consumer behaviour

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!