The Edrington Group’s Approach To Market Research

What Is The Role Of Market Research? 1 Help inform key business decisions through delivering knowledge and understanding about Our Markets (Countries) Our Consumers Our Brands (& Competitors)

What Are We Trying To Understand? 2 Our Markets (Countries) Our Consumers Our Brands (& Competitors) How much of our product category (whisky / rum) is sold? Is this amount likely to increase or decrease in the future? What factors might influence this (population, economy etc)? Where is our product category sold (supermarkets, bars etc.)? What taxes and laws directly effect our product category (e.g. restrictions on advertising)? How many people buy / consume our product category? Who are they (gender, age, income etc.)? Where and when do they buy / consume it? Who with? How do they consume it (on its own, in a cocktail etc.)? How do they choose which brand to buy? What factors can influence their choices? How many people buy our brands compared to competitors? How many people are aware of our brands compared to competitors? What do people think of our brands compared to competitors? How much do our brands sell compared to their competitors? Are our sales growing or declining compared to competitors? Why? In how many places are our brands sold compared to competitors? What prices are our brands sold at compared to competitors? What impact do the marketing activities for our brands have? Do people notice them? Do they like them? Do they find them relevant? How effective is the packaging for our brands? Does it attract people’s attention? What impressions does it give them?

How Do We Gather Knowledge? 3 Secondary Research Primary Research Observation Review published data and reports on: Category & brand sales Pricing Distribution (no. of places where sold) Competitor marketing activity & investment Population trends Economic situation Consumer trends Commission our own studies to obtain specific information not otherwise available. Quantitative Robust statistical information on subjects such as brand awareness, usage & perceptions as well as response to marketing activities, packaging, new product concepts. Now largely conducted online for greater flexibility and efficiency. Qualitative Deeper exploration of people’s behaviour and attitudes to uncover the reasons behind them. Can involve a range of techniques including one-to-one / paired interviews, focus groups, home visits, accompanied shopping exercises. Visit stores and bars to witness people’s purchasing and consumption behaviour first hand – crucial to aid interpretation of other information especially as people are not necessarily good at accurately reporting their own behaviour. Monitor competitor activity to spot new marketing activities, product launches etc. Analyse findings together provide a comprehensive understanding of the implications for our business.