kozel brand study / czech republic
TRANSCRIPT
Kozel !Brand Study
Miroslav Jiřík, Sept 2011
Presentation is prepared: • for specific purpose – to demonstrate to client
(SABMiller) SYMBIO’s marketing high level approach and brand expertise
• is based on • limited data provided by client • own analysis from public sources available in the
Czech Republic • for the Czech market only - this approach can be
applied for other markets as well if client show interest
General notes
Summary and our task
Come up with digital strategy ���& activation concept/idea
MA
IN
GO
AL
Differentiate brand on local markets: Russia, Slovakia, Ukraine, Hungary, Finland, United Kingdom, Czech Republic
Deliver unified framework and
components („LEGO like“) ready
to use on local markets responding to
local needs
Fullfill given KPIs: drive traffic and
customer enagagement, ���support sales
TA
RG
ET
S
that will:
Approach to the task
• Creative idea • Digital framework &
components
Own analysis: • Market • Competition • Global and local
trends • Category trends
Own analysis: • Positioning in
NeedScope • Brand SWOT • Brand architecture • Target group • Brand positioning
1. Market analysis 2. Brand analysis 3. Digital strategy and activation idea
Covered in this presentation
Market analysis
Step 1
Own analysis: • Market • Competition • Global and local trends • Category trends
Beer market and consumption is decreasing
Alcohol beverages ���market
Beer 150.7 litre per person
-3.8% vs 2009
CZECH REPUBLIC, 2010
STEP 1
Wine 18.7 litre/per.
+1.2% vs 2009
Spirits 18.2 litre/per.
+1.2% vs 2009
… mainly due to • increase of consumer tax
(in 2010) • global recession and
customers lower “buying power”
• cheaper brands (eg. from Poland) and retail chains power (eg. private brands)
Customers are looking for value for money. ���
Brand bonding is weaker than ever before.
Competition is consolidated and strong STEP 1
SABMiller
InBev
Heineken
Budvar
PMS
Local
Prazdroj, Kozel, Gambrinus, Radegast, Birell, Frisco,..
Staropramen, Braník, Velvet, Ostravar, Stella Artois,...
Starobrno, Krušovice, Zlatopramen, Hostan, Louny, …
Budweiser Budvar, Pardál, Carlsberg
Holba, Zubr, Litovel
Bernard, Svijany,…
Local trends are similar to global ones
Ageing Society Key demographic trend in many European and Asian countries
Heath & Well-being
Increasing obesity concerns worldwide, and continued interest in health and well-being in many
Asian countries
Home/local focus Growth of in-home eating entertaining in Europe and
interest in their local community/local products
Savvy consumer Many consumers remain cautious
– looking for deals, shopping around and buying online to save
Trading down/up More polarised shopping with
increasing unemployment as well as increasing prosperity
New technology Rapid growth of new technology, mobiles and internet shopping,
cashless payment
Sustainability Consumer awareness and
concern enviroment and for climate change
STEP 1
Innovations are serving new customer needs STEP 1
Packaging in PET bottles increasing value for money
New brands (and “pivotéky”) serving niche market
Customer's needs are more fragmented ���and result in innovations, new trends and new brands
Offers for healthy conscious and responsible drinking customers
Beer is becoming ���more attractive for ���new target groups
Focus on pub and beer quality, unique atmosphere
Brand ���analysis
STEP 2
Own analysis: • Positioning in NeedScope • Brand SWOT • Brand architecture • Target group • Brand positioning
Accomplished, capable Intelligent, discerning Precise, methodical
Considerate, thoughtful Trustworthy, dependable
Quiet, cautious
Carefree, fun-loving Cheerful, lively
Free-spirited, outgoing
Friendly, approachable
Practical, down-to-earth Open, honest
Ambitious, successful Assertive, determined Impressive, respected
Active, energetic Adventurous, risk-taking Unconventional, open-
minded
Beer brands are occuping all need segments
Draze jen chutná
Žiješ jen jednou
Kdo umí, umí
Pravá chuť přátelství
Inspirující originál
Vlastní cestou
Život je hořký. Bohu dík.
Naše řeč Zůstaň ve hře
NOTE: Due to lack of brand research availability this positioning is made by own brand perception. Needs to be validated in research.
Brand SWOT STEP 1
• Established brand with good awareness
• Recognizable communication symbol/icon - “goat”
• Detectable positioning and brand promise (who knows, he knows)
• Strong owner behind
Strengths
• Local production (outside CZ) does not support credentials of original Czech recipe
• Premium brand which is not delivering value for money. Consumers not confident in choice – do not understand why to pay premium price.
• Lower appeal of animal as a beer symbol and offensive local meaning of goal in some countries
• Czech original recipe and credentials
• Strengthen and leverage brand positioning and attract broader target group
Weaknesses
Opportunities Treaths
Brand architecture
BRAND ��� = person‘s experiences ���
and gut feeling about KOZEL
How we behave and look like / Brand Personality
Reasons to believe us / Value and Preference Drivers (Our Strenghts)
Functional Attributes
Original Czech��� recipe and beer
In What We Believe / Brand Values
What We Promise ���/ Brand Essence
Putting people like me ���together spontanously
Hospitality, Togetherness, Craftmenship, Authenticity
Embracing, wholehearted, quirky, unpretentious
“Kdo umí, umí” Spontaneous togetherness
Emotional Attributes
Distinctive liquid with smooth taste
Feel of cheerful „small town“ togetherness with friends
Target group is broad giving chance for sales growth
Together with friends (3+) drinking beer bought in a shop
Together with friends in a pub
Men, 25–35, urban living, clerks, middle management, small business owner, entrepreneurs, becoming more responsible, keen to socialise with close friend, brand-conscious, appreciate Czechness as a sign of a quality beer
Differentiating brand positioning
For men who value human-made well-done job and want
to share and spent their time together with friends, Kozel
is the beer of the first choice, because it is produced locally
based on traditional Czech recipe, has distinctive liquid and
taste, is reasonably priced and served in normal places that they are
used to go to – it is the authentic beer putting friends
spontanously together. Who knows, he knows.
(target group)
(need) (brand)
(competitive framework)
(rational benefit)
(emotional benefit)
Digital strategy and activation ideas���(not part of this ppt)
Step 3
Poznámky k této části pro Sanju a Leonu Zde by, myslím, měla být část, která představí jakým konkrétním způsobem podpořit positioning značky a příslib značky Kozel s využitím internetu a digitálních nástrojů. To znamená: • Digitální strategie • jaké nástroje použijeme (a proč), • jak budou spolu provázány - ideálně demonstrovat řešení formou
“module boxu”/framework, z kterého si jednotlivé země mohou vytáhnout příslušné nástroje
• plusem může být návrh propojení online nástrojů na offline prostředí (např. interakce pomocí digitálních nástrojů v Kozlovnách, viz PUB)
• Kreativní koncepty/aktivační idea, která bude jasně a atraktivně komunikovat klíčové brand values: Authenticity (koncept “Hnutí za opravdový život“), Craftmenship” (koncept “Klub Kozlařů”)
