Diageo Mexico participated in Walmart Mexico's "Barometer" initiative to better understand shopper behavior across Walmart's various store formats. As part of the initiative, Diageo conducted qualitative research including focus groups and shop-alongs. Diageo received praise from Walmart for its leadership, proactivity, and valuable ideas. Diageo was asked to document its work with Walmart as a best practice in customer-supplier collaboration. The goal of the initiative is to generate shared customer and supplier knowledge to identify opportunities across Walmart's different store formats.

2. Detail of outcome achieved: Leon Casado, Marketing Service Director, expressed in a letter sent to Catherine Moffat:…”Diageo has distinguished as the most proactive and committed”.…”What is most effective is the chance of sharing consumer knowledge in order to increase information usage and results based on the shared knowledge of experts like the ones in your team”…”Diageo has been proactive and precise, contributing with valuable ideas and challenging us and the status quo”…”We thank you for your interest in our joint business and hope that this insight generating relationship increases in time based on results”Additionally, and after a work of committed collaboration, we were asked to document the “Mundo Fiesta” initiative as best in class customer – supplier collaboration, helping them to probe the good work that togetherness can create. Brief description of the activity: Barometer: “an instrument that measures atmospheric pressure”The Barometer is a dynamic approach of collaborative research, which aims to generate common knowledge for customers & suppliers about the shoppers while ensures efficiency in costs.The main objective is being able to understand shopper’s needs behind an actionable lens for each Walmart´s format, which means to explore opportunities not just for the Walmart Super Center target (C SEL), but all the formats that Walmart runs in Mexico: Superama (ABC+ SEL), Bodega Aurrera (D+ SEL) and Bodega Aurrera Express (D SEL).As the process is new, Diageo has have the opportunity to lead trough new ideas, ways to evolution the Barometer and Brilliant Thinking regarding Learnings:We have constantly challenged the status quo, looking for new proposals to enhance learnings. As an example, we started complementing the FGI´s with visits to shoppers home and Shop Along with Shoppers after Diageo´s proposal We have lead the thinking. After few presentations of the results, Diageo showed the 5 slides presentation with main learnings to Walmart, which was taken as benchmark for the project.We have been committed to what the project requires Moreover, we have given the extra mile in collaboration by supporting and acting as consultants for other Walmart´s projects as “Share” and the annual Trend presentations.We are actually closing the first cycle of this project, which implies a formal cascade of knowledge through a Workshop that aims to generate clear implications behind common learnings. To note, we have been already invited to participate in the second cycle, which will be more Quantitative.Objective: Nurture our relationship with our top Client, Wal-Mart while building our shopper understanding capabilities not only in Wal-Mart or Spirits & Liqueurs but also with the whole channel and other categoriesDetail of outcome achieved:KPI´s:Local PR clipping value: above U$D 100.000. Achieved (until today): U$D 178.000. Image attribute: “J&B is The Party Whisky”: above 30%. Achieved: Data available by January 20thTOM: above 32%. Achieved: Data available by January 20thAdvertising awareness: above 10%. Achieved: Data available by January 20th