Shopper Behavior, Lifestyles, and Activities Made Clear by the Scarbourgh Market Fact Tool

1. Shopper Behavior, Lifestyles, and Activities Made Clear by the Scarbourgh Market Fact Tool Jack Conter – Director, Tools & Capabilities, Category Management Info.shoppermarketing@coca-cola.com

2. Scarborough Market Facts Tool Who is your Target Shopper? • Prepared by: CAVS Tools & Capabilities • March 28, 2013

3. Why are we here? (WIIFM) • To gain a better understanding of your Target Shopper Behavior, Lifestyles, and Activities

4. Scarborough Customer Application Examples What is Scarborough Scarborough Markets Facts Tool • Who is Your Target ShopperAttitudes, Opinions, Lifestyle Activities, and Media On-Line Resource Center and Access Roadmap

5. A Portfolio of Retail Tools Enable Consumer and Shopper Understanding ••• PRIMARY SOURCE •• SECONDARY SOURCE • TERTIARY SOURCE

6. Shopper Attitudes, Opinions, Lifestyle Activities, and Media Data Sources

7. Market Facts Tool ProvidesEasy Access to the Scarborough Database • What is Scarborough Research? • Syndicated annual survey of 77 Local DMA’s (Designated Market Areas ~80% of population) • Consumer insights information • Demographics • Retail Shopping • Lifestyle and Consumer Behavior • Products/Service Usage • Media Usage • Local, regional, and national level data • Annual sample of ~203,000, Adults 18+ • Average local market annual samples range between 2,000 and 10,000 adults 18+ • Continuous Fieldwork 12 Months a Year • 12-Month Rolling Average; 6 month Data Releases • Latest update is February 2012 thru March 2013 • Largest local Hispanic Database

8. Market Facts Tool What’s New with Updated Data for previous users? • Targets: • 50 requested Specialty Retailers - note that some retailers may be listed in multiple categories, i.e. Sears: Department, Sporting Goods, and Hardware/Paint. • Customers added – Giant Convenience stores • Beverages – Gold Peak tea bottles/cans • Technology • Ways used internet last 30 days • Sites visited • Average time spent on social network sites per day • Use of smartphones (apps, shopping)

9. Scarborough Prime Lingo • National Database of 207,000+ Adults available through PRIME Lingo • User friendly web-based platform • Access to four additional DMA’s • Full access to all Scarborough metrics • Specific local market venues and events (Atlanta Braves vs. just saying MLB) • Allows cross-tabulation of variables (i.e. Hispanic adults in Birmingham who eat at Dominos and drink Coke) • In-depth analytics and charting functions Scarborough Data Base for detailed analysis

10. Scarborough Methodology 2 Phase Survey Process and TV Diary Phase I - Telephone Interview ~18 minutes • Random digit dialing for both listed & unlisted numbers • Includes cell phone only households • Collect radio, newspaper, media websites and demographic info Phase II - Consumer Survey Booklet ~30 minutes • Collect retail behavior, beverage consumption, product/service usage, lifestyle and sports info • Mailed, self-administered, Internet Survey Available TV Diary • Collect TV viewing info • Weekly diary, 30-minute increments

11. Scarborough MethodologyHispanic Measures • Over 27,000 Hispanic respondents • Ability to cross-tabulate Hispanic adults with retailers (i.e. Hispanic adults who shop Wal-Mart) Acculturation Measures: • Born in the U.S. • Length of Residence in U.S. • Language Personally Speak Most in Home/Away From Home/Prefer to Speak • Spanish only • Spanish more than English • English more than Spanish • English Only • English and Spanish Equal • Spanish or English Dominant • 8 Hispanic Custom Markets, Hispanic Multi-Market Available with additional Hispanic Sample in PRIMELingo

12. Scarborough Sharing Guidelines SHARING AMONG COCA-COLA CLIENTS: • Reports and presentations may be shared externally with Coca-Cola clients and potential clients for the benefit of sales, marketing and sponsorship/partnership opportunities of Coca-Cola products. • Data should not be shared for external use by a Coca-Cola client or for a client’s own sales/marketing/promotions efforts. SHARING AMONG COCA-COLA AGENCIES: • Data, reports or presentations may not be shared with an agency who is working with Coca-Cola unless that agency is a current licensed subscriber of Scarborough.

13. Scarborough Customer Application Examples What is Scarborough Scarborough Markets Facts Tool • Who is Your Target ShopperAttitudes, Opinions, Lifestyle Activities, and Media On-Line Resource Center and Access Roadmap

14. SSD/Energy/Sports/Water Drinkers Skews Male African American Appeal Customers skewed at or above a 127 index for SSD, Energy, Sports, and Water. BIG Picture: Who is Pantry’s Shopper? 53.2% vs. 46.8% 109 INDEX 91 INDEX 50-74K HH Income Skews Ages 18-24 & 25-44 Semi-Educated 123 INDEX • Some college (1-3yrs.) • AA/Associates 138 Index for Millennials • Developed by: Kimberly Williams Source: Scarborough, 2012, All Markets, HHs shopped Kangaroo Express in past 7 days

15. Over 37% Of Pantry’s Shoppers Eat At Fast Food Over 10+ Times Per Month Implication: There is a huge opportunity for the Pantry to capture more of these eating occasions in store • Developed by: Kimberly Williams Source: Scarborough 2012: Indexed Against All Markets

16. While Coupon Use for Grocery Items Continues to Rise in Stripes, In-Store Coupons Remain the Most Popular Delivery Method for Stripes Shoppers • Developed by: Ted Stumphauzer & Adan Sanchez Source: Scarborough Prime Lingo 2011 Rel 1 (Feb 10 – Jan 11)

17. Stripes Shoppers’ Interest Levels in Professional Sports and the Olympics * Index vs shoppers who have shopped any convenience store in last 7 days • Developed by: Ted Stumphauzer & Adan Sanchez Source: Scarborough Prime Lingo 2011 Rel 1 (Feb 10 – Jan 11)

18. Scarborough Customer Application Examples What is Scarborough Scarborough Markets Facts Tool Other Channels and Retailers Available • Who is Your Target ShopperAttitudes, Opinions, Lifestyle Activities, and Media On-Line Resource Center and Access Roadmap

19. Scarborough Market Facts Tool LOGIN SCREEN: Input Username/Password First Time Users: A password will be automatically generated and sent to you via email

20. Scarborough Market Facts Tool Data Selection Screen STEP 1:Choose a Market STEP 2:Select Retail or Restaurant Channel STEP 3:Select a Retailer or Restaurant STEP 4:Choose a report to profile your target consumers STEP 5:Generate your spreadsheet results On-Line Resource Center

21. Scarborough Market Facts Tool Choose a Market STEP 1: Choose a market Choose All Markets: (77 DMA Market Average) Or An Individual Local DMA Market

22. 77 DMA (Designated Market Area) Markets Measured Alabama - Birmingham, Mobile Arizona - Phoenix, Tucson Arkansas – Little Rock California - Fresno, Los Angeles, Sacramento, San Diego, San Francisco, Bakersfield Colorado – Denver, Colorado Springs Connecticut - Hartford District of Columbia - Washington, DC Florida - Jacksonville, Miami, Orlando, Tampa, West Palm Beach, Fort Meyers Georgia - Atlanta Hawaii - Honolulu Illinois - Chicago Indiana - Indianapolis Iowa - Des Moines Kentucky- Lexington, Louisville Louisiana - New Orleans Maryland – Baltimore, Massachusetts - Boston Michigan - Detroit, Flint-Saginaw, Grand Rapids Minnesota - Minneapolis-St. Paul Missouri - St. Louis, Kansas City Nevada - Las Vegas New Mexico - Albuquerque New York - Albany, Buffalo, New York, Rochester, Syracuse North Carolina - Charlotte, Raleigh, Greensboro Ohio - Cincinnati, Cleveland, Columbus, Toledo Oklahoma- Oklahoma City, Tulsa Oregon - Portland Pennsylvania - Philadelphia - Pittsburgh, Harrisburg Rhode Island - Providence South Carolina - Greenville Tennessee - Knoxville, Memphis, Nashville, Chattanooga Texas - Austin, Dallas, El Paso, Houston, San Antonio, Harlingen/McAllen Utah - Salt Lake City Virginia - Richmond, VA - Roanoke, VA - Norfolk Washington - Seattle, Spokane Wisconsin– Milwaukee, Green Bay County Listing by DMA available in the on-line Market Facts Tool Resource Center

23. Scarborough Market Facts Tool Select Retail or Restaurant Channel Category STEP 2:Select Retail or Restaurant Channel

24. Scarborough Market Facts Tool Select Retailer or Restaurant STEP 3:Select a Retailer or Restaurant

25. Scarborough Market Facts Tool Select Retailer – Grocery Channel

26. Scarborough Market Facts Tool Select Retailer – CR, Drug, Club, and Value Channels • Certain retailers may be listed in more than 1 category. • As an example, Wal-Mart will be listed in the Department store category which captures their total shoppers as well as the grocery category which will limit their shoppers to those who purchased groceries at Walmart. • In Prime Lingo, Wal-Mart will also be listed in Audio Video, Hardware/Paint, Sporting Goods, etc. • This can be beneficial in viewing core shopper segments within a particular retailer as well as determining incremental product placement throughout the store.

27. Scarborough Market Facts Tool Select Fast-Food Restaurant

28. Scarborough Market Facts Tool Select Sit-Down Restaurants

29. Scarborough Market Facts Tool Select Retailer – Department, Pet, Office Supplies, Hardware, Music, and Sporting Goods

30. Scarborough Market Facts Tool Select Retailer – Department, Pet, Office Supplies, Hardware, Music, and Sporting Goods

31. Scarborough Market Facts ToolPre-defined set of reports most commonly used by Coke Choose Reports STEP 4: Choose the reports toprofile your target group… You can choose 1 or multiple reports

32. Scarborough Market Facts Tool Generate Spreadsheet Report in MS Excel STEP 5: Generate your spreadsheet which will open in MS Excel. It will take a little over a minute to generate a spreadsheet. 2 3 1 4

33. Scarborough Market Facts Tool Save Spreadsheet Report by renaming file and saving as MS Excel format instead of “Web Page” Also change name of file to Retailer or Restaurant you are working on (Home Depot Scarborough thru Sept 2012.xls)

34. Scarborough Market Facts Tool Read Home Depot Spreadsheet Report 202,934 Adults 18+ were surveyed in the 77 measured markets from August 2011 thru September 2012. 91,878 respondents said they shopped Home Depot within the past 12 months. There are 188,269,282 projected adults in the 77 markets. Of these adults, 87,527,384 were projected to shop Home Depot within the past 12 months, which represents 46.5% market penetration (87,527,384/188,269,282 = 46.5%) Of the 188,269,282 adults in the 77 Measured Markets: 48.7% are Men and 51.3% are Women The Home Depot shopper over indexes Male and under in Female (53.5% / 48.7% = 110 Index) The Home Depot shopper under indexes in the adult population < 34. However, Adults 35-44 are 11% more likely to shop Home Depot Note: only use sample sizes >70 NaN means question not measured in market, 0's mean no respondents answered that question. Population projected based on Claritos universal standard

35. Scarborough Customer Application Examples What is Scarborough Scarborough Markets Facts Tool • Who is Your Target ShopperAttitudes, Opinions, Lifestyle Activities, and Media On-Line Resource Center and Access Roadmap

36. Scarborough Market Facts Tool On-Line Resource Center

37. Scarborough Market Facts Tool On-Line Resource Center How to read reports County Listing by DMA Sample Powerpoint presentations with pre-made MS Office 2007 Charts Training Decks

38. Scarborough Data Availability Scarborough Market Facts Tool: http://coke.scarborough.com • Created for ease of use with 5 easy steps • Access to Multi-Market (Total, Hispanic, African-American) + 77 Local Markets • Reports based on most commonly utilized targets and profiles Scarborough PRIMELingo • Full access to all variables in database, Hispanic custom markets • Ability to profile specific local market venues • Ability to create complex targets/profiles • Ability to aggregate markets • Software and data available via download Contact CCR Category Advisory Tools and Capabilities Dept. or Julie O'Donnell at Scarborough for link to Market Facts Tool. Also contact Julie for access to PRIMELingo for total Scarborough capabilities and training JODonnell@scarborough.com

39. THANK YOU For additional information please visit the Shopper/Customer Marketing Community at www.KOSCMarketing.com