- The report analyzes the effectiveness of Löwenbräu's 2009 Oktoberfest promotion in Russia from April to October 2009.
- The promotion achieved 17% awareness among Russian beer drinkers, below the industry average, resulting in low participation of 1%.
- The promotion generated incremental sales volume accounting for 28% of Löwenbräu's total May-June sales, which is an average result compared to other promotions. Awareness was identified as the main weakness limiting the promotion's effectiveness.
2. A welcome note
For most beer producers in Russia promotion activities account for a considerable part of total marketing
spends. In Y2009 spring to autumn season 17 national-level campaigns have been carried out in beer
category; in June 12 promotions were run simultaneously. It’s a time when it is becoming more and more
difficult to get a consumer attention and succeed in getting a positive ROI.
With this in mind, Bojole research – an expert in promo measurement – in Y2009 initiated a massive consumer
research among Russian beer consumers with a specific objective to evaluate all the promotions in the
category. The study was conducted on a continuous basis April-09 to October-09 covering the most heavy
season in promo activities of beer producers.
Attached is the report summarizing performance of one of the beer promo campaigns - Löwenbräu
Oktoberfest national promotion. We are sharing this sample report on a free basis with all beer producers.
Similar analytical reports could be purchased for any beer brand under promotion in Y2009.
The standard report covers promotion performance compared to industry norms in terms of traditional
metrics (awareness level, participation level, overall likeability, uniqueness, relevance, ease to understand,
trustworthiness, word-of-mouth and fit to brand, prizes relevance and uniqueness) as well as three exclusive
Bojole PromoIndex™ metrics developed to measure ROI: incremental volume generated by a promotion,
sources of incremental volume and derived importance of promo prizes.
We hope you enjoy this report.
Please feel free to give feedback on this study, as we will continue this in Y2010 and want to make sure that
it is addressing the needs of all our clients and partners.
Alex Lomizov, Research Director
For more information please contact me at:
a.lomizov@bojole.ru or +7 495 662-8928 ext.101
Löwenbräu Y2009 Oktoberfest promotion — Bojole PromoIndex™ 2 sample report
3. Contents
Executive summary 4
Promotion details 7
Awareness, participation and business effect
Promo awareness, participation, intention to participate
Incremental volume in transactions and per cent of sales volume
Modeling at 30%, 40%, 50% awareness levels
Sources of incremental volume
Löwenbräu Y2009 Oktoberfest promotion — Bojole PromoIndex™ 3 sample report
9
Promo performance
Overall liking, Uniqueness, Relevance, Ease to understand, Trustworthiness,
Word-of-mouth, Fit to brand
21
Performance of promo prizes
Overall liking, Uniqueness, Relevance, Mechanics liking
Derived importance of promo prizes
38
Methodology 49
Terms referenced in the study 50
Contacts 51
4. Executive Summary (1/3)
Löwenbräu Y2009 Oktoberfest promotion — Bojole PromoIndex™ 4 sample report
For details, see slide:
— Löwenbräu promotion has started under strong competitive pressure
— Four more beer promotions were launched the same week
— Thirteen promotions overlapped with Löwenbräu within May-June
— As a result of promo efforts, 28% of May-June Löwenbräu sales could be attributed to
the Oktoberfest promotion
— Business effect is at average level in volume terms
— Keeping in mind size of the brand the outcome is substantial, though far below
the best results demonstrated by … and …
— Incremental has been mainly sourced from Baltika 3, Heineken and Stary Melnik
— Löwenbräu promotion achieved 17% awareness at national level
— This is below average observed in May-June and far below three leading
promotions (17% vs. 45%-48%)
— Lower awareness resulted in rather low participation (1%)
— However, those who are aware of the promo show participation and participation
intent rates comparable to the leaders; therefore, lack of awareness is the major
weakness of the promotion
— Worth to note, participation intent rates among those who are aware are flat
across gender, age and cities groups
7
16
19
18
10
12
15
14
5. Executive Summary (2/3)
Löwenbräu Y2009 Oktoberfest promotion — Bojole PromoIndex™ 5 sample report
For details, see slide:
— In terms of concept and execution Löwenbräu promotion performs rather well,
achieving industry average level with most indicators:
— Excellent connection with the brand (78% Top2Boxes vs. 73% avg)
— Acceptable relevance and trustworthiness
(relevance: 36% Tob2Boxes vs. 33% avg;
trustworthiness: 50% Top2Boxes vs. 49% average)
— As for the prizes, six-packs appeared to be the main drivers for participating in
the promotion; in terms of attractiveness Löwenbräu
six-packs are ranked 7th among all 61 secondary prizes across all Y2009 promos
— At the same time the main prize—trip to Oktoberfest—which have been used
as a core of Löwenbräu promotions for several years, lacks relevance
and uniqueness
— Main prize performance obviously constrains overall promo performance; having
the main prize perceived outdated, the promotion concept as well lacks novelty
and uniqueness
37
35
29
31
47
44
42
25
6. Executive Summary (3/3)
— Löwenbräu has to reinvent and redevelop Oktoberfest concept which is the core of current
promotion and of the main prize. Traveling in general and travel to Oktoberfest in particular
becomes less and less exciting and unique, and therefore less capable to inspire consumers and
generate incremental sales.
— Beer per se is the obvious winner in relevance for a beer consumer. Besides, the major source
of Löwenbräu six-packs success as secondary prize in Y2009 promotion is the unique size of the
prize (180 cans and 600 cans) and reasonable prize pool. Therefore, this design could be
recommended for further promotions.
— High promo awareness is the key to achieve high incremental volume.
Awareness is a weak point of Löwenbräu Y2009 promotion. Incremental modeling shows that
even with current concept and execution awareness uplift of 13pts would have doubled
incremental volume, awareness uplift of 33pts would have increased incremental by four times.
— Early start of a promotion is a clear advantage under heavy competitive pressure. And each
week matters. While planning a promotion for a heavy season, creative media communication
and up-to-date and unique concept/prizes become of a particular importance.
Löwenbräu Y2009 Oktoberfest promotion — Bojole PromoIndex™ 6 sample report
7. 17 on-season promotions have been running in Y2009
Apr May June July Aug Sep Oct
16 17 18 19 20 21 22 23 24
14 15 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44
Bavaria
PIT
BagBier
Tuborg
Stella Artois
Velkopopovicky kozel
Sibirskaya korona
Löwenbräu
Brahma
Tolstyak
Ochakovo
Löwenbräu Y2009 Oktoberfest promotion — Bojole PromoIndex™ 7 sample report
Klinskoe
Stary Melnik
Baltika 3
Kaltenberg
Zlaty Bazant
Carlsberg
8. Description of Löwenbräu Oktoberfest promo
Timing
SKUs under promo
Löwenbräu
main prize
Secondary prizes
01.05.2009 till 30.06.2009
Glass bottle 0.5l
Prize: 7-days trip to Oktoberfest (Munchen)
for two persons
Mechanics: Collect max codes
Prize: Branded mug
Mechanics: Collect & get (30 codes)
Prize pool: 4 500 prizes
Prize: Branded T-shirt
Mechanics: Collect & get (50 codes)
Prize pool: 2 000 prizes
Prize: 30 Löwenbräu six-packs
Mechanics: Contest (internet game)
Prize pool: Draw each week
Prize: 100 Löwenbräu six-packs
Mechanics: Contest (internet game)
Prize pool: Draw once at the end of promo
Prize: 100RUB on mobile
Mechanics: Collect & get (collect 20 codes among first 500)
Prize pool: 500 winners each week
Löwenbräu Y2009 Oktoberfest promotion — Bojole PromoIndex™ 8 sample report
10. Promo awareness
A performance comparison to industry norms
60%
50%
40%
30%
20%
10%
0%
16%
Max level: 48%
Löwenbräu Y2009 Oktoberfest promotion — Bojole PromoIndex™ 10 sample report
18%
June-09
May-09
Max level: 45%
Min level: 9%
Min level: 15%
11. Promo awareness
A performance within subgroups
60%
50%
40%
30%
20%
10%
0%
Löwenbräu Y2009 Oktoberfest promotion — Bojole PromoIndex™ 11 sample report
17% 18%
14%
18%
25-34 YO
19%
35-45 YO
16%
Capitals
18%
Regions
17%
Total Males Females 18-24 YO
sample
12. Promo participation
A performance comparison to industry norms
Base: all beer consumers
Max level: 4%
Max level: 3%
20%
15%
10%
5%
0%
1,4%
Löwenbräu Y2009 Oktoberfest promotion — Bojole PromoIndex™ 12 sample report
0,3%
June-09
May-09
13. Promo intention to participate
A performance index comparison to industry norms
Base: aware of Löwenbräu promo
Max level: 22%
Max level: 18%
30%
25%
20%
15%
10%
0%
14%
Löwenbräu Y2009 Oktoberfest promotion — Bojole PromoIndex™ 13 sample report
6%
June-09
May-09
5%
Min level: 5%
Min level: 8%
14. Promo intention to participate
A performance index within subgroups
30%
20%
10%
0%
10%
Total
sample
11%
Males
10%
Females
11%
18-24 YO
8%
25-34 YO
11%
35-45 YO
Löwenbräu Y2009 Oktoberfest promotion — Bojole PromoIndex™ 14 sample report
11%
Capitals
9%
Regions
Base: aware of Löwenbräu promo
15. Awareness and participation in May-June
A performance comparison to industry norms
Participation
among
aware of promo
Löwenbräu
Löwenbräu Y2009 Oktoberfest promotion — Bojole PromoIndex™ 15 sample report
Sibirskaya korona
Promo awareness
17%/5%
Industry avg. in May-June
Industry avg. in May-June
16. Incremental volume generated by promo campaign
in average number of transactions per beer consumer per month
0,09 0,31
0,22
Total
Löwenbräu
volume
(May-June)
Löwenbräu
incremental
volume
Löwenbräu
base
volume
(May-June) due to Oktoberfest
promotion
Löwenbräu Y2009 Oktoberfest promotion — Bojole PromoIndex™ 16 sample report
Löwenbräu
Oktoberfest
promotion
has generated
incremental
volume of
0.09 transactions
per beer consumer
per month that
accounted for
28% of total
Löwenbräu sales
in May-June
17. Löwenbräu incremental volume estimation
at 30%, 40% and 50% awareness levels
0,50E
0,28E
0,42E
0,59E
0,37E
0,20E 0,31
0,09
0,22 0,22 0,22 0,22
Total volume
Incremental volume
Base volume
50%
40%
30%
17%
Awareness
Actual
achieved
in May-June
E E E
Löwenbräu Y2009 Oktoberfest promotion — Bojole PromoIndex™ 17 sample report
The modeling
provides estimation
of potential ROI on
media spends.
At 30% promo
awareness
Löwenbräu could
always double base
volume in May-June.
At 50% awareness
Löwenbräu promo
could increase brand
sales volume
in May-June almost
three times.
18. Sources of Löwenbräu incremental volume
Incremental volume
Base volume
0,31
0,09
0,22
Löwenbräu volume
in May-June
20% 27%
Baltika 3
37%
Löwenbräu Y2009 Oktoberfest promotion — Bojole PromoIndex™ 18 sample report
Heineken
Other
17%
Stary melnik
Total volume
19. Promo Incremental Volume in transactions
A performance comparison to industry norms in May-June
Löwenbräu Y2009 Oktoberfest promotion — Bojole PromoIndex™ 19 sample report
0,01
0,03
0,06
0,09
0,11
0,29
0,32
May-June
Industry avg
0,13
Löwenbräu
20. Promo Incremental Volume as % of total brand sales
A performance comparison to industry norms in May-June
Löwenbräu Y2009 Oktoberfest promotion — Bojole PromoIndex™ 20 sample report
17%
28%
32%
41%
46%
57% 56%
May-June
Industry avg
40%
Löwenbräu
22. Promo overall likeability
A performance comparison to industry norms
Löwenbräu Y2009 Oktoberfest promotion — Bojole PromoIndex™ 22 sample report
Industry avg
53%
52%
Max
63%
Löwenbräu
Min
42%
Top2Boxes on 5-point scale
23. Promo overall likeability
A performance within subgroups
Top2Boxes
52%
Top1Box 5%
Total
sample
55%
6%
Males
51%
46%
4% 6%
25-34
YO
Löwenbräu Y2009 Oktoberfest promotion — Bojole PromoIndex™ 23 sample report
50%
6%
53%
3%
Females
52%
4%
Regions
52%
6%
35-45 Capitals
YO
18-24
YO
5-point scale
24. Promo overall likeability
A performance compared to industry average in subgroups
-4pts
Medium users
Heavy users +4pts
Mid-high income +8pts
-4pts
-5pts
-7pts
-8pts
-9pts
Capitals
Regions
Males
Females
18-24 YO
25-34 YO
35-45 YO
Light users
Low income
Secondary education
High education
Married
Single
Löwenbräu Y2009 Oktoberfest promotion — Bojole PromoIndex™ 24 sample report
25. Promo uniqueness
A performance comparison to industry norms
Industry avg
61%
Löwenbräu 67%
Löwenbräu Y2009 Oktoberfest promotion — Bojole PromoIndex™ 25 sample report
Max
78%
Min
42%
Top2Boxes on 5-point scale
26. Promo uniqueness
A performance within subgroups
Top2Boxes
Top1Box
67%
8%
65%
15%
61%
13%
70%
11%
5-point scale
67%
55%
12%
Löwenbräu Y2009 Oktoberfest promotion — Bojole PromoIndex™ 26 sample report
64%
7%
Regions
71%
17%
Capitals
69%
13%
35-45
YO
25-34
YO
18-24
YO
Females
Males
Total
sample
27. Promo relevance
A performance comparison to industry norms
Industry avg
Löwenbräu Y2009 Oktoberfest promotion — Bojole PromoIndex™ 27 sample report
36%
33%
Löwenbräu
Max
41%
Min
24%
Top2Boxes on 5-point scale
28. Promo relevance
A performance within subgroups
Top2Boxes
Top1Box
Löwenbräu Y2009 Oktoberfest promotion — Bojole PromoIndex™ 28 sample report
Regions
9%
2%
Males 18-24
YO
Capitals
36%
5%
Total
sample
36% 33%
39%
30%
40%
25-34
YO
30%
Females
44%
6% 4% 5% 3% 7%
35-45
YO
5-point scale
29. Promo ease to understand
A performance comparison to industry norms
Löwenbräu Y2009 Oktoberfest promotion — Bojole PromoIndex™ 29 sample report
Industry
avg
77%
78%
Min
72%
Löwenbräu
Max
81%
Top2Boxes on 5-point scale
30. Promo ease to understand
A performance within subgroups
78%
21%
Total
sample
74%
23%
Males
84%
17%
Females
69%
24% 20%
35-45
YO
86%
Löwenbräu Y2009 Oktoberfest promotion — Bojole PromoIndex™ 30 sample report
88%
30%
Capitals
69%
12%
Regions
Top2Boxes
Top1Box
77%
18%
18-24
YO
25-34
YO
5-point scale
31. Promo trustworthiness
A performance comparison to industry norms
Löwenbräu Y2009 Oktoberfest promotion — Bojole PromoIndex™ 31 sample report
Industry avg
49%
50%
Löwenbräu
Min
38%
Max
58%
Top2Boxes on 5-point scale
32. Promo trustworthiness
A performance within subgroups
49%
Males
51%
10%
Females
49%
12%
18-24
YO
11%
46%
50%
11%
Löwenbräu Y2009 Oktoberfest promotion — Bojole PromoIndex™ 32 sample report
63%
39%
Top1Box
20%
35-45 Capitals Regions
YO
25-34
YO
4%
Top2Boxes
11%
Total
sample
53%
12%
5-point scale
33. Promo word-of-mouth
A performance comparison to industry norms
Industry avg
24%
Min
15%
Löwenbräu 23%
Löwenbräu Y2009 Oktoberfest promotion — Bojole PromoIndex™ 33 sample report
Max
35%
Top2Boxes on 5-point scale
34. Promo word-of-mouth
A performance within subgroups
24%
Top2Boxes 12%
5%
Males
20%
5%
Females
28%
5%
23%
21%
Löwenbräu Y2009 Oktoberfest promotion — Bojole PromoIndex™ 34 sample report
35%
9%
Capitals
2%
35-45
YO
5%
Total
sample
6%
25-34
YO
Regions
Top1Box 4%
18-24
YO
19%
5-point scale
35. Promo fit to brand
A performance comparison to industry norms
Löwenbräu Y2009 Oktoberfest promotion — Bojole PromoIndex™ 35 sample report
78%
Min
50%
Industry
avg
73%
Löwenbräu
Max
82%
Top2Boxes on 5-point scale
36. Promo fit to brand
A performance within subgroups
Total
sample
76%
Top2Boxes
76%
Löwenbräu Y2009 Oktoberfest promotion — Bojole PromoIndex™ 36 sample report
76%
Males Females 18-24
YO
25-34
YO
19%
35-45
YO
24%
79%
21%
Capitals
78%
20% 20%
26%
76%
81%
17%
80%
Top1Box 15%
Regions
5-point scale
37. Promo performance
Summary of key indicators vs. industry average
Löwenbräu performance
vs. industry average
Löwenbräu Y2009 Oktoberfest promotion — Bojole PromoIndex™ 37 sample report
Löwenbräu
place in rating
Overall likeability, Top2 -1pts 9th out of 17
Uniqueness, Top2 +6pts 5th
Relevance, Top2 +3pts 7th
Ease to understand, Top2 +1pts 6th
Trustworthiness, Top2 +1pts 7th
Word-of-mouth, Top2 -1pts 10th
Fit to brand, Top2 +5pts 5th
40. Löwenbräu main prize liking
A performance comparison to industry norms
Löwenbräu 82%
Löwenbräu Y2009 Oktoberfest promotion — Bojole PromoIndex™ 40 sample report
Max
93%
Min
68%
Industry
avg
86%
Top2Boxes on 5-point scale
41. Löwenbräu main prize
A performance within subgroups
84%
50%
Males
78%
42%
Females
89%
47%
18-24
YO
80%
51%
25-34
YO
74%
41%
82%
47%
Total
sample
35-45
YO
Löwenbräu Y2009 Oktoberfest promotion — Bojole PromoIndex™ 41 sample report
84%
57%
Top2Boxes
Top1Box
79%
39%
Capitals Regions
5-point scale
42. Löwenbräu main prize relevance & uniqueness
A performance comparison to industry norms
Löwenbräu
Löwenbräu Y2009 Oktoberfest promotion — Bojole PromoIndex™ 42 sample report
Relevance, Top2boxes
Tolstyak
PIT
Uniqueness,
Top2boxes
74%/86%
Zlaty Bazant
Industry avg.
Industry avg.
44. Löwenbräu secondary prizes liking
A performance comparison to industry norms
42%
46%
50%
100 beer packs
30 beer packs
100RUB on mobile
Mug
Löwenbräu Y2009 Oktoberfest promotion — Bojole PromoIndex™ 44 sample report
72%
76%
Min 28%
Industry avg
55% Max 83%
T-shirt
Top2Boxes on
5-point scale
45. Löwenbräu secondary prizes relevance & uniqueness
A performance comparison to industry norms
100 beer pack
Löwenbräu Y2009 Oktoberfest promotion — Bojole PromoIndex™ 45 sample report
Relevance, Top2boxes
Uniqueness,
Top2boxes
T-shirt Mug
100RUB on mobile
30 beer pack
Industry avg.
Industry avg.
46. Löwenbräu secondary prizes
A performance within subgroups
Total
sample Males Females 18-24
YO
25-34
YO
Top2Boxes on 5-point scale
Löwenbräu Y2009 Oktoberfest promotion — Bojole PromoIndex™ 46 sample report
35-45
YO Capitals Regions
100 beer packs 76% 86% 58% 74% 76% 78% 80% 72%
30 beer packs 72% 82% 55% 73% 72% 72% 77% 68%
100 RUB on mobile 50% 51% 48% 57% 51% 39% 56% 45%
Mug 46% 51% 36% 49% 46% 41% 58% 36%
T-shirt 42% 49% 29% 45% 45% 31% 54% 31%
47. Derived importance of promo prizes
Contribution of each prize into generation of incremental volume
Incremental volume
generated by
Löwenbräu
Oktoberfest promotion
Main prize—
trip to Oktoberfest
39%
Beer six-packs
(100 and 30)
43%
Löwenbräu Y2009 Oktoberfest promotion — Bojole PromoIndex™ 47 sample report
100 RUB
on
mobile
8%
Mug,
T-shirt
10%
49. Methodology
Method:
Face2face in-home interviews
Random route sampling
Continuous data collection on weekly basis
Fielding occurred 13/04/09 – 08/11/09
Sample:
4510 interviews
Minimum 150 interviews per week
Beer consumers aged 18-45
— 30% are 18-24YO, 40% are 25-34YO, 30% are 35-45YO
— 60% are male, 40% are female
— Capitals (30% live in Moscow, 17% in St.Petersburg)
and regions (13% live in Ekaterinburg, 13% in Samara, 13% in Novosibirsk, 13% in Rostov-on-Don)
— 23% are heave users (drink beer min 3 times per week),
47% are medium frequency users (1-2 times per week),
and 30% are light users (less than once a week)
Löwenbräu Y2009 Oktoberfest promotion — Bojole PromoIndex™ 49 sample report
50. Terms referenced in the report
Promo or promotion: a national-level promo campaign with prize draws stimulating product purchase
communicated on pack, in-store, in media (e.g. TV, radio, press, outdoor, internet)
Promo awareness: a number of respondents who when exposed to a color card which presents a promo
concept, prizes visuals, name, slogan and a pack under promotion, recalled that they were aware of a
promotion
Participation: a number of respondents who recalled that at the moment of interview they have already
been involved into activities required by a promo rules to be qualified for a prize draw, i.e. registering
promo codes via SMS or Internet or participating in creative contest
Intention to participate performance index: a number of respondents who are likely to participate in a
promotion calculated upon standard 5-point intention scale
Transaction: single purchase occasion of a brand
Brand volume in transactions: an approximation of total number of transactions with a brand occurred
per month divided by total number of beer consumers
Total brand volume: an approximation of brand volume achieved in a given month
Base brand volume: an approximation of brand volume in a given month which would have been achieved
if there were no promotion running in this given month
Incremental brand volume: a difference between total brand volume and base brand volume in a given
month; i.e. net volume attributed to an effect of a given promotion in a given month
Löwenbräu Y2009 Oktoberfest promotion — Bojole PromoIndex™ 50 sample report
51. Contacts
Bojole research have prepared similar reports for each of 17 beer promotions
which have been running in Y2009.
If you would like a copy of this report or
if you have any questions or comments about this research report or
if you would like to purchase a report on another promotion,
please feel free to contact us:
Alexander Lomizov
+7 (495) 662 8928 ext.100
+7 (909) 911 9570
a.lomizov@bojole.ru
Olga Makarova
+7 (495) 662 8928 ext.102
+7 (909) 993 1058
o.makarova@bojole.ru
Löwenbräu Y2009 Oktoberfest promotion — Bojole PromoIndex™ 51 sample report