COMMUNICATION STRATEGY & CREATIVE PROPOSALS GLENFIDDICH SPECIAL RESERVE 12 Y.O. MP/VG/DS/AUGUST...

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Transcript of COMMUNICATION STRATEGY & CREATIVE PROPOSALS GLENFIDDICH SPECIAL RESERVE 12 Y.O. MP/VG/DS/AUGUST...

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  • COMMUNICATION STRATEGY & CREATIVE PROPOSALS GLENFIDDICH SPECIAL RESERVE 12 Y.O. MP/VG/DS/AUGUST 2000
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  • 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
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  • INTRODUCTION 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.
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  • ALCOHOL/SPIRITS AND ENTERTAINMENT: ATTITUDINAL APPROACH Euphoria Relaxation Escape Friends Communication Observation Premise Time Costs
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  • ALCOHOL/SPIRITS AND ENTERTAINMENT: ATTITUDINAL APPROACH SENTIMENTAL DIMENSION Alcohol relaxation straightforwadness, boldness, frankness More alcohol euphoriagood mood, pleasure
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  • ALCOHOL/SPIRITS AND ENTERTAINMENT: ATTITUDINAL APPROACH SENTIMENTAL & SOCIAL DIMENSION Even more alcohol consumption dizziness and/or sickness
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  • ALCOHOL/SPIRITS AND ENTERTAINMENT: ATTITUDINAL APPROACH SOCIAL DIMENSION Alcohol consumption companionship
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  • ALCOHOL/SPIRIT AND ENTERTAINMENT: ATTITUDINAL APPROACH Alcohol consumption (consumption of different drinks at different establishments) (selection of drinks depending on the price) PRACTICAL DIMENSION
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  • 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.
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  • STANDARD WHISKIES - CORE VALUES Scotch origin Simple whiskies Ordinary whiskies Irish whiskies 3 years of fermentation For enjoyment For company Social dimension Practical dimension
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  • KEY STANDARD WHISKIES - PERCEIVED IMAGE JWRL The classic brand The best known whisky Standard and recognizable taste Original Not very demanding Well advertised
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  • KEY STANDARD WHISKIES PERCEIVED IMAGE CUTTY SARK The light whisky Very well known Light and cool taste For younger people More feminine It has the best commercials/ads
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  • KEY STANDARD WHISKIES PERCEIVED IMAGE FAMOUS GROUSE The grouse being the distinctive element It became famous recently Easy taste Good quality Approachable brand It has the smartest and most humorous commercials/ads.
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  • PREMIUM WHISKIES MARKET FACTS Healthy 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.
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  • PREMIUM WHISKIES CORE VALUES 12 years old (dodekaria) Scotch origin Very expensive Fermentation 12 years old (dodekaria) Scotch origin Very expensive Fermentation for 12 yrs For me For few, selected people SENTIMENTAL DIMENSION PRACTICAL DIMENSION
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  • KEY PREMIUM WHISKIES PERCEIVED IMAGE CHIVAS REGAL The definition of the special whisky High, pompous image (kyrile) High quality Strong taste Demanding brand Widely available (even at the low profile bouzoukia)
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  • KEY PREMIUM WHISKIES PERCEIVED IMAGE DIMPLE The deluxe whisky Aristocratic High quality Strong taste For special moments Demanding brand A renowned gift
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  • KEY PREMIUM WHISKIES PERCEIVED IMAGE JWBL The good Johnnie of the well known family Better quality than JWRL Stronger taste than JWRL Darker colour than JWRL More serious than JWRL For older people
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  • 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.
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  • MALT WHISKES CORE VALUES Aged more than 40 years Scotch origin The original malts are extremely expensive Derive from a special fermentation of particular ingredients For connoisseurs only For very special instances PRACTICAL & SENTIMENTAL DIMENSION
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  • GLENFIDDICH PERCEIVED IMAGE The 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.
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  • GLENFIDDICH PERCEIVED IMAGE GFSR relaxation serenity meditation gratification /no intensity GFSR well selected friends not large groups SENTIMENTAL DIMENSION PRACTICAL DIMENSION SOCIAL DIMENSION GFSR special premises in-house consumption/exclusive surroundings
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  • GLENFIDDICH BRAND/WHEEL - ESSENCE BRAND ESSENCE No1 Single malt whisky Triangular opaque bottle Light color Flamboyant label Age statement Premium price Balanced taste Different, distinguished Know what I drink Affluency Gratification Inherent value Inspiring Superior Self confident Different Superior Mysterious Modern Daring Liberal The Uncompromising Choice
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  • CONSUMER CLUSTERS: A LIFESTYLE APPROACH Consumers 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.
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  • LIFESTYLE GROUPS - TRADITIONAL HOUSEKEEPERS 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. RETIRED Men-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.
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  • LIFESTYLE GROUPS - TRADITIONAL COMME-IL-FAUT Women, 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. UNSATISFIED Men 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.
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  • LIFESTYLE GROUPS - TRADITIONAL CONVENTIONAL Men 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.
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  • LIFESTYLE GROUPS - MODERN SENSITIVE Men 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. CAREFREE Men 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.
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  • LIFESTYLE GROUPS - MODERN UP COMING Men 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 s