Gsmi Fgd

Research Proposal 07 August 2012

A brand born in 1834 is experiencing a strange diaspora – trusted to be in the middle of glitches and celebrations for 177 years, it is now losing its customers and shares without any replacements. The brand is familiar and friendly and has brought joy to many. Internally, it has seen other sister AB brands rise and fall – among these are GSM Blue, Ginebra San Miguel Premium Gin, Gran Matador Brandy, Antonov Vodka, Anejo Rum and Vino Kulafu, but it has stood its ground. It enjoyed market dominance until the early 2000’s when the GSM brand was “mistaken” for a competitor brand because of their deliberate use of the dominant features of Ginebra (look and even logo), thereby impairing the gin market’s freedom of choice. La Tondena won the dispute over Tanduay Distillers and Ginebra Kapitan gin brand was pulled out of the market. Still, sales are shrinking for Ginebra San Miguel. And it is the goal of this study to determine the reasons why such is happening. Results of the study will be used as basis for 2013 plans.

1

Get to know the gin market, profile the current and determine the emerging market.

• Develop/Design a questionnaire targeting two target groups.

1/ GSM loyal users and 2/ Users of Competitive gins or drinkers of AB in general. • Data Analytics. We shall analyze the data culled from the market scan (FGDs and trade check).

Determine the way forward.

• Present recommendations, in terms of communication

strategies, moving forward armed with the learnings secured from the research conducted.

2

What: Conduct a trade check Who: Class CDE Where: 50 high frequency stores Manila, Cebu and Davao.

1. 2.

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Do you sell Ginebra San Miguel gin? ________ 6. What kind do you carry?

350ml lapad 700ml quatro cantos Bilog ________ ________ ________

Gaano sila kadalas bumili?

everday Once a week Once a month Others ________ ________ ________ ________

3.

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How much do you sell these?

350ml lapad 700ml...