What we already know about
Herzog?
the name
consumption preferences
Herzog Von Bavaria
Bavarian recipe
European routes
European/foreign routes beer market:
German technology/quality
Filter 1: true?
Filter 2: competition
Kaiser
23%
?
Herzog
19%
Imported
35%
Konig Pilsner
23%
Competition:
Herzog
Herzog =
15%
draft beer market
Kasri
Natakhtari
Kazbegi
Zedazeni
20%
80%
That it has decent background and product truth to become
PURPOSE
TARGET AUDIENCE
CHARACTER
ESSENCE
Beer for them is not drinking-problems-away product. Neither they drink to get wasted.
They appreciate beers for the taste and prefer it to any other alco-drinks. They are quality seekers. They don't pretend to be snobbish and picky, but what they are sensitive for is beer, its their expert territory and they prefer draft as it's the best tasting one.
Beer is also a social fuel for friends gatherings - it inspires interesting conversations and lets escape from the routine
Herzog will be the first brand in Georgia who knows how to serve draft beers right: temperature, pouring, glasses...
Herzog will make it all to let people enjoy beer as it should, providing them not just great taste qualities but also an experience and culture
It's already in people's mind that true, living, freshest and best tasting beer is draft.
But there is not a single Georgian beer brand which owns the category.
Herzog is not trying to pretend for any kind of product uniqueness or premium positioning
Herzog claims his expertise in drafts and offers the real draft experience to people
Herzog
Expert of
DRAFT
Strategy
We may also expand the category consumption culture:
i.e. take-away draft beer in bars/pubs
DO:
Before to start communication we need to strengthen our positions in HoReCa
*at least spots popular among our TA
Herzog as a master of draft should own a branded bar and/or a big flagship store
as well as develop and communicate Herzog draft beer drinking rites
SAY:
As we own the positioning of draft expert we may start growing the category itself:
Real beer can only be draft
As Herzog had no clear brand equity and people don't know what is it about we should establish the brand first:
Herzog - is an expert of draft beers
Precious
consumer
World best tasting draft beers
Chalice
World draft masters competition
9 step pouring ritual
Art house festivals
Owned bars and certified draft masters
Made of more
TREND
Draft beer
is not only taste
but also
aesthetics of serving and consumption
Consistency
Taste
Color
For those who are ready to wait
For those who know
Owned worldwide bar chain
In the society today consumer are more and more used to get not only product qualities and services but also experience
The market is expanding, more craft beers appear, competition is growing
In comparison with wide choice of inexpensive beers in plastic bottles
Draft is becoming synonym of quality and taste
Herzog?
TOM awareness:
4%
Spontaneous awareness:
17%
Market share:
3%