Transcript Brand and communications review

The Edrington Group’s
Approach To Market Research
What Is The Role Of Market Research?
Help inform key business decisions
through delivering knowledge and
understanding
about
Our Markets
(Countries)
Our
Consumers
Our Brands
(& Competitors)
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What Are We Trying To Understand?
Our Markets
(Countries)
Our Consumers
Our Brands
(& Competitors)
How much of our product category
(whisky / rum) is sold?
How many people buy / consume
our product category?
How much do our brands sell
compared to their competitors?
Is this amount likely to increase or
decrease in the future?
Who are they (gender, age, income
etc.)?
Are our sales growing or declining
compared to competitors? Why?
What factors might influence this
(population, economy etc)?
Where and when do they buy /
consume it? Who with?
In how many places are our brands
sold compared to competitors?
Where is our product category sold
(supermarkets, bars etc.)?
How do they consume it (on its
own, in a cocktail etc.)?
What prices are our brands sold at
compared to competitors?
What taxes and laws directly effect
our product category (e.g.
restrictions on advertising)?
How do they choose which brand to
buy? What factors can influence
their choices?
What impact do the marketing
activities for our brands have? Do
people notice them? Do they like
them? Do they find them relevant?
How many people buy our brands
compared to competitors?
How many people are aware of our
brands compared to competitors?
How effective is the packaging for
our brands? Does it attract people’s
attention? What impressions does
it give them?
What do people think of our brands
compared to competitors?
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How Do We Gather Knowledge?
Primary
Research
Commission our own studies to
obtain specific information not
otherwise available.
Quantitative
Robust statistical information on
subjects such as brand awareness,
usage & perceptions as well as
response to marketing activities,
packaging, new product concepts.
Now largely conducted online for
greater flexibility and efficiency.
Qualitative
Secondary
Research
Review published data and reports
on:
Category & brand sales
Pricing
Distribution (no. of places where
sold)
Competitor marketing activity &
investment
Population trends
Observation
Visit stores and bars to witness
people’s purchasing and
consumption behaviour first hand –
crucial to aid interpretation of other
information especially as people
are not necessarily good at
accurately reporting their own
behaviour.
Monitor competitor activity to spot
new marketing activities, product
launches etc.
Economic situation
Consumer trends
Deeper exploration of people’s
behaviour and attitudes to uncover
the reasons behind them.
Can involve a range of techniques
including one-to-one / paired
interviews, focus groups, home
visits, accompanied shopping
exercises.
Analyse findings together
provide a comprehensive
understanding of the
implications for our
business.
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