ORLANDO’S® Beer Brand Strategy

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ORLANDO’S®Premium Lager Beer Brand Strategy & Presentation.

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ORLANDO’S® Beer Brand Strategy

  1. 1. Brand Strategy 2011 UnaBev S.A. © 2011 TM & Copyright all Rights Reserved.
  2. 2. What’s in a nameOriginally from Roland, an old German name meaning “ Famous Land or Renowned Land ” UnaBev S.A. © 2011 TM & Copyright all Rights Reserved.
  3. 3. Logo Design & IconsOriginal and distinctive logo and proprietary Dragon icon inspired by a simplepremium impactful packaging expression that elegantly expresses both thebrand and product quality as well as reflects the smart nature of the design The Dragon symbolizes life and growth and is said to bring the five blessings: Harmony, Virtue, Riches, Fulfillment and Longevity UnaBev S.A. © 2011 TM & Copyright all Rights Reserved.
  4. 4. Tasting Notes Original Premium Lager Beer, delicately handcrafted and brewed to perfection in Germany using only the finest quality ingredients. A perfect balance of a rich golden color, distinctive hop aroma with a subtle nose setting the stage for the soft, rounded flavors, an almost imperceptible fruit sweetness gives way to the medium bitterness and delicate dryness. Delicate & very smooth refreshing taste, medium in body and carbonation with a crisp clean finish and best enjoyed when properly poured into ORLANDO’S exclusive Fresh beer glass for the Ultimate Beer Experience ! TM Alc 4.8 % Vol INGREDIENTS: Water, Malted Barley, Hops, Yeast.* Brewed in accordance with the “ Reinheitsgebot”. the German Purity Law of 1516. UnaBev S.A. © 2011 TM & Copyright all Rights Reserved.
  5. 5. Brand Mission StatementTo provide the discerning consumer with a Premium Lager Beer Brewed toPerfection, complex in flavors that is easy to drink, refreshing, enjoyableand inspired with a simple yet sophisticated desirable design. UnaBev S.A. © 2011 TM & Copyright all Rights Reserved.
  6. 6. Brand Objective & long Term Vision:To become one of the most preferable worldwide Premium beer. UnaBev S.A. © 2011 TM & Copyright all Rights Reserved.
  7. 7. Brand Consumers Attributes:Male and Female 21 Plus – Independent– Trendy – Worldly – Prestigious –Successful – Achiever - ClassyConfident – Charismatic – Passion forInnovative stimulus –Strong Social Networkers – Very muchattracted to sophistication and to aworld-class lifestyle. Sensuality is an important trigger tokeep their levels of adrenaline always upto date. UnaBev S.A. © 2011 TM & Copyright all Rights Reserved.
  8. 8. ORLANDO S® USP:Unique Selling Proposition:Reasons to Believe:ORLANDO S® Premium Lager Beer Handcrafted, Brewed and Bottled inGermany using only the Finest Ingredients, Pure Quality authentic beeraccording to the “REINHEITSGEBOT”, German Purity Law of 1516. UnaBev S.A. © 2011 TM & Copyright all Rights Reserved.
  9. 9. ORLANDO S® Brand Drivers: EMOTIONS ORLANDO S® Knows how to connect with its consumers on an emotional and very rewarding experience. UNIQUENESS ORLANDO S® VALUES Gives customers ORLANDO S® ORLANDO S® valuable reasons to BRAND Delivers more values believe in its world- than people might class excellent DRIVERS expect qualities AWARENESS ORLANDO S® Is working on its worldwide presence to increase consumer s highest levels of preference UnaBev S.A. © 2011 TM & Copyright all Rights Reserved.
  10. 10. ORLANDO S® Competitive AdvantagesORLANDO S® has been conceived to cultivate long-term preference and loyalty, whilechallenging a behavioral consumer s tendency of exploring different Premium beerbrands.ORLANDO S® message, within a wide integrated media platforms, will be veryconsistent in manifesting not only the values, the essence and the unique attributes ofORLANDO S® Beer, but also will take in consideration the authentic language of thepure beer category.ORLANDO S® Sustainable Competitive Advantage will be supported byconsistency in the communication of its excellent world-class qualities. UnaBev S.A. © 2011 TM & Copyright all Rights Reserved.
  11. 11. ORLANDO S® Brand STRATEGY:Commitment to develop the sources that constantly will monitorORLANDO S® KPI s in order to evaluate its performance and trulycontribute to ORLANDO S® development towards success and tokeep the brand among the top worldwide favorites Premium Beers. UnaBev S.A. © 2011 TM & Copyright all Rights Reserved.
  12. 12. Building Brand Preference and Loyalty: Developing Brand Preference through emotional perfection very well supported by its authentic Brewed to Perfection qualities & Attributes: . Genuine, Original and totally committed to Perfection, ready to make The most enjoyable consumer’s experience and challenging the market of the most well known Worldwide Premium Beers. ORLANDO’S® BRAND IDENTITY CONSUMERS BRAND PERCEPTION ORLANDO S® IS ONE OF THE PERFECT ORLANDO S® GIVES ME THE PLEASURE AND MOST AUTHENTIC OF ENJOYING THE TASTE PURE QUALITY PREMIUM BEER OF AN AUTHENTIC HIGHEST QUALITY BEER, OF THE WORLD. WHILE MAKING ME FEEL REWARDED WITH WORLD CLASS PRIVILEGES UnaBev S.A. © 2011 TM & Copyright all Rights Reserved.
  13. 13. Brand Essence Wheel Satisfies me World-Class Great Taste Enjoyable Experience High Quality Beer Great Social Moments One of the Best Rational   Premium Beers Diferenciates ONE OF me from the THE MOST Authentic crowd PERFECT Reliable Brand PREMIUM World-Class BEER IN THE World-Class WORLD Pleasure Prestigious Trendy Emotional   Cool Wealthy Fashionable Attractive Knowledgeable UnaBev S.A. © 2011 TM & Copyright all Rights Reserved.
  14. 14. ORLANDO’S® in the Social World Compe5tor   ORLANDO S® brand key consumers are analysis   Worldwide travelers, explorers, willing to visit BLOGS   SOCIAL   the most trendy and sophisticated places NETWORKS   &     RSS   and people. One of their main traveler s ON  LINE   Road is immersing themselves in the Social MARKETING   Media World. And this is one of our main &   Custom   Integrated Social Media strategy & presence Website   BRANDING   Web   &     in order to extend constant viral knowledge Strategy  &   Search     Marke5ng   & experiences to be shared in the worldwide op5miza5on   Review   talking behavior, while enhancing the brand s EMAIL     &   worldwide awareness by covering every current Smart     Phones   and newest direct forms of communication. UnaBev S.A. © 2011 TM & Copyright all Rights Reserved.
  15. 15. Introducing ORLANDO S® Label UnaBev S.A. © 2011 TM & Copyright all Rights Reserved.
  16. 16. Introducing ORLANDO S® Exclusive Glass Exclusive Fresh beer glass. This special slim shape specifically designed to capture & release the intoxicating flavors & aromas of ORLANDO’S® Premium Lager Beer for an unforgettable & satisfying experience! *Awarded : Rhineland - Palatinate Design Award & iF product design award. Nominated for Design Award of the Federal Republic of Germany. UnaBev S.A. © 2011 TM & Copyright all Rights Reserved.
  17. 17. Brewed to Perfection TM Pure and Authentic Prestigious World-Class Premium Lager Beer UnaBev S.A. © 2011 TM & Copyright all Rights Reserved.
  18. 18. UnaBev S.A. © 2011 TM & Copyright all Rights Reserved.

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