Cognac brand positioning d

The cognac market in Ukraine is growing despite the pandemic and other crisis factors. Traditionally, cognac is taken as a premium drink for older audiences. However, the global trend of cognac consumption among younger consumers has been developing for a long time, and brands are launching new product lines that meet the needs of this audience. Our task was to create the new cognac brand positioning.

Cognac brand positioning d

A Fresh Take on Cognac Branding

One of the largest producers of cognacs in Ukraine addressed us. They set themselves to launch a new cognac brand positioning and occupy a niche among the younger segment of consumers to expand market share.

Tasks for inseed.agency

To develop the positioning of a new cognac brand to enter the Ukrainian market.

Solutions

To complete the task, we went through several stages of project work:

1. We conducted desk research, studying open market data from third parties and publishing key research results. In addition, we researched customer feedback and opinions about the market itself and its features. This gave us an understanding of the major pains that no player in the category covers.

2. The next step was conducting qualitative research to understand the key insights of the target audience in the category. We also conducted in-depth interviews with consumers in the category to meet the goal. We learned about their motives, consumption barriers in the category, and the criteria for making a purchase decision.

3. The next step was to analyze competitors’ marketing activities in terms of messaging and positioning. It turned out that the market is monotonous, the positioning of players is almost identical, and they focus on the same segment of the target audience.

4. Based on the study data, we identified a vital audience segment and placed its critical needs in the category. Based on this data, we have developed a set of values and benefits that would meet the audience’s needs.

5. Using the Brand Ladder methodology, we built a pyramid of brand attributes and benefits. And we were using Brand Key–derived positioning. Moreover, we formulated the brand’s mission and manifesto.

The product was successfully brought to the market. Now, cognac is a traditional drink for older audiences and a stylish attribute of a modern person looking for a brand to reflect their values and lifestyle.

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