berea trezita
Post on 16-Aug-2015
140 Views
Preview:
TRANSCRIPT
Brand RO (Biz) data indicated years in a row that beer brand decreased progressively in relevance and preference
2014 2010 2011 2012 2013
6
9
12 10
23
30
39
41
43 48
50 60
64
77
80
87
93
99
100
Top 50
Top 100
* BrandRo, Biz & Unlock, 2011-‐2014, N=1000 interviuri, urban
Current consumers are different from those before crisis. They act guided by a very different mind-set.
Joy
Freeze
Ë
X
Introspection Outrospection
SENSIBILITY SENSE
Open up
!T
EMPATHY
Authentic emotions Real stories
Positive thinking Tolerance No prejudice
Self development
Looking for:
We have been continuously challenged on the cause of this. Are there any reasons for such a decrease in brand preference in case of beer category?
• Are there people drinking something else? They do not like beer anymore?
• Is there something missing on the beer market? Did the beer ‘waken up’? (“s-‐a trezit”)
In summer 2015 we have conducted an internal diagnosVc survey (data mining, interviews and focus group discussions) on the current status of beer category to see what’s the mood of people when they talk about it
Main conclusion: people did not give up on beer, beer has given up on them. Beer brands lack authenVcity, empathy and vibe able to engage current consumers in a way that’s relevant to them
Do people still like beer?
Yes, of course Beer is a mass alcoholic product that people enjoy a lot In the present it lost its spark and effervescence, therefore people migrated towards drinks with more personality, vibe and ritual (shots, strong alcohol) or more interesVng beers (arVsanal), also implying personality and authenVcity Mass beer brands are strongly commodiVzed and falling into rouVne
Is there something missing on the beer market?
YES.
We have idenVfied 7 main tensions:
1. Brand de-‐personaliza5on. Beer is already a generic, common category. It is all about fun, friends, jokes,
stories, nice girls, beaches, laughs. Brands lack the courage to stand out and say what is making them
unique, different in this homogenous mass. They all fight using the same tools, which makes them fall into
clichés
2. Brands lack authen5c emo5ons. They all communicate in a “poliVcal correct way”, not to take any risks.
Even when they communicate “the beauty of imperfecVon”, that comes perfectly executed. Current
communicaVon actually freezes the authenVc emoVons by means of well structured, lifeless execuVons
3. All communica5on is very crowded, full of useless details, saying the same old thing over again – beach,
girls, lots of people, all ecstaVc, happy, loud, everybody should laugh whether there is a good joke or not.
People need clear cut, short, impachul messages about the brand, away from useless details
4. Brands lack con5nuity. They jump from an idea to another. They lack consistency and perseverance in
message
Is there something missing on the beer market?
YES. We have idenVfied 7 main tensions:
5. Brands lack experience. Although people learn much more from experiences today, they lack such examples from beer brands, as they have in other categories (Dero, Coca-‐Cola, Fanta). Beer brands fail on effecVve interacVon with consumers
6. Too much noise emphasizes the lack of consistency, there were people that said that they would appreciate much more brands that do not say anything than those that make a lot of noise and say nothing
7. Lack of real innova5on. It is like beers know they should innovate, but they just change some variables within the same territory of clichés / expected innovaVons and then make a big fuss about it
As a consequence, beer market is hugely under pressure given its inner blockage, not the threat from outside
As long as beer “has woken up” (s-‐a trezit), people look for alternaVves
International premium brands seem however to stay relevant for humans in general, by touching their hearts
top related