Somersby Cider            US Product Launch                Rare Associates Stephen Dil      Patrick Mazur     Stuart Shapi...
Agenda1.   Market Situation Analysis2. Target Segment Audience3. Objectives of the Campaign4. Behavioral Timeline5. Value ...
Background• Introduced by Carlsberg to  Europe in 2008• Sold in 22 countries• Crown Imports to introduce  and distribute d...
US Cider Market       Cider as a product category                                                        Cider Consumption...
Company Overview
Situation Analysis                                                                                                        ...
Alcoholic Drink Category                        Other            Distilled   Wines              Fermented           Spirit...
ChannelTier 1     Manufacturer                   ImporterTier 2       DistributorTier 3               Retail         On-si...
US Hard Cider Sales 2011                     16                     14                     12Millions of Liters           ...
Agenda1.   Market Situation Analysis2. Target Segment Audience3. Objectives of the Campaign4. Behavioral Timeline5. Value ...
Mainstream Alcohol Sales Trends                                        Beer                                        down   ...
“The core consumers for the major        domestic brands were among those         most impacted by the recession, so      ...
Who Is Not Somersby         “Yellow Fizzy”                                                      Spirits   WoodchuckSource:...
Somersby Cider Target Market                                                     • 25-34 years old                        ...
Agenda1.   Market Situation Analysis2. Target Segment Audience3. Objectives of the Campaign4. Behavioral Timeline5. Value ...
Campaign Objectives                           US Cider Market                                      25%Over five years, pot...
Agenda1.   Market Situation Analysis2. Target Segment Audience3. Objectives of the Campaign4. Behavioral Timeline5. Value ...
Behavioral Timeline for Somersby CiderAudience/Element:Distributor                                                        ...
Hypothetical Timeline – Somersby Cider                      Belief: Cider is next      Distributor     Action: Get excited...
Agenda1.   Market Situation Analysis2. Target Segment Audience3. Objectives of the Campaign4. Behavioral Timeline5. Value ...
Value Proposition for End Consumer• For the refined urbanite…• …that needs an alternative to immature and bland beers…• So...
Value Proposition for On Premise Accounts• For the trendy bar or restaurant…• …that needs a new way to bring in a hipper c...
Agenda1.   Market Situation Analysis2. Target Segment Audience3. Objectives of the Campaign4. Behavioral Timeline5. Value ...
Advertising BriefWhy are we advertising?     To create brand awareness, resonance, and equity for                         ...
Advertising Brief ContinuedWhy should the         Somersby is manufactured by Carlsberg Group and was                     ...
Agenda1.   Market Situation Analysis2. Target Segment Audience3. Objectives of the Campaign4. Behavioral Timeline5. Value ...
Proposed Budget      Target Result                Medium          Budget        1   2   3   4    5   6   7   8   9   10   ...
Agenda1.   Market Situation Analysis2. Target Segment Audience3. Objectives of the Campaign4. Behavioral Timeline5. Value ...
Results MeasurementDesired outcome:•25% market share of cider category withinfive yearsMetrics:•Sales figures against mark...
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Somersby Cider US Product Launch

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This is a hypothetical integrated marketing strategy plan created for the United States product launch of Somersby Cider.

For more: http://www.stuartisaacshapiro.com

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Transcript of "Somersby Cider US Product Launch"

  1. 1. Somersby Cider US Product Launch Rare Associates Stephen Dil Patrick Mazur Stuart ShapiroAngelo Fields Tyler Ritchey Peter Wolkowski
  2. 2. Agenda1. Market Situation Analysis2. Target Segment Audience3. Objectives of the Campaign4. Behavioral Timeline5. Value Proposition6. Outline of Suggested Media (Creative Brief)7. Budget and Execution Plan8. Results Measurement
  3. 3. Background• Introduced by Carlsberg to Europe in 2008• Sold in 22 countries• Crown Imports to introduce and distribute domestically
  4. 4. US Cider Market Cider as a product category Cider Consumption Comparison • Current: 0.3% of US Market • US Consumption: 59 million liters • 5 year expected: 1% of market • UK Consumption: 1.8 billion liters • CAGR: 36% • US Market: $90M in CY2012 5 year market expectations England: Cider is 15% of the alcohol • Market Size: $420 million market • Consumption: 275M Liters International trends indicate Cider is positioned to grow at a rapid rate. To benefit, Somersby needs to appropriately position itself against established brandsSource: http://www.beveragedaily.com/Manufacturers/US-cider-market-set-to-explode-C-C-GroupSource: http://stream.wsj.com/story/markets/SS-2-5/SS-2-46115/
  5. 5. Company Overview
  6. 6. Situation Analysis Increase of At Bar or Restaurant Alcohol Purchases • Political 1982 • Economic 24% 40% • Social • Environmentalhttp://business.time.com/2012/10/26/youd-be-hard-pressed-to-find-a-hotter-alcoholic-beverage-than-hard-cider/,http://www.npr.org/blogs/money/2012/06/19/155366716/what-america-spends-on-booze
  7. 7. Alcoholic Drink Category Other Distilled Wines Fermented Spirits Beverages FlavoredTraditional Alcoholic Ciders Mixed Drinks Beer Beverages
  8. 8. ChannelTier 1 Manufacturer ImporterTier 2 DistributorTier 3 Retail On-site Off-site
  9. 9. US Hard Cider Sales 2011 16 14 12Millions of Liters 10 8 6 4 2 0 Woodchuck Strongbow Hornsbys Magners Ace Cider
  10. 10. Agenda1. Market Situation Analysis2. Target Segment Audience3. Objectives of the Campaign4. Behavioral Timeline5. Value Proposition6. Outline of Suggested Media (Creative Brief)7. Budget and Execution Plan8. Results Measurement
  11. 11. Mainstream Alcohol Sales Trends Beer down 1.3% Cider up 31%Source: Technomic – 2012 Beer Trends in Adult Beverages
  12. 12. “The core consumers for the major domestic brands were among those most impacted by the recession, so their spending habits changed. At the same time, taste preferences evolved, especially among younger consumers, and we saw beer drinkers increasingly seeking more complex or varied flavor profiles” -Donna Hood Crecca, senior director, Adult Beverage Resource Group at TechnomicSource: Beverage Daily.com – Carlsberg slakes US cider thirst with Somersby first
  13. 13. Who Is Not Somersby “Yellow Fizzy” Spirits WoodchuckSource: Californiabeat.org, collegeotr.com, ChaCha – Guide to Frat Styling
  14. 14. Somersby Cider Target Market • 25-34 years old • Urban lifestyle • Spends a lot of time with friends • Positive and unafraid to experiment • Establishing themselves and looking for a match for their post-Ikea refinementSource: Zimbio, weheartit.com, Budejovicky Budvar
  15. 15. Agenda1. Market Situation Analysis2. Target Segment Audience3. Objectives of the Campaign4. Behavioral Timeline5. Value Proposition6. Outline of Suggested Media (Creative Brief)7. Budget and Execution Plan8. Results Measurement
  16. 16. Campaign Objectives US Cider Market 25%Over five years, potential sales go from $27M in 2013 to $105M in 2018
  17. 17. Agenda1. Market Situation Analysis2. Target Segment Audience3. Objectives of the Campaign4. Behavioral Timeline5. Value Proposition6. Outline of Suggested Media (Creative Brief)7. Budget and Execution Plan8. Results Measurement
  18. 18. Behavioral Timeline for Somersby CiderAudience/Element:Distributor When? 1st targetWhat do we want them to believe? audience forCider isn’t just a fad and its increasing popularity is important to our business. partner co-op marketing purposesWhat do we want them to do?Get excited about having a cider like Somersby in their brand portfolio.Audience/Element:On premise accounts/consumer When? 2nd targetWhat do we want them to believe? audience forIncreased cider popularity is important to your business and our Somersby draught option will sampling andgive you great margins and fast keg turnover. promotional purposesWhat do we want them to do?Ask their Crown sales rep for Somersby draught and bottles. Give a tap handle and coolerspace to Somersby products. Promote Somersby in their establishments.Audience/Element:Off premise accounts/consumer When? 3rd targetWhat do we want them to believe? audience afterIncreased cider popularity is important to your business and our Somersby bottle option will sampling ongive you fast turns. premise (6-pack purchase, etc.)What do we want them to do?Ask their Crown sales rep for Somersby bottles. Give cooler space to Somersby bottles andpromote Somersby through POS and specials. 18
  19. 19. Hypothetical Timeline – Somersby Cider Belief: Cider is next Distributor Action: Get excited Belief: Cider is next On premise Action: Stock Somersby accounts in Kegs/Bottles Belief: Cider is next Off premise Action: Stock Somersby accounts Bottles Young, urban professionals Belief: Even though cider might not appear to be your thing, it is who are okay to be curious. You’re young, progressive, and don’t care as socially much as you used to about what other people think of your adult active and drink choices. What you drink should taste exceptional. looking to try something Action: Sample Somersby on premise, buy Somersby at both other than beer/spirits ••• JAN FEB MAR APR MAY JUN JUL AUG SEP 1919
  20. 20. Agenda1. Market Situation Analysis2. Target Segment Audience3. Objectives of the Campaign4. Behavioral Timeline5. Value Proposition6. Outline of Suggested Media (Creative Brief)7. Budget and Execution Plan8. Results Measurement
  21. 21. Value Proposition for End Consumer• For the refined urbanite…• …that needs an alternative to immature and bland beers…• Somersby Cider• …provides a novel and refreshing drinking experience…• …unlike Woodchuck Cider or Miller Lite beer.• We do this by producing a drink straight from apples• …As demonstrated by the pleasant, summery aroma and lack of beer bitterness.
  22. 22. Value Proposition for On Premise Accounts• For the trendy bar or restaurant…• …that needs a new way to bring in a hipper crowd…• Somersby Cider• …provides a lucrative, novel product offering…• …unlike other ciders and craft beers.• We do this by ensuring fast turnover and higher margins…• …As demonstrated by a growing surge of cider purchases.
  23. 23. Agenda1. Market Situation Analysis2. Target Segment Audience3. Objectives of the Campaign4. Behavioral Timeline5. Value Proposition6. Outline of Suggested Media (Creative Brief)7. Budget and Execution Plan8. Results Measurement
  24. 24. Advertising BriefWhy are we advertising? To create brand awareness, resonance, and equity for the introduction of a new product in a small but growing product category.What is the objective and To differentiate and position the Somersby brand against current alcoholic ciders such as Woodchuck, Strongbow,what can we achieve? and Hornsby’s.Target Audience Young twenty to thirty-somethings or young at heart GenXers and Boomers who have sociable personalities that seek toDemography? differentiate themselves from the masses by adopting and consuming unique products. People who use consumer products as a means to create perceptual differentiation among their peers.What should a consumer Somersby should resonate as a unique product offering that has both a distinctive brand position and a different productthink about our brand attributes.and what should they say?What is the most Somersby is not simply a different product than traditional alcoholic beverages but also distinctive from other ciders.important thought we Somersby is more refreshing and can be served over iceneed to communicate? making it the perfect summertime product.
  25. 25. Advertising Brief ContinuedWhy should the Somersby is manufactured by Carlsberg Group and was introduced to the European market in 2008. In 2012, the globalprospective customer volume market for Somersby doubled. These stellar growthbelieve our brand numbers reflect the strength of the brand, the product and thecommunications? messaging.What tone should the Edgy but not offensive. Fun but not slapstick. The brand will be introduced in three target markets (Charleston,communications take? Minneapolis, and Madison) and the communications will be tied to local cultural events such as music festivals.What other creative • Existing creative assets such as the Somersby Cider character • International brand strategy (does it transfer?)concepts do we need • Understanding competitive brands such as Woodchuck andto consider? Strongbow • Growing product category: Cider vs. Beer • Mediums: print, digital, TV, sponsorships, in-store and bar
  26. 26. Agenda1. Market Situation Analysis2. Target Segment Audience3. Objectives of the Campaign4. Behavioral Timeline5. Value Proposition6. Outline of Suggested Media (Creative Brief)7. Budget and Execution Plan8. Results Measurement
  27. 27. Proposed Budget Target Result Medium Budget 1 2 3 4 5 6 7 8 9 10 11 12New Staffing Brand Manger, Ast. $ 250,000 Brand MangerEmployee Communications intranet, email, $ 5,000 flyer, samplesCEO visits CEO time/travel $ 50,000Key Account Communication $ 100,000Media Relations and PR $ 250,000Trade media $ 300,000Chanel Communications Key trade show $ 300,000 visits/boothAdvertising TV - Local Minneapolis MN, $ 10,000,000 Madison WI, Charleston SCSponsorship Local, urban $ 500,000 festivals e.g music, foodPrint Magazine $ 1,000,000Social Media FB, You Tube, $ 100,000 TwitterWeb site $ 100,000Industry Nights $ 250,000Tracking/Measurment $ 200,000Program Total for year $ 13,405,000Carlsberg SG&A ratio 35% Sales required $ 38,300,000
  28. 28. Agenda1. Market Situation Analysis2. Target Segment Audience3. Objectives of the Campaign4. Behavioral Timeline5. Value Proposition6. Outline of Suggested Media (Creative Brief)7. Budget and Execution Plan8. Results Measurement
  29. 29. Results MeasurementDesired outcome:•25% market share of cider category withinfive yearsMetrics:•Sales figures against market andcompetitors•SG&A to sales•Aided and unaided brand awareness

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