2. ACTIVITIES Promotional Marketing Beck’s Off-trade teams Target : To increase brand awareness, trial and purchase rates, distribution and stock share , consumer pull and visibility in the off-trade outlets. Period: November & December 2007 Mechanism: Trade promotion to outlet owners for each purchase of Beck’s, merchandising activities to increase visibility and end-consumer promotion with special gifts to reward the consumer Applied in: Off-trade
3. ACTIVITIES Promotional Marketing Trade & Consumer promotion in the off-trade Target : To increase brand awareness, trial and purchase rates, distribution and stock share especially in off trade Period: July & August 07 Mechanism: Trade promotion with scratch cards and merchandising activities for increasing visibility & rewarding the consumer Applied in: Off-trade
4. ACTIVITIES Promotional Marketing Beck’s draught outlets trade promotion Target : T o increase draught sales in Beck’s draught outlets and reward the outlet owners Period: February – June 07 Mechanism: During the campaign every keg is one point. Outlets gain different presents due to the number of kegs they bought. Applied in: Beck’s draught on-trade
5. ACTIVITIES Promotional Marketing Beck’s pre-paid minute trade promotion Target : T o increase numeric distribution & sales in the on&off trades. To reward the outlet owners. Period: March – May 07 Mechanism: Every outlet gain various number of minutes/pre-paid minutes for a single purchase of Beck’s Applied in: O n & off trade
6. ACTIVITIES Promotional Marketing Beck’s barstaff promotion Target : To motivat e barstaff to offer the product to consumers, to increase brand awareness & trail rate. Period: May – September 07 Mechanism: Barstaff collecting Beck’s lids are rewarded by pre-paid minutes. Applied in: O n trade
7. ACTIVITIES Event Marketing On-trade Activities Target : T o increase brand awareness, trial rate and indicate premium positioning of the brand Period: December’07 Mechanism: Beck’s drinkers are rewarded by various presents in the on-trade outlets Announced by: P rintads in the outlets before the organizations
8. ACTIVITIES Event Marketing Beck’s Draught Master Consumer Sessions Target : To make the consumers experience the beer serving ritual with Beck’s Period: March - June 07 Mechanism: Training days for consumers in selective outlets in Istanbul, Ankara & Izmir . Consumers ordering Beck’s draught, serve their own beer . Certificate, special Beck’s glass in a metal box & photo at the end of session Announced by: P rinted materials & promo girl activities in the outlets
9. ACTIVITIES Event Marketing Beck’s Draught Master Competition Target : To train the barstaff about ideal beer serving ritual, to build emotional bond with barstaff, to create brand ambassadors Period: May 07 Mechanism: Pre-eliminations done in 3 big cities; İstanbul, Ankara & İzmir. 5 best performance from each region are invited to final competition held on 16th May in shopping center Kanyon. Attending ones are trained and asked to make the ideal beer serving ritual in 7 minutes. Announced by: Printads in Kanyon.
10. ACTIVITIES Merchandising POCM kits Target : To increase brand awareness and brand visibility in the outlets Period: April - September 06 Mechanism: POCM kits are prepared due to outlet’s type and needs, are sent in a special package. These kits contain service equipments as well as visibility materials Applied in: On-trade
11. ACTIVITIES Merchandising - Sales Incentive Promotion Beck’s merchandising contest – Sales team Target : To increase the visibility & stocks in the on&off-trade outlets. To motivate the sales force. Period: October 07 Mechanism: Sales representatives building the most creative city concept with the kits they are sent are rewarded by Germany trip. Applied in: On & Off-trade, KA’s
12. ACTIVITIES Winners of “Beck’s Merchandising Competition” are rewarded by a Germany visit Target : To motivate the sales force for the brand. To make them experience international beer markets. Period: November 07 Mechanism: Sales representatives building the most creative city concept with the kits they are sent are rewarded by Germany trip including an introductry visit of Beck’s brewery in Bremen. Applied in: On & Off-trade, KA’s Merchandising- Sales Incentive Promotion Beck’s merchandising contest – Sales team
13. ACTIVITIES Sponsorship World Cu i sine with Beck’s Target : to communicate Beck’s’ gourmet aspect & city life lifestyle Period: December’07 Mechanism: Sponsoring “World Cousine Workshops” held by Mutfak Sanatları Atölyesi, 1 workshop in a month, 2 free attendants for each workshop selected through becks.com.tr / Beck’side . E ach month a different cousine, free Beck’s serving for the attendants Announced by: becks.com.tr / Beck’side show
