non alcoholic beer - verge
DESCRIPTION
A group presentation in MA Advertising and Marketing Communications class, Bournemouth University for marketing a fictional new non-alcoholic beer called verge.TRANSCRIPT
Group Presentation
NON-ALCOHOLIC LAGER:
KEEP YOUR COOL WITH VERGE
Temitope Adedayo, Gianluca Di Natale, An Dinh, Justice James
MARKET ANALYSIS
Beer consumption trends Market challenges and opportunities Market competiton
BEER CONSUMPTION TRENDS
Largely driven by males Lager is the most popular type More drinkers think beer should
remained unflavoured Under 25 year-old drinkers tend to be
drawn by packaging aesthetics rather than brand name visibility
Beer brand is important but drinkers are willing to experiment new products
Source: Mintel (2013)
MARKET CHALLENGES & OPPORTUNITIES Decline in beer consumption, driven
by health conscious and financial issues
Meanwhile, lower and non-alcoholic beers is showing high growth (40% increase annually in retail outlets)
Tax breaks for drinks with 2.8% and below alcohol content
30% of non-alcoholic beer drinkers have increased consumption of this type of beer
Source: Mintel (2013) & Smithers (2012)
MARKET COMPETITION
Tax break for lower-strength beverages set the market on fire.Many beer brands have introduced their lower / non-alcoholic beers. Top
sellers: Bavaria, Becks, Erdinger and CobraTaste to follow the traditional beer taste or add fruity flavours; packaging
mimics regular beer design
Cider and wine brands also entered the market. Non-alcoholic cider is growing in popularity among women.
Source: Mintel (2013) & Tesco (2012)
TARGET AUDIENCE
ACORN Classification Consumer Involvement Theory
ACORN: GROUP K, STUDENT LIFE / AGE
Source: ACORN
ACORN: GROUP K, STUDENT LIFE / WORKING STATUS
Source: ACORN
ACORN: GROUP K, STUDENT LIFE / INTERNET FREQUENCY
Source: ACORN
ACORN: GROUP K, STUDENT LIFE / INTERNET BUYING
Source: ACORN
ACORN: GROUP K, STUDENT LIFE / FOOD SHOPPING
Source: ACORN
ACORN: GROUP K, STUDENT LIFE / INTEREST & HOBBIES
Source: ACORN
CONSUMER INVOLVEMENT THEORY
Low involvement/Emotional
- Emotional Gratification
- Little time spent in decision making
- Refreshing taste without negative effects of alcohol
Source: Adcracker (2014) & McNamara (2013)
VERGE: THE BRAND
BRAND PROPOSITION
“FOR 18-24 YEAR OLD DRINKERS, VERGE IS THE BEST CHOICE OF DRINK TO KEEP YOUR EVERY MOVE COOL, COLLECTED AND SMOOTH IN SOCIAL SETTINGS, NO MATTER HOW LONG THE NIGHT IS”
ADVERTISING STRATEGY
COMMUNICATION OBJECTIVES
Gain awareness about VERGE amongst the target audience by 60% by the end of March 2015
Increase brand preference towards VERGE by 40% by the end of March 2015
MEDIA CHANNELS & CREATIVE CONCEPTS
Online Advertising– Video banners on websites: Sun,
Cosmopolitan, Top Gear, Men’s Health– Pre-rolled video on You Tube /
VERGE’s channel– Sponsored Facebook posts & tweets – VERGE’s Fan page & Twitter
Outdoor Advertising
MEDIA CHANNELS & CREATIVE CONCEPTS
“DODGE THE DRUNK”FEATURING DIFFERENT TACTICS GIRLS USE TO GET RID OF DRUNK MEN
CONCEPT
VERSION 1: THE COBRA
VERSION 2: THE MOTHER HEN
Promotions
- 6-bottle packs with 2 free Limited Edition bottles
- VERGE club nights
- VERGE Traveling Lorry
MEDIA CHANNELS & CREATIVE CONCEPTS
LIMITED EDITION BOTTLE
VERGE TRAVELING LORRY
Mobile Phone App
- Stores home address and payment information
- Can be used to call a cab on a night out
- Lets you get home safely
MEDIA CHANNELS & CREATIVE CONCEPTS
VERGE MOBILE APP
COMMUNICATION FINGERPRINT
BUDGET AND TIMELINE
REFERENCESAcorn, 2013a. Understanding Consumers and Communities [online]. United Kingdom: CACI. Available from: http://acorn.caci.co.uk/what-is-acorn [Accessed 9 January 2014]. Acorn, 2013b. Acorn User Guide. Group K: Student Life [online], 60-61, In Press. Available from: http://acorn.caci.co.uk/downloads/Acorn-User-guide.pdf [Accessed 9 January 2014]. Clifford, E., 2013. Food and drink packaging trends - UK - February 2013 [online]. London: Mintel Group. Cosmopolitan, 2013. Cosmopolitan website rate card [online]. London: Hearst Magazines UK. Available from: http://www.hearst.co.uk/magazines/011-181-Website-Rate-Card.html [Accessed 6 January 2014]. Deloitte, 2013. Media consumer survey 2013: Love in a cold climate [online]. London: Deloitte LLP. Guardian, 2011. Guardian.co.uk advertising rates [online]. London: Guardian News & Media Limited. Available from: http://image.guardian.co.uk/sys-files/Guardian/documents/2011/02/22/ratecard.pdf?guni=Article:in%20body%20link [Accessed 6 January 2014].
REFERENCESMcNamara, S., 2014. Consumer Involvement Theory [online]. Oregon: Ad Cracker. Available from: http://www.adcracker.com/involvement/Consumer_Involvement_Theory.htm [Accessed 9 January 2014]. MediaTel, 2014a. Television- Monthly- Hours & share [online]. London: MediaTel Limited. Available from: http://mediatel.co.uk/television#application [Accessed 6 January 2014]. MediaTel, 2014b. Press- NRS: Demographic breakdowns [online]. London: MediaTel Limited. Available from: http://mediatel.co.uk/press/#application-reports [Accessed 6 January 2014]. MediaTel, 2014c. Online: Report: Internet activities by age [online]. London: MediaTel Limited. Available from: http://mediatel.co.uk/online/report/internet-activities/ [Accessed 6 January 2014]. Smithers, R., 2012. Improved taste leads to surge in sales of low-alcohol beers. The Guardian [online], 27 January 2012. Available from http://www.theguardian.com/lifeandstyle/2012/jan/27/low-alcohol-beers-sales [Accessed 10 January 2014].
REFERENCES
Tesco, 2012. Health conscious Brits create record growth for low alcohol beer [online]. Hertfordshire: Tesco. Available from http://www.tescoplc.com/index.asp?pageid=17&newsid=591 [Accessed 10 January 2014]. Wisson, C., 2013a. Beer - UK - December 2013 [online]. London: Mintel Group. Wisson, C., 2013b. Lower-alcohol drinks are well placed to succeed in the on-trade [online]. London: Mintel Group.