Scaglia Corsican Beer
•
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New corsican beer communication campaign. Skema business school
![TOUrISTs
Target:
*INSEE [Link]
3Million
annually
€2.6
Billion
spending*](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Scaglia Corsican Beer
- 1. communication & promotion local identity beer Nadezda Morozova; Charlotte Naudin; Morgane Williot; Dmitrii Sytyi
- 3. gerard Primary target: Buys beer in a beach bar 40-50 Y.O. €60K Income €2-5K Budget French tourist Beer lover Pleasure maximiser
- 4. Corsican Identity Fresh & Tasty Corsican-ish name Good Value for € Affordable Corsican Experience
- 7. POINt OF Sale Promotion Personnel Recommendations benefit from established partnership special incentive campaign Special Menu offers price discounts for POS partners drive penetration & trial “Good Value/Money for local origin beer.”
- 8. partnership and SPoNsoRship Events Family activities “Family oriented Corsican beer, that values Corsican tradition.” brand placement drive brand awareness brand placement Drive brand awareness & recognition.
- 9. BUzz campaign Objects “Local origin beer, that welcomes you everywhere.” Beach Showers Bottle-shaped changing rooms Drive brand awareness & recognition. Drive sales among additional targets.
- 10. posm and print in RHC Branded menu supports Customised POSM for bars & restaurants Advertisement in Media Page in “Corse Matin” Key tourist print media (leaflets, brochures) “Good Value/Money for local origin beer.” Drive brand awareness.
- 11. beach OuTDOORs On the Beach Radio Billboards Banners Adjusted to weather “Local origin beer, that welcomes you everywhere.” Drive brand awareness. Sky ads 12 a.m. — 5 p.m. Posters in beach bars
- 12. transport Ferry Plane Banners Promo in cantine (placement in menu) Menu placement Sponsored entertainment events Bus & Shuttle Exterior ads Drive trial, penetration. Drive brand awareness. “Local origin beer, that welcomes you everywhere.”
- 13. SOCial MedIa Required minimum Crowdsourcing with local “experts” to create new beer tastes Information about events with partners Gain visibility with a « Like Ad » campaign Targeted Campaigns Targeted ads on tourist sites Partnership with bloggers “Good Value/Money for local origin beer.” Drive brand awareness & penetration.
- 14. incentive Plan Monetary Non-Monetary Bonuses Share of sales Trip to Ireland or Netherlands with brewery visits. Drive corporate culture. “Company appreciates initiative and wants you to grow.”