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Beer

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by

Jason Blackmore

on 29 October 2013

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Transcript of Beer

Beer
Three Products
Heineken

Corona

Little Creatures
Recommendation
The expansion of the Little Creatures brand was the focus of the recommendation
Acquired by the Lion brewing company in 2012-2013
Acquisition provided enhanced financial resource pool allowing:
Widening of production and distribution networks/channels
Expansion of target markets to include more mainstream consumers
Overall increase in brand equity via new marketing initiatives focusing primarily on communication and positioning.
Product Offering
Core Product
An alcoholic beverage
Appear with appealing foam
Expected Product
Provide enjoyment through sense of freshness, refreshingness and wholesomeness
Augmented Product
Heineken Star Serve
Heineken Star Serve Venue
Future Product
Energy drink
Lower alcoholic concentration so kids and elders can taste
Product Offering
Branding
High brand recognition/awareness (100% of those surveyed)
Relatively high perceived quality (77%)
Highest brand loyalty (80% of people who had drunk it would drink it again)
Brand heavily associated with "summer", "beach" and "lime". This indicates successful advertising.
Highest Brand Equity (value given by the brand) of the three.
Positioning
Target Market: 18-30 (Generation X & Y)
Focus placed on beach and social settings
Marketed as the choice beverage for a relaxed day
Uses positioning as primary method of differentiating product from the competition.
Communication
Consumer Behaviour
Advertising campaigns target need/want recognition stage of process

Corona can satisfy a consumer's wants for thirst, popularity, relaxed, desriable lifestyle

At purchase stage of process consumers remember Corona's catchphrase which creates product differentiation
Branding
High brand awareness (100%)
High perceived quality (77%)
Relatively high brand loyalty (69%)
Brand associated heavily with "Sport", "Europe" and "Germany" (despite being a dutch beer). Low association with "James Bond" suggesting less than successful marketing strategy.
Lowest brand equity of the three brands
Positioning
Market Segments: Young to middle-aged males (Generation X and Baby Boomers)
Focuses on being the choice of beverage to add excitement in one's life (e.g. "The Entrance" advert.
Also places emphasis on being perceived as the foremost 'authority' in brewing
Consumer Behaviour
They communicate to consumers saying they can satisfy their wants: primary wants - thirst
secondary wants - "picking up" women

Their website helps consumers with information search stage, providing knowledge about their product

Cognitive dissonance and post-purchase evaluation stage
Product Offering
Core Product
An alcoholic beverage
Appear with appealing foam
Expected Product
Provide enjoyment through sense of freshness, refreshingness and wholesomeness
Augmented Product
Attractive Venue for dine in and relax
Fantastic view and atmosphere
Live comedy and live jazz band
Future Product
Energy drink
Lower alcoholic concentration so kids and elders can taste
Branding
Lowest brand recognition (80%)
Highest perceived quality (80%)
Lowest brand loyalty (56%) but high loyalty amongst regular beer drinkers
Mostly associated with "local" or "Fremantle" and "trendy" or "boutique". Evidence of the brand being successful in a niche market (regular beer drinkers/"hipsters")
Second highest brand equity. Well established niche brand
Positioning
Market Segment: Alternative/Hipster consumers (primarily Generation Y)
Heavy focus on alternative perception
Tend to highlight the perceived qualitative superiority of their product
Uses positioning heavily though not as their sole driving force for differentiation
Communication
Consumer Behaviour
Advertise heavily online

This addresses the need/want recognition stage and evaluation of option stages

Events such as "Not a Street Party" focus on purchase and post-purchase evaluation stages
Thankyou for watching!
Corona
Heineken
Little Creatures
Jason Blackmore
Yu Chen
Spencer Fullerton
Michael O'Sullivan
James Pennefather
Consumer Decision-Making Process
Need/want recognition
Information search
Evaluation of options
Purchase
Post-purchase evaluation
A snippet from their website
"From where you'd rather be" campaign slogan Corona has used for several years.



Product Placement in the movie "Fast and Furious
Very limited visual advertising

Sponsor less well known cultural (hipster) events such as the Sydney Film Festival
Most recent slogan is "open your world"

In the film, "Skyfall", James Bond drinks Heineken instead of his famous "shaken not stirred" Vodka Martinis (product placement)

Sponsor many sporting events such as "UEFA Champions League" and a tennis tournament the "Heineken Open"
Communication
Core Product
An alcoholic beverage
Appear with appealing foam
Expected Product
Provide enjoyment through sense of freshness, refreshingness and wholesomeness




Augmented Product
Represent philosophy of living
It's about connection between people and self-expression
Build up an image of authentic
Special and unique flavor, unmistakable colour
Unparalleled flavor of Mexican Heritage
Future Product
Energy drink
Lower alcoholic concentration so kids and elders can taste

Little Creatures Fremantle Brewery
Full transcript