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On-Trade Brand Equity Research Proposal
A comprehensive approach to understanding the role of on-trade in driving brand equity for the world's second-largest wine and spirits seller through quantitative and qualitative consumer insights.
Proposal Overview
Executive Summary
Overview of the proposal
Project Overview
Recap of the brief and task at hand
Approach
How plan to answer the brief
Key Details
Languages:
  • English
  • Spanish
Deliverable Time:
6 – 7 weeks
Challenging the Status Quo
On-Trade: The Place to Be... or Not to Be?
The brand has always taken an 'On-Trade first' approach without necessarily questioning or proving its effectiveness. The channel is becoming more fragmented, with more venue types offering alcohol, and is also impacted by the lasting effects of the Covid-19 pandemic; both giving consumers more options and changing consumption habits.
The question now is... Is it as important as it has always been made out to be?
I won't be able to measure brand equity using data from social listening, but I will be able to identify on-trade signals that have an impact on brand performance through unprompted consumer evidence. Analyzing this data will allow us to assess (both quantitively and qualitatively) the role and effectiveness in brand building across the 5C's and how that has evolved over the last 3 year period.
Strategic Approach
MARKETS:
✓ Time after time marketers within the world's second-largest wine and spirits seller, have been told "build in the on to win in the off" – and that strategy has traditionally had success. But after the impact of Covid-19 and the continued fragmentation of both the on-trade and off-trade, there are now more opportunities than ever for brands to build equity among consumers.
✓ As such, now is the time to assess the impact that the on-trade has on driving brand equity. Other partners will be able to provide the data and metrics of changing brand equity – I will look to show the context as to WHY that has happened with supporting robust quantitative and qualitative evidence.
✓ The nature of unprompted data will give a genuine insight into the relationship that the on-trade has in influencing the decisions and behaviors of consumers.
✓ My role is Quantitative and qualitative analysis as storytellers will help form a compelling case where the world's second-largest wine and spirits seller brands should invest in the future to drive equity across the 5 c's.
Consumer-Centric Methodology
Now We Have to Listen to Consumers
The task is clear – to understand what drives brand equity we must hear directly from those who are key; consumers. Our data sources and methodology provides an insight into their unprompted behaviors to understand how to truly drive brand equity while linking back to the 5 c's.
UK Bartender Sample: 28,599 Users
Source: Audience segmentation analysis of UK Bartenders (2022)
The Most Influential Ambassadors
Who do we trust most when ordering a drink? Usually, the person pouring it, right?
I will locate bartenders and mixologists to assess their influence over consumer choices and understand the role that they play across On-Trade venues.
My Role
To combine mass quantitative data with a rich qualitative understanding to assess and bring context to the role of on-trade and its effectiveness in building brand equity
Partnership Value Proposition
An Insights Partner to Help Realise Your Potential
01
An Existing, Trusted Partner with Fluency in How You Work
02
The Right Mix of Datasets
03
Activation-Ready Insights Stories
Allowing you to:
  • Make on-trade vs off-trade investment decisions
  • Implement on-trade activations with the consumer at their heart
  • Design a best-in-class bartender engagement strategy
Five-Phase Research Approach
1
Phase 1: Data Audit
Objective: Ensuring clean and accurate date provision.
2
Phase 2: Brand Building
Objective: Assessing what aspects of the on-trade are successful in driving brand equity.
3
Phase 3: Consumer Touchpoints
Objective: Understanding how and why consumer behaviour can be influenced.
4
Phase 4: Role of Bartenders
Objective: Establishing the role that bar staff play and the opportunities that presents.
5
Phase 5: Equity Drivers
Objective: Provide clear and actionable recommendations based on findings.
Two Critical Datasets
Social Listening:
Creating robust queries using extensive language that will capture clean and relevant data.
Benefits:
Unprompted genuine experiences across on-trade occasions:
  • Understanding consumer drivers and motivations.
  • Tapping into behaviors and consumption rituals.
  • Measuring brand affinity and usage.
  • Reviews.
  • Assessing the virality on platforms such as TikTok and Instagram.
Profile Segmentation:
Capturing consumers who define themselves as bartenders, staff, managers, mixologists, etc.
Benefits:
Targeting bartenders based on characteristics and behaviors:
  • Personality traits.
  • Community topics and trends.
  • Media and influencer preference.
  • Social media platform affinity.
Key Research Questions
To Answer Key Questions
Phase 1: Brand Building
  • Connect: What on-trade activations increase brand visibility?
  • Convince: How can brands form an emotional connection?
  • Consume: What rituals encourage consumers to trial a drink?
  • Continue: How (and why) do consumers demonstrate loyalty?
  • What nuances do we see between categories and price tiers?
Phase 2: Consumers
  • What role do on-trade occasions have for consumers?
  • What prompts or triggers influence consumers' purchase behaviors?
  • What motivates/drivers consumer decision-making?
  • What are the most impactful touchpoints for consumers?
Phase 3: Bartenders
  • What are the main on-trade activations leverage?
  • Are consumers influenced by bartenders?
  • How do bartenders interact with consumers?
  • How can we locate a community of bartenders?
  • How can we best influence the behaviors of Bartenders?
Thank You!