0.Kick off Question

Key Question 1.

Q. Pleasetell us your problem we are trying to overcome.

A. Who areGenY and what are insight that will give significant implications to thecurrent portfolio?


Key Question 2.

Q. Whatshould CREVATE give to you?

A. (1)Product portfolio mapping X GenY opportunity.

   (2) Marketingcommunication concept.

   (3) Marketingcampaign idea.

 Key Question 3.

Q. Pleasedefine “success” on this project  in yourown words.

A. Gainconfidence in how to do marketing for GenY.

(Global portal site에 성공사례로 떠서 문의가 많이 와서 귀찮아진다.)


Raw Questions 


What influenced their decision making?
How do we make Int'spirits relevant to GenY?
Is drink category interchangable?
What are they interested in? (in general)
Drinking influencer?
How do they engage with others? And what’s the role of drink in this?
Overall drinking behavior&pattern&Motivation
What's the opportunities for Diageo Korea?
Decision Maker & influencers
Off-trade / At home drinking behavior
20's Value?
Unmet needs in meal occasion? (in terms of drink)