Our client is a wine manufacturer based in Northern Italy that competes in the American market. They are considered a renowned pioneer of a consumer favorite, Pinot Grigio, and produces a number of other high-quality wines that pair well with a variety of palettes. They are committed to sustainability and eco-friendly practices in their wineries and vineyards.
The Challenge
Our client challenged Savanta to measure brand awareness and attitudes for their brand and of its competitors among wine consumers to understand how to boost sales. The client wanted to gather a variety of insights from various segments of wine customers to understand their awareness of their brand, purchase decision factors, brand loyalties, openness to new brands, and willingness to pay more.
The client had a specific desire to gather stimuli reactions to bottle design concepts, campaign concepts, and execution regarding its sustainability initiatives. Ultimately, this collection of insights aimed to measure brand awareness amongst customer segments and opinions of the brand, its advertising, and its communications.
Our approach
Savanta designed a robust survey and distributed it to 2,101 wine enthusiasts to determine this client’s brand awareness and equity in their product category compared to key competitors.
In order to generate valuable and diverse insights from consumers of different backgrounds and segments, as well as ensure a totally unbiased and fair study, 501 of the total 2,101 surveyed respondents were loyal and frequent customers of this client’s wine offerings. While the rest of the sample included frequent wine purchasers of other brands.
The outcome
Through our approach, the client was able to obtain a full panel of results regarding industry trends, brand overview, competitive analysis, and ad campaign perceptions.
More specifically, the client was able to learn the differences between older and younger customers, as well as the strengths and areas for growth regarding their ad campaign concepts. Ultimately, these insights have helped the client to increase their sales.