Hitting the Marque With Spirits Sampling
by Mike Poirier
Before the second phase of the program began in the fall, the client introduced a new marque to the campaign that we did not previously measure. The motivation behind the new marque is to attract more women to the brand, which is currently dominated by men, to gain a larger share of the market.
Since the start of the second phase, the new marque has gotten the ball rolling on doing just that. About 75% women said they would likely purchase the marque for their home liquor cabinets, while about half of men said they would purchase.
However, the new marque didn’t steal any of the impact from the male-preferred marques as 80% men said they would purchase the marques we’ve been measuring since the start of the program; consistent with the second quarter results.
So where do we go from here?
Even though we had limited opportunities to measure the impact of the new marque, the results were significant enough to identify women as a key demographic for the marque. The next step is to determine what it is specifically about this marque, along with the others, that is appealing to their respective demographics. We will utilize feedback on the flavor profiles, pairings with food, and individual open-ended remarks to uncover additional insights on how each marque appeals to its target demographic.
I’ll continue to update on how this research progresses.
Photo Source: http://www.flickr.com/photos/bighamdesign/9304137913/