Consumer Profiling, Category Planning, Route to Market Planning & Execution
‘The provision of pen personas for online customers now enables us to monitor how our different customer segments respond to online activity, helping us to more effectively shape future strategic online marketing decisions.’ – Head of Marketing, The National Gallery
E & J Gallo Winery (E&J) is a world-renowned winery and distributor of world-class wines. A number of their brands are within the premium and super premium category such as Edna Valley, McMurray and Prophecy and, whilst it already has a strong presence and community of brand advocates, E&J also wished to build on this success within the highly competitive UK marketplace.
E&J currently buy consumer panel data and while this is useful category information, it does not help clarify the lifestyle, motivations and wine buying habits of the end consumer/shopper or help size the consumption opportunity for premium and super premium activation.
The challenge was to understand the profile of its end consumers and shoppers in order to plan route to market coverage and marketing execution in order to meet ambitious growth targets.
Analysis of brand consumer demographics, wine trends, attitudes and buying behaviours fed into the creation of Super Premium and Premium wine consumer personas.
Mapping the UK population to further extend route to market coverage and category growth across its super premium and premium wine range was the key output together with a list of ranked geographical locations which offer the greatest potential stocking opportunities.
Focusing on both the on and off trade licensed environments, and using our Map2Stats data mapping, analysis and reporting software, we mapped these consumer brand personas against both residential and daytime populations (showing where people are during working hours).
Determining the total brand footfall opportunity by population relevancy enabled Field Sales execution to be more targeted. In addition, POS, merchandising, equipment, digital signage and promotions are now better aligned to the communication and promotional preferences of consumers, thereby increasing sales.
Heat map densities also helped identify new route to market opportunities and activation of incentives, events and promotions that are specific to each brand.
The motivations and buying habits of the end shopper/consumer help bridge the gap between the brand, its customer (the retailer) and the end consumer.
The development of brand personas informs future recommendations on how to improve super premium and premium brand communication, format and price point possibilities. This in turn quantifies the E&J Gallo effect for retailers by exploring with them how it can improve or enhance consumer’s views on outlets where their brands are available.