Young Folks ABSOLUT CUT in Paris <ul><li>Victor Silva </li></ul><ul><li>Chisenga Chiluba </li></ul><ul><li>Isabell Schulz ...
The Possible Segments <ul><li>Alex </li></ul><ul><ul><li>Young straight male student, regularly going to bars/clubs </li><...
Decision 1 and the Options <ul><li>If more than 65% are straight young men,  that go to night clubs/bars once a week and a...
Decision 2 and its Options <ul><li>If Phil, we will distribute Absolut Cut in the Marais and gay clubs/bars. </li></ul><ul...
Decision 3 and its Options <ul><li>If 60% of either Alex or Phil perceive us as a premium FAB/premixed drink, we can adver...
Questionnaire <ul><li>Goal </li></ul><ul><ul><li>Survey 50 people </li></ul></ul>Young Folks Paris, 2007
Young Folks Paris, 2007
Young Folks Paris, 2007
Guide for Questionnaire <ul><li>Find out the number of the potential homosexual segment. </li></ul><ul><li>Location of whe...
Focus Group <ul><li>Goal </li></ul><ul><ul><li>Determine  benefits of Absolut Cut based on </li></ul></ul><ul><ul><ul><ul>...
Focus Group cont. <ul><li>How </li></ul><ul><ul><li>Questions (see following page)‏ </li></ul></ul><ul><ul><li>Show print ...
Focus Group Questions <ul><ul><ul><li>Is this the first time you are trying a flavoured alcoholic drink? </li></ul></ul></...
Focus Group cont. <ul><li>Summary Questions </li></ul><ul><ul><li>After everything you have seen and heard about Absolut C...
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Mkt340 Young Folks Absolut Cut Research Process V5 7nov07

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Mkt340 Young Folks Absolut Cut Research Process V5 7nov07

  1. 1. Young Folks ABSOLUT CUT in Paris <ul><li>Victor Silva </li></ul><ul><li>Chisenga Chiluba </li></ul><ul><li>Isabell Schulz </li></ul><ul><li>Shireen Orphy </li></ul><ul><li>Khetyan Amuah </li></ul>Paris, 2007 Marketing Research Plan for launching
  2. 2. The Possible Segments <ul><li>Alex </li></ul><ul><ul><li>Young straight male student, regularly going to bars/clubs </li></ul></ul>Young Folks Paris, 2007 <ul><li>Phil </li></ul><ul><ul><li>Young gay student and/or young professional, regularly going to bars/clubs </li></ul></ul>
  3. 3. Decision 1 and the Options <ul><li>If more than 65% are straight young men, that go to night clubs/bars once a week and are inclined to buy 2-4 drinks per night drinking vodka/rum/tequila/FABs, we will target Alex. </li></ul><ul><li>If more than 55% are homosexual young men, that go to night clubs/bars once a week and are inclined to buy 2-4 drinks per night drinking vodka/rum/tequila/FABs, we will target Phil. </li></ul><ul><li>If 45% - 65% are straight young men and 35% - 55% are young gay men, we will target both Phil and Alex. </li></ul>Young Folks Paris, 2007
  4. 4. Decision 2 and its Options <ul><li>If Phil, we will distribute Absolut Cut in the Marais and gay clubs/bars. </li></ul><ul><li>If Alex, we will distribute Absolut Cut in clubs/bars at the Champs-Élysées (classy, clubs/bars)‏ </li></ul><ul><li>Classy = stylish, smart, elegant </li></ul>Young Folks Paris, 2007
  5. 5. Decision 3 and its Options <ul><li>If 60% of either Alex or Phil perceive us as a premium FAB/premixed drink, we can advertise and promote Absolut Cut as such. </li></ul><ul><li>Premium = of exceptional quality or greater value than others of its kind, of higher price or cost. </li></ul>Young Folks Paris, 2007
  6. 6. Questionnaire <ul><li>Goal </li></ul><ul><ul><li>Survey 50 people </li></ul></ul>Young Folks Paris, 2007
  7. 7. Young Folks Paris, 2007
  8. 8. Young Folks Paris, 2007
  9. 9. Guide for Questionnaire <ul><li>Find out the number of the potential homosexual segment. </li></ul><ul><li>Location of where most people go out (bars/clubs)‏ </li></ul><ul><ul><li>What are the new clubs that all gaystraight young men go to? </li></ul></ul><ul><ul><ul><li>High class bar/club </li></ul></ul></ul><ul><li>Preferred type of drinks </li></ul><ul><li>Income of €1,200 or more per month </li></ul><ul><li>Consumer of FABs (or similar drinks such as Tequila)‏ </li></ul>Young Folks Paris, 2007
  10. 10. Focus Group <ul><li>Goal </li></ul><ul><ul><li>Determine benefits of Absolut Cut based on </li></ul></ul><ul><ul><ul><ul><li>Design </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Atmosphere </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Quality </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Taste </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Price </li></ul></ul></ul></ul><ul><li>Setting </li></ul><ul><ul><li>3 focus groups with 7 to 10 participants </li></ul></ul><ul><ul><li>Randomly chosen participants at a nightclub/bar/campus </li></ul></ul>Young Folks Paris, 2007
  11. 11. Focus Group cont. <ul><li>How </li></ul><ul><ul><li>Questions (see following page)‏ </li></ul></ul><ul><ul><li>Show print and TV ads </li></ul></ul><ul><ul><ul><li>How likely are Alex/Phil to buy/try Absolut Cut? </li></ul></ul></ul><ul><ul><ul><li>Why would or would Alex/Phil not buy Absolut Cut? </li></ul></ul></ul><ul><ul><ul><li>Absolut Cut sample + free entry to a bar, where Absolut Cut will be distributed </li></ul></ul></ul>Young Folks Paris, 2007
  12. 12. Focus Group Questions <ul><ul><ul><li>Is this the first time you are trying a flavoured alcoholic drink? </li></ul></ul></ul><ul><ul><ul><li>Which other flavoured drink brands have you tried? </li></ul></ul></ul><ul><ul><ul><li>What impression do you have of flavoured alcoholic drinks? What differentiates one FAB from another? </li></ul></ul></ul><ul><ul><ul><li>If you saw this ad on TV, how likely would you be to try Absolut Cut? </li></ul></ul></ul><ul><ul><ul><li>What did you like or did not like in the ad? </li></ul></ul></ul><ul><ul><ul><li>What do you see as positive and negative aspects, and why? (design, taste, colour)‏ </li></ul></ul></ul><ul><ul><ul><li>What suggestions would you give to make Absolut Cut more “male” attractive? </li></ul></ul></ul><ul><ul><ul><li>List 3 positive and negative things about Absolut Cut. </li></ul></ul></ul>Young Folks Paris, 2007
  13. 13. Focus Group cont. <ul><li>Summary Questions </li></ul><ul><ul><li>After everything you have seen and heard about Absolut Cut, what are your opinions? </li></ul></ul><ul><ul><li>Would you say you have a different perception of Absolut Cut after this discussion? </li></ul></ul><ul><ul><li>Is there anything else you would like to add? </li></ul></ul>Young Folks Paris, 2007

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