Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

MKTG607: Improving the Brand Performance of Kahlúa in Singapore

Final presentation for MKTG607: Consumer Behaviour

Related Books

Free with a 30 day trial from Scribd

See all
  • Be the first to comment

  • Be the first to like this

MKTG607: Improving the Brand Performance of Kahlúa in Singapore

  1. 1. [MKTG607] CONSUMER BEHAVIOUR SMU MBA Class of ‘14
  2. 2. CATEGORY SEGMENTATION DISTRIBUTION CHANNELS [MKTG607] CONSUMER BEHAVIOUR Secondary Research whiskey brandy vodka liqueurs 7.9% $34.4 M Dept stores & duty-free On- trade Hyper- marts 56% 23% Liqueur liˈkər,liˈk(y)o͝or/ alcoholic beverage made from a distilled spirit that has been flavoured & bottled with sweeteners
  3. 3. [MKTG607] CONSUMER BEHAVIOUR Secondary Research Irish whiskey, cream based $50 (700mL) 33.1% Various flavours $46 (700mL) 7.0% Mexican coffee, rum based $56 (700mL) 4.1% German, 56 herbs & spices $55 (700mL) 3.7% Italian, almond flavoured $66 (500mL) 3.3%
  4. 4. [MKTG607] CONSUMER BEHAVIOUR Focus Groups PARTICIPANTS MODERATOR ♂ ♀ RECRUITMENT GROUP MAKE-UP INCENTIVE free drinks at Thirteen @ One George five of the same gender in each group each member recruits one participant who must not know each other or the moderator
  5. 5. [MKTG607] CONSUMER BEHAVIOUR Focus Groups Q6: Is there anything else you would like to say about your experience with buying and consuming liqueurs? Q1: What is your favourite brand of liqueur? Q2: If you could use just one sentence to summarise your experience with liqueurs what would that be? Q3: Who and what in particular have influenced your liqueur purchases? Q4: What is it that you enjoy the most about liqueurs? Q5: Describe the perfect time or occasion for when you will be indulging in liqueurs. ENGAGEMENT QUESTIONS EXPLORATION QUESTIONS EXIT QUESTION
  6. 6. [MKTG607] CONSUMER BEHAVIOUR Focus Groups “… I would buy what I want to try for myself …” “… my friends told me the mint chocolate one tastes good so I went to buy one …” “… I spend quite a lot of time looking at whatever is available as there are so many to choose from …” “ … I bought it just because the bottle looks nice …” “ … Baileys has the same bottle shape for all flavours …” “ … Kahlúa is different due to its coffee flavour …” “… they have Christmas twin packs which I like to buy as gifts when I go home …” “… I buy from DFS when I’m overseas …” “… I’m a big fan of Jägerbombs …” “… nothing too expensive & also you can’t store them for long once they are opened …” “ … it is always cheaper to buy at the airports …” “… I can always compare prices in the store …” “ … I think girls like to drink Baileys as the alcohol is not too strong …”
  7. 7. 1 3 2 KAHLÚA VERSUS COMPETITORS CONSUMER MOTIVATION CONSUMER ABILITY CONSUMER OPPORTUNITY Ability of brand to create personal relevance for consumers: Kahlúa’s distinctive coffee taste & flavour profile often cited as the most important benefit Consumers’ ability to accurately interpret product information: Kahlúa’s packaging design conveys product attributes such as taste, size & origin Ability of brand to ensure ease of availability of its products: Based on site surveys, Kahlúa is readily available in mass channel department stores & on-trade outlets Ability of brand to reduce consumers’ perceived risk: Most focus group participants were thus unaware of accolades won by Kahlúa for taste & quality Fit of brand to consumers’ cognitive style: Kahlúa’s packaging is perceived as dated & un-innovative as compared to other brands Ability of brand to reduce purchasing, usage or learning time: Liqueurs an ingredient in savoury desserts or cocktails; recipes are easily retrievable Ability to of brand inspire felt involvement in consumers: Unlike category leader Baileys, focus group participants did not cite a strong emotional connection or heart loyalty for the brand Acceptance of brand by its target demographics (age, income): Neither gender segment showed a stronger preference for Kahlúa; both found the brand to be reasonably priced Ability of brand to overcome distractions & other barriers to purchase: According to focus group participants consumption occasions for Kahlúa are scarcer than that of category leader Baileys [MKTG607] CONSUMER BEHAVIOUR Focus Groups
  8. 8. [MKTG607] CONSUMER BEHAVIOUR Surveys QUESTIONS RECRUITMENT 60 participants split equally by gender Q1: Measuring total unaided awareness What brands of liqueurs have you seen or heard of? Q2: Measuring total brand awareness Please select all the brands of liqueurs you have ever heard of, even if you’re not very familiar with them. Q3: Measuring trial Please select all the brands you have ever tried. Q4: Measuring regular usage Please select all the brands you drink regularly nowadays. Absinthe Green Campari Giffard Lillet Blanc Amaretto Disaronno Cointreau Grand Marnier Midori Baileys Drambuie Heering Pimm's No.1 Bols Frangelico Jägermeister Sourz Bigallet China China Galliano Kahlúa Tia Maria
  9. 9. [MKTG607] CONSUMER BEHAVIOUR Surveys QUESTIONS Q5: Thinking about all these different brands of liqueurs you have tried, please select the one statement which best describes your attitude to each of these brands: REJECTORS Concept Product “I’ve never tried this brand, not do I want to” “I’ve tried this brand but I won’t drink it again” AVAILABLE Unaware Noticed “I’ve never heard of this brand before” “I’ve heard of this brand but don’t know much about it” ACCEPT Interested Experimenters “I have never tried this brand but I would like to” “Not a brand I tend to drink, but I’ll have one sometimes” ADOPT Occasionals Regulars “It’s a brand I drink, but I’d consider others first” “It’s one of my favourites along with others” ADORE Loyals Staunch “It’s almost always the first brand I’ll consider” “It’s the only brand I drink”
  10. 10. [MKTG607] CONSUMER BEHAVIOUR Surveys QUESTIONS Q6: Thinking about all these different brands of liqueurs you have not tried, please select the one statement which best describes your attitude to each of these brands: REJECTORS Concept Product “I’ve never tried this brand, not do I want to” “I’ve tried this brand but I won’t drink it again” AVAILABLE Unaware Noticed “I’ve never heard of this brand before” “I’ve heard of this brand but don’t know much about it” ACCEPT Interested Experimenters “I have never tried this brand but I would like to” “Not a brand I tend to drink, but I’ll have one sometimes” ADOPT Occasionals Regulars “It’s a brand I drink, but I’d consider others first” “It’s one of my favourites along with others” ADORE Loyals Staunch “It’s almost always the first brand I’ll consider” “It’s the only brand I drink”
  11. 11. [MKTG607] CONSUMER BEHAVIOUR Surveys QUESTIONS Q7: Starting with [brand], how would you rate [brand] on the following attributes on a scale of 1 (least) to 10 (most): Is a brand that I love (felt involvement) Tastes better than other brands (taste) Is of better quality than other brands (quality) Has a more distinctive image than other brands (distinctiveness) Is a brand that I can enjoy anytime & anywhere (consumption occasions) Is worth what I pay (value) Q8: How important are these six attributes are to you in a liqueur brand? •Is a brand that I love •Tastes better than other brands •Is of better quality than other brands • Has a more distinctive image than other brands •Is a brand that I can enjoy anytime & anywhere •Is worth what I pay Please indicate your response by allocating 120 points across these six attributes, allocating more points to the attribute you consider more important.
  12. 12. [MKTG607] CONSUMER BEHAVIOUR Surveys BRAND TOP OF MIND UNCUED CUED Amaretto 0 0 12 14 6 15 Baileys 26 30 30 30 30 30 Bols 2 0 27 11 24 25 Kahlúa 0 0 22 20 27 28 Jägermeister 2 0 30 30 29 27
  13. 13. [MKTG607] CONSUMER BEHAVIOUR Fishbien analysis FELT INVOLVEMENT DISTINCTIVENESS VALUE TASTE OCCASIONS QUALITY RELATIVE IMPORTANCE OF VARIOUS LIQUEUR ATTRIBUTES OF MALES VERSUS FEMALES
  14. 14. ♂ [MKTG607] CONSUMER BEHAVIOUR Fishbien analysis (Males) FELT INVOLVEMENT DISTINCTIVENESS VALUE TASTE OCCASIONS QUALITY PERFORMANCE OF KAHLÚA (119) VERSUS JÄGERMEISTER (154)
  15. 15. ♀ [MKTG607] CONSUMER BEHAVIOUR Fishbien analysis (Females) FELT INVOLVEMENT DISTINCTIVENESS VALUE TASTE OCCASIONS QUALITY PERFORMANCE OF KAHLÚA (109) VERSUS BAILEYS (175)
  16. 16. [MKTG607] CONSUMER BEHAVIOUR Surveys HYPOTHESIS 1 HYPOTHESIS 2 HYPOTHESIS 3 STATEMENT OF HYPOTHESIS Kahlúa is unable to inspire a strong sense of felt involvement or emotional connection with consumers Kahlúa is perceived as dated, un-innovative & non- distinctive as compared to other brands The consumption occasions for Kahlúa are scarcer & less well-defined than category leader Baileys PERTINENT OBSERVATIONS FROM SURVEY Both genders reported low felt involvement scores; a larger gap to Baileys was observed for females than for males Felt involvement is the most important attribute for female respondents Both genders scored Kahlúa the lowest amongst all five brands in scope in terms of having a distinctive image Distinctiveness is the most important attribute for male respondents The gap between Baileys & Kahlúa in terms of occasion scores in Q7 is not significant Both genders scored Kahlúa the lowest when asked if it was ‘a brand that could be enjoyed anytime & anywhere’ VALIDATION OF HYPOTHESIS Data validates hypothesis Data validates hypothesis Data validates hypothesis
  17. 17. [MKTG607] CONSUMER BEHAVIOUR Recommendations Packaging re-design for a more distinctive & contemporary look for enhancing on-shelf presence; seasonal, limited- edition variants Strong & distinctive brand persona aided through consistent communications, clear messaging & clever experiential or partnership strategies No clear evidence to show that neither gender segment exhibits a stronger affinity or brand loyalty towards Kahlúa Kahlúa performs less well on attributes that are commonly important to both males and females ♂ ♀ friendship taste & flavour Mexican heritage
  18. 18. [MKTG607] CONSUMER BEHAVIOUR Recommendations One-word strapline ‘delicioso’ (Spanish for ‘delicious’) to sum up everything Kahlua is trying to convey Witty broadcast or print ads featuring cocktail ideas, new consumption occasions, celebrities
  19. 19. [MKTG607] CONSUMER BEHAVIOUR Thank you

    Be the first to comment

    Login to see the comments

Final presentation for MKTG607: Consumer Behaviour

Views

Total views

785

On Slideshare

0

From embeds

0

Number of embeds

9

Actions

Downloads

7

Shares

0

Comments

0

Likes

0

×