Project Description

“Optimize gifting propositions catering to different occasions”

THE CONTEXT OF THE RESEARCH

A world famous alcohol manufacturer wanted UniqueView to help them optimize gifting propositions catering to different occasions to catch consumer’s eyes and drive sales in ‘traditional’ POS or within the travel retail context. The client had generated some propositions by, primarily, keeping the trade’s needs in mind, while they may have potentially neglected the consumer’s needs and expectations. Previous research conducted led them to some conclusions about the needs of consumers, such as achievement, discernment, comfort, bonding and others, in the premium spirit market and they want to, also, further refine their understanding of this particularly in relation to their gifting propositions. 

OVERVIEW

A two-phase Exploratory Design, with reporting, was used for this study.

PHASE 1 – Online Community

The primary aim was to better understand the world of gifting from a consumer’s perspective in China and gather feedback on existing gifting propositions to see how they resonate with consumer’s needs and expectations. We first set up the online phase designed to list all occasions for which respondents go and bring a gift for the adult; identifying the occasions that fit with an alcohol gift and gaining an understanding on respondents perceptions of an “ideal” spirit gift for each occasion respectively.

PHASE 2: Summary Report

From the first online phase, we compiled a list of all occasions and people involved with alcohol gifting, including personal and business occasions. We also summarised the mindsets behind all occasions to present gifts including their emotional goals they desired to achieve in both business and personal occasions, what spirits were considered fit for gifting and what’s not, spirits selection criteria, as well as the ideal packages for each occasion.

PHASE 3: Focus Groups

Our team followed this by conducting 4 focus group in Shanghai in which we deep dived into each occasion to understand factors such as what’s at stake for each occasion and gain more understanding of if and how each spirit (including cognac, whiskey, gin, rum and cocktail-based alcohol) fitted for the various occasions.

CONCLUSION

Our client left the research with an in-depth understanding of the occasions, people and settings in which alcohol gifting occurred, as well as a description of each occasion including:

  • when
  • with whom
  • mindsets
  • what gift
  • and why

This allowed our client to refine propositions allowing them to optimise their marketing in the alcohol gifting market