PEPSI 2004 MARKETING CLINIC PRESENTATION BRIEF CREDENTIALS & SNACK A JACK OUTLINE PROPOSAL S T R I C T L Y P R I V A T E A N D C O N F I D E N T I A LS T R I C T L Y P R I V A T E A N D C O N F I D E N T I A L

Who we are Founded by TM 20 years ago Ex Cadbury Schweppes, Avon, Cussons Managing Director of Wrigleys DR – Cadbury Schweppes, Beechams NPD Director of Bass Brewers GT – Head of Innovation – RHM CL – Protein research & delivery HMG

The Marketing Clinic – Client List

The Marketing Clinic – Projects for Mars

What we do Unique consumer research methodology Qualitative focus groups Identifies the emotional experience of taste for a particular product Obtained through understanding the psychological messages of taste / experience of a particular product / brand

1) Regression Analysis Groups Emotional Need State Regression Regression of Product Encounter MARKETING CLINIC OUTPUTS: A 3 STEP PROCESS 2 3 1

2) Interpretative Analysis Groups Psychometric Analysis Taste Profile MARKETING CLINIC OUTPUTS: A 3 STEP PROCESS 1 2 ENSR RPE THE MARKETING CLINIC DATABASE 3

3 3) Analysis and OUTPUTS The Taste Signature® Brand consumption experience - shape of taste Need State analysis Technical briefs, NPD & brand optimisation MARKETING CLINIC OUTPUTS: A 3 STEP PROCESS 1 2 PA TP

MARKETING CLINIC OUTPUTS…..& HOW TO USE THEM TASTE SIGNATURE Brand consumption experience – shape of taste Need State analysis Detailed technical briefs NPD & brand optimisation

The TASTE SIGNATURE Composed of 2 profiles, generated independently during our research The EMOTIONAL Profile The TASTE Profile Note that although the 2 profiles are independent they are clearly linked in the consumption experience

The TASTE SIGNATURE EMOTIONAL profile TASTE profile Raw data Taste profile data orange juice example Raw Psychometric data orange juice example

The TASTE SIGNATURE TASTE profile EMOTIONAL profile Credible Premium Social Just squeezed oranges Closest to the orange Healthier choice Light in stomach Satisfaction Delicious Leisurely drink To relax with Evening Happy Happiness Pleasurable Stylish

The TASTE SIGNATURE TASTE profile EMOTIONAL profile Credible Premium Social Just squeezed oranges Closest to the orange Healthier choice Light in stomach Satisfaction Delicious Leisurely drink To relax with Evening Happy Happiness Pleasurable Stylish Raw data Taste profile data orange juice example

The TASTE SIGNATURE TASTE profile EMOTIONAL profile Gentle Easy Not sour or bitter Rounded Polished Rich Distinct Mellow California/Florida Gentle complexity Clean

The TASTE SIGNATURE TASTE profile EMOTIONAL profile Stylish Credible Premium Happy Happiness Pleasurable Social Just squeezed oranges Closest to the orange Healthier choice Light in stomach Satisfaction Delicious Leisurely drink To relax with Evening Gentle Easy Not sour or bitter Rounded Polished Rich Distinct Mellow California/Florida Gentle complexity Clean

The TASTE SIGNATURE TASTE profile EMOTIONAL profile Stylish Credible Premium Happy Happiness Pleasurable Social Just squeezed oranges Closest to the orange Healthier choice Light in stomach Satisfaction Delicious Leisurely drink To relax with Evening Gentle Easy Not sour or bitter Rounded Polished Rich Distinct Mellow California/Florida Gentle complexity Clean Orangy, hint of sweet and the vitality of freshness of cute fruit in aroma Gentle easy front of mouth - not sour or bitter nor acidic, an extraordinary balance - the elegance of nature Rounded, polished, rich but fresh Mid mouth - slow delicious distinct drink Rear mouth, heart of the drink - pure mellow tropical orange deiciousness Gentle orange complexity within a single taste chord - no mixture - its just the fruit Clean, pure, no chemical or mixture aftertaste. Light in stomach - refreshing Cleanses and freshens - stylish Premium Quality Purity - real - healthy Stirs emotions, relaxes & calms - chill out Savouring flavour - comforts - indulgent - moreishness - starts Hedonistic & slow - real pleasure - happy - evening Strong natural message - moreish & quality closest to the fruit. These are not the final lists of discriminating characteristics We use this knowledge to re-interogate the consumers and enhance the lists into more complete descriptions

The TASTE SIGNATURE TASTE profile EMOTIONAL profile Orangy, hint of sweet and the vitality of freshness of cute fruit in aroma Gentle easy front of mouth - not sour or bitter nor acidic, an extraordinary balance - the elegance of nature Rounded, polished, rich but fresh Mid mouth - slow delicious distinct drink Rear mouth, heart of the drink - pure mellow tropical orange deiciousness Gentle orange complexity within a single taste chord - no mixture - its just the fruit Clean, pure, no chemical or mixture aftertaste. Light in stomach - refreshing Cleanses and freshens - stylish Premium Quality Purity - real - healthy Stirs emotions, relaxes & calms - chill out Savouring flavour - comforts - indulgent - moreishness - starts Hedonistic & slow - real pleasure - happy - evening Strong natural message - moreish & quality closest to the fruit. The characteristics of the consumers’ experience are then prioritised.

The TASTE SIGNATURE TASTE profile EMOTIONAL profile Orangy, hint of sweet and the vitality of freshness of cute fruit in aroma Gentle easy front of mouth - not sour or bitter nor acidic, an extraordinary balance - the elegance of nature Rounded, polished, rich but fresh Mid mouth - slow delicious distinct drink Rear mouth, heart of the drink - pure mellow tropical orange deiciousness Gentle orange complexity within a single taste chord - no mixture - its just the fruit Clean, pure, no chemical or mixture aftertaste. Light in stomach - refreshing Cleanses and freshens - stylish Premium Quality Purity - real - healthy Stirs emotions, relaxes & calms - chill out Savouring flavour - comforts - indulgent - moreishness - starts Hedonistic & slow - real pleasure - happy - evening Strong natural message - moreish & quality closest to the fruit. Finally we make the links between the prioritised emotional experiences and the detailed taste profile from different parts of the mouth. To create the TASTE SIGNATURE

The TASTE SIGNATURE Orangy, hint of sweet and the vitality of freshness of cute fruit in aroma Gentle easy front of mouth - not sour or bitter nor acidic, an extraordinary balance - the elegance of nature Rounded, polished, rich but fresh Mid mouth - slow delicious distinct drink Rear mouth, heart of the drink - pure mellow tropical orange deiciousness Gentle orange complexity within a single taste chord - no mixture - its just the fruit Clean, pure, no chemical or mixture aftertaste. Light in stomach - refreshing Cleanses and freshens - stylish Premium Quality Purity - real - healthy Stirs emotions, relaxes & calms - chill out Savouring flavour - comforts - indulgent - moreishness - starts Hedonistic & slow - real pleasure - happy - evening Strong natural message - moreish & quality closest to the fruit.

MARKETING CLINIC OUTPUTS ….& HOW TO USE THEM Taste signature BRAND CONSUMPTION EXPERIENCE – SHAPE OF TASTE Need State analysis Detailed technical briefs NPD & brand optimisation

A CONFECTIONERY SHAPE OF TASTE TASTEINTENSITYTASTEINTENSITY

MARKETING CLINIC OUTPUTS ….& HOW TO USE THEM Taste signature Brand consumption experience – shape of taste NEED STATE DEVELOPMENT Detailed technical briefs NPD & brand optimisation

NEEDS STATES - TROPICANA Breakfast – cleansing, refreshing, sharp and intrusive, rehydrating, awakening, fresh mouth. Mid-Morning and Afternoon – break in mood, pleasurable, private, soft, rich, pleasure but not indulgence. With Meals – cleans the mouth, light in taste, gently cleanses palate, alternate flavour to food, healthy. Social/Evening/Indulgence – drunk slowly, savoured, liquid pleasure, extended moment, concentration upon the taste, rich texture but light in mouth, savoured in mouth, indulgence.

MARKETING CLINIC OUTPUTS …..& HOW TO USE THEM Taste signature Brand consumption experience - shape of taste Need State analysis DETAILED TECHNICAL BRIEFS NPD & brand optimisation

TASTE BRIEF

MARKETING CLINIC OUTPUTS ….& HOW TO USE THEM Taste signature Brand consumption experience - shape of taste Need State analysis Detailed technical briefs NPD & BRAND OPTIMISATION

OUTLINE TARGET BRIEF Look at Snack A Jack – how it evolved & how it can be developed & improved

WHAT IS SNACK A JACK & HOW TO IMPROVE - 1 Key 1: What heritage is used in that judgement pre-Encounter - Crisp market - Popcorn market - Low fat snack/ biscuit market - Confectionery market Key 2: Which mix of these markets is it operating in & how it evolved Key 3: What criteria are used by consumers at the Encounter Key 4: Who is the primary Target consumer

WHAT IS SNACK A JACK & HOW TO IMPROVE - 2 Stage 1:Use regression groups to establish brand Encounter & 1 st Expectations What market heritage is used by the consumer in the Encounter What Need State was being targeted & how well did it perform How this has evolved & the effect of tastes & textures on Need State delivery Generate blank Taste & Psychometric profiles

TROPICANA ORANGE JUICE - TASTE PROFILE

TROPICANA ORANGE JUICE - PSYCHOMETRICS

WHAT IS SNACK A JACK & HOW TO IMPROVE - 3 Stage 2: Deconstruct in detail using the Psychometrics & Taste profile Understand – the market heritage & the basis of that attraction The 1 st Need State & its subsequent usage & evolution Critical is the anticipated perception & its subsequent delivery - & any gaps What is right & wrong in taste & texture delivery & how this is delivered by the major flavours in the range

RESEARCH FINDINGS Pre-first Consumption Perception (Encounter) Anticipated eating experience and Need State usage – expected target consumer – positioning (benefits and their priority) – replaces which brands. Key Consumption Criteria Appearance, bite, texture, flavour, aftertaste and emotional benefits (satisfaction, indulgence, etc.) How it works or otherwise throughout the mouth. Taste Shape, Psychometrics Taste Profiling Current Taste Signature ® for “Snack a Jack” its performance versus the pre first consumption anticipation.

RECOMMENDATIONS Strategic Direction Which parts of heritage should be emphasised Recommended re-positioning including re- targeting if needed. Tighten targeted Need States and competitive direction. Executional Guidelines Detail product size and texture/flavour range strategy and tactical choice. Technical briefs for Optimisation of Consumption Experience. Recommended ideal Taste Signature ® for sales and share growth