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"lingering at tables for over 100 years." Target Account Profile by Dee Inthamat

Tuesday, June 21, 2011


San Pellegrino is a brand of mineral water with carbonation added. They始re produced and bottled and San Pellegrino Terme, in the province of Bergamo, Lombardy, Italy. San Pellegrino is exported to most countries in Europe, the Americas, the Middle East and Australasia, as well as to Japan, Taiwan and Hong Kong.

Tuesday, June 21, 2011

MARKET SEGMENT Based on S. Pellegrino’s spectra fast facts product snap shot

326 of the highest index number are people who are Older Families, Large household with Children.

Affluent Suburban has the highest index number 203

The majority of suburban live in the Pacific, Mountain and Middle Atlantic.

Tuesday, June 21, 2011

FAST FACT Total soft drink carbonated

Total soft drink core customer are Small Families,

Average income less than

Younger Families and


Older Families, but live

S. Pellegrino

around every where

S.Pellegrino core customer are all kind of

Have income

family but mostly live in cosmopolitan

more than

and suburban and country

Tuesday, June 21, 2011



Reasons These people are not S. Pelligrino core customer but the index number are higher than 50. If we can use more media to draw attention of these demographic, it might help S. Pellegrino increase the percent of the market share and make the brand more national.

Tuesday, June 21, 2011


3 most important demographic criteria are

1. household income

2. Life style

3. Householder age

Tuesday, June 21, 2011


Top 3 competitors 1. Vintage Reg 2. Perrier Reg 3. Schweppes Diet

Orangina is one of the biggest competitor for S. Pellegrino also because of the demand index number is high but it has low penetration.

Tuesday, June 21, 2011


The key segments are idential to the product entire market segment. As you see Older Families who live in suburban has the highest of index number of 326, and 135. The lowest index number of our potential customer are senior singles and younger families, which make us need to focus on bring those people attention to our product.

Tuesday, June 21, 2011

PRODUCT SNAPSHOT The product snapshot gave the same report of S. Pellegrino core customer are the same as the fastfact report and consumer profile.

- Older Families who live in Suburban

- Independent singles who live in cosmopolitan.

Our highest and most aggressive potential channel is through the Club at 58%, and second place for Grocery at 13%

The reason that club has the most channel can agree with our core customer base by regions because nightclub mostly located in cosmopolitan and suburban areas. Club is where our core customer buy product from.

Tuesday, June 21, 2011

PRODUCT SNAPSHOT Top 5 products that similar to S. Pellegrino consumer

1. Vintage

2. Perrier

3. Schweppers diet

4.Pepsi Lime House hold income is the most importance of demographic attributes for product snapshot Live: Prosperous suburbs Region: Pacific Income: $100,000 or more S. Prellegrino core customers Education: College Graduate Age: 45-54 Counties size: A Number of person: 3 persons

Tuesday, June 21, 2011

5. Fresca Diet


- Area to focus on are Comfortable Country, Struggling Urban Cores, and Modest working towns. - The index number are higher than 50 and possible to be push through by media to increase index number. - Focus on mostly all kind of families.

Tuesday, June 21, 2011

TARGET RANKING BY ZIP CODE These are potential target ranking by zip code that S. Prellegrino will be focusing on.

Based on the result Scottsdale AZ is the most potential city for S.Pellegrino target market. S. Pellegrino can focus on this major cities because the index number of the household areas are much more compare to the rest of the cities based on the result from spectra target ranking report

Tuesday, June 21, 2011

TARGET RANKING BY STORES Walmart seems to be the most stores that people buy S.Prellegrino


- Highest index number

- Highest in target households number

Tuesday, June 21, 2011


Tuesday, June 21, 2011

TARGET LOCAL BEHAVIORS REPORT Phoenix, AZ is the major city that we decided to focus on for local behaviors.

Top 5 radio stations

1.Ryhthmic Contemporary Hit

2.Adult Contemporary

3.New AC/Smooth Jazz

Top 5 entertainment/recreational activities




Read Home and


Has at least 1 trip


Trip outside the U.S. with in 3 years.

1. Primetime television 8-11 PM (Enjoy watching Hallmark Chanel, Life Time, and TCM)

Garden Section and

2. Not often access to the internet


(but if do mostly visit any Radio website and any

pages. -Frys Marketplace (Personal Vacation)

newspaper website) 4. Mexican Regional

5. News/Talk/information

3.Financial services has/use Certificates of Deposit (cds) 4. Drink decaffeinated coffee 5. Drink Wine White Zinfandel and Blush or rose wine

Tuesday, June 21, 2011


Domestic places visit

Other Arizona, California and Las Vegas

CO-PROMOTIONAL OPPORTUNITIES Best Products Co-promotional: Pasta - It is italian food and many people who consumer sparkling water with their meal.

Crackers - Most people consumer crackers with carbonated drinks/water.

Vitamins - S. Pellegrino is a mineral water and to have complete healthy concept some people might take vitamins too.

Liquor - Many people use S. Pellegrino to mix with their alcohol.

Cheese - Italy is one of the top 5 world cheese producers, it can be a good pairing snack with S. Pellegrino.

Tuesday, June 21, 2011

Liquor offered the highest co branding potential out of 5 other products. Ketel one, and Greygooose have the highest index number against S. Pellegrino

Tuesday, June 21, 2011


spectra account profile

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