Vypr Product Intelligence
Discover what your target customers think of your brand and products.
Polish Beverage Company
Discover how we supported a global spirits producer in leveraging emerging market trends to disrupt and innovate across premium spirit categories worldwide.
“Vypr has helped us to plug gaps in our category knowledge in Poland. This has meant we’ve now got a better handle on our consumers, why they buy, when they buy, and what’s the next opportunity for us.”
Scenario
Our customer is a multi-national beverage company specialising in providing premium spirits across several categories. The business is well-placed to deliver innovative and disruptive brands in the market, priding itself on an innate ability to move quickly and leverage developing market trends.
Operating in almost 100 countries and having sold almost 250m litres of its spirits, our customer is a successful global spirits producer.
Problem
Our customer had identified a series of gaps in their knowledge of Polish shopper , specifically regarding brand preferences, pricing and consumption habits. This was causing our customer to misunderstand how consumers came to discover and engage with their brands.
This was causing suboptimal go-to-market planning, resulting in decreased marketing efficacy and missed revenue opportunity. The feeling of which was felt hardest in the off-trade industry.
Solution
Vypr leveraged its proprietary community of Polish consumers and first-class research expertise to create a blended methodology of qualitative and quantitative questioning. The Vypr utility supports the creation of specific and bespoke profiling demographics, which were created to discern category buyers by spirit type and consumption frequency.
We utilised our pricing analysis functionality to understand the optimum price point for each of our customer’s brands. As well as being able to target discrete consumer typologies, the demographics were also used to filter results retrospectively, allowing our customer to understand how elasticity changed between different targeted groups.
Preference testing and multiple choice were both used to explore the extent to which shoppers would be willing to trade up between brands, as well as establish a clear set of criteria for making product decisions.
Conclusion
Our customer is delighted with the quality of the results and the clarity of the commercial narrative. The research validated that the category is open to change and that shoppers are looking for something new. We identified a gap in the market for a specific type of consumer and were able to demonstrate that our customers new RTD concept would maximise this opportunity.
Reporting data from the research was used by our customer to corroborate market positioning, brand story and supercharged the commercial narrative. The objective nature of the material made it impossible for the buyer to ignore it and our customer was successful in winning several new listings with major grocery retailers.
Due to the high-quality nature of the product, returning consumption and purchase frequency were higher than anticipated. This is helping to drive incremental category growth for the retailer, as well as stealing share from the category captain.
Moving forward our customer is engaging with Vypr to support a broad range of requirements in Australia and beyond.
“The cost-effective approach and rapid turnaround, with results in just 72 hours, made Vypr an essential tool for ensuring our NPD hits the mark with our target “audience.
General Manager
Better products start with Vypr
Discover how Vypr can help your business deliver winning products today.
