Radius the beer consultants
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THE BEER CONSULTANTS
John StoreyBeer Research Consultant, EMEA (Europe Asia Region)London: +44203-130-0713Mobile: +447453323623Direct: [email protected]
What are your key business issues in the beer market?
THE BEER CONSULTANTS
What do we do?
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Differentiate the Decision PathwaysTM
Example
8%
18%
10%
10%
17%
8%
18%
11%
Cost and Competition
Focused on cost but also strong comparison with competing offers.
Internet and Cloud
Focused on Internet / Could services.
Retail Channel
Primarily driven by Retail Sales Professional’s recommendations.
Technology
Early adopter wanting to have the latest technology.
Online Channel
Primarily driven by marketplace and customer reviews.
Cost Only
Focused primarily on cost – free, service subscription, permanent license.
Loyalty
Focused on loyalty and familiarity with current solutions.
Negative Issues
Previous negative experiences dominate drivers – wanting to try something new.
Go beyond reporting the percent of people who take each step Derive the impact of each step at the individual respondent level
• Create a micro-level model using regression analysis with Hierarchical Bayes modeling Identifying the key pathways is essential to understanding the decision drivers and prioritizing actionable opportunities
• We use latent class cluster analysis to characterize the key types of pathways (example output below)
Pathways(% who use)
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Stage 1Initial Contact
Stage 2Store Arrival/
Non–Beer Aisle
Stage 3Beer Aisle
Stage 4Checkout
Stage 5Post- Shopping
Detail: Example of What Defines Each Stage?
• Advertisements for beer on the radio, TV, online, billboard, etc.•Website•Recommendations•Promotional items•Sponsored events•Branded apparel
• Signs for beer • Beer display• Parking lot events
related to beer • Beer in digital kiosk • In-store beer
announcement
• On-shelf ads• Signs for beer• Beer display• Floor decals• New beer products• On-package instant
coupon
• Beer ads on cash register, magazine rack, etc.
• Beer ads on ice machine• Brand shown on
shopping bag
• Coupons in beer packaging
• Packaging promotions such as t-shirts, bottle openers, etc.
• Frequent beer purchaser program
• Mail-in rebate
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THE BEER CONSULTANTS
What’s happening in the beer market?
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Beer Category Overview- Usage and Attitudes
Volume Share of Past Month Beer Consumption
62%
38%At home
Away from home
Person For Whom Typically Buy Beer For At-Home Consumption
Self
Other adults (net)
From own household
Not from own household
86%
66%
58%
26%
Buy another brand of beer in the desired pack and type
Buy the same brand of beer in a different pack/type
Go to a different store to buy beer
Wait until next trip to buy beer
39%
43%
16%
2%
Brand/Package Type Loyalty(What Happens When Usual Brand/Package
Size/Type Not Available at Grocery)
Try new beer as soon as it comes out
Try new beer when someone recommends
Look for new beers in certain styles/breweries known and liked
None of the above
Willingness to Adopt New Beers
34%
47%
13%
7%
Past Month Beer Consumption
99%
1%Drank beer in past month Did not drink beer in past month
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Type of Purchase
97%
3%
PlannedImpulse
Beer Category Overview- Last Purchase Experience
Intended Purchase(Among Planned Purchasers)
Actual Purchase
Package Size Bought*
12-pack
6-pack
18/20-pack
Single-serve
24-pack
53%
45%
20%
17%
17%
Beer Temperatureand Area Purchased*
Cold (net)
Cooler
Beer cave
Warm (net)
Shelf in the beer aisle
Display in the beer section
Display outside the beer section
78%
73%
12%
39%
24%
22%
12%
Package Type Bought*
Bottles
Cans
77%
70%
Grocery Purchase Details
65%
35%
Beer Only
Beer with Other Items78%
22%
Beer Only
Beer with Other Items
Snacksto have with
beer 49%
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Likelihood to Recommend
33%
44%
53% 54% 56%61% 62%
ExtremelyLikely to
Recommend
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"Best in Category” Perceptions
24%
34%
42% 44% 45% 46%
55%
Best InCategory
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Building Affinity: What should Xbrand do?
If Xbrand were to put strong effort into improving perceptions of their “Frequent beer purchaser program” and their “Beer advertisement on TV”, “Best in Category” perception could increase to 76%.
44%
65%76%
Current “Best in Category”
Perception
Improved“Frequent beer
purchaser program”
+
Improved“Beer advertisement
on TV”
+
THE BEER CONSULTANTS
Brand positioning and matching consumers to beer brands
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Competitive Landscape
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THE BEER CONSULTANTS
Some key beer market questions?
THE BEER CONSULTANTS
John StoreyBeer Research Consultant, EMEA (Europe Asia Region)London: +44203-130-0713Mobile: +447453323623Direct: [email protected]
How are the latest beer trends affecting your brands?
THE BEER CONSULTANTS
John StoreyBeer Research Consultant, EMEA (Europe Asia Region)London: +44203-130-0713Mobile: +447453323623Direct: [email protected]
Are you developing craft beers?
THE BEER CONSULTANTS
John StoreyBeer Research Consultant, EMEA (Europe Asia Region)London: +44203-130-0713Mobile: +447453323623Direct: [email protected]
What do you think of the pseudo craft beers?
THE BEER CONSULTANTS
John StoreyBeer Research Consultant, EMEA (Europe Asia Region)London: +44203-130-0713Mobile: +447453323623Direct: [email protected]
What questions do you have?Ask use!
THE BEER CONSULTANTSJohn StoreyBeer Research Consultant, EMEA (Europe Asia Region)London: +44203-130-0713Mobile: +447453323623Direct: [email protected]
Mark VogelVice President Beer ConsultancyUSA RegionRadius Global Market ResearchUS Office: [email protected]
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