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Title of Presentation
OBJECTIVE                  SCOPEObjective: To        Markets : Kolkata, Mumbai,                     Delhi NCR, Bangalore, ...
Gain 15% -20 % Size of Prize through brand extension inthe first 2 years of launch                   2016-17              ...
Our Decision Funnel                                      Using Category growth Vs salience8                               ...
We narrow down to 5 High-Growth, High Contributioncategories                                              Clubs           ...
High association of Premium chocolates and Male  fragrances with Absolute imagery perception values                       ...
Key market drivers for Male Fragrances                                                                Focus on            ...
To Win…..  Focus on Male                                          Can focus on   Fragrance &                              ...
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Absolut brand extension

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Transcript of "Absolut brand extension"

  1. 1. Title of Presentation
  2. 2. OBJECTIVE SCOPEObjective: To Markets : Kolkata, Mumbai, Delhi NCR, Bangalore, Chennaishortlist two Target Group : Young adults inproduct categories the age group of 21 - 40 Target base : 100 respondentsas a brand per cityextension for the (50% male, 50% female)brand ABSOLUT Information gathered on- - Brand association - Consumer acceptance - Category prioritization - Growth opportunities/drivers
  3. 3. Gain 15% -20 % Size of Prize through brand extension inthe first 2 years of launch 2016-17 INR 240+ Crores 2015 Premium 20+ Expand to Chocolate Crores 2014 Premium Extend into 15+ Male 2012 Chocolate Crores Male Fragrances Current Fragrances INR 205 Crores *Based on Nielsen Category Forecast 3 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  4. 4. Our Decision Funnel Using Category growth Vs salience8 construct, 5 out of 8 categories Growth /Contribution shortlisted Category ) Landscape Identified key brand imagery • 5 Qualitative Perception attributes for Absolut Research Asked Absolut Target Shoppers to Score 5 categories on the identified brand imagery attributes 2 Validation For selected 2 categories, identified key drivers of the category 4 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  5. 5. We narrow down to 5 High-Growth, High Contributioncategories Clubs Male Fragrances Premium Chocolates Premium Whiskey Growth % Retailing Accessories Handcrafted Gold Jewellery Musical Instruments % Contribution to Discretionary expense Source : Secondary Data sources, Nielsen Retail Panel 5 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  6. 6. High association of Premium chocolates and Male fragrances with Absolute imagery perception values Premium Premium Male Absolut Brand Imagery Perception Retailing Clubs chocolates Whiskey FragrancesLife Style 33 24 FlavorQuality 18 14 Value Liking 7Choice 4 High Medium Low 6 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  7. 7. Key market drivers for Male Fragrances Focus on the Target INR 80 crores Consumer UrbanINR 46 crores Youth Mn Has high Discretionary spending Current Future power Sales (2012) sales (Forecast) (Mn.) Has distinctive lifestyle Also evaluated for Premium Chocolates. Data Source inputs : 1. Nielsen FMCG retail index 2. Secondary Sources : Macro-economic Factors 7 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  8. 8. To Win….. Focus on Male Can focus on Fragrance & Modern trade Premium Shopper (Trial Chocolates /awareness ) Target urban youth with high discretionary spending and distinctive lifestyle Opportunity to bundle Expect a 50% Premium Uplift due to chocolates brand with Absolut extension in 5 years 8 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
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