Baby Boomer Segmentation:

4
On
the Cover:
Baby Boomer
Segmentation
contents
4 Baby Boomer Segmentation: Eight is Enough
Given its relative size and influence on U.S. consumer markets,
surprisingly little formal, quantitative segmentation work has been
conducted on Baby Boomers. The question remains: how to right-size
the huge Boomer cohort? How many segments would capture the
important often subtle nuances that can spell the difference between a
successful new product launch or marketing campaign and a complete
misfire? Turns out, eight segments is enough.
20
Global
Household
Product Sales:
Innovative Items
Clean Up
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12 Global Household Product Sales:
Innovative Items Clean Up
Analyzing household products on a global scale involves a pretty big
bucket of categories and countries. What’s Hot Around the Globe—
Insights on Growth in Household Products, one in a series of ACNielsen
reports on the fastest-growing products and category drivers, encompasses
66 markets and 29 household product areas.
20 Tune Into Teens: Test Your Teen Aptitude
Teens are a moving target. They were born and raised during a digitized
age where change happens rapidly. Born into the MTV generation where
the rally cry was “I want my MTV”, they have learned that what they want,
they get. In their world, everything is immediate. From instant messaging
to microwave meals, instant gratification is their mantra.
28 Employee Empowerment:
The Key to Capturing Productivity
Ask any successful salesperson, and they’ll tell you that timely, accurate
information represents the best armor they’ve got in the profit wars.
The bulletproof concept resonates with every salesperson who has
ever had to sell-in a new product, argue a price increase or stave off a
competitive threat. To be effective in today’s hyper-charged, customized,
store-level–focused retail environment, salespeople need a virtual arsenal
of presentations capable of being refreshed with current data at the
touch of a button.
34 Gas Price Hikes Put Brakes on Spending
Crude oil prices ignited again this summer, surpassing the $70 a barrel
threshold and pushing prices at the pump to an inflammatory $3+ per
gallon. Factors like market speculation, refinery capacity shortages and
a pronounced decline in spare global oil production converged, leaving
cash-strapped consumers scrambling to adjust budgets and spending
accordingly.
Tune Into Teens: Test
Your Teen Aptitude
34
Gas Price Hikes
Put Brakes on
Spending
28
Employee
Empowerment:
The Key to
Capturing
Productivity
42 Cracking the Retail C.O.D.E.
Winning at retail is enabled by applying a simple, systematic four-step
process that we call “Cracking the Retail C.O.D.E.” The methodology
employs a series of critical steps to optimize brand or product success
in the marketplace. This consumer-centric approach links actions in the
store—where they matter the most—back to the consumers most likely
to purchase your brand.
50 Trendwatch—Walk-In Retail Clinics:
A Healthy Savings Idea
“Would you like some chicken soup with that prescription?” While grocery
stores have always stocked this form of “liquid penicillin”, today they’re
home to the real deal—walk-in clinics staffed by nurse practitioners
licensed to diagnose and treat common conditions such as allergies,
bladder infections, bronchitis, ear infections, the flu, heartburn, muscle
pain, pink eye, minor burns and rashes.