The task on hand was to check the preference of alcohol consumers, which would help our client UDV to market its new product, the latest entrant in the Ready-To-Drink (RTD) segment – Smirnoff ICE.
To get the desired information, we used both Primary Data and Secondary Data.
The RTD segment already has two players, viz. Bacardi Breezer and Romanov Shotz. Bacardi Breezer enjoys better popularity than Romanov Shotz. This is due to the brilliant advertising done by Bacardi. It managed to generate enough excitement and curiosity about the new product category.
The scene is now set. The product has been tried and ‘tasted'. There is awareness about the product and people have liked the concept of a pre-mixed alcoholic beverage.
Smirnoff, who enjoys an amazingly high brand recall and brand image, is ready to launch its version of RTD, called “Smirnoff ICE”.
It has an advantage that it shall not have to create awareness about the product category. People now know what RTD's are. Smirnoff has to capitalize on this to its advantage. It must use its image and popularity to its benefit.
The biggest challenge while launching an alcoholic beverage is the burden of restrictions put on advertising. Thus, a lot of surrogate advertising has to be used. This can be seen in the case of Bacardi Breezer – ‘Live life in Color' campaign.
Due to these restrictions, a lot of other promotional activities are necessary to build awareness and maintain top-of-mind recall. Such promotional activities include parties and events. They need to be present where the market is.
It was our job to find out the same. Who is their market? Where are they found? What do they do? How do they like their alcohol? What they don't like in their current drink?
Hence, after getting some interesting findings about the consumers and market, we present our Analysis and Suggestions.
To know more, read on…its in the right spirit!
[...] Q24) We asked the respondents to comment on the statement : RTD's are for women Observations: strongly agree : 14 agree : 21 neither agree nor disagree : 18 disagree : 32 strongly disagree : 15 Inference : The general perception that Bacardi Breezer being a light drink is a woman's drink is strongly opposed to by the respondents. This argument is backed by Q4 which shows that : Female Young Heavy consumers prefer BACARDI WHITE Female Young Light consumers prefer SMIRNOFF Female Old Heavy consumers prefer SMIRNOFF & OLD MONK Female Old Light consumers prefer SMIRNOFF To prove the above statement right a woman's preferred drink would have been either wine or maybe a liqueur such as Peach Schnapps or Baileys. [...]
[...] Analysis and Inference of questions Q1.) The first question on the questionnaire was "Which brands of alcohol are you aware this was to test the unaided awareness the various brands of alcohol. The top five brands which had maximum unaided recall were Kingfisher, Smirnoff, Bacardi White, Fosters, Old Monk Rum in that order. Kingfisher enjoyed 100% recall with the Male Old Heavy consumers, Female Old Heavy consumers, Female Young Heavy consumers and Female Old Light consumers. A close second was Smirnoff which also enjoyed 100% recall among the Male Young Heavy consumers and Female Young Heavy consumers. [...]
[...] Our Vision: "To let flow, a fountain of information to our clients, in order to enable them to fulfill their marketing needs and to penetrate deeper into desired markets." Our Mission: "We believe in possessing a solution oriented approach which will enable us to be the missing link between consumers of liquor and marketers of liquor in order to deliver benefits to each of these groups of people." Our Study We are a vibrant team of eight youngsters who are out to make a mark in specialized market research services. [...]
[...] Indian Made Foreign Liquor (IMFL) and Imported Liquor IMFL accounts for only a third of the total liquor consumption in India. Most IMFLs are cheap and are priced below Rs per bottle. Jagatjit is a leading player in the liquor industry with around 10% market share in the 62mn case IMFL industry. Jagatjit's principal brand Aristocrat sells over 2mn cases pa and lists amongst the world's leading non scotch whisky brands. Its other leading brand Bonnie Scot also has annual sales of over 1mn case. [...]
[...] Also of the respondents drink for a kick and of the respondents drink because they like the taste. Inference: (merged with the inference for Q11). Q11.) We asked: "How do you like your drink?" Observations: The majority from all categories prefer their alcohol with aerated drinks, except for the Male Old Heavy consumers, who like it with soda. Female Young Heavy consumers (50 are also fond of shots. Inference: Relating Q 10 and Q 11, the Female Young Heavy consumers, who like their drink as shots, actually drink for a kick. [...]
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