Opportunities for Russian Standard Vodka to engage with Consumers. What does premium means for spirit brands?
Citation preview
1. Opportunities for Russian Standard Vodka to engage
withConsumersPresented bySobithan Sekar
2. What is premimuisation in Vodka market means?Taste, heritage
acts as a more sought premium cues than other attributesUnlike
beer, cider, it is less important that spirits brand acts as a
guarantee of quality. Rank Premium attribute % who see it as a
premium quality cue1 It tastes better (filters and distilled) 882
It has a rich heritage 583 It is a guarantee of quality (brand acts
as a quality) 554 It is made from better quality ingredients 515
Drinking it feels like I am treating myself 496 It is more
expensive 447 The packaging is more attractive 428 I like to be
seen drinking it 319 It has a higher alcohol content 3010 Not
everyone drinks it 2511 You can only buy it in specific venues
16Base: 1,293 spirits drinkers who rate at least one spirits brand
as premiumSource: GMI/Mintel
3. For spirits what matters most is richer heritage. For Ex:
Johnie Walker, Jack Daniels and others.Marketing message of Russian
Standard Vodka can emote the rich heritage of Russian Standard
Vodka.
4. Vs 2010 Mintel International Group. All rights reserved.
Confidential4 to Mintel.
5. Opportunities for Russian Standard Vodka to engage with
ConsumersThere is also an undeniably a large, mainstream,
cross-gender and mostly latent-demand for drinkingcocktails. For
Ex, Mintels report (2009) claims that only a third 34% of alcohol
drinkers currently drinkcocktails but 37% claim that they would
like to do so in the future.What type of alcohol would you use
consider drinking in the future? Insight: With consumers
increasingly interested in cocktails and festive season coming its
a good idea to feature vodka cocktails on the opening page of
Russian Standard Vodka.
6. Key Analysis:1.Adults are highly influenced by consumer
reviews which are posted online, meaning that rating and commenting
onRussian Standard Vodka website can influence in promoting brands.
(Ex: Ocado)2. Online also has implications for new types of
business models which can circumnavigate, the supermarkets
andcompanies can retain more control over their brands. For EX:
Vodka Bar.
7. 3. In-house drinking:Entertaining in the home has become
more integral to consumers lives throughout the recession. The home
has become a more important venue for consumers for drinking
alcohol, especially in the UK, where almost half would agree that
most of my drinking is done at home, compared to 36% in Germany,
32% in France and just 18% in Spain.Index of agreement with
drinking When relaxing of an evening in the last six month in the
home, by type of drink drunk (average=100), May 2011.Base: 1,136
internet users aged 18+ who drank alcohol at home Key Analysis: In
2011 Pernod Ricard launched the Delicious night in advertising
campaign in the US featuring its Kahlua, targeting the stay-at-home
drinker. After a survey of Americans believe the home is the best
place for great conversation. Call of action: Similar campaigns
could boost Russian Standard Vodka to engage with consumers who
drink any white spirit and remind them of the suitability for
drinking When relaxing of an evening
8. Share of at-home drinkers, by type of drink, who have drunk
when socialising with friends, May 2011Base: 1136 internet users
aged 18+who drunk alcohol at home Key Analysis: Cocktails have
recently benefited from a revival of interest, boosted by the
renewed popularity of the Mojito cocktail, which has allowed
Bacardi to grow sales of its white rum by over 10% between 2009 and
2010. Call of action: In Facebook we can position Russian Standard
Vodka as a brand which is synonymous with fun and socialising .
Facebook Campaign: best shared with friends For Ex: Smirnoff
Campaign Win it , share it allows friends to share the cocktail and
Vodka for different occasion.
9. It is my opinion that Russian StandardVodka when compared to
other liquorsand spirits has got an edge inOstentatiousness or
bling in the premiumpackagingWhile Scotch and wine dominate in
termsof premium gifting innovation overChristmas and liqueurs, the
rest of thespirits market has underutilised innovation over the
past few Christmas periods.Key Analysis:Such Stylish packaging can
not only make spirit more appealing to those looking for gift
options but also tempt consumers to treat themselves and buy better
quality opportunities. Especially as Mintels research shows that
almost Quarter 23% of UK adult alcohol drinkers buy more expensive
alcohol than usual over Christmas.
10. Key analysis: By combining the level of usage and
penetration the data shown that vodkas success has been driven by
the sheer frequency with which is drunk by 18-24s. Needless to say
that 18-24s spend most of the time in Facebook. Take Away: 1. If
appropriate develop an application to encourage fans to share the
content of Russian Standard Vodka. (e.g. Share to a friend) on
Facebook. 2. Creative ways to engage with audience with photos and
contests. (Ex: Expedia) Variety in the posts , posts with 80
characters or fewer gets 27% greater engagement than longer posts.
(For EX:Source: Taken from the TGI survey of around 25,000
adults.