Case Study Leveraging unstructured data to mine insights to understand and predict trends in alcohol and non-alcohol market
Client: Leading global beverage company Region: Middle East, Asia pacific Industry: Consumer Goods and Services Languages: English, Arabic, Thai, Hindi, Mandarin, Cantonese, Filipino Business Impact: • Campaign designs • Consumer insights
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Business Challenge A leading global beverage company wanted to improve their understanding of alcohol and non-alcohol market by leveraging insights and cues from customers’ conversations on social channels. The client wanted Blueocean Market Intelligence to gather insights from Saudi Arabia, Egypt, Thailand, India, China, Philippines and Australia and provide information on the following key dimensions: • Evolving trends and future predictions of category and impact on nonalcoholic ready to drink consumption • Broad consumer sentiments towards the category • Usage scenarios and key decision points • Insights of consumer segments driving the upward alcohol consumption
Solution Blueocean Market Intelligence used its proprietary data mining and analytics engine to generate, understand and categorize the buzz. The insights process consisted of 3 critical stages –
Listen and Gather • Key themes definition • Channels shortlisting • Related and unrelated key words maps Predict and Prepare • Translation and contextual analysis • NLP techniques • Text analytics Actionable Insights • Final reports were delivered on a detailed presentation
Availability of the drink
Taste
Health
Pricing
Availability of the drink was a major point for the consumption of alcohol
% like the bitter and sweet taste of coffee and tea in the morning
% Taste of red wine was loved among women and smoothness of whisky were liked by men
% prefer having coffee at a coffee shop with friends Taste
Place of Preference
Smell
% like the refreshing smell of coffee
Functional % prefer having coffee and tea while meeting old friends
% believe that moderate consumption of alcohol provides health benefits
Beer
Wine
Vodka
Chilled beer is loved by young men and red wine is preferred by women (%); vodka, rum and whisky are being consumed by both genders
Scotch
Preference
Tea / Coffee
Soft drinks
Fruit Juice
% like the fruit juice for its natural contents
% had coffee and tea in occasions like Holi, Diwali and birthdays as it is the traditional beverage for bonding with others
People generally drank when they were happy and at joyous occasions like festivals, birthday celebrations; Men & women drank when they were stressed at work Happy
Occasion
% prefer soft drinks like Pepsi and Coke while watching movie, sports and having dishes like pav bhaji
% had non alcoholic beverages for relaxation Occasion
Stress
Emotional
Happy
Stress
% people used coffee to overcome stress because of its caffeine content
Course through the Day Wine
%
%
%
%
Beer
%
%
%
%
Tea
%
%
%
%
Coffee
%
%
%
%
Carbonated Drinks
%
%
%
%
Mornings
Afternoons
Evenings
Night
“Working Professionals start talking about alcoholic drinks to counter stress in the evenings while the actual consumption starts in the evening with colleagues/friends”
“People prefer to start their day with Coffee/Tea stressing on strong taste while talks in the mornings for on alcohol are related to the after party conversations/hangovers”
Consumer’s Choices
About Blueocean Market Intelligence Blueocean Market Intelligence is a global analytics and insights provider that helps corporations realize a 360-degree view of their customers through data integration and a multi-disciplinary approach that enables sound, data-driven business decisions. Since we live in a highly dynamic and multidimensional world, we believe the most effective business decisions come from a synthesis of data streams and not from one-dimensional sources.
Outcome Blueocean Market Intelligence team was able to provide insights to critical dimensions which client was looking for • How the alcohol and non-alcohol drinks were being consumed • What influenced the buying and consumption decision
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Using our 360 Discovery approach, we ensure the comprehensive use of all available structured and unstructured data sources, enabling us to bring the best to bear against each engagement. Strong decision support is enabled through a combination of analytics, domain expertise, engineering and visualization skills brought together in harmony. Leading companies have benefited from our partnership with financial growth, 360 views of their markets and competition, and improved customer acquisition, satisfaction and retention. For more information or to request a consultation, please email info@blueoceanmi.com or visit us online at www.blueoceanmi.com. Seattle | Phoenix | Denver | Chicago Cincinnati | Bangalore | Dubai | London