COMMUNICATION STRATEGY & CREATIVE PROPOSALS GLENFIDDICH SPECIAL RESERVE 12 Y.O
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COMMUNICATION STRATEGY&CREATIVE PROPOSALS GLENFIDDICH SPECIAL RESERVE12 Y.O.MP/VG/DS/AUGUST 2000
Manos Palavidis Creative Director & C.E.O.
Vassilis Gaitanos Client Service Director
Maria Palavidi Media Director
Demetra Issari Creative Director
Dimitris Spiliopoulos Group Account Director
Yiannis Lembessis Account Manager
AMVYX SA briefed EURO RSCG ATHENS to submit proposals for the Communication Strategy pertaining to the repositioning of GLENFIDDICH SPECIAL RESERVE.To this end, EURO RSCG ATHENS conducted a qualitative research through group discussions with CENTRUM, thus to reveal:The perceived image, values the consumer has for the brand and its competition.The relationship between the brand and its direct (premium) and indirect competitors (standard whiskies).The future of the brand within the territory of the premium whiskies.Two focus groups of men 25-44 years old, of 8 participants each, were ran in Athens on July 17 00 at CENTRUM premises and were monitored by EURO RSCG ATHENS senior personnel.
ALCOHOL/SPIRITS AND ENTERTAINMENT: ATTITUDINAL APPROACHEuphoriaRelaxationEscape
ALCOHOL/SPIRITS AND ENTERTAINMENT: ATTITUDINAL APPROACHSENTIMENTAL DIMENSIONAlcohol relaxation straightforwadness, boldness, frankness
More alcohol euphoriagood mood, pleasure
ALCOHOL/SPIRITS AND ENTERTAINMENT: ATTITUDINAL APPROACH
SENTIMENTAL & SOCIAL DIMENSION
Even more alcohol consumption
dizziness and/or sickness
ALCOHOL/SPIRITS AND ENTERTAINMENT: ATTITUDINAL APPROACHSOCIAL DIMENSION
ALCOHOL/SPIRIT AND ENTERTAINMENT: ATTITUDINAL APPROACHAlcohol consumptionAlcohol consumption(consumption of different drinks at different establishments)(selection of drinks depending on the price)PRACTICAL DIMENSION
STANDARD WHISKY MARKET FACTS
Flat to declining market.
The market is driven by JWRL followed by C.S.
Famous Grouse shows the highest growth.
Strong loyalty/branded demand amongst major competitors.
Heavy and consistent ATL & BTL investment.
STANDARD WHISKIES - CORE VALUES
Scotch originSimple whiskiesOrdinary whiskiesIrish whiskies3 years of fermentation For enjoymentFor company
Social dimensionPractical dimension
KEY STANDARD WHISKIES - PERCEIVED IMAGEJWRLThe classic brandThe best known whiskyStandard and recognizable tasteOriginalNot very demandingWell advertised
KEY STANDARD WHISKIES PERCEIVED IMAGECUTTY SARKThe light whiskyVery well knownLight and cool tasteFor younger peopleMore feminineIt has the best commercials/ads
KEY STANDARD WHISKIES PERCEIVED IMAGEFAMOUS GROUSEThe grouse being the distinctive elementIt became famous recentlyEasy tasteGood qualityApproachable brandIt has the smartest and most humorous commercials/ads.
PREMIUM WHISKIES MARKET FACTSHealthy growth.
The segment is driven by CHIVAS, followed by DIMPLE and JWBL.
Heavy and consistent investment in both ATL and BTL.
High loyalty and extremely strong branded demand.
PREMIUM WHISKIES CORE VALUES12 years old (dodekaria)Scotch originVery expensiveFermentation
12 years old (dodekaria)Scotch originVery expensiveFermentation for 12 yrs
For meFor few, selected people
SENTIMENTAL DIMENSIONPRACTICAL DIMENSION
KEY PREMIUM WHISKIES PERCEIVED IMAGECHIVAS REGALThe definition of the special whiskyHigh, pompous image (kyrile)High qualityStrong tasteDemanding brandWidely available (even at the low profile bouzoukia)
KEY PREMIUM WHISKIES PERCEIVED IMAGEDIMPLEThe deluxe whiskyAristocraticHigh qualityStrong tasteFor special momentsDemanding brandA renowned gift
KEY PREMIUM WHISKIES PERCEIVED IMAGEJWBLThe good Johnnie of the well known familyBetter quality than JWRLStronger taste than JWRLDarker colour than JWRLMore serious than JWRLFor older people
MALT WHISKIES - MARKET FACTS Marginal growth of the segment.
The segment is driven practically by two brands those being GLENFIDDICH and CARDHU.
Low and inconsistent investment in ATL.
MALT WHISKES CORE VALUES
For connoisseurs onlyFor very special instances
Aged more than 40 yearsScotch originThe original malts are extremely expensiveDerive from a special fermentation of particular ingredients
GLENFIDDICH PERCEIVED IMAGEThe brand is well respected as almost everybody knows its Scottish origin/Highlands, heritage and the long tradition.GLENFIDDICH is personified as a Scottish gentleman, self confident who is not snobish therefore it is associated to very special, invaluable moments of consumption.None-the-less the consumer knows very few things about the brand, the latter not being talkative about itself either.The brand seems also very distant and the consumer is not familiar due to its mysterious and different look.
GLENFIDDICH PERCEIVED IMAGESENTIMENTAL DIMENSION
SOCIAL DIMENSIONGFSR relaxation serenity meditation gratification /no intensity GFSR well selected friends not large groupsGFSR special premises in-house consumption/exclusive surroundings
GLENFIDDICH BRAND/WHEEL - ESSENCENo1 Single malt whiskyTriangular opaque bottleLight colorFlamboyant labelAge statementPremium priceBalanced tasteDifferent, distinguishedKnow what I drinkAffluencyGratification
Inherent valueInspiringSuperiorSelf confident
CONSUMER CLUSTERS: A LIFESTYLE APPROACHConsumers have been traditionally grouped based on age (18-24, 25-34, 35-44, 45+), sex and socioeconomic criteria (low, middle- low, middle, middle-upper and upper). Nowadays the consumers can be split into various lifestyle groups based on the following criteria:Way of life (where they live, income, cars, marital status, etc).How people utilize their leisure.Media preferences.Purchasing behavior (price checking, advertising influence, trend followers, new message reaction, etc).System of values.
LIFESTYLE GROUPS - TRADITIONALHOUSEKEEPERS 82% women mainly housewives, aged 35 54 y.o. of very low cultural level, low sociability the family being the center of their life activities.They dont change purchasing attitudes, watch TV but they dont receive really any new messages.
RETIREDMen-women older then 45 y.o. of very low level. Extremely limited social life, watch passively TV without taking any message, read no print.They consume brands they know since their childhood, reject advertising and anything new.
LIFESTYLE GROUPS - TRADITIONALCOMME-IL-FAUTWomen, aged 35-54 y.o. of average socioeconomic class, living mostly in greater Athens area. They are sociable, appreciate the comfort, go to cinema, exhibitions and vacations are crucial for them.They reject advertising and they show very low interest for any kind of media. They are very traditional, conservative.UNSATISFIEDMen bias, aged 25 44 belonging to the middle low class who accept the family but reject new trends. Macho men who show high interest on politics and sports. They watch only TV news bulletins and sport broadcasts.They have friends from the working environment, work is crucial for them and they adopt new trends only in politics.
LIFESTYLE GROUPS - TRADITIONALCONVENTIONALMen bias, 35 54 y.o. of low cultural level. Family life oriented people, petit bourgeois, sociable, extravert, simplistic. Go out rarely and spend a lot of time amongst family friends and relatives.Not ambitious at all, they reject easily new trends, advertising and look for the safe solutions when shopping.
LIFESTYLE GROUPS - MODERNSENSITIVEMen bias aged 15 24 y.o. mainly students, fashion victims, reject the family values. They are outgoers, fun is a way of life and summer vacations is a value per se.They read a lot of magazines and few selected dailies, they remain very open to the new trends. Rejection of the traditional values, although with hesitation, ambition for social status.
CAREFREEMen women aged 15 24 y.o. mainly students (high schools college), reject the family values,, emphasize a lot on friendship, very sociable. They care about fashion, cosmetics and new trends.They read magazines, rarely dailies and advertising influences them very much. They follow the trends, receive the new messages without being able to interpret them.
LIFESTYLE GROUPS - MODERNUP COMINGMen women, aged 15 34, belonging to the middle middle upper s.e. class. They care about fashion, show off and status symbols. They go out very often to mainstream outlets (bars, caf bars, bouzoukia, music halls etc), appreciate the luxury (even if they dont have it), read a lot of magazines and very selected dailies.Positive attitude towards TV and advertising, solid and individualistic ideas, they have very high expectations.
LIFESTYLE GROUPS - MODERNALTERNATIVEMen women aged 25 34 y.o. of the upper s.e. class, high interest for the culture, outgoers who reject the massive establishments.They remain very demanding consumers who dont follow any trend as they have their own criteria. They read a lot of magazines and dailies. Despite being anti conformist, they dont reject traditional values such as friendship, freedom, success.
LIFESTYLE GROUPS HOUSEKEEPERSCONVENTIONALRETIREDUNSATISFIEDDECENTEASY GOINGSENSITIVEALTERNATIVEUPCOMING