【正文】 8 CONSUMERS IN LATIN AMERICA CAN BE SPLIT INTO FIVE MAIN SEGMENTS Source: Consumer survey, team analysis Avid bargain hunters Invest a lot of time and are willing to visit multiple stores for the best deals Quality seekers and time savers Willing to pay a slight price premium to save time and have access to high quality products “Indifferent shoppers on a budget Do not care about shopping, hence invest little time in it Rangeseekers on a budget Want to bring home the best quality products, but limited by a tight budget High ine consumers who are willing to visit multiple stores to find the best deals Highine bargain hunters 9 WE RAN A TWOSTAGE CLUSTER ANALYSIS COMBINING ATTITUDINAL AND SOCIODEMOGRAPHICS ELEMENTS… * Note that none of the elements are unique, however, this methodology provides managers with unprecedented control over the process, by allowing maximum managerial input and the testing of early hypothesis Source: Team analysis Sample of 3,084 consumers in 5 countries Two main segmentation drivers Attitudinal elements (most mon method) ? Clean and intuitive attitudes across all segments ? Lacks actionability (difficult to find consumers) ? Selected 4 most robust scenarios ? Crossed with shopping behavior – Key buying factors – Average monthly spend – Format of main store Socioeconomic/ demographics ? Simple way to segment, facilitate identification ? Lacks insights and does not reflect attitudes Twostage cluster analysis ? Combines both methodologies to reach meaningful and actionable segments ? Process* developed and refined by McKinsey experts for segmentations with strategic objectives Ran 20+ statistically relevant scenarios Selected 1 scenario with 5 clusters 10 …ALLOWING THE IDENTIFICATION OF SOME CONSUMERS TO WHICH SEGMENT THEY BELONG Source: Team analysis ? Low ine level ? Age 2134 years old ? Only one person on the household ? Middle ine level ? Large household ? Shops primarily on hypermarkets 84% probability that this person is an Avid Bargain Hunter 86% probability that this person is a Range seeker on a budget EXAMPLE 11 INCLUDING A HANDFUL OF ATTITUDINAL STATEMENTS, ONE CAN IDENTIFY MOST CONSUMERS Source: Team analysis Would you sacrifice service for lower prices? Would you spend a lot of time looking for offers? Probability of 64% to be an “Indifferent shopper on a budget” Yes No 59656721 34 35 49 50+ Age group A handful of attitudinal statements allow us to identify over 50% of all consumers EXAMPLE 12 AVID BARGAIN HUNTERS ? Rely less on modern formats – When shopping on modern formats, tend to prefer discounters How do they behave? ? Lowest average expenditure when pared with other segments (~12% below market average) ? Less likely to do stockup trips ? Always pare prices at different stores ? Tend to be the least loyal consumers ? Shopping around for the best deals ? Purchasing only products they had planned on ? Willing to sacrifice services for lower prices ? Spending a lot of time looking for promotions ? Shopping in larger number of stores recently What do they not value? ? Paying more to shop close to home ? Paying more to save time ? Paying more for higher quality What do they value? Source: Consumer survey, team analysis Shopping behavior Monthly spend Format ? Typically low ine ?Disproportionate number of males and older consumers (50+ years old) 13 AVID BARGAIN HUNTERS 14 HIGH INCOME BARGAIN HUNTERS ? Typically high ine consumer ? Average age and household size ? Tend to spend more (~16%) than the average spend on groceries ? Rely more on modern format stores – Tend to prefer hypermarkets and avoid shopping on discounters ? Tend to have higher loyalty than average (S227。o Paulo is the exception) How do they behave? Shopping behavior Monthly spend Format Source: Consumer survey, team analysis ? Shopping around for the best deals ? Stockingup when they find attractive promotions ? Going to a grocery store they hear is offering good specials ? Shopping in more stores recently What do they not value? ? Paying more for the convenience of shopping closer home What do they value? 15 HIGH INCOME BARGAIN HUNTERS 16 RANGE SEEKERS ON A BUDGET ? Tend to shop more on hypermarkets Format ? Highly price sensitive ? Tend to make fewer trips (S227。o Paulo is the exception) and stock up once a month ? Normally below average loyalty How do they behave? ? Tend to spend less (~6%) than the market average on groceries Monthly spend Shopping behavior Source: Consumer survey, team analysis ? Typically young, low ine mothers ? Large household (6 or more people) ? Getting good quality products and a large assortment ? Stockingup when they find attractive promotions ? Providing the best possible quality for their family, despite their tight budget What do they not value? ? Sacrificing services for lower prices ? Shopping at upscale stores What do they value? 17 RANGE SEEKERS ON A BUDGET 18 INDIFFERENT SHOPPERS ON A BUDGET ? Typically low/ middle ine ? Tend to spend ~10% less than the market average on groceries ? Tend to rely less on modern format stores – When shopping on modern formats, tend to choose hard discounters How do they behave? ? Tend to shop less frequently ? Display relatively high loyalty to their main grocer store Shopping behavior Monthly spend Format Source: Consumer survey, team analysis ? Sacrifice service for lower prices What do they not value? ? Spending time looking for deals ? Stock