From where did you come to know about the

brand(s)
Most popular medium of awareness
100

90
82
80

70

60 55.4
48.6
50 44.6
Most popular medium of awareness
40
33.8

30 24.3

20

10

0
Friends Advertisements of the Hoardings/ Standees of Bottle at the bar Promotion event at a Party
brand name on TV the Brand club/ lounge / bar
importance of each of the parameters for
ordering an alcoholic drink
Taste Price
Extremely
Packaging of the bottle 10% 3%
Extremely
5% 0%
important
10%
important 18% 30% Somewhat
11% 12%
Extremely Somewhat important
11% 14%
important 63%
important 47% neutral
36% Somewhat neutral
30% important
Somewhat
neutral unimportant

Brand Name Availability

Extremely 8% 7%
10% 3% 15% Extremely
important 34%
important
35% Somewhat
13% 36% Somewhat
important
important
39% neutral

Somewhat
unimportant
Have you tried after dark whiskey
% of respondents who have tried AFTER
DARK

25

Yes
No

75
what are the reasons for not trying After Dark
Reasons for not trying AFTER DARK
Others
18%
Never got a chance
Have not heard of it before
to try it
21% Have not heard of
it before Did not feel like trying
45%
Bad review from an
acquaintance
Never got a chance to try it

Others
Bad review from
an acquaintance Did not feel like
2% trying
14%
 Competition Analysis

Brand Name
Taste Price
9% 12% 7%

26% 14% 24%

65% 69%
74%

Blenders Pride Royal Stag After Dark Blenders Pride Royal Stag After Dark

Blenders Pride Royal Stag After Dark

Availabality
Smell Quality
12%
9% 12%

23% 26%
26% 63%
65%
65%

Blenders Pride Royal Stag After Dark Blenders Pride Royal Stag After Dark
Blenders Pride Royal Stag After Dark
Gender

Gender

36%

64%

Female Male