Marketing Research Awards: FMCG

WINNER

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.

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