Internationalizing Bulgarian Rakia

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  • Sweden’s state-run alcohol retail monopoly
  • New origins, varietals and styles will gain popularityas Swedes are receptive to new products. Inan individualized society like Sweden, Swedes are increasingly striving after unique experiences.
  • Euromonitor predicts sales of spirits will continue to growby an average of 2 percent per annum in the period 2008-2013, with whisky seeing the greatest growth at 5 percentper annum.
  • unacceptance
  • ‘drinking patterns’ - the type of alcoholic drink preferred, the drinking context(primarily the place and relation to meals), frequency of drinking, and how oftendrinks are used for drunkenness (sometimes referred to as ‘binge-drinking’). Denmark and particularly Sweden do more of their drinking with meals thansome southern European countries, (eurobarometer)  Aside from Eurobarometer surveys, the results from GENACIS alsoshow that the relative frequency of drinking with meals compared to drinking in a baris far greater in Sweden than elsewhere (including Spain) for both men and women 


  • 1. Introducing Bulgarian "Peshterska Grape” rakia to the Swedish publics
    Communication plan
  • 2. Situation analysis: Internal
    The Company:
    The Product:
    "Peshterska Grape”
  • 3. What is the Unique Selling Point of Peshterska Grape rakia in Sweden?
    Good after-dinner drink, reasonably priced and organically produced from pure Bulgarian grape.
  • 4. Situation analysis: External analysis
    • Target country: Sweden
    • 5. Alcohol policy – restrictive national rules challenged by EU trade treaty
    • 6. Minimum age for shop sales is 20 years
    • 7. alcohol ads restrictions
    • 8. high taxation
    • 9. the Swedish alcohol monopoly – Systembolaget
  • 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.”
  • 10. 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
    • Recession has worsened in 2009
    • 11. Household consumption down
    • 12. Increased advertising in the wine and spirits industry
    • 13. Consumers increasingly difficult to interpret
  • Social trends
    • More single person households
    • 14. Swedes are becoming increasingly individualistic and anti-authority
    • 15. Rising demand for individually tailored products and services
    • 16. Consumer preferences less dependent on geographic location
    • 17. Increased focus on luxury and pleasure
    • 18. Increased awareness of health and wellbeing
  • Cultural dimensionsHofstede
  • 19. 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
  • 20. 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
  • 21. Segment trends - spirits
  • 22.  Systembolaget sales trends – spirits
  • 23. SWOT analysis: VinpromPeshtera
    • the most popular brands on the Bulgarian alcohol market
    • 24. target in organic alcohol market
    • 25. Middle priced
    • Weak national brand
    • 26. No rand awareness in Sweden
    • Premium pricing (compared to home market)
    • 27. Big market
    • 28. High bargain power of customers
    • 29. First-mover (the product doesn’t exist on the Swedish market)
    • Strong competitors (vodka)
    • 30. Monopolistic retail system
    • 31. Cultural unacceptance
  • Target groups
    Drinking patterns in Sweden
  • 32. 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.
  • 33. Communication objectives
    Knowledge: Brand awareness
    After the campaign 30 % of the target group will know about the new Peshterskarakia from Bulgaria
    After the campaign 10% of the target group will try the product
  • 34. Communication strategy: Positioning & Message
    • Qualitative after-dinner drink with pure organic ingredients, reasonably priced.
    • Enjoy Pure Alcohol !
    (in the home market: “From a good grape – a good rakia”)
  • 35. Media
    Webvertising in online editions of big newspapers: (the most visited daily) (in English) (family readers) (economics)
    Print adverts in magazines:, politics)
  • 36. Website of the Peshterska Grape Rakia in Swedish – Enjoy pure alcohol!
    focus on organic origins and products
    Rakia placement – Systembolaget; bars and restourants
  • 37. 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.
  • 38. 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