consumer behaviour
TRANSCRIPT
FEMALE-TARGETED SPIRITS
NEW PRODUCT DEVELOPMENTInsight & Proposition for Hope+Anchor
Consumer Culture & Behaviour
May 2014
Annabel Nguyen
Rachel Phan
Judyta Sidor
Naomi Vowles
PRESENTATION OUTLINE
1. Research Background
2. Market Overview
3. Research Findings
4. Insight & Proposition
5. Creative Suggestions
THE BRIEF
Following the success in the US of female targeted spirits brands:
Opportunity for female targeted spirits NPD in the UK
Insight & proposition in product and communications strategy
OUR RESEARCH
Secondary Research
Market reports
Academic journals
Popular culture
Motiva-tional
Interviews
4 interviews on drinking
motivations and behaviours
Obser-vation
1 observation on the pre-loadingexperience at hen party
MARKET OVERVIEW
White
space in
the market
Premium
Vodka +
RTDs
Innovative
Advertising
• Gender-based
difference in drinking
behaviours
• Lack of competition
Consumers seek
affordable luxury
(Ipsos 2013)
Vodka and RTDs are
popular and
associated with
youths
Digital, social, mobile
= the new ways of
communications
KEY TRENDSTHE OPPORTUNITY
EMERGING THEMES
2.
Women drink to
socialise
1. Women
drink to
have fun
EMERGING THEMES
3. Women drink to
recall
good memories
"It always feels like I'm
going back to Spain,
staying under the sun at
the beach, whenever I
drink sangria.”
STUDENT
DRINKING
“Cheap and nasty drink”
“Get as much alcohol into our bodies as we can, as
quick as we can for as little
money as possible”
“Drink only at night to get
drunk”
PROFESSIONAL DRINKING
“Older and wiser” “Drink in daylight”
“Go to bars that specialise in rum”
CONTEXT DIFFERENCE
Young Professionals are identified as the
lucrative target consumers for brand-influenced
consumption and higher disposable income
STUDENTS VS YOUNG
PROFESSIONALS
INTRODUCING THE
WORK ENVIRONMENT DEBUTANTEMeet Andrea Sachs, a
recently graduated student
and intern at a fashion
magazine
She is ambitious and always
wants to prove herself
Working hard is not enough for her to fully
adapt to the professional environment
She changes her image to suit
the professional position
KEY THEME
Student
Be accepted
Profess-ional
Be noticed"I think that's a big
thing with drinking
now that I'm in my
twenties. I just don't
want to look like an idiot.“
Laura, 24
CON
FLICT
Women drink to
reduce tension in
identity conflict
CONSUMER THEORY
DRINK
Idealisedfuture self
FEMALEMeaning transfer
MARKET
INGMeaning
extracted
- Displaced meaning (McCracken 1988)
- Hedonic consumption (Campbell 2005)
CONSUMER INSIGHT
Young professional women
use drinks as their
SOCIAL ACCESSORIES
SOCIAL ACCESSORY
“My friends’ cocktails showed that they were sophisticated women who
knew what they wanted from a drink. Mine implied a juvenile addiction
to sweets. On both occasions, I felt like I had shown up at a party without
realizing what the dress code was, and while everyone else is sporting
cute little black dresses, I am wearing overalls.”
Karen, ‘Make Mine a Double’
PROPOSITION
Product X will help
young professional women
make a social statement
about their identity
CREATIVE: PACKAGING
Use of feminine, high fashion, jewelry-like
elements to fit the Social Accessory theme
CREATIVE:AUGMENTED REALITY APP
2. The user can take photo of herself holding
the bottle
1. The user registers her details with the AR app
AUGMENTEDREALITY APP
5. Winning chance 2: User posts her photo with the hashtag on
SNS to be entered into giveaway
4. Winning chance 1: User gets to win exclusive
branded/customised accessory
3. Randomly selected fashion accessory will be superimposed
on the photo
THANK YOUFOR YOUR ATTENTION!
We’d love to hear your comments and questions!