The company Jujuna Wine has seen a 10% reduction in return on sales over the past 3 months. To identify the cause, a survey was conducted at locations where sales have reduced. The research found that in cafes like Chveni and Cafe Littera, Jujuna Wine is not a relevant product for the customers who visit those locations. Additionally, specific cocktails like Mayvala and Mimoza are less popular. The main reasons for the sales reduction are likely the irrelevant locations of some distribution points, poor product awareness, and unpopular cocktail selections. The company should determine their target audience and promote popular cocktails, or potentially remove underperforming options from their product line.
The company Jujuna Wine has seen a 10% reduction in return on sales over the past 3 months. To identify the cause, a survey was conducted at locations where sales have reduced. The research found that in cafes like Chveni and Cafe Littera, Jujuna Wine is not a relevant product for the customers who visit those locations. Additionally, specific cocktails like Mayvala and Mimoza are less popular. The main reasons for the sales reduction are likely the irrelevant locations of some distribution points, poor product awareness, and unpopular cocktail selections. The company should determine their target audience and promote popular cocktails, or potentially remove underperforming options from their product line.
The company Jujuna Wine has seen a 10% reduction in return on sales over the past 3 months. To identify the cause, a survey was conducted at locations where sales have reduced. The research found that in cafes like Chveni and Cafe Littera, Jujuna Wine is not a relevant product for the customers who visit those locations. Additionally, specific cocktails like Mayvala and Mimoza are less popular. The main reasons for the sales reduction are likely the irrelevant locations of some distribution points, poor product awareness, and unpopular cocktail selections. The company should determine their target audience and promote popular cocktails, or potentially remove underperforming options from their product line.
The company Jujuna Wine has seen a 10% reduction in return on sales over the past 3 months. To identify the cause, a survey was conducted at locations where sales have reduced. The research found that in cafes like Chveni and Cafe Littera, Jujuna Wine is not a relevant product for the customers who visit those locations. Additionally, specific cocktails like Mayvala and Mimoza are less popular. The main reasons for the sales reduction are likely the irrelevant locations of some distribution points, poor product awareness, and unpopular cocktail selections. The company should determine their target audience and promote popular cocktails, or potentially remove underperforming options from their product line.
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Company Background
• Jujuna Wine – in Georgian means drizzling • Distributed to 40 places.
wine. Technically it is closest to semi- • Target Audience – people “18 +”, we see sparkling white wine. most of them at music Festivals, clubs and • it resembles no other drink. Crowded places like “Fabrika”. Their main • It is featured in various cocktails. interest is just to have a fun. • Mostly we meet it at festivals ( Tbilisi open • Tonality: Free, Friendly, Funny. air, eZo, 4GB etc.) and crowded places • Message: Where the fun is, there is Jujuna (Fabrika). too. Management Problem
Symptom: • up to 10 % Reduction of ROS vs Previous 3 Months. • ROS= Net Income/Sales • Sales Reduction
Research objectives: • Clarify the main Reason (Problem) of Sales reduction.
Decision Making Criteria
• Profitability Margin (Kill a Symptom). METHOD OF RESEARCH Survey 1. Packaging Where? – locations where 2. Location JUJUNA is Distributed 3. Product line When? – F/S. Duration: 9pm- 4. Gender 11pm. 3Weeks 5. awareness How Customer Evaluate Our Product
Potential Customers perception abut JUJUNA 2*2*2*3*4=96 SECONDARY DATA • Sort Sample of Frame (profitability) • Identify the locations where sales reduced VS PP(Previous This kind of Analyzing may help us Period) to clarify the Problem(reason for reduction) • After research compare results of each location to each other Sales reduced No reduction
Place 1 Place 2
No reduction Sales reduced
Place 3 Place 4 New Sample Frame The Problem Could be in the Cafes
Bar 4. “Chacha Room” Problem Could be : • Reduced Flow of People • Product Line • Location • Poor Awareness • Packaging Chveni
Have You Ever Tasted
JUJUNA ?
Where do you expect to see JUJUNA ?
Keti’s bistro Café Littera Awareness
16
Total
No Yes Yes Chacha Room • Why is JUJUNA less popular in “Chveni” and “cafeLittera” ? – Because JUJUNA is Not Relevant Product for Those Places, and People who go there. Problem Could be : • Reduced Flow of People • Product Line • Location Chveni • Poor Awareness Café Littera
• Packaging • Why is JUJUNA less popular in “Chveni” and “cafeLittera” ? – Because JUJUNA is Not Relevant Product for Those Places, and People who go there. • In café “Chveni” Most of people would like to packaging and it would be a Bottle, but Most of them Doesn’t expect to see them in the cafes (They think that JUJUNA itself isn’t relevant to the cafes) Problem Could be : • Reduced Flow of People • Product Line • Location Chveni • Poor Awareness Café Littera
• Packaging Median > Average
JUJUNA Wine Has a Good Performance
Mayvala & Mimoza Has Poor Performance Problem Could be : • Reduced Flow of People Mayvala
• Product Line Mimoza
• Location Chveni • Poor Awareness Café Littera
• Packaging Main Reasons of Sales Reduction Keti’s Bistro Irrelevant Location Chveni Café Littera • Poor Awareness / Lack of Interest Mayvala
• Unpopular Cocktails Mimoza
Pointless Costs We Suggest • Determine TA • Promote Cocktails or take it out off Product line Luka Jolokhava Koka Ioseliani Guka Gurgenidze
