Tsipouro, the distillate of joy
The semester in the year of covid 19 completed with success and our lab, “AD&PR LAB” adapted immediately to the new digital reality and social distance. The courses were conducted online with undiminished interest.
In the same context it was completed the lab “Market and New Media Research” with Mr. Ioannidis and the participation of Ms. Iordanoglou (assistant professor) and the head of “Ad and Pr Lab” Ms. Tsakarestou.
We understood the importance of qualitative and quantity research and how easy it gets to prove foundings of a research with charts. Moreover we learned how to visualize research results and build a successful story telling. Also, we had the chance, to take useful tips and advices from “digital” guests with years of experience in the market.
Based on the knowledge and the practices we obtained during the (internet) courses, we had to work on our semester project. Our project was completed like a puzzle and we worked on it as a team during all the semester (quarantine period included). We put in work every important fact we learned and finally we conducted a completed research.
From the very beginning
Our team (ADICTED) selected tsipouro as the product of our research. The reasons of our selection are plenty. First of all, tsipouro is famous Greek product inextricably connected with the way of life, hospitality and entertainment of our culture. Moreover, it is a profitable business activity for entrepreneurs, widely and commercially manufactured. Tourists from around the globe are interested and willing to taste the genuine Greek product made from grape stalks, skins and pits that remain after pressing.
Our first steps
We continued with a quick research to the tsipouro industry and we made a swot analysis. We marked similar drinks in the market, competitors and chances. The conclusion was that tsipouro is a low cost product to produce, cheaper than other similar drinks but it has the disadvantage to be unpopular to global markets and the taxes of it are heavy.
After the swot analysis we tried to imagine potential costumers of tsipouro, so we design two potential personas. Our first persona was an “eternal student” who is a fun of “Tsipouro Dekaraki” and prefers casual places to hang out. Our second persona named “The ellinaras” and we imagined a retired mailman at the age of 70 drinking “Tsipouro Babatzim” with friends in local taverns.
Qualitative research
Next step was the qualitative research. Focus groups gave us qualitative foundings. In the focus groups took part 12 persons (10 men — 2 women), mostly young ages. All members were frequent consumers of tsipouro. Key findings of the research saw that “Dekaraki” is the most popular brand and all agreed that quality and taste are more important factors than the price. 9/12 of the consumers select to drink tsipouro in traditional festivals and prefer casual brands more than the premiums.
Before the quantitative research we draw the entire Tsipouro brands that are currently in the market and designed a category mapping based on consumption/ quality where we placed every brand.
And now quantitative research
What came next was a questionnaire, which we designed in a team spirit. We asked 10 questions about, gender, age, preferences, and characteristics and tried to make comparisons between the most popular Tsipouro brands. We gathered 97 responses which helped us to make new conclusions about Tsipouro preferences and criteria. We tried to visualize our results in graphs. 56% of the respondents were women and 63% was between the ages of 18–24. Once again “Tsipouro Dekaraki” voted as the most preferable in the market and described as inexpensive and qualitative. On the hand the opinions about “Tsipouro Babatzim” were a little bit controversial.
Last but not least, we designed an infographic which described our results. It was a way to visualize our research and present the most important information.
Betty Tsakarestou Dimitra Iordanoglou
Team members: Ελένη Καρογιάννη Filio Arida Pennytsioulou Philip Maltambes ΣΤΕΦΑΝΟΣ ΧΩΡΙΑΝΟΠΟΥΛΟΣ Pavlos Stratikopoulos
