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B4 u drink

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B4 U Drink

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B4 u drink

  1. 1. B4U Drink FOR UKRAINE BRAND MANAGEMENT FINAL PROJECT
  2. 2. About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension CRM ABOUT UKRAINE COUNTRY PROFILE Kiev (CAPITAL) 45 Speak Russian Million & Ukrainian Inhabitants Developing Country
  3. 3. About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension CRM ABOUT UKRAINE COUNTRY PROFILE Agriculture Industry
  4. 4. About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension CRM ABOUT UKRAINE TELECOMMUNICATIONS 14.1 Million Mobile Subscribers 45 Million Inhabitants
  5. 5. About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension CRM ABOUT UKRAINE Collapse of the Soviet Union Before 1991 After 1991 Union of Soviet Socialist Republics Ukraine
  6. 6. About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension CRM ABOUT UKRAINE Collapse of the Soviet Union A traditional spirits-drinking country In Ukraine, beer is regarded more as a soft drink, akin to Coca-Cola, under the law.
  7. 7. About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension CRM NEED URGENT ISSUE: Teenage Alcohol Consumption “Alcohol consumption and availabilityworld ratings of Ukraine takes the first place in the of drugs among Ukrainian school-aged children is increasing annually.” alcohol consumption among children and youth. —the World Health Organization research —UNICEF, April 2009
  8. 8. About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension CRM NEED URGENT ISSUE: Teenage Alcohol Consumption An Important Public Health Threat A Driver of Mortality Rates
  9. 9. About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension CRM SOLUTION
  10. 10. About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension CRM SOLUTION FEATURES Track consumption over time Track percentage of alcohol Set limit for your own alcohol consumption or a time limit at the beginning of the night Drinking trigger Behavioral trends over a period of time with a graph
  11. 11. About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension CRM
  12. 12. About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension CRM
  13. 13. About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension CRM
  14. 14. About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension CRM
  15. 15. About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension CRM
  16. 16. About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension CRM
  17. 17. About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension CRM of our target audiences
  18. 18. About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension CRM
  19. 19. About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension “Think B4U Drink” Launch Below-the-Line Marketing • Guerrilla marketing • Events Internet Kiev
  20. 20. About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension “Think B4U Drink” Launch Partnership European Youth Parliament-Ukraine (EYP-Ukraine)
  21. 21. About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension “Think B4U Drink” Launch Guerrilla marketing
  22. 22. About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension “Think B4U Drink” Launch Events • On-campus free film show
  23. 23. About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension “Think B4U Drink” Launch Internet Campus Website Vkontakte
  24. 24. About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension CRM Geographic Expansion Kiev
  25. 25. About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension CRM Geographic Expansion Lviv Kiev Kharkiv Dnipropetrovsk Odessa
  26. 26. About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension CRM Geographic Expansion Lviv Kiev Kharkiv Dnipropetrovsk Odessa
  27. 27. About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension Geographic Expansion • Same language • Similar Drinking Culture Russia Ukraine
  28. 28. About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension CRM Brand Extension Do
  29. 29. About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension CRM Customer Relationship Marketing • Lifetime care • Personalized features
  30. 30. About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension CRM QUESTION?

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