The VOW: A Day with Diageo Fuelled by Warm Welcome and Wine

结束了南京三胞、合肥百大和杭州阿里巴巴的中国站学习以及短暂的休整之后,我们“誓愿”行动的金花们于10月12日又相聚在伦敦,开启了整个项目的英伦之旅。而英国行程的第一站,设立在旗下拥有横跨蒸馏酒、葡萄酒和啤酒等一系列顶级酒类品的、全球最大的洋酒公司——帝亚吉欧集团

After a short break, the VOWers reunited in London for the UK leg of the VOW project. The first stop for the ladies was a global leader in alcoholic beverages with an outstanding collection of brands across spirits, beer and wine categories – Diageo.

8.30am

金花们抵达英国帝亚吉欧洋酒集团。

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9.00am

刚进入帝亚吉欧集团总部,姑娘们就被它别具一格的建筑风格和室内设计所深深吸引。与此同时,集团的战略总监Anna Manz女士以及总部的员工们,也给予了她们热情洋溢的迎接。

Upon arrival at the Diageo headquarters, the VOW ladies were stunned by the impressive infrastructure and interior design. Then the ladies received a warm welcome from the Diageo staff and their Group Strategy Director Anna Manz.

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惊叹赞美之余,姑娘们也进入了紧张充实的学习之旅。学习初始,帝亚吉欧的导师便向大家展示了集团的发展历程和发展目标。而导师们亦给大家布置了一个颇具挑战的课题——2016年,帝亚吉欧将如何最好地利用全球高端旅行者这一群体以获得更好的发展?这也是帝亚吉欧集团一直在考虑和研究的问题。

Then a day of hardwork began for the ladies. A presentation was given by Diageo to the ladies to provide background information about their business and what they were trying to achieve.

The Challenge given by Diageo was “How can Diageo best leverage the Global Luxury traveller opportunity in 2016?”

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11.00am

在结束了早晨的公司介绍与任务布置后,“誓愿”行动的小伙伴们参观了高大上的集团总部,并进行了自由提问。在总部的小酒吧内,姑娘们得到了侍者的热情款待和介绍,并“偷偷”地小酌了一杯。

Then there was a tour down to the Diageo Store where the ladies were free to ask any questions to assist on completing the task. Afterwards they all went for a treat in the Diageo Bar as the very kind bartender introduced some of the most popular and specialised spirits there.

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11.30am

短暂的熏陶倒是给了姑娘们更多工作的灵感。在接下来的头脑风暴和任务执行环节中,一切都如愿进行。

Then the ladies got to work, discussing all possible solutions for the task.

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1.30pm

午餐过后,帝亚吉欧集团熟悉任务所涉及领域的一位专业导师给学员们做了一个半小时的讲解与问答环节。虽然时间紧迫,但导师对大家的问题都一一做了专业的解答。

在经过较为全面的考虑和准备之后,姑娘们决定锁定中国市场,并从以下四个方面来解决Anna Manz女士所下达的任务:

  • 产品包装的个人定制化,包括与本土设计师进行合作
  • 建议帝亚吉欧集团设立免税店,在机场、豪华游轮等高端旅行人士出入较多的场所设立酒吧
  • 在客户服务方面,提供免费寄送、定制洋酒,以及洋酒的品尝、介绍、推荐等服务,让客户对品牌拥有更为全面的理解
  • 引进电子商务模式,并适当进行相关活动的酒类赞助,以顺利地进入中国市场,拓宽其市场份额

After lunch, an expert on the topic from Diageo came over for a 30 minutes Q&A session with the ladies. With limited time, the questions went on nonstop during the 30 minutes, which were all very well answered by the expert.

The ladies were now prepared and had an idea of the solution to the task and could not wait to present the ideas to Anna.

The VOWers decided to tackle the challenge through the following 4 approaches specifically targeting the Chinese market:

  • The personalisation of product packaging, including co-branding with local designers
  • Suggesting Diageo to distribute at duty free shops, airport lounges, world class bars, cruise ships…etc. –where there would be a high traffic of luxury consumers
  • Customer services including complimentary delivery services, bespoke blending, and also highly regulated tasting, education and recommendation sales services to allow customers a better understanding of the product would prove beneficial
  • An introduction to popular e-commerce platforms used in china, sponsorship/product placement opportunities as these would be ideal routes to enter the China Market

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Anna Manz女士十分享受和金花们在一起工作的一天,也对她们的表现给予了赞赏和肯定。她说,大家所提出的一些解决方法具有一定的价值,而帝亚吉欧集团也会在未来的发展战略中采用这些建议。其中有两点尤其重要:

  • 与本土的设计师合作,进行品牌推广
  • 对消费者在各类酒品的特点、品酒方法、消费模式、所代表的意义等方面进行普及,并对其具体渠道进行分析

Anna thoroughly enjoyed the day spent with VOW ladies and believed some of the points made were very valuable and would certainly be taken into consideration in future discussions amongst this topic. Her specific take-away points from ladies were to:

  • Bring in Local designers
  • Consumer education and different ways in which education can be delivered

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帝亚吉欧集团热忱周到的接待让姑娘们倍感温暖。其实,在来到这里的前一天,大家刚刚经过十几个小时的长途飞行,又有时差问题的困扰,因此身体状态都受到了一定的影响。而在集团总部的美好一天,让她们感受到了异国他乡的温情。“誓愿”行动第一站的成功也让姑娘们对之后的行程充满了期待。为帝亚吉欧集团送上我们美美的笑脸和大大的感谢!

The fantastic hospitality from the Diageo side could not be appreciated more as the ladies just arrived in London the day before from different places and had to start work first thing this morning. Starting from the warm welcoming, to the presentation, to the helpful staff, the delicious lunch…and so on, suggested that Diageo treated the VOW project very highly and allowed the VOW project UK leg begin off with a very successful day. Here we want to say a very big THANK YOU to Diageo.