Marketing Research Awards: FMCG


Client: Allied Domecq

Agency: Research International

Allied Domecq wanted to improve its global marketing through a greater understanding of consumer behaviour. The challenge was to develop a model of drinkers' behaviour that could be applied to multiple markets, and to express the insights gained in a way that could be understood and applied across the business. The objective was to segment the drinks market according to occasion (when people drink), need, attitude and brand preference. Following 30,000 one-hour interviews in 13 countries, a model was developed allowing drink choice to be predicted with a high level of accuracy.

A total of 192 segments were identified, of which 25-50 were found to be important in each market. A profit value was attached to each drinking occasion, while a simulator programme explored hypotheses on brand profile, pricing, awareness and product launches. The results were highly complex, but were communicated across the business, using T-shirts and pen portraits to illustrate segments.

What impressed the judges was the broad impact of the research, which uncovered areas in which products could be brought to market. For example, it influenced the launch and marketing of the Tia Lusso drink, aimed at Tia Maria drinkers who wanted a lighter Baileys-style drink.

Allied Domecq marketers now use a 'brand wheel' of consumer profiles to focus their efforts, and there is a basis for future research - the programme created an analysis tool that can be used to define segments in product development studies. The client's reputation as a marketing-led company was also boosted.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer