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Pleasure Point Brewing Company
Transcript of Pleasure Point Brewing Company
Jia Din Cai
Change of Perception
"Try it, you'll like it"
To be cool you have to break the rules. However, the product should be functional. Therefore:
Own glass to use in bar's and cafe's with innovative design
Innovative design for crates and bottles for the supermarkets
Marketing towards taste.
All with consideration for the curvilinear effect.
The Kölz beer will not be promoted as a "healthy beer". This will cause a negative effect on the perceived taste.
Therefore, we will promote the "fresh and modern" image of the beer for the alcoholic version of Kölz.
This created image will be used to let the consumers perceive the alcohol-free variant as a good alternative.
We want people to experience the similarity in taste between the two beers, instead of telling them beforehand.
"...information influences preferences more when received before consumption than when received after consumption."
We choose to set up a blind tasting in a cafe. If people order an alcoholic beer, they will get an extra alcoholic free beer as well.
Ambtsblatt der Europäischen Gemeinschaften (1997). Verordnung der Kommision Nr. 2325/97. Obtained on 16-3-2015 via http://eur-lex.europa.eu/LexUriServ/LexUriServ.do?uri=OJ:L:1997:322:0033:0035:DE:PDF
Brauhaus Austria (2015). Micro/Craft Breweries: pricelist. Obtained on 16-3-2015 vIA http://www.brauhaus-austria.com/fileadmin/user_upload/pdf/brewery-equipment-pricelist.pdf
Brewers of Europe (2014). Beer Statistics, 2014 Edition. Obtained on 8-3-2015 via http://brewersofeurope.eu/site/media-centre/index.php?doc_id=840&class_id=31&detail=true
Bundesfinanzministerium (2015). Document obtained on 12-3-2015 via http://www.bundesfinanzministerium.de/Web/DE/Themen/Steuern/steuern.html
Cambrinus (2015). Brouwvolume op jaarbasis van actieve Nederlandse brouwerijen. Obtained on 12-3-2015 via http://www.cambrinus.nl/cambrinus/brouwerij/naar-brouwvolume.html
DE Statis (2013). 1,6 Milliarden Liter Bier im Jahr 2012 exportiert. Obtained on 10-3-2015 via https://www.destatis.de/DE/PresseService/Presse/Pressemitteilungen/zdw/2013/PD13_020_p002pdf.pdf?__blob=publicationFile
Eddings, B. (2015). Reputations and preconceptions in the beer world. Obtained on 17-3-2015 via http://beer.about.com/od/commercialbeers/a/Reputations-And-Preconceptions-In-The-Beer-World.htm
German Beer Institute (2012). Kölsch. Obtained on 7-3-2015 via http://www.germanbeerinstitute.com/K%F6lsch.html
Immowelt (2015). 2 neuwertige Hallen 380 m² + 2 repräsentative Büros 120 m². Obtained on 16-3-2015 via http://www.immowelt.de/expose/23V954G
Lee, L., Frederick, S., & Ariely, D. (2006). Try it, you’ll like it. The Influence of Expectation, Consumption, and Revelation on Preferences for Beer. Psychological Science, 17, 1054-1058.
McCarthy, E. J. (1975). Basic Marketing: A Managerial Approach (fifth edition). Richard D. Irwin, Inc.
Mintel (2014). Lightweight Lager? Europeans Embrace the Non-Alcoholic Beer Boom. Obtained on 10-3-2015 via http://www.mintel.com/press-centre/food-and-drink/lightweight-lager-europeans-embrace-the-non-alcoholic-beer-boom.
Nederlandse Brouwers (2014). Nationaal Bieronderzoek 2014. Obtained on 13-3-2015 via http://www.bierinfo.nl/sites/nederlandsebrouwers.nl/files/downloads/nationaal_bieronderzoek_2014_-_website.pdf
Porter, M. E. (2008) The Five Competitive Forces That Shape Strategy. Harvard business Review, 24(3).
Raghunathan, R., Naylor, R.W., & Hoyer, W. (2006). The unhealthy = taste intuition and its effects on taste inferences, enjoyment, and choice of food products. Journal of Marketing, 70, 170-184.
Scherr, J., Nieman, D. C., Schuster, T., Habermann, J., Rank, M., Braun, S., Pressler, A., Wolfarth, B., Halle, M. (2012). Non-Alcoholic Beer Reduces Inflammation and Incidence of Respiratory Tract Illness. Medicine & Science in Sports & Exercise, 44, 8–26.
The Economist (2013). Why are Sales of Non-Alcoholic Beer Booming? Obtained on 14-3-2015 via http://www.economist.com/blogs/economist-explains/2013/08/economist-explains-3
Twortwat (2015). Recept Kölsch. Obtained on 10-3-2015 via https://www.twortwat.nl/per.auteur?article_id=1162825056
Van der Kooy Jubbega (2015). Ingrediënten bierbrouwen. Obtained on 11-3-2015 via http://www.vanderkooyjubbega.nl/bierbrouwen/mout/pils-mout-3-ebc-25-kg.html
Vorläufiges Biergesetz, 1993. Document obtained on 7-3-2015 via http://archiv.jura.uni-saarland.de/BGBl/TEIL1/1993/19931400.1.HTML
Warren, C. & Campbell, M.C. (2014). What Makes Things Cool? How Autonomy Influences Perceived Coolness. Journal of Consumer Research, 41, 543-563.
Expansion to Europe
(Warren & Campbell, 2014)
(Raghunathan, Naylor, & Hoyer, 2006)
(Lee, Frederick, & Ariely, 2006)
The Target Audience
References & Appendix
Reasons why Dutch people do not drink non-alcoholic beer.
Beer consumption in The Netherlands (in liters 10^6)
(Brewers of Europe, 2013)
Liters of German beer imported per capita
(DE Statis, 2013)
Percentage of imported beer in The Netherlands
(Brewers of Europe, 2013)
(The Brewers of Europe, 2013)
Traditionally German beers have a good reputation in Europe
Highest import per capita of German beer in The Netherlands
Declining trend in beer consumption in The Netherlands....
...however, there is an increase in the amount of imported beer in The Netherlands.
Foreign beers have a strong appeal.
Trend in Europe in the consumption of non-alcoholic beer (Mintel, 2014; The Economist, 2013)
40 percent of Dutch beer drinkers occasionally drink non-alcoholic beer
The innovation is that the taste is similar to alcoholic beer
Increasing interest in authentic foreign beers
Protected under European law by a PGI (Ambtsblatt der Europäischen Gemeinschaften, 1997)
‘Kölsch label’ is internationally recognized and seen as German A-quality beer
Reinheitsgebot --> 1993 Provisional German Beer Law (Vorläufiges Biergesetz, 1993)
Kölsch Style Beer & Köln
The Target Audience
Age average: 35
40% male 60% female
Most live in the Netherlands (11,4%), Germany (31,8%)
Rural (60,5%), Urban (39,5%)
Highest income and d high education
They think non-alcoholic beer is a reasonable alternative when you don't want/can consume alcohol (e.g. driving).
They do drink nonalcoholic beer because it does taste like beer.
Age average: 44
70% male 30% female
Most live in the Netherlands (24,2%), Germany (33,2%)
Rural (36,9%), Urban (63,1%)
High income and a highest level of education
They actually drink beer because they like the taste, not because of the alcohol.
They don't need beer during the week, but it just belongs to their perception of a good weekend.
They enjoy drinking beer
Beer does not have to be cheap
(Brewers of Europe, 2013)
Low price elasticity (Nederlandse Brouwers, 2014)
Bars vs Supermarket
74 % of the beer drinkers strongly care about the presentation (Nederlandse Brouwers, 2014)
Events (e.g. Rollende Keukens).
Biologische supermarkten (e.g. Marqt), organic ingredients
On-Trade 25% / Off-Trade 75%
(European association of Brewers, 2014)
Focus on taste experience
Volkswagen T1 Van driving to events
Intensity of competitive rivalry
Threat of new entrants
Threat of substitute products or services
Bargaining power of customers
Bargaining power of suppliers
First mover advantage
Large scale imports
Früh non-alcoholic (not available in NL)
Well known brands with non-alcoholic beers (Bavaria, Wiekse, Amstel etc.)
Significant in the
Homogeneous goods, many options.
Return on Investment
(Cambrinus, 2015; Twortwat, 2015; Van der Kooy Jubbega, 2015)
(Brauhaus Austria, 2015; Immowelt, 2015)
(Brewers of Europe, 2015)
(Steueberaten, 2015; Finanzministerium, 2015)
Health Consious Yup
Sophisticated Beer Drinkers
Number of active Breweries in 2013
(German Beer Institute, 2012)