CAPTAIN MORGAN: BRAND TRACKING SURVEY · captain morgan: brand tracking survey mrk561-mms kristina...

CAPTAIN MORGAN: BRAND TRACKING SURVEY

MRK561-MMS

KRISTINA KUZNETSOVA, ANDREA GREEN, TAL TRAINER, WILLIAM EMSLIE, TRAVIS BEITLER


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Contents Captain Morgan Rum .................................................................................................................................... 2

Canadian Market ........................................................................................................................................... 4

Market Research Objectives: ........................................................................................................................ 4

Tracking survey ............................................................................................................................................. 4

Survey Draft .................................................................................................................................................. 5

Brand Awareness and Usage ................................................................................................................ 5

Brand Judgments .................................................................................................................................. 6

Brand Resonance .................................................................................................................................. 7

Research debrief ........................................................................................................................................... 8

Data Analysis ................................................................................................................................................. 9

Works Cited ................................................................................................................................................. 17


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BRAND

Captain Morgan Rum

Top markets:

United States

Canada

Great Britain

South Africa

Global Travel

Launch: Captain Morgan Original Spiced Rum launched in 1983

In just over ten years following its launch, Captain Morgan Original Spiced shipped a million

cases, a significant achievement for any brand in the industry. The brand continued to grow and

expand its offerings with a range of new variants.

Variants:

Captain Morgan Original Spiced

Captain Morgan Silver Spiced, a distinctive blend of Puerto Rican white rum and tropical

spices, which is dryer and lighter than Captain Morgan Original Spiced

Captain Morgan's Parrot Bay, a range of flavored rums in coconut, mango, pineapple and

passion fruit

Captain Morgan Private Stock, a bottling designed for the sip and savour occasion

Captain Morgan Tattoo, a bold version crafted from fine, aged Puerto Rican rum and hot

spices, offers a sweet to heat finish.

Fact: The brand takes its name from Captain Henry Morgan (1635-1688), a Welsh born

buccaneer who was appointed Governor of Jamaica in 1680 and was eventually knighted by King

James I.


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When Sam Bronfman, President and CEO of Seagram's drinks company, arrived in the Caribbean

in the 1940s, he was mesmerized by the opportunities presented by spiced rum. He quickly set

about becoming "Rum King of the World" and established a network of trading relationships with

distillers across the region, founding the Captain Morgan Rum Company in 1945.

When the company subsequently purchased the Long Pond Distillery in Jamaica, Sam bought an

age-old family recipe for spiced rum from the Levy Brothers, two Jamaican pharmacists from

Kingston. That recipe would become the inspiration for Captain Morgan Original Spiced.

Just as the young Henry Morgan came of age in the Caribbean, so too does the rum that bears

his name. We take American white oak bourbon barrels, char them, and fill them with triple

distilled rum. Then we leave them to rest and mature.

The charred barrels play a huge part in shaping the rum's flavor, helping release the vanillin,

tannins and caramelizing sugars. Ageing in these barrels also mellows the spirit and helps create

the rich golden color that is characteristic of Captain Morgan ® Original Spiced.

Perfect for Sipping & Mixing

While Black Spiced still has the spice character that consumers have come to expect from the

brand, the blend is different. “There is more clove flavor and a bolder taste profile overall,”

Herbst explains. Made with a blend of black strap rum finished in double charred oak barrels,

Black Spiced has more layers of flavor than the original. Developed to be delicious straight and

on the rocks, Black Spiced “gives people the opportunity to drink Captain in a whisky occasion.”

Which is not to say it doesn’t make a mean cocktail. In fact, a major reason Black Spiced is

offered at 94.6 proof is because that’s the optimum strength for classic cocktails—“it helps the

overall balance of the drink, and enables the flavor to really come through,” says Herbst. Early

trial-and-error behind the bar has resulted in deliciously simple cocktails—Black Spiced with a

few splashes of ginger ale—to the more complex: “We’ve developed a few recipes where Black

Spiced essentially takes the place of whisky, such as in an Old Fashioned or the ‘Perfectly Black

Manhattan.’ It makes beautiful classic cocktails with a rum twist.”


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Canadian Market The Captain Morgan brand, currently holds a 63% share of the white rum market in the region.

Canada’s East Coast accounts for 40% of the company’s overall volume in rum sales and 50% of

its sales of white rum. That’s hugely disproportionate to the size of the population (by

comparison, the company says the Atlantic Canada accounts for 6% to 12% of sales in other

spirit categories).

The East Coast rum drinker also represents a different kind of consumer. While the brand’s

target in other Canadian markets is roughly 18-25 years old, in the Maritimes it’s 25-39. Even the

product itself is a little different out East, where Captain Morgan makes a white rum with a

greenish tinge (while most rums are treated to be perfectly clear, the brand has maintained the

original process it used in 1953, when Nova Scotia was became the first province to sell the

label). More filtered versions of the rum were later introduced across Canada, but the original

was a hit in the province, so Diageo has continued to sell it across the eastern provinces.

Market Research Objectives:

1. To measure brand awareness and brand knowledge among existing customer base and

prospects

2. To identify beliefs and intentions of the Captain Morgan brand among existing customer

base and prospects

3. To identify customers’ perceptions of the brand in order to measure the usage of the

Captain Morgan products.

Tracking survey

The primary target market, which is chosen to track the behavior, is

Students (both male and female)

Aged 18-27

Sociable

Outgoing

Looking for fun experience individuals

Low to high income

Sample Size: 25 respondents


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Survey Draft Brand Awareness and Usage

1. What is your age?

19-24

25-30

31-35

35+

2. What is your gender?

Male

Female

Other

3. How often do you consume alcoholic beverages?

Never

1-2 times a month

3-5 times a month

More than 5 times a month

Everyday

4. List the top three alcohol brands, which come to mind.

_________________________________

5. What was the last alcohol brand you consumed?

Jack Daniels

Canadian Club

Captain Morgan

Absolut Vodka

Bacardi

Other

6. Have you heard about Captain Morgan before?

Yes

No


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7. Have you drank Captain Morgan?

Yes

No

8. When I say Captain Morgan, what are the first association that come to your mind?

____________________

Brand Judgments

9. How favorable is your attitude towards the Captain Morgan brand?

1-Very weak

2-Weak

3-Neither weak nor strong

4-Favourable

5-VeryFavourable

10. How well does Captain Morgan satisfy your needs?

1-Very Poor

2-Poor

3-Neither Poor nor Well

4-Well

5-Very Well

11. Would you recommend Captain Morgan to your friends?

Yes

No

12. Is Captain Morgan worth a premium price?

Yes

No


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13. What is most unique about the Captain Morgan brand?

________________________

14. To what extent is Captain Morgan superior to other brands in the hard liquor category?

1-Very Poor

2-Poor

3-Neither Poor nor Superior

4-Superior

5-Very Superior

Brand Resonance 15. I consider myself loyal to Captain Morgan

Yes

No

16. I really like to talk about Captain Morgan to others

Yes

No

17. I am always interested in learning more about Captain Morgan

Yes

No

18. I would be interested in merchandise with the Captain Morgan’s name on it

Yes

No

19. I like to visit Captain Morgan’s Web site

Yes

No

20. I follow the Captain Morgan brand on Social Media

Yes

No


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Research debrief

Our Market Research Objectives were identified in order to find the relevant customer insights

about the Captain Morgan brand.

First eight questions are focused on Brand Awareness and Usage of the product.

Awareness is tracked through measures of brand recall and recognition. A brand that it is easily

recalled in certain situations is more likely to be considered for purchase than one that is only

recognized when it is prompted to the consumer.

Usage is measured through recency, frequency of usage, and product category (hard liquor

drinks). These brand tracking measures, tell us about consumer behavior and preferences.

Questions 9-14 are focused on Brand Attitudes and Perceptions and fall into the category we call

Brand Judgments.

These insights are capture through questions related to brand image and associations that

consumers develop based on their experience with the brand. Brand associations include beliefs

about product- and non-product related attributes and benefits, as well as perceptions related

to price and value.

Some brand associations are stronger than others, are more easily recalled and are appealing

enough that they become a driver in a consumer’s decision to buy a brand. Many times,

attitudes towards a brand go beyond the product to include attitudes toward the company.

Questions 15-20 are focused on the Brand Resonance, which is the hardest stage to achieve. We

look at the level of effort and time, customers are ready to invest. By asking these particular

questions, we identify how much consumers are engaged with the Captain Morgan brand, and

how tend they are to become brand ambassadors.


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48%48%

4%

2. WHAT IS YOUR GENDER?

Female

Male

Other

Data Analysis

64%

28%

8%

1. WHAT IS YOUR AGE

19-24

25-30

31-35


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24%

20%

8%

40%

8%

3. HOW OFTEN DO YOU CONSUME ALCOHOLIC BEVERAGES?

1-2 times a month

3-5 times a month

Everyday

More than 5 times a month

Never

0 0.2 0.4 0.6 0.8 1 1.2 1.4 1.6 1.8 2

Appleton Rum, Captain Morgan, GreyGoose

Baileys…

Canadian…

Corona…

Glenfiddich, Captain Morgan, Creemore (Beer)

Heineken, Miller, Molson, Labatt, Jack Daniels

Jack Daniel's…

Jack Daniels…

Ray stallion…

Smirnoff…

Smirnoff…

Tequila Souza, Jack Daniels, Smirnoff Vodka

4. List the top three brands, which come to mind

Total


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100%

6. HAVE YOU EVER HEARD ABOUT THE CAPTAIN MORGAN

BRAND?

Yes

8%

92%

7. HAVE YOU EVER DRANK CAPTAIN MORGAN BEFORE?

No

Yes

0 2 4 6 8 10 12

Absolut Vodka

Canadian Club

Captain Morgan

Jack Daniel's

Other

5. WHAT WAS THE LAST ALCOHOL BRAND YOU CONSUMED?

Total


12


0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

5

8. If I say Captain Morgan, what the first association?

Total

0

1

2

3

4

5

6

7

8

9

1 3 4 5 (blank)

Total 2 9 6 7

Axi

s Ti

tle

9. How favourable is your attitude toward the Captain Morgan brand?


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0

5

10

15

20

25

30

35

40

45

1 2 3 4 5

Axi

s Ti

tle

Axis Title

10. How well does Captain Morgan satisfy your needs?

Total

16%

84%

11. WOULD YOU RECOMMEND CAPTAIN

MORGAN TO YOUR FRIENDS?

No

Yes

36%

64%

12. IS CAPTAIN MORGAN WORTH A PREMIUM

PRICE?

No

Yes


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Total0

0.5

1

1.5

2

13. What is the most unque about the Captain Morgan Brand?

Total

Total0

2

4

6

8

10

12

1 2 3 4 (blank)

14. To what extent is Captain Morgan superior to other brands in the category?

Total


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No64%

Yes36%

15. I consider myself loyal to Captain Morgan

No

YesNo

80%

Yes20%

16. I really like to talk about Captain Morgan to

others

No

Yes

No64%

Yes36%

17. I am always interested in learning about Captain

Morgan

No

Yes

No29%

Yes71%

18. I would be interested in merchandise with the

Captain Morgan's name on it

No

Yes

(blank)


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No76%

Yes24%

19. I like to visit Captain Morgan's Web Site

No

YesNo

72%

Yes28%

20. I follow the Captain Morgan brand on Social

Media

No

Yes


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Works Cited "Brand Profile: The Captain Has a Dark Side." » Beverage Media Group. N.p., n.d. Web. 17

Nov. 2015.

"Captain Morgan Honours Its East Coast Connection." Marketing Magazine Captain Morgan

Honours Its East Coast Connection Comments. N.p., n.d. Web. 17 Nov. 2015.

"How To Do Brand Tracking Studies." SurveyGizmo. N.p., n.d. Web. 17 Nov. 2015.

"Rum." Rum. N.p., n.d. Web. 17 Nov. 2015.

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