Research & Strategy Team

By Mel Baptista, Emma Colburn, Chelsea Foster,

Shira Hartman, and Julie Nickerson

Agenda
Primary Research
Survey
Secondary Research
Articles
Focus Groups
Polls
Conclusion

Primary Research

Primary Research: Understanding Millennials

Our Survey

Education

Census Data

77% of participants completed at least

some college

Race
83% White, 9% Asian or Pacific Islander,
3% Hispanic, 2% African American

Only 39% of US adults ages 25-34

have a college degree

Expected to reach up to 60% by 2020

Compared to 48% in the heartland

80 million millennials in the US

75% White, 14% Black or African

American, 7% Asian, 2% two or more
races, 1% American Indian, less than
1% Hawaiian or Pacific Islander

http://1.usa.gov/24kG6kg

Primary Research: Understanding Millennials

Accurate trends based on our survey:

Most millennials arent living with spouses

More people are getting degrees
People mainly access the internet from cell
phones and computers
Snapple already has high brand awareness
Snapple consumers view themselves as
witty and wholesome
Millennials shop at convenience stores
Our survey: 65% single; 28% married

Secondary Research

Focus Groups

Conducted 3 focus groups

Male and female participants

Ages 25-35

Reached: TN, KS, VT, NH, IL, MA, CT, NY, RI, FL

Results

They like different types of fruit flavors

They drink water, and we can promote Snapple water
They like interaction with their marketing

Online Focus Groups

Allows us to hear from people all over the country

RI, MA, NY, VT, CO, OR, IL, NH, OH, IN

We used Join Me and Google Hangout platforms

Audio, video, and type chat
Conducted:

Personal interviews
Focus groups

Research Articles

Consumer Behavior: Millennials

Brand loyal
Value convenience and authenticity
Companies that give back
Social media interaction
Exotic flavors
Price sensitive

Consumer Behavior

Millennials find all natural important

Soft drink sales decreasing, while all natural sales increasing
Large grocery chains sales decreasing, convenience stores increasing
Cities with lowest soft drink consumption

Exotic and citrus flavors increasing in popularity

Miami, Sacramento, Detroit, Ft.Myers- Naples, New York City

Citrus: Orange, Lemon, Lime, Grapefruit
Exotic Flavors: Blood Orange, Key Lime, Mango, Passion Fruit, Tangerine

Alcohol market can bring opportunity depending on location

Marketing

Millennials want to feel more engaged with advertisements

Communicated with not at
Looking for instant gratification- 5 seconds to capture their attention
Life shaping events:
9/11, first black president, financial crisis, international conflicts
Millennials are more likely to accept difference rather than tradition
(cultural shift)

Entertainment
Going online
Most popular form of entertainment
Millennials increased online TV viewing as a
way of life
Netflix
Hulu
Amazon Prime

Entertainment

Millennials are not fans of a particular

music genre
Always trying to find new genres
Where do they get their music from

Vevo
Pandora
Spotify

25 hours per week

Social Media

Millennials have a more positive attitude about technology by believing it:

Makes their life easier

Brings them closer to their family and friends

Allows them to use their time more efficiently

Twitter + Facebook Polls

Included both original and exotic flavors to see which consumers preferred

Competitors

Social media presence

Lifestyle

Millennials are settling down and getting married older

30 year olds entered the job market in 2007

The average college graduate has $27,000 in debt

First generation to grow up with technology rather than adapt to it

Huge part of their everyday lives

Spend most of their money on restaurant meals and drinks

Good way to catch up with friends and leave responsibilities behind.

Prefer takeout to dining in

Promotions
TV Placements

The Big Bang Theory

Modern Family
Fuller House

Partnerships with Marvel Movies

Spider-Man released July 7th, 2017
Avengers and the Black Panther coming in 2018
Marvel series coming to Netflix

Recommendations
Use videos to promote YouTube and Pinterest accounts
Market Snapple water and use images with fruit flavors
Dont need to advertise through radio commercials or music
streaming services
Advertise through television commercial as well as digital
Explore the option of Marvel movies
Place most popular flavors from polls in the creative

Facebook: Lemon and Peach iced tea

Twitter: Mango Madness and Kiwi Strawberry

Wrap Up
Primary Research and
Secondary Research
Twitter polls and
Facebook polls
Focus Groups and
Personal Interviews
Recommendations

Thank you

Works Cited
http://www.forbes.com/sites/danschawbel/2015/01/20/10-new-findings-about-the-millennial-consumer/#49c115eb28a8
http://www.adweek.com/news/television/here-s-why-consumers-love-netflix-more-amazon-and-hulu-165547
http://variety.com/2015/digital/news/vevo-pandora-and-spotify-top-streaming-services-for-millennials-exclusive-1201602140/
https://www.verizondigitalmedia.com/content/verizonstudy_digital_millennial.pdf
http://www.emeraldinsight.com/doi/full/10.1108/07363761211259241
https://web.b.ebscohost.com/ehost/pdfviewer/pdfviewer?sid=8b5f09b9-7aee-4c42-b0da-a04d4dc88366%40sessionmgr110&vid=1&hid=106
https://web.b.ebscohost.com/ehost/pdfviewer/pdfviewer?sid=6969a265-fa3d-4feb-905f-3f4bab2a7f57%40sessionmgr115&vid=1&hid=106
http://eds.b.ebscohost.com/eds/pdfviewer/pdfviewer?sid=72741cd3-7e12-4ad3-81fd-102bfc4df6da%40sessionmgr115&vid=1&hid=117
http://eds.b.ebscohost.com.ezproxy.simmons.edu:2048/eds/detail/detail?sid=4cff779b-435a-43fe-b206-83a706c924a3%
40sessionmgr120&vid=1&hid=122&bdata=JnNpdGU9ZWRzLWxpdmUmc2NvcGU9c2l0ZQ%3d%3d#AN=edsgcl.424463099&db=edsgao
//eds.b.ebscohost.com.ezproxy.simmons.edu:2048/eds/pdfviewer/pdfviewer?sid=b4d72f1b-79a2-44e8-825e-8328e88b2514%40sessionmgr110&vid=2&hid=122
http://eds.a.ebscohost.com.ezproxy.simmons.edu:2048/eds/detail/detail?sid=34c8b4af-75c2-440e-b636-c47eb75037e2%
40sessionmgr4002&vid=1&hid=4105&bdata=JnNpdGU9ZWRzLWxpdmUmc2NvcGU9c2l0ZQ%3d%3d#AN=95545365&db=bth
http://eds.a.ebscohost.com.ezproxy.simmons.edu:2048/eds/detail/detail?sid=716d2abf-851a-4298-8594-3e404cdf5feb%
40sessionmgr4001&vid=1&hid=4105&bdata=JnNpdGU9ZWRzLWxpdmUmc2NvcGU9c2l0ZQ%3d%3d#AN=111071712&db=bth
http://ezproxy.simmons.edu:2048/login?url=https://search.ebscohost.com/login.aspx?direct=true&db=edb&AN=102422933&site=eds-live&scope=site
http://ezproxy.simmons.edu:2048/login?url=https://search.ebscohost.com/login.aspx?direct=true&db=edb&AN=85040600&site=eds-live&scope=site

Works Cited

http://eds.b.ebscohost.com/eds/pdfviewer/pdfviewer?sid=d66a8fdc-da7b-41f0-a9af-5610771a63c9%40sessionmgr102&vid=1&hid=113
http://www.forbes.com/sites/laurenfriedman/2016/01/26/5-ways-successful-brands-win-with-millennials-on-social-media/#19f9dc81ae00
http://tvn.sagepub.com/content/16/7/599.full.pdf+html?
http://eds.a.ebscohost.com/eds/pdfviewer/pdfviewer?sid=9ed371b9-850d-4fd2-b098-581c5cee56e3%40sessionmgr4005&vid=1&hid=4208
Beverage Consumption/ Consumer Behavior Sources

http://ezproxy.simmons.edu:2048/login?url=https://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=112326617&site=eds-live&scope=site
http://ezproxy.simmons.edu:2048/login?url=https://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=86387928&site=eds-live&scope=site
http://ezproxy.simmons.edu:2048/login?url=https://search.ebscohost.com/login.aspx?direct=true&db=edb&AN=110625703&site=eds-live&scope=site
http://ezproxy.simmons.edu:2048/login?url=https://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=108622320&site=eds-live&scope=site

http://www.ed.gov/news/press-releases/new-state-state-college-attainment-numbers-show-progress-toward-2020-goal
http://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=bkmk
http://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=bkmk
http://www.pewsocialtrends.org/2014/03/07/millennials-in-adulthood/
http://www.pewsocialtrends.org/2015/07/29/more-millennials-living-with-family-despite-improved-job-market/
http://www.bcg.com/documents/file121010.pdf
http://www.pewsocialtrends.org/2010/02/24/millennials-confident-connected-open-to-change/
http://www.pewsocialtrends.org/2011/12/14/barely-half-of-u-s-adults-are-married-a-record-low/
http://money.cnn.com/2012/10/18/pf/college/student-loan-debt/