Canadian Club Whisky
Group 4
Chu, Murray, Victor & Walkowski
CC Research Proposal
Due: 9/4/14
Canadian Club Whisky
Purpose:
The purpose of the research is to explore and understand consumer appeal and adoption of Canadian Club. In order to accurately propose how to re-energize the brand, we plan to examine why Canadian Club is such a popular whisky amongst older age groups, and look at what led to the continuous decline in sales of the once prominent whisky brand.
Background:
Canadian Club has experienced declining sales for the past 16 consecutive years, and now the company is striving to revitalize its once dominant brand. Throughout the 1960s and ‘70s, Canadian Club was one of the most well-known and top-selling whiskeys. It was commonly associated …show more content…
Research Key Questions:
Why does Canadian Club’s popularity vary so much between older and younger generations?
What happened in 1991 that led to the continuous decline of Canadian Club sales?
Why do younger generations choose other whisky brands over Canadian Club?
What factors do younger generations think of when they purchase a bottle of whisky?
For our target demographic, what is the typical price they would pay for whisky? For what occasion may they spend more for a bottle of whisky?
Method Overview:
To best meet the objectives of this study, we will execute a series of focus groups and observational methods. We recommend conducting four focus groups:
1. Males 21-35 years old who drink Canadian Club
2. Males 21-35 years old who drink whisky, but not Canadian Club
3. Males 21-35 years old who do not drink …show more content…
Each focus group will undergo a series of blind taste tests, which will consist of participants blindly tasting five top whisky brands (Jack Daniels, Crown Royal, Jim Beam, Jameson, Black Velvet) and Canadian Club. After tasting each whisky, participants will be asked to characterize the whisky, describe when they would drink it, and say if they would drink it again. Participants will also be tasked with describing what type of person would drink the brand, and to guess the price of the whisky, which will reveal their perceived quality of the drink. After tasting each whisky brand, participants will then rate them in overall quality from 1 (best) to 6 (worst). In addition to taste tests, we will also use associative techniques in all of the focus groups. These techniques will try to get to the real emotions our target demographic associated with Canadian Club. We will ask questions such as “if Canadian Club lived in an area of town, what type of house would they have?”, “What kind of job would Canadian Club have?”, “What would Canadian Club do on a Friday
Chu, Murray, Victor & Walkowski
CC Research Proposal
Due: 9/4/14
Canadian Club Whisky
Purpose:
The purpose of the research is to explore and understand consumer appeal and adoption of Canadian Club. In order to accurately propose how to re-energize the brand, we plan to examine why Canadian Club is such a popular whisky amongst older age groups, and look at what led to the continuous decline in sales of the once prominent whisky brand.
Background:
Canadian Club has experienced declining sales for the past 16 consecutive years, and now the company is striving to revitalize its once dominant brand. Throughout the 1960s and ‘70s, Canadian Club was one of the most well-known and top-selling whiskeys. It was commonly associated …show more content…
Research Key Questions:
Why does Canadian Club’s popularity vary so much between older and younger generations?
What happened in 1991 that led to the continuous decline of Canadian Club sales?
Why do younger generations choose other whisky brands over Canadian Club?
What factors do younger generations think of when they purchase a bottle of whisky?
For our target demographic, what is the typical price they would pay for whisky? For what occasion may they spend more for a bottle of whisky?
Method Overview:
To best meet the objectives of this study, we will execute a series of focus groups and observational methods. We recommend conducting four focus groups:
1. Males 21-35 years old who drink Canadian Club
2. Males 21-35 years old who drink whisky, but not Canadian Club
3. Males 21-35 years old who do not drink …show more content…
Each focus group will undergo a series of blind taste tests, which will consist of participants blindly tasting five top whisky brands (Jack Daniels, Crown Royal, Jim Beam, Jameson, Black Velvet) and Canadian Club. After tasting each whisky, participants will be asked to characterize the whisky, describe when they would drink it, and say if they would drink it again. Participants will also be tasked with describing what type of person would drink the brand, and to guess the price of the whisky, which will reveal their perceived quality of the drink. After tasting each whisky brand, participants will then rate them in overall quality from 1 (best) to 6 (worst). In addition to taste tests, we will also use associative techniques in all of the focus groups. These techniques will try to get to the real emotions our target demographic associated with Canadian Club. We will ask questions such as “if Canadian Club lived in an area of town, what type of house would they have?”, “What kind of job would Canadian Club have?”, “What would Canadian Club do on a Friday