1. 12 months
   1. switch to milk
   2. money saving driven
   3. nutrition driven
   4. low use of "toddler" nutrition
   5. value hunt
      1. Coupons are they trained
      2. PL
      3. Most Looking forward to exiting the strategy
         1. Discovery / Browse
   6. innovation
   7. Pure retention (50-60%)
2. Reassessment
   1. Special needs
      1. Issue identified
      2. Feeding Issues
   2. Something is wrong
      1. with baby
      2. with mom
   3. mom self diagnosed
   4. Use mom /sister as resource
   5. Internet credibility
   6. Gaining confidence
      1. continued shock
      2. grab and go
      3. increaslingly open to switc
   7. Brain Beneifts
      1. 90% of growth in year 1
   8. Tolerance
3. Consumable Trip
   1. Routine or Solution needed?
   2. 70% / 30% share
   3. WIC as an option?
   4. every two weeks
4. Shoppability
   1. PL influence
   2. Pricepoint / size
   3. Value equation
   4. Coupon driven - Catalina impact
   5. Heavily skued - confusion
   6. green packaging may be a plus
   7. brand block / sub brand / form
   8. flow from l to r...
   9. allocation by rate of sale
   10. Discovery & Browse
   11. High theft
   12. out of stock preception
   13. shelf advocacy?
5. Reality Hits
   1. Substantial expense!
   2. How do I know if i'm WIC eligible?
   3. different state by state
   4. Formula can feel freeing?
6. New Routine (Shock & Awe)
   1. 1-3 week window to influence brand
   2. critical to have sample in home
   3. emergency need drives trial (BF failure)
   4. 50% will use both brands as trial
   5. Dad does what he's told
   6. mom back to work drives BF to formula trans
   7. formula and diapers drive trip
   8. 1st of month load up / payday load
   9. Accpetance to Formula
   10. 42% are formula feeding by end of week 1
   11. Discovery browse
       1. At shelf
       2. on line
7. Postnatal
   1. Ped / nurse reco
   2. DM samples
   3. Retail exposure
   4. Print
   5. Baby clubs
8. Kroger
   1. Kroger.com
      1. Gift Memories
      2. Online
      3. Ratings?
   2. Coin Star (baby jar) / Round Up
   3. Box Top Program
   4. Comfort Brand Private Label
   5. Loyalty Card
   6. Cellfire
   7. Why Kroger?
      1. Conveinece
      2. Emergency PU
   8. Why Not Kroger
      1. Limited assortment
      2. Expensive
      3. Slow Turn
      4. Wierd Adjacencies
   9. Fill in trip
9. First Trip / Mad Dash
   1. Not enough information on formula
   2. still being pressured to BF
   3. feels like she has to make excuses
   4. seek tools to help cope and make decisions
   5. give me balanced information
   6. seeks advise from mom
   7. Off-line community friends / sisters
   8. Dr Spock becomes baby center
   9. Reluctance to Formula
   10. first purchase where she shop shops for groceries
   11. buying just enough
   12. Price!
   13. How much baby drinks
   14. Price per serving?
10. Going Home
    1. Feeling anxious
    2. I know BF is best but I need help
    3. re thinking options
    4. self doubt - feels alone
11. New Mom Experience!
    1. 3-11 Month Peak Formula Times
    2. This may not be as easy as expected
    3. want to but cant
    4. don't want to BF
    5. BF Activisim
       1. Dr Want Happy Mom
       2. Outside influence from mom
12. The Big Day
    1. 75% intend to BF
    2. 75% also intend to Bottle feed
    3. Harder than I thought to BF
    4. Pressure from Hospital
    5. Frantic Behavior
    6. Topic
13. Hospital Visit
    1. Brand fed in hospital
    2. BCP REco
    3. diaper bag samples
    4. feeding method
    5. Guilt for not BF
14. Post Shower Fill In
15. Baby Shower
    1. Gift set
    2. evite
    3. social networks
    4. Google invite
    5. Activity at Shower
16. Channel selection
    1. Mass 50%
    2. Other 3%
    3. Food 19%
    4. Club 18 %
    5. Drug 4 %
    6. 20-25% non WIC promoted on average
    7. widespread distribution in multiple channels
    8. mass and club underdeveloped (vs. Abbott)
    9. baby channel is strategically important
17. The Ultra Sound
    1. Photo center
    2. 3-D Ulta-sound
18. Product mix
    1. 80% for key routine tolerance
    2. 70% for toddlers
19. Pre Existing Prectpion
    1. Intend to BF only
    2. Formula User
    3. Little of Both
20. Retail Expoloration
    1. Packaging color
    2. Expecta
    3. Price
    4. Kroger.com
    5. Impulsive: Muse
21. Big Announcement
    1. Phone
    2. Social network
    3. Unique Annoucments
    4. Email
    5. Hallmark
22. New Mom
    1. Talks mom
    2. Not much seasonality in births
    3. Breast vs. formula trends
    4. Economy driving breast
    5. Breast feeding Pressure
    6. Deep seeded emotions around formula
    7. Techno Behavior
       1. Creator
       2. Critics
       3. Joiner
       4. 53%+ SMS
       5. 25%+ Email
       6. Online Character
          1. Surfer
          2. Social
          3. Local interests
       7. 25% Browse Internet
    8. Techno Attitude
       1. Digtal Hopeful
       2. Gadet Graber
    9. Family Focused Segment
       1. 19% 0f Value Stores
          1. Shops on a budget
          2. "No Frills" Items
          3. Bargain Items
          4. Front Page Ads
          5. Point and size
       2. 22% Mainstream stores
          1. Mid Market General Purchase
          2. Average Level Price Sensitivity
       3. 18% Upscale stores
          1. Least $ sensitive
          2. gourmet
          3. Promotion assortments major driver
          4. Front page ad less important
       4. Diverse set of products purchased
       5. Family Driven
23. - 9 to Birth months
    1. Prenatal DM
    2. Baby clubs
    3. OB reco
    4. more self reliant
    5. proactive with doctor
    6. Search
    7. Mommy Blogs
    8. In home test results
    9. Baby Center
    10. Enfamil Family Beginnings
    11. Friends & Family
    12. Social Networking
    13. Maternity stores
    14. 100% expect to BF
    15. Baby moons
    16. Subscriptions
    17. Registry
    18. Baby Books
    19. Dr Choice
    20. Walmart.com