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This is Systembolaget “Systembolaget, the Swedish Alcohol Retail Monopoly, exists for one reason: To minimize alcohol-related problems by selling alcohol in a responsible way, without profit motive.”
Market trends Economical trends More homogenous alcohol consumption in Europe Alcohol consumption has recently declined in Sweden More alcohol purchased at Systembolaget Sales of spirits increased at 6.6 percent
Technology, the environmentand social responsibility Awareness of climate change CSR issues important Fair Trade products more popular Growing interest in organic products Growing interest in locally produced products Increased social conscience
Competitors &entry barriers: Sales trends − spirits In Europe, sales of brandy, gin and other spirits by volume are declining Vodka and rum, which are often used as cocktail ingredients, experienced most growth in the period 2003-2008 Sales of whisky will increase
Target group Mature men and women with professions, single or with family, middle class, modern and busy life, enjoying nice healthy food with friends accompanied with a pure distinguished drink, don’t use a lot of media, online active though(reading also newspapers internet editions), do care for culture and art.
Communication objectives Knowledge: Brand awareness After the campaign 30 % of the target group will know about the new Peshterskarakia from Bulgaria Action After the campaign 10% of the target group will try the product
Communication strategy: Positioning & Message Positioning:
Qualitative after-dinner drink with pure organic ingredients, reasonably priced.
Enjoy Pure Alcohol !
(in the home market: “From a good grape – a good rakia”)
Media Webvertising in online editions of big newspapers: http://www.aftonbladet.se/ (the most visited daily) http://www.stockholmnews.com/ (in English) http://www.thelocal.se/ (family readers) http://op.se/ (economics) Print adverts in magazines: http://www.hennes.egmont.se/(lifestyle, politics)
Website of the Peshterska Grape Rakia in Swedish www.rakia.se – Enjoy pure alcohol! focus on organic origins and products Rakia placement – Systembolaget; bars and restourants
Labeling and Packaging Including a shot of the bottle in the print and internet ads will enhance brand awareness. The bottle of Pesterska Grape rakia is just as interesting as the rakia and this makes it an attractive gift. Ads and label focused on the healthy benefits of the drink.
Activity Plan Summer 2010 – sending a sample for testing to Systembolaget April 2011 – starting the communication campaign: Consulting a local advertising agency Producing the print and online adverts Launching the adverts in the selected media channels Evaluation – June 2011