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Segmentation & Path To Purchase12.10.2014

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60 Million# of households considering buying a new grill

Crowd Pleasers

StrivingSizzlers

MavericksDashing Diners

Green-Horn Grillers

Old Man Charcoal

Sociable male. Grilling is all about

having fun with friends and family. Not a big risk taker

or big spender.

Grilling is a labor of love and he’s giving

it all he’s got to make the most of his backyard meals. He doesn’t mind putting forth the extra effort

to try new dishes and sweats it out so he can feel like “the

man” when he’s created something

special.

Younger male, most diverse

segment, confident griller. Loves the outdoors and the experience is as important as the

food. Skews highest on

innovative tech.

Not a grill enthusiast, per se

but knows that grilling is the most convenient way to get a meal on the

table. Skews slightly female. Gas grills only

please.

This is our beginner

segment. May cook often in the kitchen but not yet comfortable

on the grill. Likes to cook healthy, and she does enjoy relaxing outside while using her grill.

Old-school, old man. All about the taste and he gets it from his charcoal

grill.

6% 25% 27% 9% 18% 14%

EXPERIENCE EASY TRADITION

Behavioral Segmentation

Crowd Pleasers All

21% 19%

59% 63%

20% 18%

Rural

Suburban

Urban

Less than $30,000

$30,000 to $49,999

$50,000 to $69,999

$70,000 to $99,999

$100,000 to $149,999

$150,000+

0%

5%

10%

15%

20%

25%

Under 21

21 to 24

25 to 34

35 to 44

45 to 54

55 to 64

65 or over

0%

5%

10%

15%

20%

25%

30%

Crowd Pleasers

AGE HHIAREA

GENDER

100 PT ALLOCATION • I like to have fun outdoors (87%)

• I like to feel confident and comfortable around the grill (75%)

• My ideal vacation is more about relaxation than activity (71%)

• When I entertain, I feel like I am taking care of people (68%)

• The experience of the grill is as important as the food (50%)

PSYCHOGRAPHICS

75%

25%

Health Experience Convenience Taste

9

52

13

26

18 1923

41

Health Experience Convenience Taste

25

1921

34

18 19

23

41

Less than $30,000

$30,000 to $49,999

$50,000 to $69,999

$70,000 to $99,999

$100,000 to $149,999

$150,000+

0%

5%

10%

15%

20%

25%

Under 21

21 to 24

25 to 34

35 to 44

45 to 54

55 to 64

65 or over

0%

5%

10%

15%

20%

25%

30%

Striving Sizzlers

AGE HHIAREA

GENDER

100 PT ALLOCATION• I like to have fun outdoors

(83%)• I like to feel confident and

comfortable when I grill (80%)• When I entertain at home, I feel

like I am taking care of people (71%)

• I like to grill different dishes depending on the crowd I am entertaining (67%)

• I like to grill different dishes depending on the season (66%)

PSYCHOGRAPHICS

Striving Sizzlers All

17% 19%

63% 63%

20% 18%

Rural

Suburban

Urban

82%

18%

Mavericks All

22% 19%

65%63%

13% 18%

Rural

Suburban

Urban

Health Experience Convenience Taste

1820

22

40

18 19

23

41

Less than $30,000

$30,000 to $49,999

$50,000 to $69,999

$70,000 to $99,999

$100,000 to $149,999

$150,000+

0%

5%

10%

15%

20%

25%

Under 21 21 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65 or over

0%

5%

10%

15%

20%

25%

30%

6

Mavericks

AGE HHIAREA

GENDER

100 PT ALLOCATION • I like to buy innovative products before mainstream consumers get them (100%)

• I always try to get the best quality for what I can spend (93%)

• I like to have fun outdoors (93%)• I would rather spend more time

outdoors than indoors (68%)• The experience of the grill is as

important as the food (66%)

PSYCHOGRAPHICS

70%

30%

Under 21

21 to 24

25 to 34

35 to 44

45 to 54

55 to 64

65 or over

0%

5%

10%

15%

20%

25%

30%

35%

Less than $30,000

$30,000 to $49,999

$50,000 to $69,999

$70,000 to $99,999

$100,000 to $149,999

$150,000+

0%

5%

10%

15%

20%

25%

30%

Dashing Diners All

16% 19%

59%63%

25% 18%

Rural

Suburban

Urban

Dashing Diners

AGE HHIAREA

GENDER59%

41% Health Experience Convenience Taste

10 8

54

28

18 1923

41

100 PT ALLOCATION • I like to have fun outdoors (84%)

• I like to feel confident and comfortable when I grill (69%)

• I enjoy attending sports events and/or concerts (63%)

• Grilling is the most convenient way of cooking (61%)

• The performance of a grill is related to its price (42%)

PSYCHOGRAPHICS

Less than $30,000

$30,000 to $49,999

$50,000 to $69,999

$70,000 to $99,999

$100,000 to $149,999

$150,000+

0%

5%

10%

15%

20%

25%

30%

Under 21

21 to 24

25 to 34

35 to 44

45 to 54

55 to 64

65 or over

0%

5%

10%

15%

20%

25%

30%

8

Green-Horn Griller

AGE HHIAREA

GENDER

100 PT ALLOCATION • I like to have fun outdoors (86%)

• I like to share the cooking with family and friends (68%)

• The outdoor space is where I relax (60%)

• I like to grill different dishes depending on the crowd I’m entertaining (59%)

PSYCHOGRAPHICS

Health Experience Convenience Taste

22

15

23

40

18 19

23

41

Green-Horn Grillers

All

19% 19%

59% 63%

22% 18%

Rural

Suburban

Urban

22%

78%

Less than $30,000

$30,000 to $49,999

$50,000 to $69,999

$70,000 to $99,999

$100,000 to $149,999

$150,000+

0%

5%

10%

15%

20%

25%

Under 21 21 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65 or over

0%

5%

10%

15%

20%

25%

30%

Health Experience Convenience Taste

8 11 11

70

18 1923

41

9

Old Man Charcoal

AGE HHIAREA

GENDER

100 PT ALLOCATION• I like to feel confident and

comfortable when I grill (73%)• I don’t mind the preparation

required for grilling (67%)• I am old school around the grill

(57%)• I like to receive compliments

when I grill (54%)

PSYCHOGRAPHICS

Old Man Charcoal All

17% 19%

66% 63%

17% 18%

Rural

Suburban

Urban

80%

20%

Simple + Experience

Exp

erie

nce

Simplicity

• Mavericks are aware that they can achieve a great experience without having to man the grill the old fashioned-way

• The experience of spending time outdoors, grilling and entertaining appeals highly to the Crowd Pleasers and Striving Sizzlers

• Dashing Diners and Green-Horn Grillers want to know if grilling can be easy

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How Confident Are They?

• Mavericks skew highest on confidence

• Crowd Pleasers claim the most master-grillers

• Dashing Diners and Green-Horn Grillers have less confidence in their skills

• Green-Horn Grillers are the newbies

How would you describe yourself as a griller?

Beginner

Master Griller

0

0.1

0.2

0.3

0.4

0.5

0.6

Mavericks Sizzling Magicians Crowd Pleasers Dashing Diners Green-Horn Grillers Old Man Charcoal

2 3 4 5

Weekday Grilling/Month

active

engagedexperienced

disengaged

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Frugal Savvy Adventurous Traditional 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Crowd Pleasers Striving Sizzlers Mavericks Dashing Diners

Green-Horn Grillers Old Man Charcoal All

Personality Traits

How would you describe yourself?

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Entertaining A change of pace Relaxing Fun Satisfying Delicious0%

10%

20%

30%

40%

50%

60%

70%

Crowd Pleasers Striving Sizzlers Mavericks Dashing Diners

Green-Horn Grillers Old Man Charcoal All

Emotions Associated With Grilling

Please choose up to five options that best complete the following sentence about how you feel about grilling

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Crowd Pleasers

StrivingSizzlers Mavericks Dashing

DinersGreen-Horn

GrillersOld Man Charcoal

Share of Market6% 25% 27% 9% 18% 14%

Male75% 82% 70% 59% 22% 80%

Female25% 18% 30% 41% 78% 20%

Key AttributeSocial Labor of Love Explorer Convenience Beginner Old-School

Fuel OutlierChar - - Gas - Char

Share of Wallet5% 24% 33% 10% 15% 13%

Fav. Store Outlier Walmart - Lowe’s Walmart/THD Lowe’s THD

EXPERIENCE EASY TRADITION

What’sThePrimeProspect’sProblem?

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89%are experienced grill buyers!

Purchase ReasonWhich reason best represents why you bought your last grill?

• Overall, grillers say they are replacing with a similar grill 1/3 of the time, and ¼ are upgrading• Mavericks are more likely to be upgrading or buying an additional grill• Dashing Diners are upgrading as well – opportunity to sell at higher pp on speed/convenience• Only 1/8 of the time are they buying an additional grill. What can be done to improve the grills per household ratio?

Why aren’t the Striving Sizzlers using additional grills as tools in their arsenal?

Crowd Pleasers StrivingSizzlers Mavericks Dashing Diners Green-Horn

Grillers All

I replaced my grill with a similar one

110 111 74 110 101 36%

I upgraded 77 93 129 121 83 25%

I bought an additional grill

79 78 133 75 107 12%

It was a gift 124 103 74 62 144 11%

It was my first grill/ I didn't own one before

110 107 115 65 97 11%

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Let’s look at their path to purchase

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Setting A Budget Often Involves Preliminary Research

How did you set your budget?

0%

10%

20%

30%

32% 30%16%

20

Twice as many spent more…

Which of the following best describes your budget situation last time you bought a grill?

I had a budget but spent more to get a nicer grill

I had a budget but spent less than anticipated

0%

5%

10%

15%

20%

25% 23%

12%

21

Researching Online vs. In-Store

• Time consuming process• 51% of time is spent in-store

I did not re-search online

Less than 1 hour 1 to 2 hours 2 to 3 hours 3 to 4 hours 4 to 5 hours More than 5 hours

0%

10%

20%

30%

40%

50%

60%

70%

Online In-store

None

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Info Sources: Use vs. Importance

Manufacturer Website

Online Reviews Store Associates Retail Websites (Amazon.com,

HomeDepot.com, Lowes.com, etc.)

Consumer Reports Customer Reviews Recommendation From Family or

Friend

0%

10%

20%

30%

40%

50%

60%

32%

50%

28%

35%

40%

56%

41%

20%23% 24%

26%

31%35% 35%

Top 5 Ranking Top 1

What information source is most important to you when learning about the grill? Select up to 5 sources you feel are most important.

Please rank the following information sources that you think is the most important when learning about the grill.

How Much Do They Spend?

Crowd Pleasers

StrivingSizzlers Mavericks Dashing

DinersGreen-Horn

Grillers All

Share of Market 6% 25% 27% 9% 18%

Last Grill Spend $227.63 $257.56 $325.83 $288.65 $216.77 $267.32

Favorite Grill Spend $252.85 $282.17 $377.49 $328.78 $270.13 $306.21

Parts/Accessories Spend $71.93 $72.78 $90.87 $57.57 $60.70 $73.37

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Grill Brand Purchase DecisionFor the last grill you purchased, why did you select that brand? Top-5

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70%Visit multiple stores

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0%

10%

20%

30%

40%

50%

60%

70%

9%

15%

36%

57%59%

Why Do They Shop Around?

Why did you visit multiple stores? Top-5

• Almost 1 in 4 shoppers are paralyzed narrowing down the options or overwhelmed by too many options

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Why Do Some Visit Just One Store?

Why did you visit just one store?

I didn't have time It was an impulsive purchase

There was only one store in my area

I already knew what I wanted before visiting

the store

I was satisfied with the selection there

0%

10%

20%

30%

40%

50%

60%

7% 7% 8%

46%

55%

• Need to drive traffic by creating a destination and then close the deal

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Store Drivers

0%10%20%30%40%50%60%70%

11%16% 19% 19%

25%31%

39% 37%

12% 15% 17% 18%25% 27%

44%37%

16%6% 6%

13%

27%19%

27%

64%

0%8%

29%21% 17%

33%

46%

13%6%

16%8% 8% 12%

27%

14%

57%

12% 13% 15% 17%24% 26%

35%45%

Lowe's The Home Depot Walmart

Specialty or Professional Grill Retailers Online All

Why did you choose ______?Choose up to three choices that best describe your decision.

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Walmart Lowe's The Home Depot Walmart Lowe's The Home DepotConsidered Final

0%

10%

20%

30%

40%

50%

60%

70%

48%

54%

60%

22% 22%26%

Where did they shop? Consideration vs. Final – Halo?

?

Consideration Final

THANKS!

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