YoungFolks

ABSOLUT CUT in Paris

Victor Silva Chisenga Chiluba Isabell Schulz Shireen Orphy Khetyan Amuah

Paris, 2007

Marketing Research Planfor launching

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YoungFolks

Paris, 2007

The Possible Segments

Alex Young straight male

student, regularly going to bars/clubs

Phil Young gay student

and/or young professional, regularly going to bars/clubs

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YoungFolks

Paris, 2007

Decision 1 and the Options

If more than 65% are straight young men, that go to night clubs/bars once a week and are inclined to buy 2-4 drinks per night drinking vodka/rum/tequila/FABs, we will target Alex.

If more than 55% are homosexual young men, that go to night clubs/bars once a week and are inclined to buy 2-4 drinks per night drinking vodka/rum/tequila/FABs, we will target Phil.

If 45% - 65% are straight young men and 35% - 55% are young gay men, we will target both Phil and Alex.

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YoungFolks

Paris, 2007

Decision 2 and its Options

If Phil, we will distribute Absolut Cut in the Marais and gay clubs/bars.

If Alex, we will distribute Absolut Cut in clubs/bars at the Champs-Élysées (classy, clubs/bars)

Classy = stylish, smart, elegant

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YoungFolks

Paris, 2007

Decision 3 and its Options

If 60% of either Alex or Phil perceive us as a premium FAB/premixed drink, we can advertise and promote Absolut Cut as such.

Premium = of exceptional quality or greater value than others of its kind, of higher price or cost.

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YoungFolks

Paris, 2007

Questionnaire

Goal Survey 50 people

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YoungFolks

Paris, 2007

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YoungFolks

Paris, 2007

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Guide for Questionnaire

Find out the number of the potential homosexual segment.

Location of where most people go out (bars/clubs) What are the new clubs that all gay\straight

young men go to? High class bar/club

Preferred type of drinks Income of €1,200 or more per month Consumer of FABs (or similar drinks such as

Tequila)

YoungFolks

Paris, 2007

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YoungFolks

Paris, 2007

Focus Group

Goal Determine benefits of Absolut Cut based on

Design Atmosphere Quality Taste Price

Setting 3 focus groups with 7 to 10 participants Randomly chosen participants at a

nightclub/bar/campus

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Focus Group cont.

How Questions (see following page) Show print and TV ads

How likely are Alex/Phil to buy/try Absolut Cut? Why would or would Alex/Phil not buy Absolut Cut? Absolut Cut sample + free entry to a bar, where

Absolut Cut will be distributed

YoungFolks

Paris, 2007

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YoungFolks

Paris, 2007

Focus Group Questions

Is this the first time you are trying a flavoured alcoholic drink?

Which other flavoured drink brands have you tried? What impression do you have of flavoured alcoholic

drinks? What differentiates one FAB from another? If you saw this ad on TV, how likely would you be to try

Absolut Cut? What did you like or did not like in the ad? What do you see as positive and negative aspects, and

why? (design, taste, colour) What suggestions would you give to make Absolut Cut

more “male” attractive? List 3 positive and negative things about Absolut Cut.

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Focus Group cont.

Summary Questions After everything you have seen and heard about

Absolut Cut, what are your opinions? Would you say you have a different perception

of Absolut Cut after this discussion? Is there anything else you would like to add?

YoungFolks

Paris, 2007