Marketing and The WHO Journey Lecture

Vocabulary flashcards covering the core concepts of consumer segmentation, the WHO journey, and the Millstone Coffee case study from the lecture notes.

Segment

A homogenous group of consumers whose needs and drivers of brand or variant choice are different from other consumers.

Strategic Target

All consumers to whom the brand's strategic benefit or equity is relevant and meaningful.

Prime Prospect

A subset of the Strategic Target that represents the greatest near term growth potential.

Sufficient

A criterion assessing if the target is large enough to achieve the business objective.

Need Based

A criterion assessing if the target is defined based on drivers of brand and form choice.

Right To Win

A criterion evaluating if there is a compelling reason the Prime Prospect will select the brand over competition.

Actionable

A criterion assessing if we have insights that enable action at FMOT, SMOT, or in communication.

The WHO Journey

An iterative process consisting of three stages: Plan, Choose Target, and Make Targets Actionable.

Stage 1: Plan

The phase of the WHO Journey involving the definition of business objectives and needs and chartering a multi-functional team.

Stage 2: Choose Target

The phase of the WHO Journey involving segmenting the category, agreeing on the strategic target, and choosing priority prime prospects.

Stage 3: Make Targets Actionable

The phase of the WHO Journey aimed at developing insights for FMOT, SMOT, and Communication to bring the Prime Prospect to life.

Classic Loyal

A coffee segment representing $26\%$ of consumers who seek quality, reliability, and consistency from a trusted brand.

Regular Routine

A coffee segment representing $23\%$ of consumers who seek good value and convenience from an acceptable set of brands.

Variety Seeker

A coffee segment representing $20\%$ of consumers who seek variety through flavored coffees and creamers but are price conscious.

Grocery Gourmet

A coffee segment representing $20\%$ of consumers who seek convenient gourmet experiences and are willing to pay more for premium quality.

Gourmet Loyal

A coffee segment representing $10\%$ of consumers who value the quality and freshness of whole beans and local coffee cafes.

Millstone Coffee

A premium gourmet coffee brand acquired by P&G in $1995$ as a strategic complement to Folgers.

Ethnographic Research

Research involving participating with the consumer in daily rituals in the environment where the brand is most meaningful.

FMOT (First Moment of Truth)

The moment a consumer encounters the product on the shelf and decides whether to purchase it.

SMOT (Second Moment of Truth)

The moment a consumer uses the product at home and evaluates the experience.

Insights

The marriage of quantitative and qualitative learning that connects with consumers to elicit a "you really know me" reaction.

Holistic Profile

A robust description of the Prime Prospect including foundational understanding, desired experiences, and shopping behavior to guide the business team.

CBI (Combined Benefits Index)

A metric used to measure brand equity strength among different segmentation groups.

ABBIE Award

An award won by Millstone in $2005$ for Best FMOT, representing a win in growing business volume and profit.