Steam Whistle<br />Incorporated in 1998 <br />"Three Fired Guys Brewing Company”<br />Signaling the end of the work day<br...
Steam Whistle<br />Available in:<br />Ontario: Beer Store & LCBO <br />Alberta & British Columbia: retailers, bars & resta...
Direct competitors:<br />Corona, Alexander Keith’s, Coors (Light) & Heineken<br />Indirect competitors:<br />Other alcohol...
Premium Pilsner Lager <br />Only 1 product<br />Natural ingredients<br />COMPANY | MARKET OVERVIEW | SENSORY BRANDING | ST...
Market Overview<br />Target Segment<br />Males & females<br />18-24 years old<br />Students<br />Lower income level<br />u...
Market Overview<br />Psychographics of Target Segment<br />Large amount of beer consumption monthly<br />COMPANY | MARKET ...
Market Overview<br />Drink socially with friends and family<br />COMPANY | MARKET OVERVIEW | SENSORY BRANDING | STEAM WHIS...
Market Overview<br />What beer are you most likely to buy?<br />Are you brand loyal?<br />COMPANY | MARKET OVERVIEW | SENS...
Market Overview<br />Consumer attitude towards the brand:<br />85% of recipients had heard of Steam Whistle<br />Overall a...
Market Overview<br />Consumers like:<br />Cool, clean & green look<br />Taste<br />Locally brewed<br />Consumers dislike:<...
Market Overview<br /> Are you aware of Steam Whistle’s green initiatives?<br />COMPANY | MARKET OVERVIEW | SENSORY BRANDIN...
Taste<br />Sampling is expensive & time consuming<br />Product tests must be realistic & have adequate sample sizes<br />I...
Taste<br />Four natural ingredients<br />Extensive use of Hops<br />The “fresh” taste<br />Premium quality taste<br />COMP...
Sight<br />Visual art exudes culture, luxury & prestige <br />Package design as an extrinsic for quality <br />Functional ...
Sight<br />The Green Initiatives are demonstrated through their packaging<br />Vintage style and quality is portrayed thro...
Sound<br />Right sound for the right product<br />Target consumer properly and create the ideal mood for purchase<br />Son...
Sound<br />Traditional steam whistle trademark sound<br />Use in commercials & during sponsored events to create brand rec...
Smell<br />Most prominent & influential for emotional memory processing<br />Effective & performance enhancing technique<b...
Smell<br />One of Steam Whistle Pilsners four natural ingredients is Hops<br />Hops are flavourful, but also are aided by ...
Touch<br />Packaging & promotion details the way a product is held, handled &  touched <br />Often not consciously recogni...
Touch<br />The non-twist cap provides tactile proof of locked in freshness<br />Steam Whistle Pilsners’ sleek vintage bott...
Recommendations<br />Increase awareness<br />Television Commercials<br />How to pour the beer (visual)<br />Radio advertis...
Recommendations<br />Hipster’s Beer<br />Vintage graphic & bottle design<br />Indie music, art shows at the round house<br...
Status symbol<br />Higher price<br />Limited availability<br />Award winning<br />Better quality<br />Promote Green Initia...
Questions?<br />
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Steam Whistle

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Steam Whistle

  1. 1.
  2. 2. Steam Whistle<br />Incorporated in 1998 <br />"Three Fired Guys Brewing Company”<br />Signaling the end of the work day<br />Located in Toronto, Ontario<br />COMPANY | MARKET OVERVIEW | SENSORY BRANDING | STEAM WHISTLE SENSORY BRANDING | RECOMMENDATIONS<br />
  3. 3. Steam Whistle<br />Available in:<br />Ontario: Beer Store & LCBO <br />Alberta & British Columbia: retailers, bars & restaurants <br />COMPANY | MARKET OVERVIEW | SENSORY BRANDING | STEAM WHISTLE SENSORY BRANDING | RECOMMENDATIONS<br />
  4. 4. Direct competitors:<br />Corona, Alexander Keith’s, Coors (Light) & Heineken<br />Indirect competitors:<br />Other alcohol beverages such as wine, ciders and coolers <br />Steam Whistle<br />COMPANY | MARKET OVERVIEW | SENSORY BRANDING | STEAM WHISTLE SENSORY BRANDING | RECOMMENDATIONS<br />
  5. 5. Premium Pilsner Lager <br />Only 1 product<br />Natural ingredients<br />COMPANY | MARKET OVERVIEW | SENSORY BRANDING | STEAM WHISTLE SENSORY BRANDING | RECOMMENDATIONS<br />
  6. 6. Market Overview<br />Target Segment<br />Males & females<br />18-24 years old<br />Students<br />Lower income level<br />under $15,000 annually<br />Higher levels of alcohol consumption<br />COMPANY | MARKET OVERVIEW | SENSORY BRANDING | STEAM WHISTLE SENSORY BRANDING | RECOMMENDATIONS<br />
  7. 7. Market Overview<br />Psychographics of Target Segment<br />Large amount of beer consumption monthly<br />COMPANY | MARKET OVERVIEW | SENSORY BRANDING | STEAM WHISTLE SENSORY BRANDING | RECOMMENDATIONS<br />
  8. 8. Market Overview<br />Drink socially with friends and family<br />COMPANY | MARKET OVERVIEW | SENSORY BRANDING | STEAM WHISTLE SENSORY BRANDING | RECOMMENDATIONS<br />
  9. 9. Market Overview<br />What beer are you most likely to buy?<br />Are you brand loyal?<br />COMPANY | MARKET OVERVIEW | SENSORY BRANDING | STEAM WHISTLE SENSORY BRANDING | RECOMMENDATIONS<br />
  10. 10. Market Overview<br />Consumer attitude towards the brand:<br />85% of recipients had heard of Steam Whistle<br />Overall attitude: 55% positive & 41% neutral<br />Overall impression: 7.5 on a scale from 1-10<br />100% would consume Steam Whistle in the future<br />COMPANY | MARKET OVERVIEW | SENSORY BRANDING | STEAM WHISTLE SENSORY BRANDING | RECOMMENDATIONS<br />
  11. 11. Market Overview<br />Consumers like:<br />Cool, clean & green look<br />Taste<br />Locally brewed<br />Consumers dislike:<br />Relatively high price<br />COMPANY | MARKET OVERVIEW | SENSORY BRANDING | STEAM WHISTLE SENSORY BRANDING | RECOMMENDATIONS<br />
  12. 12. Market Overview<br /> Are you aware of Steam Whistle’s green initiatives?<br />COMPANY | MARKET OVERVIEW | SENSORY BRANDING | STEAM WHISTLE SENSORY BRANDING | RECOMMENDATIONS<br />
  13. 13. Taste<br />Sampling is expensive & time consuming<br />Product tests must be realistic & have adequate sample sizes<br />Impacted by order <br />“throwaway item”<br />Product testing techniques:<br />judging by trained experts<br />observations over an extended amount of time<br />COMPANY | MARKET OVERVIEW | SENSORY BRANDING | STEAM WHISTLE SENSORY BRANDING | RECOMMENDATIONS<br />
  14. 14. Taste<br />Four natural ingredients<br />Extensive use of Hops<br />The “fresh” taste<br />Premium quality taste<br />COMPANY | MARKET OVERVIEW | SENSORY BRANDING | STEAM WHISTLE SENSORY BRANDING | RECOMMENDATIONS<br />
  15. 15. Sight<br />Visual art exudes culture, luxury & prestige <br />Package design as an extrinsic for quality <br />Functional & sensory social colours<br />Conflicting visual & verbal information an advantage for unattractive products <br />COMPANY | MARKET OVERVIEW | SENSORY BRANDING | STEAM WHISTLE SENSORY BRANDING | RECOMMENDATIONS<br />
  16. 16. Sight<br />The Green Initiatives are demonstrated through their packaging<br />Vintage style and quality is portrayed through<br /> - packaging<br /> - delivery fleet<br /> - marketing strategy / commercials<br />Clean, fresh design and packaging<br />Golden Pilsner “look” to the beer<br />COMPANY | MARKET OVERVIEW | SENSORY BRANDING | STEAM WHISTLE SENSORY BRANDING | RECOMMENDATIONS<br />
  17. 17. Sound<br />Right sound for the right product<br />Target consumer properly and create the ideal mood for purchase<br />Sonic branding<br />brand recall <br />COMPANY | MARKET OVERVIEW | SENSORY BRANDING | STEAM WHISTLE SENSORY BRANDING | RECOMMENDATIONS<br />
  18. 18. Sound<br />Traditional steam whistle trademark sound<br />Use in commercials & during sponsored events to create brand recall<br />Non-twist caps, sound of locked in, fresh beer<br />COMPANY | MARKET OVERVIEW | SENSORY BRANDING | STEAM WHISTLE SENSORY BRANDING | RECOMMENDATIONS<br />
  19. 19. Smell<br />Most prominent & influential for emotional memory processing<br />Effective & performance enhancing technique<br />Congruency is key for success<br />Ethical issues -> choice to opt in<br />Potential competitive advantage<br />COMPANY | MARKET OVERVIEW | SENSORY BRANDING | STEAM WHISTLE SENSORY BRANDING | RECOMMENDATIONS<br />
  20. 20. Smell<br />One of Steam Whistle Pilsners four natural ingredients is Hops<br />Hops are flavourful, but also are aided by “aroma hops” which add sensory appeal<br />Smell is most closely linked with emotional ties and memories, which can create brand recall for Steam Whistle<br />COMPANY | MARKET OVERVIEW | SENSORY BRANDING | STEAM WHISTLE SENSORY BRANDING | RECOMMENDATIONS<br />
  21. 21. Touch<br />Packaging & promotion details the way a product is held, handled & touched <br />Often not consciously recognized<br />Assists in overall branding strategy<br />Far more engaging<br />Helps identify “what is real” <br />COMPANY | MARKET OVERVIEW | SENSORY BRANDING | STEAM WHISTLE SENSORY BRANDING | RECOMMENDATIONS<br />
  22. 22. Touch<br />The non-twist cap provides tactile proof of locked in freshness<br />Steam Whistle Pilsners’ sleek vintage bottle<br />The antiquated painted on label provides tactile branding<br />COMPANY | MARKET OVERVIEW | SENSORY BRANDING | STEAM WHISTLE SENSORY BRANDING | RECOMMENDATIONS<br />
  23. 23. Recommendations<br />Increase awareness<br />Television Commercials<br />How to pour the beer (visual)<br />Radio advertisements<br />Increase brand recall (auditory)<br />Trials:<br />Events, Roundhouse, Music Tours, Unsigned (taste & olfactory)<br />COMPANY | MARKET OVERVIEW | SENSORY BRANDING | STEAM WHISTLE SENSORY BRANDING | RECOMMENDATIONS<br />
  24. 24. Recommendations<br />Hipster’s Beer<br />Vintage graphic & bottle design<br />Indie music, art shows at the round house<br />Away from mainstream<br />COMPANY | MARKET OVERVIEW | SENSORY BRANDING | STEAM WHISTLE SENSORY BRANDING | RECOMMENDATIONS<br />
  25. 25. Status symbol<br />Higher price<br />Limited availability<br />Award winning<br />Better quality<br />Promote Green Initiatives<br />Local, organic, fresh<br />Recommendations<br />COMPANY | MARKET OVERVIEW | SENSORY BRANDING | STEAM WHISTLE SENSORY BRANDING | RECOMMENDATIONS<br />
  26. 26. Questions?<br />

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