Growth in the cognac segment
Cognac always had a somewhat corny character. Think older men in suits with cigars. However, the public has now become much more diverse. It is even "stylish" to sip a cognac in a hip club. In short, the drink is gaining popularity.
Challenge
Vision
In the Netherlands, Joseph Guy is the market leader with high brand awareness. To remain market leader, it is important for the brand to have a good understanding of the market and insight into different target groups. If necessary, positioning can then be adjusted. To find out what the needs and motivations of cognac drinkers are in relation to the purchase and use of cognac, research was conducted. What must Joseph Guy offer to be relevant?
Solution
Group sessions and the Brand Growth Architect
Blauw conducted qualitative research using focus groups. We spoke with different target groups of cognac drinkers, ranging from conservative over-50s to younger trendy influencers.
During the group discussions, participants were given time to tell their stories and share experiences and we were able to go deeper into their needs, motivations and moments of cognac use. We measured all of this implicitly using projective techniques such as natural grouping, an association task and a quantified photo set. This allowed us to see what perceptions people have of Joseph Guy and of other cognac brands.
Furthermore, we searched with the cognac drinkers for as many moments as possible when they think of cognac and what they associate it with. We call these moments Category Entry Points (CEPs). These CEPS are hooks on which the brand can profile itself in a relevant way.
Next, a floor on the CEPs was created with the Brand Growth Architect. The starting point for this is J. Paul Heylen's motivational model. The model consists of the dimensions "Open" versus "Closed" and "Badging" versus "Binding. In this, the CEPs were brought together with different cognac brands. This provided insight into where there are growth opportunities for Joseph Guy.
Result
The result
Blauw did a detailed analysis using the Brand Growth Architect model. In doing so, we looked specifically at how the various target groups responded. This allowed us to see exactly which positioning best suits Joseph Guy, which of them has the most potential and how it can be optimized. Joseph Guy has proven its relevance in the market. But we also saw opportunities for growth. Owner Inspirits Premium Drinks now has tools to optimize the packaging and develop an effective communication campaign.
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