The full data set for this case is available through your instructor. The data for this case was provided by Nielsen. The name of the supermarket, brands, and other details have been disguised.

Andresa Drake is a research analyst for McConnell’s Supermarket, a large supermarket chain located in the Southeast of the U.S. (note: the supermarket’s name and other details have been disguised). Andresa has been assigned to examine the category of coffee for McConnell’s and determine what segments the supermarket should target for an upcoming marketing campaign.

Specifically, Andresa is interested in who drinks the four major types of coffee: coffee pods, gourmet, ground, and organic. To help with this decision, Andresa has access to panel data from Nielsen, a large marketing research company.

Answer the following questions, using the data from the tables and graphs provided by Nielsen that display information about the purchase of coffee at McConnell’s Supermarket for the last 12 months.

1. Table A and Table B have information about the occupation of consumers in the area that McConnell’s serves. Table A shows the information for the whole category of coffee (total coffee). Table B shows the information for the category of organic coffee.

1a. What conclusions can you draw about the people who live within the retailer area, shop at McConnell’s, and purchase coffee from Table A and Table B? Why are the columns

“% of Population in the Retail Area” and “% of Population that Shop at McConnell’s” the same in Table A and Table B?

1b. What conclusions can you draw about the occupation of the head of household for people that shop for coffee (all coffee) versus organic coffee?

1c. Based on occupation, what consumer should McConnell’s target to reposition the coffee category?

Data from Table A, B and C

2. Graph A and Graph B have information about the age of consumers in the area that McConnell’s serves.
Graph A shows the information for the whole category of coffee (total coffee). Graph B shows the information for the category of organic coffee.
2a. If McConnell’s were to build a marketing campaign based on all coffee drinkers, which female age group would they want to target?
2b. Would the answer change if McConnell’s wanted to target the organic coffee shopper? If so, why?
3. Table C has information about the types of coffee purchased by “Plain Rural Living” people. McConnell’s coffee category sales have been declining for the past 52 weeks, and the retailer is considering changing the coffee aisle in their stores. Through secondary research, Andresa learns that the majority of shoppers fall into the “Plain Rural Living” lifestyle category.
Knowing that sales are declining, what type of coffee is McConnell’s likely stocking too much of? What changes should be made to the types of coffee offered at McConnell’s based on the following information?

Data from Graph A and B

Transcribed Image Text:

What consumer segments should be targeted for an upcoming marketing campaign for coffee? Tramp57/Shutterstock