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 
  • Internationalizing Bulgarian Rakia

    1. 1. Introducing Bulgarian "Peshterska Grape” rakia to the Swedish publics<br />Communication plan<br />
    2. 2. Situation analysis: Internal <br />The Company: <br />The Product: <br />"Peshterska Grape”<br /> rakia<br />
    3. 3. What is the Unique Selling Point of Peshterska Grape rakia in Sweden?<br />Good after-dinner drink, reasonably priced and organically produced from pure Bulgarian grape.<br /> <br />
    4. 4. Situation analysis: External analysis<br /><ul><li>Target country: Sweden
    5. 5. Alcohol policy – restrictive national rules challenged by EU trade treaty
    6. 6. Minimum age for shop sales is 20 years
    7. 7. alcohol ads restrictions
    8. 8. high taxation
    9. 9. the Swedish alcohol monopoly – Systembolaget</li></li></ul><li>This is Systembolaget<br />“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.”<br />
    10. 10. Market trends Economical trends<br />More homogenous alcohol consumption in Europe<br />Alcohol consumption has recently declined in Sweden<br />More alcohol purchased at Systembolaget<br /> Sales of spirits increased at 6.6 percent <br /><ul><li>Recession has worsened in 2009
    11. 11. Household consumption down
    12. 12. Increased advertising in the wine and spirits industry
    13. 13. Consumers increasingly difficult to interpret</li></li></ul><li>Social trends<br /><ul><li>More single person households
    14. 14. Swedes are becoming increasingly individualistic and anti-authority
    15. 15. Rising demand for individually tailored products and services
    16. 16. Consumer preferences less dependent on geographic location
    17. 17. Increased focus on luxury and pleasure
    18. 18. Increased awareness of health and wellbeing</li></li></ul><li>Cultural dimensionsHofstede<br />
    19. 19. Technology, the environmentand social responsibility<br />Awareness of climate change <br />CSR issues important<br />Fair Trade products more popular<br />Growing interest in organic products<br />Growing interest in locally produced products<br />Increased social conscience<br />
    20. 20. Competitors &entry barriers:<br />Sales trends − spirits<br />In Europe, sales of brandy, gin and other spirits by volume are declining<br />Vodka and rum, which are often used as cocktail ingredients, experienced most growth in the period 2003-2008<br />Sales of whisky will increase<br />
    21. 21. Segment trends - spirits<br />
    22. 22.  Systembolaget sales trends – spirits<br />
    23. 23. SWOT analysis: VinpromPeshtera<br />Strengths:<br /><ul><li>the most popular brands on the Bulgarian alcohol market
    24. 24. target in organic alcohol market
    25. 25. Middle priced </li></ul>Weaknesses:<br /><ul><li>Weak national brand
    26. 26. No rand awareness in Sweden</li></ul>Opportunities:<br /><ul><li>Premium pricing (compared to home market)
    27. 27. Big market
    28. 28. High bargain power of customers
    29. 29. First-mover (the product doesn’t exist on the Swedish market)</li></ul>Threats:<br /><ul><li>Strong competitors (vodka)
    30. 30. Monopolistic retail system
    31. 31. Cultural unacceptance</li></li></ul><li>Target groups<br />Drinking patterns in Sweden<br />
    32. 32. Target group<br />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.<br />
    33. 33. Communication objectives<br />Knowledge: Brand awareness<br />After the campaign 30 % of the target group will know about the new Peshterskarakia from Bulgaria<br />Action<br />After the campaign 10% of the target group will try the product<br />
    34. 34. Communication strategy: Positioning & Message<br />Positioning: <br /><ul><li>Qualitative after-dinner drink with pure organic ingredients, reasonably priced.</li></ul> Message:<br /><ul><li>Enjoy Pure Alcohol !</li></ul>(in the home market: “From a good grape – a good rakia”)<br />
    35. 35. Media<br />Webvertising in online editions of big newspapers:<br /> (the most visited daily) <br /> (in English)<br /> (family readers)<br /> (economics)<br />Print adverts in magazines:<br />, politics)<br />
    36. 36. Website of the Peshterska Grape Rakia in Swedish <br /> – Enjoy pure alcohol!<br /> focus on organic origins and products<br />Rakia placement – Systembolaget; bars and restourants<br />
    37. 37. Labeling and Packaging<br />Including a shot of the bottle in the print and internet ads will enhance brand awareness.<br />The bottle of Pesterska Grape rakia is just as interesting as the rakia and this makes it an attractive gift.<br />Ads and label focused on the healthy benefits of the drink.<br />
    38. 38. Activity Plan<br />Summer 2010 – sending a sample for testing to Systembolaget<br />April 2011 – starting the communication campaign:<br />Consulting a local advertising agency <br />Producing the print and online adverts<br />Launching the adverts in the selected media channels<br />Evaluation – June 2011<br />