1. FEMALE-TARGETED SPIRITS
NEW PRODUCT DEVELOPMENT
Insight & Proposition for Hope+Anchor
Consumer Culture & Behaviour
May 2014
Annabel Nguyen
Rachel Phan
Judyta Sidor
Naomi Vowles

2. PRESENTATION OUTLINE
1. Research Background
2. Market Overview
3. Research Findings
4. Insight & Proposition
5. Creative Suggestions

3. THE BRIEF
 Following the success in the US of female targeted spirits brands:
Opportunity for female targeted
spirits NPD in the UK
Insight & proposition in product
and communications strategy

4. OUR RESEARCH
Secondary
Research
Market reports
Academic journals
Popular culture
Motiva-
tional
Interviews
4 interviews on
drinking
motivations
and behaviours
Obser-
vation
1 observation on
the pre-loading
experience at
hen party

5. MARKET OVERVIEW
White
space in
the market
Premium
Vodka +
RTDs
Innovative
Advertising
• Gender-based
difference in drinking
behaviours
• Lack of competition
Consumers seek
affordable luxury
(Ipsos 2013)
Vodka and RTDs are
popular and
associated with
youths
Digital, social, mobile
= the new ways of
communications
KEY TRENDSTHE OPPORTUNITY

6. EMERGING THEMES
2.
Women
drink to
socialise
1.
Women
drink to
have fun

7. EMERGING THEMES
3. Women
drink to
recall
good
memories
"It always feels like I'm
going back to Spain,
staying under the sun at
the beach, whenever I
drink sangria.”

8. STUDENT
DRINKING
“Cheap and nasty drink”
“Get as much alcohol into
our bodies as we can, as
quick as we can for as little
money as possible”
“Drink only at night to get
drunk”

9. PROFESSIONAL DRINKING
“Older and wiser” “Drink in daylight”
“Go to bars that specialise in rum”

10. CONTEXT DIFFERENCE
Young Professionals are identified as the
lucrative target consumers for brand-influenced
consumption and higher disposable income
STUDENTS VS YOUNG
PROFESSIONALS

11. INTRODUCING THE
WORK ENVIRONMENT
DEBUTANTE
Meet Andrea Sachs, a
recently graduated student
and intern at a fashion
magazine

12. She is ambitious and always
wants to prove herself

13. Working hard is not enough for her to fully
adapt to the professional environment

14. She changes her image to suit
the professional position

15. KEY THEME
Student
Be
accepted
Profess-
ional
Be noticed"I think that's a big
thing with drinking
now that I'm in my
twenties. I just don't
want to look like an
idiot.“
Laura, 24
CON
FLICT
Women drink to
reduce tension in
identity conflict

16. CONSUMER THEORY
DRINK
Idealised
future self
FEMALE
Meaning transfer
MARKET
ING
Meaning
extracted
- Displaced meaning (McCracken 1988)
- Hedonic consumption (Campbell 2005)

17. CONSUMER INSIGHT
Young professional women
use drinks as their
SOCIAL ACCESSORIES

18. SOCIAL ACCESSORY
“My friends’ cocktails showed that they were sophisticated women who
knew what they wanted from a drink. Mine implied a juvenile addiction
to sweets. On both occasions, I felt like I had shown up at a party without
realizing what the dress code was, and while everyone else is sporting
cute little black dresses, I am wearing overalls.”
Karen, ‘Make Mine a Double’

19. PROPOSITION
Product X will help
young professional women
make a social statement
about their identity

20. CREATIVE: PACKAGING
Use of feminine, high fashion, jewelry-like
elements to fit the Social Accessory theme

21. CREATIVE:
AUGMENTED REALITY APP
2. The user can take
photo of herself holding
the bottle
1. The user registers her
details with the AR app

22. AUGMENTED
REALITY APP
5. Winning chance 2: User posts
her photo with the hashtag on
SNS to be entered into giveaway
4. Winning chance 1: User gets
to win exclusive
branded/customised accessory
3. Randomly selected fashion
accessory will be superimposed
on the photo

23. THANK YOU
FOR YOUR ATTENTION!
We’d love to hear your comments and questions!