Do young people like Ricard ??
Ricard
Survey report
I have been contacted by Pernod Ricard and asked to evaluate the potential of Ricard toward young people. As a consequence, I surveyed thanks to surveymonkey.com toward 122 young people (21-25 years old). The survey shows that there is a problem with the taste of Ricard.
This report will look at:
- Habits of young people concerning aperitif
- Their perception of Ricard
- Recommendations for action
1.Young people used to consume alcoholic drinks like whisky or rum as an aperitif (51%). On the other hand, 30 per cent of young people prefer drinking soft drinks like coke or orange juice. 76 % never buy Ricard.
2. All know Ricard and have already tasted it (only 5% have never tasted) which means that Ricard is well-known. Consequently, Ricard has an efficient communication campaign.
3. Nevertheless, half of the sample do not like the taste of Ricard. It is the first reason why they never buy Ricard; quality and price are secondary. Moreover, it is the aniseed taste which is the problem because they do not see any difference between Ricard and Pastis (its major competitor). The taste appears strange (29%) or original (21%). Those who like the aniseed taste prefer Ricard to its competitor.
3. Concerning the perception of young people, they consider that the target of Ricard is parents (62%), only 17 % think they are the target. They do not associate themselves with this product. The image of Ricard is associated with holidays which is a good point; it is associated with an agreeable moment.
As a conclusion, Ricard is not a product for young people.
Recommendations:Pernod Ricard must not focus on young people who do not appreciate the taste of its product. Furthermore, 30 per cent of young people prefer drinking soft drinks instead of alcohol. As a result, there is less potential in this age bracket.
Background of Anise drinks
Anise drinks represent today 11 % the Group's spirits volumes. Indeed, Pernod Ricard owns Ricard, Pastis 51, Pacific and other anise drinks.
Pastis 51 is the second-ranking brand of spirits in
France, sells 1,8 million cases .Why was it called “Pastis 51”? This name has not been chosen at ramdom. After being banned for more than 10 years, aniseed-based aperitifs were once again authorized in
France in 1951. After that, the Pernod Company resumed the production of Pernod 40 and Pernod 45 and also launched a new pastis, Pernod 51, which in 1954 became Pastis 51.
Ricard is the leading brand of spirits in France, Belgium and
Luxembourg, and the N.6 brand worldwide. Ricard has been created by Paul Ricard in 1932.
Values of the Group
The values of Pernod Ricard are:
Conviviality: it means that it encourages a friendship relation with colleagues but also with customers and providers.
Entrepreneurship: employees are encouraged to take initiatives. Furthermore, they have a financial interest on the performance of the group.In addition, on March 21st was organized the 7th Insead Trophies which rewarded “the Entrepreneur of the year”. It is Patrick Ricard who received this price.
Integrity: Pernod Ricard promotes that it is respectful of ethics and transparency (concerning financial information for example).
Commitment: It commits to develop the brand and to respect their employees.
In my opinion, it is important to know what values are promoted in a Group. Indeed, if you want to apply in a firm, you have to verify if these values correspond with yours.
It is a way to feel the spirit of a brand.
Of course, it is always "good" values…
Pernod Ricard in brief
Pernod Ricard was founded in 1975. It has become the second operator worldwide in spirits and wine because it acquired many firms.
Indeed, in thirty years, it bought for example Campbell Distillers (Scotch whiskies), Austin Nichols (bourbon), Irish Distillers (irish whiskeys), Larios (gin, brandies and wines), Wyborowa SA (wodkas) and many other.
As a consequence, it is present everywhere and the Group is :
n°2 in North America (including
Mexico)
n°1 in
Europe
n°1 in Central and
South America
n°1 in
Asia Pacific.
Concerning its products, its turnover in volume is distributed like that:
– Scotch (22%)
– Other whiskies (17%)
– Liqueurs ( 11%)
– Aniseed (11%)
– Bitters (4%)
-
Cognac & Brandy (10%)
– White Spirits & Rums (25%).
The turnover of the Group in wine and spirits represents 5.8 billion €.
Hello everyone
My name is Claire, I am 22. I am studying at the Business School of Le Havre.
I really enjoy spirit’s world and I would like to do my trainee period in a firm of this sector.
As a consequence, I decided to do this blog on Pernod Ricard which is the second operator worldwide in wine and spirits.
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