Client: Leading global beverage company

Region: Middle East, Asia pacific

Industry: Consumer Goods and Services

Languages: English, Arabic, Thai, Hindi, Mandarin, Cantonese, Filipino

Business Impact: • Campaign designs• Consumer insights

www.blueoceanmi.com

Leveraging unstructured data to mine insights to understand and predict trends in alcohol and non-alcohol market

Business Challenge

A leading global beverage company wanted to improve their understanding of alcohol and non-alcohol market by leveraging insights and cues from customers’ conversations on social channels.

The client wanted Blueocean Market Intelligence to gather insights from Saudi Arabia, Egypt, Thailand, India, China, Philippines and Australia and provide information on the following key dimensions:

• Evolving trends and future predictions of category and impact on non-alcoholic ready to drink consumption

• Broad consumer sentiments towards the category• Usage scenarios and key decision points• Insights of consumer segments driving the upward alcohol consumption

Solution

Blueocean Market Intelligence used its proprietary data mining and analytics engine to generate, understand and categorize the buzz. The insights process consisted of 3 critical stages –

Case Study

Listen and Gather• Key themes definition• Channels shortlisting• Related and unrelated key words maps

Predict and Prepare• Translation and contextual analysis• NLP techniques• Text analytics

Actionable Insights• Final reports were delivered on a detailed

presentation

“Working Professionals start talking about alcoholic drinks to counter stress in the evenings while the actual consumption starts in the evening with colleagues/friends”

“People prefer to start their day with Coffee/Tea stressing on strong taste while talks in the mornings for on alcohol are related to the after party conversations/hangovers”

Mornings Afternoons Evenings Night

Functional

Availability ofthe drink

Taste Health Pricing

Availability of the drink was a major point for the consumption of alcohol

% Taste of red wine was loved among women and smoothness of whisky were liked by men Taste

Tea / Coffee

Occasion

Place ofPreference

Soft drinks

Happy

Smell

Fruit Juice

Stress

% like the bitter and sweet taste of coffee and tea in the morning

% prefer having coffee at a coffee shop with friends

% like the refreshing smell of coffee

% prefer having coffee and tea while meeting old friends

% prefer soft drinks like Pepsi and Coke while watching movie, sports and having dishes like pav bhaji

% like the fruit juice for its natural contents

% had coffee and tea in occasions like Holi, Diwali and birthdays as it is the traditional beverage for bonding with others

% had non alcoholic beverages for relaxation

% people used coffee to overcome stress because of its caffeine content

Preference

Beer Wine Vodka Scotch

% believe that moderate consumption of alcohol provides health benefits

Chilled beer is loved by young men and red wine is preferred by women (%); vodka, rum and whisky are being consumed by both genders

Emotional

Happy Occasion Stress

People generally drank when they were happy and at joyous occasions like festivals, birthday celebrations; Men & women drank when they were stressed at work

Course through the Day

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%

Wine

Beer

Tea

Coffee

CarbonatedDrinks

About Blueocean Market Intelligence

Blueocean Market Intelligence is a global analytics and insights provider that helps corporations realize a 360-degree view of their customers through data integration and a multi-disciplinary approach that enables sound, data-driven business decisions.

Since we live in a highly dynamic and multi-dimensional world, we believe the most effective business decisions come from a synthesis of data streams and not from one-dimensional sources.

Using our 360 Discovery approach, we ensure the comprehensive use of all available structured and unstructured data sources, enabling us to bring the best to bear against each engagement. Strong decision support is enabled through a combination of analytics, domain expertise, engineering and visualization skills brought together in harmony.

Leading companies have benefited from our partnership with financial growth, 360 views of their markets and competition, and improved customer acquisition, satisfaction and retention.

For more information or to request a consultation, please email info@blueoceanmi.com or visit us online at www.blueoceanmi.com.

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Consumer’s Choices

Outcome

Blueocean Market Intelligence team was able to provide insights to critical dimensions which client was looking for

• How the alcohol and non-alcohol drinks were being consumed

• What influenced the buying and consumption decision