8/10/2019 Kingswood - Final

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Josef Štaif (project draft from 20 November 2014)

MARKET PENETRATION – PRODUCT OF BREWERY INDUSTRY

The main idea of my project is to research and develop by which distribution channels the product of

brewery was distributed when it was launched and according to the used distribution channels,which means of promotion were used.

I would like to concentrate on the product of Pilsner Urquell – apple cider Kingswood. It waslaunched in summer 2013 and firstly it was distributed only to a few selected restaurants in Pragueand in Brno. There were bus stations transformed into Kingswood cider houses in Prague. There wasa map with marked restaurants that serve draught Kingswood there. During summer music festivals,Pilsner Urquell also used special Kingswood stands where they promoted a new product. There werebuilt Kingswood Gardens with apples and yet again serving draught Kingswood in Prague and Brno onsquares. These gardens represent the innovation in promotion of the brewery products.

As the autumn came, Pilsner Urquell started to distribute Kingswood into more and more restaurantsall over the Czech Republic. According to this strategy of penetration, Pilsner Urquell preparedleaflets and also TV commercial advertising. From the beginning, there were special Kingswoodglasses (0,4 litre with mark „Kingswood over ice“ because Kingswood is recommended to be servedon ice) and wooden beermats in the restaurants. And in this age, it is good to consider the power ofsocial media. Kingswood has its own Facebook profile page where can be found the list of placeswhere Kingswood is available. There is also made promotion – for example some competitions whereoriginal Kingswood glass could be won. At that time Kingswood still hasn't been sold in bottles.

Following winter 2013/2014 Kingswood was firstly presented as a „hot cider“. It could have beenfound in the winter edition of Kingswood Garden in Prague during Christmas markets – it waswooden room where hot cider Kingswood could be bought in label cups. This was the first timeKingswood was considered as a hot cider and this idea will be more developed next winter(2014/2015).

In spring 2014, Kingswood was firstly distributed in bottles (0,4 litre) within Tesco chain stores andlater in the other supermarkets. In that time, the restaurants also could buy Kingswood in bottles.

Summer 2014 brought Kingswood to more summer festivals than in summer 2013 and it could befound for example at Chodské slavnosti in Domažlice. Kingswood was sold in branded stand together

with real apples to demonstrate that Kingswood is made only from the best apples.

Autumn 2014 was the beginning of promotion plan of „hot cider“. Special boxes with four bottles ofKingswood and four tea packs with species (cinnamon, ginger, cardamom, clove and orange peel)were packed together for customers to prepare hot cider Kingswood at home. Also the restaurantsbuying Kingswood in bottles had the opportunity to buy a little box with 20 tea packs of Kingswoodhot cider species.

From the beginning of promotion cars covered in Kingswood style (as many other companies do) canbe seen. This is another kind of promotion that will help Kingswood to penetrate the market.