Creating value through strategic advice, branding and research
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Brand Benchmarking
The Wine Intelligence brand benchmarking service is a low-cost and effective research solution that delivers highly robust and valid findings for the pre-launch phase of new product development. It is widely recognised to offer key benefits to our clients:
Accurate positioning of their wine(s) against nominated competitive wines
Robust testing of alternative naming, design or packaging executions
Definitive assessment of a "challenger" (the new design) against a "champion" (the current design)
Ready-to-use charts for both internal sales and marketing use, and as sales presenters to trade buyers (many of which within the UK are familiar with and endorse this service)
Actionable guidance on enhancements to the design or information provided to increase consumer propensity to buy
How does it work?
Your wine is placed with up to four competitors which are evaluated against each other by respondents. This method allows wines to be rated against all their significant attributes, including taste, price and packaging. Consumers provide feedback on whether they like the wine, what packaging execution was their most and least favourite and why, and how likely they would be to buy the wine based on taste and/or appearance. A simulated shop section can also be included where your wine will compete against up to 18 competitor wines.
The research is conducted in public locations (often offices) to ensure that the respondent target is reached (we usually aim for 45 valid responses in one session).
How is the information delivered?
Wine Intelligence analyses the data to produce:
Attribute scores for taste, price and packaging
Like for like comparisons between you and your competitor wines
'Likelihood to buy' data for yourself and your competitors
A final score weighted to highlight what matters most to consumers*
Reporting provides analysis across consumer profiles. These insights enable our clients to target key consumer segments much more effectively.
The most useful way of presenting the output is a PowerPoint-based presentation covering in-depth findings, conclusions and recommendations. This can be backed up with documented appendices as necessary.
Testimonial: "Thierry's have used Wine Intelligence on several occasions to research new brand and packaging concepts. We have found them to be efficient, professional and reliable, and with a good understanding of the commercial environment." Lynne Whitaker, former Marketing Director of Thierry's
