"We wouldn't have achieved such clarity without your help"
Mariam Ridley
Marketing Manager
J Wray & Nephew
Case study: Wray & Nephew
J Wray & Nephew approached us for help in defining the best route forward for their overproof rum. In order to improve sales growth, was it worth the company investing more in their loyal but ageing current target, or should marketing budgets be re-focused on one or more new consumer targets?
As a first step, we used stakeholder interviews, published trends data and a review of existing consumer research to generate a number of hypotheses about brand success drivers.
We then conducted new research among existing brand drinkers and one of the potential new targets. We used interviews with bar staff at premium London bars to access the success and further potential of the brand among a high-end, leading-edge consumer niche.
Finally we ran an insight integration workshop with the client team to meld the new perspectives from the research with the existing knowledge and understanding. This enabled the team to validate the key hypotheses about the brand and about its current and potential consumers.
The result was a clear route forward for the brand in terms of targeting, positioning and investment.
