrs. old. A natural leader, getting things done, always get up & go, looking
to succeed. Adventurous, seeking out new and daring enterprises, not afraid to take risks.
WHERE In downtown bars & pubs, in nearby restaurants, in social settings at home

WHEN During out-of-office meetings, in weekend social gatherings with friends, rare midweeks after a
succesful day at work, at moments of celebration and parties
WHAT Mantok fairly regularly. Steiner when the evening starts to turn into a party. Glider occasionally when
on an average night out. Spirits on rare but special occasions.
WHY To make a statement and stand out of the crowd. To satisfy his need for distinction, be associated
with prestige and reaffirm his status. To be recognised for success and achievement.

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 Brand Objective and Value Share Equation

Brand Objective:
Increase Glider’s Value Share among Vitality & Masculinity seekers by 5 percentage points

Value Share Decomposition# among Vitality & Masculinity seekers

Value Penetration Share of Relative Price

Share (%, 1yr period) Throat* (vs. all Opconian
(% ) (% of 1l.) beer brands)

Glider 9 = 21 X 40 X 1,10
Mantok 30 = 60 X 42 X 1,20
Steiner 25 = 45 X 56 X 1,00

#: estimation based on self-report survey

*: within user10base
 Where V&MS drink beer

64

24 12
Where beer is 9 12 7 6 4 3 3 1 1 1 0
usually drunk

51

20
15 14
Last place drank beer 2 1 3 1 2 1 1 0 1 0

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Glider is struggling to keep its share vs. Mantok and Steiner

2007 2010

Bars/pubs Bars/pubs

Steiner Steiner

Mantok Mantok

Glider Glider

Nightclubs Nightclubs

Steiner Steiner
Mantok Mantok
Glider Glider

Restaurants Restaurants

Steiner
Steiner
Mantok
Mantok
Glider
Glider

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 The beer spectrum in Opconia
REFINED & REPUTED
CLASSICS
International/foreign brands, highly
respected
Recognizable, unique, sophisticated
packaging, authenticity guaranteed
Superior quality and expensive price
For higher social class, the elite
(“brands for the rich people”)
Exclusive and refined; some with a
touch of femininity (Heineken,
Beck’s)
Mild, relatively lower in alcohol
Status & Success + Power & Respect
Mantok is a Stout beer and belongs
to this category because of its
“premium” and quality image (yet is
more accessible for all).
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UPPER CLASS
REFINEMENT
Quality beers
Good quality for money (not
out of reach)
Less exclusive or distinctive
than Refined & Reputed
Classics
Widely available and readily
accessible
More unique packaging (not
typical Lager packs)
Light, accessible in taste
Long history
For older, mature target, more
masculine than feminine
Glider is associated with this
class
POPULAR
ACCESSIBLE
Local Champions
Popular and widespread
Accessible, approachable
Youthful, dynamic
Affordable price; good standard
quality
Light, refreshing, moderate
alcohol level
Friendly, easygoing, sociable
and lively
For all kinds of people, middle
class, average men and women
Steiner as the leader of the pack
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