Young Folks ABSOLUT CUT in Paris Victor Silva Chisenga Chiluba Isabell Schulz Shireen Orphy Khetyan Amuah Paris, 2007 Marketing Research Plan for launching

Victor Silva

Chisenga Chiluba

Isabell Schulz

Shireen Orphy

Khetyan Amuah

The Possible Segments Alex Young straight male student, regularly going to bars/clubs Young Folks Paris, 2007 Phil Young gay student and/or young professional, regularly going to bars/clubs

Alex

Young straight male student, regularly going to bars/clubs

Phil

Young gay student and/or young professional, regularly going to bars/clubs

Decision 1 and the Options 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. 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. If 45% - 65% are straight young men and 35% - 55% are young gay men, we will target both Phil and Alex. Young Folks Paris, 2007

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.

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.

If 45% - 65% are straight young men and 35% - 55% are young gay men, we will target both Phil and Alex.

Decision 2 and its Options If Phil, we will distribute Absolut Cut in the Marais and gay clubs/bars. If Alex, we will distribute Absolut Cut in clubs/bars at the Champs-Élysées (classy, clubs/bars)‏ Classy = stylish, smart, elegant Young Folks Paris, 2007

If Phil, we will distribute Absolut Cut in the Marais and gay clubs/bars.

If Alex, we will distribute Absolut Cut in clubs/bars at the Champs-Élysées (classy, clubs/bars)‏

Classy = stylish, smart, elegant

Decision 3 and its Options If 60% of either Alex or Phil perceive us as a premium FAB/premixed drink, we can advertise and promote Absolut Cut as such. Premium = of exceptional quality or greater value than others of its kind, of higher price or cost. Young Folks Paris, 2007

If 60% of either Alex or Phil perceive us as a premium FAB/premixed drink, we can advertise and promote Absolut Cut as such.

Premium = of exceptional quality or greater value than others of its kind, of higher price or cost.

Questionnaire Goal Survey 50 people Young Folks Paris, 2007

Goal

Survey 50 people

Young Folks Paris, 2007

Young Folks Paris, 2007

Guide for Questionnaire Find out the number of the potential homosexual segment. Location of where most people go out (bars/clubs)‏ What are the new clubs that all gaystraight young men go to? High class bar/club Preferred type of drinks Income of €1,200 or more per month Consumer of FABs (or similar drinks such as Tequila)‏ Young Folks Paris, 2007

Find out the number of the potential homosexual segment.

Location of where most people go out (bars/clubs)‏

What are the new clubs that all gaystraight young men go to?

High class bar/club

Preferred type of drinks

Income of €1,200 or more per month

Consumer of FABs (or similar drinks such as Tequila)‏

Focus Group Goal Determine benefits of Absolut Cut based on Design Atmosphere Quality Taste Price Setting 3 focus groups with 7 to 10 participants Randomly chosen participants at a nightclub/bar/campus Young Folks Paris, 2007

Goal

Determine benefits of Absolut Cut based on

Design

Atmosphere

Quality

Taste

Price

Setting

3 focus groups with 7 to 10 participants

Randomly chosen participants at a nightclub/bar/campus

Focus Group cont. How Questions (see following page)‏ Show print and TV ads How likely are Alex/Phil to buy/try Absolut Cut? Why would or would Alex/Phil not buy Absolut Cut? Absolut Cut sample + free entry to a bar, where Absolut Cut will be distributed Young Folks Paris, 2007

How

Questions (see following page)‏

Show print and TV ads

How likely are Alex/Phil to buy/try Absolut Cut?

Why would or would Alex/Phil not buy Absolut Cut?

Absolut Cut sample + free entry to a bar, where Absolut Cut will be distributed

Focus Group Questions Is this the first time you are trying a flavoured alcoholic drink? Which other flavoured drink brands have you tried? What impression do you have of flavoured alcoholic drinks? What differentiates one FAB from another? If you saw this ad on TV, how likely would you be to try Absolut Cut? What did you like or did not like in the ad? What do you see as positive and negative aspects, and why? (design, taste, colour)‏ What suggestions would you give to make Absolut Cut more “male” attractive? List 3 positive and negative things about Absolut Cut. Young Folks Paris, 2007

Is this the first time you are trying a flavoured alcoholic drink?

Which other flavoured drink brands have you tried?

What impression do you have of flavoured alcoholic drinks? What differentiates one FAB from another?

If you saw this ad on TV, how likely would you be to try Absolut Cut?

What did you like or did not like in the ad?

What do you see as positive and negative aspects, and why? (design, taste, colour)‏

What suggestions would you give to make Absolut Cut more “male” attractive?

List 3 positive and negative things about Absolut Cut.

Focus Group cont. Summary Questions After everything you have seen and heard about Absolut Cut, what are your opinions? Would you say you have a different perception of Absolut Cut after this discussion? Is there anything else you would like to add? Young Folks Paris, 2007

Summary Questions

After everything you have seen and heard about Absolut Cut, what are your opinions?

Would you say you have a different perception of Absolut Cut after this discussion?

Is there anything else you would like to add?