Repositioning Strategy for Genever // HKU 2011
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This was a university assignment during the MA program Fashion Communication Design at the Hogeschool boor de Kunsten in Utrecht. ...
This was a university assignment during the MA program Fashion Communication Design at the Hogeschool boor de Kunsten in Utrecht.
The task was to reposition Bols Genever in the Dutch market.
The starting point and with it the greatest challenge was to handle Genever's reputation in the Netherlands.
Another challenge was the fact that alcohol is only sold in specialised off-licence stores. In other words; potential customers have to leave their usual grocery supplier to buy alcohol.
For me personally the first step was to bring the product back to people's daily lives and thus reposition it in a rather radical way.
This pitch is based on the idea of co-operating with other traditional brands to make Genever part of the daily life.
It's all about "tradition and heritage" and sharing great moments in your circle of best friends.
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