Wigle Whiskey 311

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Wigle Whiskey Marketing Research Presented by: KAL Marketing

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Transcript of Wigle Whiskey 311

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Wigle Whiskey Marketing Research

Presented by: KAL Marketing

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Introduction

Objectives

Results

Limitations

Conclusion

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Introduction• Wigle Whiskey is a startup urban distillery located in Pittsburgh’s

Strip District• Wigle offers a number of products, but focus’s on a few core:

– Organic White Rye Whiskey– Organic White Wheat– Wiggles Organic Ginever– And other special small batches

• You are able to visit Wigle Whiskey to take a tour, learn about their products and process, and also to enjoy a drink!

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Objectives

Expand their target market to a new age of customers

Conduct secondary

research on Philadelphia and Washington D.C. to see if a target

market exists

Sell 7 cases per month to the

new market of Philadelphia

and Washington D.C

They will be using PA state online wine

and spirit stores

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KAL Marketing is here to help!

• As KAL marketing we will figure out if all of the objectives are reachable

• The questions to focus on while researching to see if Wigle Whiskey will be able to sell 7 cases online per month by this time next year are:– Is there a market in the Philadelphia and D.C area

for these products?– Once the market is established, who should

Wigle Whiskey be targeting there?– How are they going to reach the market?

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Let the research begin!

• We used two types of research techniques to get exploratory research on our new target market area1. Secondary Data: To understand the markets

demographically and psychologically better KAL Marketing looked at whiskey industry articles, VALS consumer profiles, and the U.S census site.

2. Primary Data: KAL Marketing created a survey through Poll Daddy, Survey Monkey, and Google Docs and then had a number of people take it to gauge peoples opinions on the whiskey market.

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Top 10 Emerging Whiskey Trends

According to an article from “The Drink Business” website we see that there are emerging trends with whiskey drinking.

Some that apply to our Wigle Whiskey Research:• More Whiskey Apps• Whiskey Events• Women Whiskey Drinkers

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VALS: Results

• VALS segments US adults into eight distinct types using psychological traits and key demographics

• Using VALS Provides clients with:– A fresh perspective by effectively “putting them

inside the head” of their customers– Rich, Customized, consumer profiles or personas– Distictive communication styles of their best targets

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Our Results with VALS

• After Researching KAL Marketing feels as if there are three types that would explain Wigle Whiskey’s Consumer profile:

1. Experiencers2. Makers3. Innovators

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ResultsPopulation over 25 with a bachelor's degree or higher?

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Female respondents and drinkers definitely share a big part of the

market

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What type of alcoholic beverages do people drink more often?

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A more attractive price?

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Limitations

KAL Marketing suffered a few limitations while doing Wigle Whiskey’s Marketing Research:• Not enough data from the Philadelphia and D.C

area1. Internet samples ( Google Docs, Poll Daddy,

Survey Monkey) had some inaccurate responses that had to be thrown out of the data

2. Out reach on the internet in the same amount of time does not have the same number of respondents

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Other Limitations Included:Inaccurate Customers:• Since the surveys were being done on the

internet and in Pittsburgh it is not a true comparison of what the population would say in Philadelphia and Washington D.C

Secondary Data:We used a lot of secondary data from the Census to draw conclusions, this data is in large amounts making it not as easy to compare with our small numbers

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Conclusion

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Some Recommendations!

• Use Wigle’s up and coming social media presence to market to the Philadelphia and Washington D.C areas, this is important since we are trying to have these customers purchase online

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There are already a lot of restaurants bar’s in the Washington D.C and Philadelphia that that would be the perfect places to, SPREADING THE NEWS OF A RBELIOUS WHISKEY

Some of these establishments include:

Estadio,The Huxuy, Black Jack – In Washington D.CGrace Tavern, Good Dog Bar, For Pete’s Sake - In Philadelphia

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THANK YOU!