COMMUNICATION STRATEGY & CREATIVE PROPOSALS GLENFIDDICH SPECIAL RESERVE 12 Y.O.

2. COMMUNICATION STRATEGY & CREATIVE PROPOSALS GLENFIDDICH SPECIAL RESERVE 12 Y.O. MP/VG/DS/AUGUST 2000

3. Η ΟΜΑΔΑ ΕΡΓΑΣΙΑΣ • Manos Palavidis – Creative Director & C.E.O. • Vassilis Gaitanos – Client Service Director • Maria Palavidi – Media Director • Demetra Issari – Creative Director • Dimitris Spiliopoulos – Group Account Director • Yiannis Lembessis – Account Manager

4. INTRODUCTION • AMVYX SA briefed EURO RSCG ATHENS to submit proposals for the Communication Strategy pertaining to the repositioning of GLENFIDDICH SPECIAL RESERVE. • To this end, EURO RSCG ATHENS conducted a qualitative research through group discussions with CENTRUM, thus to reveal: • The perceived image, values the consumer has for the brand and its competition. • The relationship between the brand and its direct (premium) and indirect competitors (standard whiskies). • The future of the brand within the territory of the premium whiskies. • Two focus groups of men 25-44 years old, of 8 participants each, were ran in Athens on July 17 ’00 at CENTRUM premises and were monitored by EURO RSCG ATHENS senior personnel.

5. ALCOHOL/SPIRITS AND ENTERTAINMENT: ATTITUDINAL APPROACH • Euphoria • Relaxation • “Escape” • Friends • Communication • Observation • Premise • Time • Costs SENTIMENTAL DIMENSION SOCIAL DIMENSION PRACTICAL DIMENSION

6. ALCOHOL/SPIRITS AND ENTERTAINMENT: ATTITUDINAL APPROACH SENTIMENTAL DIMENSION • Alcohol relaxation straightforwadness, boldness, frankness • More alcohol euphoria good mood, pleasure communication companionship

7. ALCOHOL/SPIRITS AND ENTERTAINMENT: ATTITUDINAL APPROACH aberration

8. ALCOHOL/SPIRITS AND ENTERTAINMENT: ATTITUDINAL APPROACH SOCIAL DIMENSION • Alcohol consumption companionship communication

9. Alcohol consumption Alcohol consumption ALCOHOL/SPIRIT AND ENTERTAINMENT: ATTITUDINAL APPROACH PRACTICAL DIMENSION outlets price (consumption of different drinks at different establishments) (selection of drinks depending on the price)

10. STANDARD WHISKY MARKET FACTS • Flat to declining market. • The market is driven by JWRL followed by C.S. • Famous Grouse shows the highest growth. • Strong loyalty/branded demand amongst major competitors. • Heavy and consistent ATL & BTL investment.

11. STANDARD WHISKIES - CORE VALUES Scotch origin “Simple” whiskies Ordinary whiskies Irish whiskies 3 years of fermentation Social dimension Practical dimension For enjoyment For company

12. KEY STANDARD WHISKIES - PERCEIVED IMAGE • JWRL • The classic brand • The best known whisky • Standard and recognizable taste • Original • Not very demanding • Well advertised THE "SAFE" CHOICE

13. KEY STANDARD WHISKIES – PERCEIVED IMAGE • CUTTY SARK • The light whisky • Very well known • Light and cool taste • For younger people • More feminine • It has the best commercials/ads THE "LIGHT" CHOICE

14. KEY STANDARD WHISKIES – PERCEIVED IMAGE • FAMOUS GROUSE • The grouse being the distinctive element • It became famous recently • Easy taste • Good quality • Approachable brand • It has the smartest and most humorous commercials/ads. THE "NEW" CHOICE

15. PREMIUM WHISKIES MARKET FACTS • Healthy growth. • The segment is driven by CHIVAS, followed by DIMPLE and JWBL. • Heavy and consistent investment in both ATL and BTL. • High loyalty and extremely strong branded demand.

16. PREMIUM WHISKIES– CORE VALUES 12 years old (dodekaria) Scotch origin Very expensive Fermentation 12 years old (dodekaria) Scotch origin Very expensive Fermentation for 12 yrs SENTIMENTAL DIMENSION PRACTICAL DIMENSION For me For few, selected people

17. KEY PREMIUM WHISKIES – PERCEIVED IMAGE • CHIVAS REGAL • The “definition” of the special whisky • High, pompous image (kyrile) • High quality • Strong taste • Demanding brand • Widely available (even at the low profile “bouzoukia”) THE "SHOW OFF" CHOICE

18. KEY PREMIUM WHISKIES – PERCEIVED IMAGE • DIMPLE • The “deluxe” whisky • Aristocratic • High quality • Strong taste • For special moments • Demanding brand • A renowned gift THE "SPECIAL" CHOICE

19. KEY PREMIUM WHISKIES – PERCEIVED IMAGE • JWBL • The “good” Johnnie… • … of the well known family • Better quality than JWRL • Stronger taste than JWRL • Darker colour than JWRL • More serious than JWRL • For older people THE GOOD, "SAFE" CHOICE

20. MALT WHISKIES - MARKET FACTS • Marginal growth of the segment. • The segment is driven practically by two brands those being GLENFIDDICH and CARDHU. • Low and inconsistent investment in ATL.

21. MALT WHISKES – CORE VALUES Aged more than 40 years… Scotch origin The original malts are extremely expensive Derive from a special fermentation of particular ingredients For connoisseurs only For very special instances PRACTICAL & SENTIMENTAL DIMENSION

22. GLENFIDDICH PERCEIVED IMAGE • The brand is well respected as almost everybody knows its Scottish origin/Highlands, heritage and the long tradition. • GLENFIDDICH is personified as a Scottish gentleman, self confident who is not snobish therefore it is associated to very special, invaluable moments of consumption. • None-the-less the consumer knows very few things about the brand, the latter not being talkative about itself either. • The brand seems also very distant and the consumer is not familiar due to its mysterious and different look.

23. GLENFIDDICH PERCEIVED IMAGE SENTIMENTAL DIMENSION PRACTICAL DIMENSION SOCIAL DIMENSION GFSR relaxation serenity meditation gratification /no intensity GFSR special premises in-house consumption/exclusive surroundings GFSR well selected friends not large groups

24. BRAND ESSENCE GLENFIDDICH BRAND/WHEEL - ESSENCE • No1 Single malt whisky • Triangular opaque bottle • Light color • Flamboyant label • Age statement • Premium price • Balanced taste • Different, distinguished • Know what I drink • Affluency • Gratification • Inherent value • Inspiring • Superior • Self confident • Different • Superior • Mysterious • Modern • Daring • Liberal The Uncompromising Choice

25. CONSUMER CLUSTERS: A LIFESTYLE APPROACH • Consumers have been traditionally grouped based on age (18-24, 25-34, 35-44, 45+), sex and socioeconomic criteria (low, middle- low, middle, middle-upper and upper). • Nowadays the consumers can be split into various lifestylegroups based on the following criteria: • Way of life (where they live, income, cars, marital status, etc). • How people utilize their leisure. • Media preferences. • Purchasing behavior (price checking, advertising influence, trend followers, new message reaction, etc). • System of values.

26. LIFESTYLE GROUPS - TRADITIONAL HOUSEKEEPERS • 82% women mainly housewives, aged 35 – 54 y.o. of very low cultural level, low sociability the family being the center of their life activities. • They don’t change purchasing attitudes, watch TV but they don’t receive really any new messages. RETIRED • Men-women older then 45 y.o. of very low level. Extremely limited social life, watch passively TV without taking any message, read no print. • They consume brands they know since their childhood, reject advertising and anything new.

27. LIFESTYLE GROUPS - TRADITIONAL COMME-IL-FAUT • Women, aged 35-54 y.o. of average socioeconomic class, living mostly in greater Athens area. They are sociable, appreciate the comfort, go to cinema, exhibitions and vacations are crucial for them. • They reject advertising and they show very low interest for any kind of media. They are very traditional, conservative. UNSATISFIED • Men bias, aged 25 – 44 belonging to the middle – low class who accept the family but reject new trends. Macho men who show high interest on politics and sports. They watch only TV news bulletins and sport broadcasts. • They have friends from the working environment, work is crucial for them and they adopt new trends only in politics.

28. LIFESTYLE GROUPS - TRADITIONAL CONVENTIONAL • Men bias, 35 –54 y.o. of low cultural level. Family life oriented people, “petit bourgeois”, sociable, extravert, simplistic. Go out rarely and spend a lot of time amongst family friends and relatives. • Not ambitious at all, they reject easily new trends, advertising and look for the safe solutions when shopping.

29. LIFESTYLE GROUPS - MODERN SENSITIVE • Men bias aged 15 –24 y.o. mainly students, fashion victims, reject the family values. They are outgoers, fun is a way of life and summer vacations is a value per se. • They read a lot of magazines and few selected dailies, they remain very open to the new trends. Rejection of the traditional values, although with hesitation, ambition for social status. CAREFREE • Men – women aged 15 – 24 y.o. mainly students (high schools – college), reject the family values,, emphasize a lot on friendship, very sociable. They care about fashion, cosmetics and new trends. • They read magazines, rarely dailies and advertising influences them very much. They follow the trends, receive the new messages without being able to interpret them.

30. LIFESTYLE GROUPS - MODERN UP COMING • Men – women, aged 15 –34, belonging to the middle – middle – upper s.e. class. They care about fashion, show off and status symbols. They go out very often to mainstream outlets (bars, café bars, bouzoukia, music halls etc), appreciate the luxury (even if they don’t have it), read a lot of magazines and very selected dailies. • Positive attitude towards TV and advertising, solid and individualistic ideas, they have very high expectations.

31. LIFESTYLE GROUPS - MODERN ALTERNATIVE • Men – women aged 25 – 34 y.o. of the upper s.e. class, high interest for the culture, outgoers who reject the massive establishments. • They remain very demanding consumers who don’t follow any trend as they have their own criteria. They read a lot of magazines and dailies. Despite being anti conformist, they don’t reject traditional values such as friendship, freedom, success.

32. LIFESTYLE GROUPS HIGH LEVEL ALTERNATIVE RETIRED DECENT UNSATISFIED MODERN TRADITIONAL SENSITIVE HOUSEKEEPERS CONVENTIONAL UPCOMING EASY GOING LOW LEVEL

33. STRENGTHS Quality product High status Long heritage Premium price The No 1 Single Malt whisky worldwide Age statement WEAKNESSES Package Hard to pronounce, unusual name Inconsistent communication platform Distant Low awareness GLENFIDDICH S.W.O.T. ANALYSIS

34. OPPORTUNITIES Oligopolistic market – space for GFSR to enter Growing market Age statement + malt character is an opportunity to compete in the special whisky market THREATS Strong competition with heavy communication investment Ambitious target to reposition image with “12-year old” credentials in a seemingly brief 15-month period GLENFIDDICH S.W.O.T. ANALYSIS

35. ADVERTISING STRATEGY • MARKETING OBJECTIVES • To increase sales 14% and achieve a sales volume of 15.000 cases by the end of the year 2001.

36. ADVERTISING STRATEGY • ADVERTISING OBJECTIVES • “Introduce” GLENFIDDICH to the target groups as the Premium Whisky with all Malt cues. • Establish the 12-year old image of the brand to the target group. • Create short term trial and re-trial. • Build loyalty by the end of the year 2001.

37. TARGET GROUPS • DEMOGRAPHICS • Men aged 25 – 45 living in main urban centers of Greece. • People belonging at the upper – middle upper socioeconomic class. • PSYCHOGRAPHICS • Based on the description of the Lifestyle groups it is evident that GLENFIDDICH is addressed to the modern/sociable groups and more specific to the Up Coming and Alternative ones as they are more mature and older than the two other groups. That means people who are mentally rich, affluent and outgoing.

38. POSITIONING STATEMENT • If I drink GLENFIDDICH instead of the other premium Scotch whiskies (Chivas, Dimple, JWBL) I will feel superior, modern and uncompromising because I know that I drink not an ordinary 12 y.o. whisky, but a special 12 y.o. Single Malt whisky.

39. TONE OF VOICE • Modern • Confident • Interesting • Authentic • Mysterious • Advanced, unconventional • Special