Dirty Shirley Brand Audit
The ask
Using industry research create a brand audit and make marketing suggestions based on the analysis of primary data.
MY PROCESS
ReseARCH
After my team and I selected the Dirty Shirley brand for our audit, we dove straight into our research. I took a lead role in exploring the broader alcoholic beverage industry, with a specific focus on canned beverages. Building on this foundation, my team and I identified a series of key research questions related to Dirty Shirley and the industry as a whole. Our goal was to pinpoint the critical attributes that drive the brand's success and shape the overall trajectory of the canned alcohol industry.
Data Analysis
Once we identified our key research problems, my team and I designed a survey using Cloud Connect to gather insights. After deploying the survey, we organized the responses in Excel for analysis. I then conducted statistical testing using RCommander to identify correlations and derive insights for the Dirty Shirley brand. From this primary data, we identified three major recommendations focused on pricing strategy, promotional efforts, and product development to enhance the brand's performance and market positioning
Skills Utilized
R/RCommander
Cloud Connect
Critical Analysis
Research
The outcome
A comprehensive report analyzing the Dirty Shirley brand, which delves into the brand’s operating industry, key research challenges, survey findings, statistical analysis, and strategic recommendations for brand improvement