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Page 1: COMMUNICATION STRATEGY & CREATIVE PROPOSALS  GLENFIDDICH SPECIAL RESERVE 12 Y.O.
Page 2: COMMUNICATION STRATEGY & CREATIVE PROPOSALS  GLENFIDDICH SPECIAL RESERVE 12 Y.O.

COMMUNICATION STRATEGY

&

CREATIVE PROPOSALS

GLENFIDDICH SPECIAL RESERVE

12 Y.O.

MP/VG/DS/AUGUST 2000

Page 3: COMMUNICATION STRATEGY & CREATIVE PROPOSALS  GLENFIDDICH SPECIAL RESERVE 12 Y.O.

Η ΟΜΑΔΑ ΕΡΓΑΣΙΑΣ

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

Page 4: COMMUNICATION STRATEGY & CREATIVE PROPOSALS  GLENFIDDICH SPECIAL RESERVE 12 Y.O.

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.

Page 5: COMMUNICATION STRATEGY & CREATIVE PROPOSALS  GLENFIDDICH SPECIAL RESERVE 12 Y.O.

ALCOHOL/SPIRITS AND ENTERTAINMENT: ATTITUDINAL APPROACH

Euphoria Relaxation “Escape”

Friends Communication Observation

Premise Time Costs

Page 6: COMMUNICATION STRATEGY & CREATIVE PROPOSALS  GLENFIDDICH SPECIAL RESERVE 12 Y.O.

ALCOHOL/SPIRITS AND ENTERTAINMENT: ATTITUDINAL APPROACH

SENTIMENTAL DIMENSION Alcohol relaxation straightforwadness, boldness,

frankness

More alcohol euphoria good mood, pleasure

Page 7: COMMUNICATION STRATEGY & CREATIVE PROPOSALS  GLENFIDDICH SPECIAL RESERVE 12 Y.O.

ALCOHOL/SPIRITS AND ENTERTAINMENT: ATTITUDINAL APPROACH

SENTIMENTAL & SOCIAL DIMENSION

Even more alcohol consumption

dizziness and/or sickness

Page 8: COMMUNICATION STRATEGY & CREATIVE PROPOSALS  GLENFIDDICH SPECIAL RESERVE 12 Y.O.

ALCOHOL/SPIRITS AND ENTERTAINMENT: ATTITUDINAL APPROACH

SOCIAL DIMENSION

Alcohol consumption

companionship

Page 9: COMMUNICATION STRATEGY & CREATIVE PROPOSALS  GLENFIDDICH SPECIAL RESERVE 12 Y.O.

ALCOHOL/SPIRIT AND ENTERTAINMENT: ATTITUDINAL APPROACH

Alcohol consumption Alcohol consumption

(consumption of different

drinks at different establishments)

(selection of drinks depending on the price)

PRACTICAL DIMENSION

Page 10: COMMUNICATION STRATEGY & CREATIVE PROPOSALS  GLENFIDDICH SPECIAL RESERVE 12 Y.O.

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.

Page 11: COMMUNICATION STRATEGY & CREATIVE PROPOSALS  GLENFIDDICH SPECIAL RESERVE 12 Y.O.

STANDARD WHISKIES - CORE VALUES

Scotch origin“Simple” whiskiesOrdinary whiskies

Irish whiskies3 years of fermentation

For enjoymentFor company

Social dimensionPractical dimension

Page 12: COMMUNICATION STRATEGY & CREATIVE PROPOSALS  GLENFIDDICH SPECIAL RESERVE 12 Y.O.

KEY STANDARD WHISKIES - PERCEIVED IMAGE

JWRL The classic brand The best known whisky Standard and recognizable taste Original Not very demanding Well advertised

Page 13: COMMUNICATION STRATEGY & CREATIVE PROPOSALS  GLENFIDDICH SPECIAL RESERVE 12 Y.O.

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

Page 14: COMMUNICATION STRATEGY & CREATIVE PROPOSALS  GLENFIDDICH SPECIAL RESERVE 12 Y.O.

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.

Page 15: COMMUNICATION STRATEGY & CREATIVE PROPOSALS  GLENFIDDICH SPECIAL RESERVE 12 Y.O.

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.

Page 16: COMMUNICATION STRATEGY & CREATIVE PROPOSALS  GLENFIDDICH SPECIAL RESERVE 12 Y.O.

PREMIUM WHISKIES– CORE VALUES

12 years old (dodekaria)Scotch originVery expensiveFermentation

12 years old (dodekaria)Scotch originVery expensiveFermentation for 12 yrs

For meFor few, selected people

SENTIMENTAL DIMENSIONPRACTICAL DIMENSION

Page 17: COMMUNICATION STRATEGY & CREATIVE PROPOSALS  GLENFIDDICH SPECIAL RESERVE 12 Y.O.

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”)

Page 18: COMMUNICATION STRATEGY & CREATIVE PROPOSALS  GLENFIDDICH SPECIAL RESERVE 12 Y.O.

KEY PREMIUM WHISKIES – PERCEIVED IMAGE

DIMPLE The “deluxe” whisky Aristocratic High quality Strong taste For special moments Demanding brand A renowned gift

Page 19: COMMUNICATION STRATEGY & CREATIVE PROPOSALS  GLENFIDDICH SPECIAL RESERVE 12 Y.O.

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

Page 20: COMMUNICATION STRATEGY & CREATIVE PROPOSALS  GLENFIDDICH SPECIAL RESERVE 12 Y.O.

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.

Page 21: COMMUNICATION STRATEGY & CREATIVE PROPOSALS  GLENFIDDICH SPECIAL RESERVE 12 Y.O.

MALT WHISKES – CORE VALUES

Aged more than 40 years…Scotch originThe original malts are extremely expensiveDerive from a special fermentation of particular ingredients

For connoisseurs onlyFor very special instances

PRACTICAL&SENTIMENTAL DIMENSION

Page 22: COMMUNICATION STRATEGY & CREATIVE PROPOSALS  GLENFIDDICH SPECIAL RESERVE 12 Y.O.

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.

Page 23: COMMUNICATION STRATEGY & CREATIVE PROPOSALS  GLENFIDDICH SPECIAL RESERVE 12 Y.O.

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

Page 24: COMMUNICATION STRATEGY & CREATIVE PROPOSALS  GLENFIDDICH SPECIAL RESERVE 12 Y.O.

GLENFIDDICH BRAND/WHEEL - ESSENCE

BRANDESSENCE

•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 UncompromisingChoice

Page 25: COMMUNICATION STRATEGY & CREATIVE PROPOSALS  GLENFIDDICH SPECIAL RESERVE 12 Y.O.

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.

Page 26: COMMUNICATION STRATEGY & CREATIVE PROPOSALS  GLENFIDDICH SPECIAL RESERVE 12 Y.O.

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 don’t change purchasing attitudes, watch TV but they don’t 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.

Page 27: COMMUNICATION STRATEGY & CREATIVE PROPOSALS  GLENFIDDICH SPECIAL RESERVE 12 Y.O.

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.

Page 28: COMMUNICATION STRATEGY & CREATIVE PROPOSALS  GLENFIDDICH SPECIAL RESERVE 12 Y.O.

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.

Page 29: COMMUNICATION STRATEGY & CREATIVE PROPOSALS  GLENFIDDICH SPECIAL RESERVE 12 Y.O.

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.

Page 30: COMMUNICATION STRATEGY & CREATIVE PROPOSALS  GLENFIDDICH SPECIAL RESERVE 12 Y.O.

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, café bars, bouzoukia, music halls etc), appreciate the luxury (even if they don’t 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.

Page 31: COMMUNICATION STRATEGY & CREATIVE PROPOSALS  GLENFIDDICH SPECIAL RESERVE 12 Y.O.

LIFESTYLE GROUPS - MODERN

ALTERNATIVE Men – 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 don’t follow any trend as they have their own criteria. They read a lot of magazines and dailies. Despite being anti conformist, they don’t reject traditional values such as friendship, freedom, success.

Page 32: COMMUNICATION STRATEGY & CREATIVE PROPOSALS  GLENFIDDICH SPECIAL RESERVE 12 Y.O.

LIFESTYLE GROUPS

HOUSEKEEPERS

CONVENTIONAL

RETIRED

UNSATISFIEDDECENT

EASY GOING

SENSITIVE

ALTERNATIVE

UPCOMING

Page 33: COMMUNICATION STRATEGY & CREATIVE PROPOSALS  GLENFIDDICH SPECIAL RESERVE 12 Y.O.

GLENFIDDICH S.W.O.T. ANALYSIS

STRENGTHS Quality product High status Long heritage Premium price The No 1 Single Malt

whisky worldwide Age statement

WEAKNESSES Package Hard to pronounce,

unusual name Inconsistent

communication platform

Distant Low awareness

Page 34: COMMUNICATION STRATEGY & CREATIVE PROPOSALS  GLENFIDDICH SPECIAL RESERVE 12 Y.O.

GLENFIDDICH S.W.O.T. ANALYSIS

OPPORTUNITIES Oligopolistic market –

space for GFSR to enter Growing market Age statement + malt

character is an opportunity to compete in the special whisky market

THREATS Strong competition with

heavy communication investment

Ambitious target to reposition image with “12-year old” credentials in a seemingly brief 15-month period

Page 35: COMMUNICATION STRATEGY & CREATIVE PROPOSALS  GLENFIDDICH SPECIAL RESERVE 12 Y.O.

ADVERTISING STRATEGY

MARKETING OBJECTIVES

To increase sales 14% and achieve a sales volume of 15.000 cases by the end of the year 2001.

Page 36: COMMUNICATION STRATEGY & CREATIVE PROPOSALS  GLENFIDDICH SPECIAL RESERVE 12 Y.O.

ADVERTISING STRATEGY

ADVERTISING OBJECTIVES

“Introduce” GLENFIDDICH to the target groups as the Premium Whisky with all Malt cues.

Establish the 12-year old image of the brand to the target group.

Create short term trial and re-trial. Build loyalty by the end of the year 2001.

Page 37: COMMUNICATION STRATEGY & CREATIVE PROPOSALS  GLENFIDDICH SPECIAL RESERVE 12 Y.O.

TARGET GROUPS

DEMOGRAPHICS Men aged 25 – 45 living in main urban centers of Greece. People belonging at the upper – middle upper

socioeconomic class.

PSYCHOGRAPHICS

Based on the description of the Lifestyle groups it is evident that GLENFIDDICH is addressed to the modern/sociable groups and more specific to

the Up Coming and Alternative ones as they are more mature and older than the two other groups. That means people who are mentally rich, affluent and outgoing.

Page 38: COMMUNICATION STRATEGY & CREATIVE PROPOSALS  GLENFIDDICH SPECIAL RESERVE 12 Y.O.

POSITIONING STATEMENT

If I drink GLENFIDDICH instead of the other premium Scotch whiskies (Chivas, Dimple, JWBL) I will feel superior, modern and uncompromising because I know that I drink not an ordinary 12 y.o. whisky, but a special 12 y.o. Single Malt whisky.

Page 39: COMMUNICATION STRATEGY & CREATIVE PROPOSALS  GLENFIDDICH SPECIAL RESERVE 12 Y.O.

TONE OF VOICE

Modern Confident Interesting Authentic Mysterious Advanced, unconventional Special