California Pizza Kitchen - Digital Strategy Profiles
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Transcript of California Pizza Kitchen - Digital Strategy Profiles
CALIFORNIA PIZZAKITCHEN
CP
K
TARGET AUDIENCE PROFILESFOR DIGITAL STRATEGY
Virginia Lu - Account PlanningFall 2008
DEMOGRAPHICSFAMILIES WITHCHILDREN
Adult men (48%) and women (52%) age 26-64 (average age is 40)
Average HHI: $115,000
Married/living with spouse or partner (62%)
Children 12 or younger (19%) as well as13-21 (8%)
College educated (80%), dual income (54%)
DIGITAL MINDSET: Transactional and purposeful
The web is an aid in gettingthings done.- Maps/Directions - 70%- Weather - 64%- Local Address Search - 43%- Travel/Trip Planning - 39%
Tool for research and education- Health Care Reference - 44% - Recipe Search - 37% - Dictionary/Thesearus - 35%- Restaurant Reference - 22%- Parenting/Family Info - 11%
The internet gives them “me-time”- TV/Movies/Celebs - 35%- Games - 35%- Blogs - 23%- Educational/Family Programs - 14%
They keep in touch and makesocial connections online- Photo Sharing - 48%- E-Cards - 30%- Social Networking - 25%- E-Invitations - 15%
They research and buy products- Research/Review Products - 39%- Auctions - 31%- Online Coupons - 25%- Incentive/Reward Programs - 18%- Seek/Give advice on products - 17%
Percent values include ages 25+ (total universe - 137M)
FOOD MINDSET: Something for everyone
LIFESTYLE: Diverse and active, in and out of the home
DEMOGRAPHICS SOURCE: MRI DATA 2008DIGITAL MINDSET SOURCE: @PLAN DATA 2008LIFESTYLE AND FOOD MINDSET: QUANTCAST DATA, CPK A&U STUDY 2008
Entertains families and friends their style
Plays board games Mom is primarily responsiblefor family shopping andevent planning
Dines out average of3 times per month of food
Buys based on quality Parents like to have a‘real restaurant’ experience
FAMILIES WITH
CHILDREN
A life so diverse and full of
activity, that it has to be
organized.
She appreciates the convenience of take outonce in a while as a break for her.
Busy BeeThe internet is a useful toolfor me to get things done for the whole family. My
time is valuable since I don’t have a lot of it, so it’s important that the hours
I spend online are purposeful
Many households valueorganizational tools thataid in planning and keepingorganized.
Usually, the mother is primarilyresponsible for shopping and
event planning
Significant effort is put into the planning of events, education, communication
and the discovery of qualityproducts/services for their
families
Families appreciatespecial programs andefforts that recognize and involve children
Household
As a Mom, I am the glue
that holds everyone
together. I put a lot of
pressure on myself to take
care of everybody else and
FAMILIES WITH CHILDREN THOUGHT BOARD
make the right decisions.
DEMOGRAPHICS
CPKPROFESSIONALS
Men (48%) and women (52%) age 26-64
Average HHI: $115,000
Married/living with spouse or partner (62%)
College educated (80%), dual income (54%)
DIGITAL MINDSET: Strictly business
The web is a source for news- General News - 68%- Political News - 48%- Business News - 34%- Sports News - 29%- Technology News - 25%
The web is their personalassistant- Maps/Directions - 70%- Weather - 64%- Address Search - 43%- Travel/Trip Planning - 39%- Downloads - 27%
The web is a tool for researchand education- Health Care Reference - 44%- Dictionary/Thesaurus - 35%- Encyclopedia - 26%- Restaurant Reference - 22%
They make business andsocial connections online- E-Cards - 30%- Business Networking - 25%- Instant Messaging - 24%- School/Alumni Info - 17%- E-Invitations - 15%
They research and buyproducts online- Research/Review Products - 39%- Auctions - 31%
- Incentive/Reward Programs - 18%- Seek/Give Product Advice - 17%
The web is an aid in careerbuilding
- Job Search - 22%
Pecent values include ages 25+ (total universe - 137M)
FOOD MINDSET: Mixing it up
LIFESTYLE: Where business and personal meet
DEMOGRAPHICS SOURCE: MRI DATA 2008DIGITAL MINDSET SOURCE: @PLAN DATA 2008LIFESTYLE AND FOOD MINDSET: QUANTCAST DATA, CPK A&U STUDY 2008
Goes out with groups fromwork for special occasions
Looks for variety andoptions on a menu
Enjoys different and newtypes of food
Enjoys spending free time having fun with friends
Buys brands thatreflect their style
Likes high-quality ingredientsthat make them feel good
Researches and buys products online
Goes out to lunch at least once a week (23%)
PROFESSIONALS
Busy schedules cause
business lives and
social lives to
intertwine
They often go outto lunch with groups
Work and Play
I like being able to spend
time with coworkers
doing things other than
discussing work. Whether
it‛s lunch or happy hour,
a little break once
Because there is neverenough time, they often
utilize working lunches oreat lunch at their desks
22% go out to lunchat least twice a
week and 23% at least once a week.
The professional enjoysdifferent kinds of foods and
likes to try new things.
They put a lot of effort intogetting in touch and staying
in touch.
The NetworkerAs a professional,it‛s important for me to
stay current and in the know. I spend a lot of
time looking up info and getting in touch with
PROFESSIONALS THOUGHT BOARD
Busy schedules call forinnovative eating
from work for specialoccasions (new hires,birthdays, reviews)