3. Introduction
• Wigle Whiskey is a startup urban distillery located in Pittsburgh’s
Strip District
• Wigle offers a number of products, but focus’s on a few core:
–
–
–
–
Organic White Rye Whiskey
Organic White Wheat
Wiggles Organic Ginever
And other special small batches
• You are able to visit Wigle Whiskey to take a tour, learn about their
products and process, and also to enjoy a drink!
4. Objectives
Expand their
target market
to a new age
of customers
Sell 7 cases per
month to the
new market of
Philadelphia
and Washington
D.C
Conduct
secondary
research on
Philadelphia and
Washington D.C.
to see if a target
market exists
They will be
using PA state
online wine
and spirit
stores
5. KAL Marketing is here to help!
• As KAL marketing we will figure out if
all of the objectives are reachable
• The questions to focus on while
researching to see if Wigle Whiskey will
be able to sell 7 cases online per month
by this time next year are:
– Is there a market in the Philadelphia and D.C area
for these products?
– Once the market is established, who should
Wigle Whiskey be targeting there?
– How are they going to reach the market?
6. Let the research begin!
• We used two types of research techniques
to get exploratory research on our new
target market area
1. Secondary Data: To understand the markets
demographically and psychologically better
KAL Marketing looked at whiskey industry
articles, VALS consumer profiles, and the U.S
census site.
2. Primary Data: KAL Marketing created a
survey through Poll Daddy, Survey Monkey,
and Google Docs and then had a number of
people take it to gauge peoples opinions on
the whiskey market.
7. Top 10 Emerging
Whiskey Trends
According to an article from “The Drink
Business” website we see that there are
emerging trends with whiskey drinking.
Some that apply to our Wigle Whiskey
Research:
• More Whiskey Apps
• Whiskey Events
• Women Whiskey Drinkers
8. VALS: Results
• VALS segments US adults into eight distinct
types using psychological traits and key
demographics
• Using VALS Provides clients with:
– A fresh perspective by effectively “putting them
inside the head” of their customers
– Rich, Customized, consumer profiles or personas
– Distictive communication styles of their best targets
9.
10. Our Results with VALS
• After Researching KAL Marketing feels as if
there are three types that would explain Wigle
Whiskey’s Consumer profile:
1. Experiencers
2. Makers
3. Innovators
15. Limitations
KAL Marketing suffered a few limitations while doing
Wigle Whiskey’s Marketing Research:
• Not enough data from the Philadelphia and D.C
area
1. Internet samples ( Google Docs, Poll Daddy,
Survey Monkey) had some inaccurate responses
that had to be thrown out of the data
2. Out reach on the internet in the same amount of
time does not have the same number of
respondents
16. Other Limitations Included:
Inaccurate Customers:
• Since the surveys were being done on
the internet and in Pittsburgh it is not a
true comparison of what the population
would say in Philadelphia and
Washington D.C
Secondary Data:
We used a lot of secondary data from the
Census to draw conclusions, this data is in
large amounts making it not as easy to
compare with our small numbers
18. Some Recommendations!
• Use Wigle’s up and coming social media
presence to market to the Philadelphia and
Washington D.C areas, this is important
since we are trying to have these
customers purchase online
19. There are already a lot of restaurants bar’s in the Washington D.C
and Philadelphia that that would be the perfect places to,
SPREADING THE NEWS OF A RBELIOUS WHISKEY
Some of these establishments include:
Estadio,The Huxuy, Black Jack – In Washington D.C
Grace Tavern, Good Dog Bar, For Pete’s Sake - In Philadelphia
