When you go to a pub, you know that you are going to drink a good quality product. In these places there is the taste approach: you try different kind of beer as long as you find your favourite one.”

1. UNDERSTANDING CONSUMER (CONSUMER BEHAVIOR AND CCT) MODULE 2
BEER:A METTER OF PER PTION
KRONB LINE
QUALITATIVE RESEARCH
GROUP 7
Anna Cornale
Michelangelo Matteoda
Gianluca Lacedonio
Mirko Tosoni
Francesco Scala
Francesco Cheng
Eva Morgan

2. #civuoleunasoluzione

4. “I think beer is kind of trashy, it is not suitable
for any occasion. Wine is way more classy.”
Fabiana, 22

5. BEERVOLUME
SALES
- 8.8%
(2007-2012)1
BEERVALUE
SALES
+ 0.3%
(2007-2012)1
1
Euromonitor International

6. “When you go to a pub, you know that you
are going to drink a good quality product.
In these places there is the taste-approach: you try different
kind of beer as long as you find your favourite one.”
Massimo, 29
“To perceive the importance of what I drink,
I need it to be explained to me.”
Stefano, 50

7. “If I think to a high quality beer,
I imagine that beer to be
served in a castle (…).That
is how beer becomes something
totally different.”
Andreina, 51

10. The new Céres line is inspired to the Shakespeare’ s Hamlet, the tragic hero prince of
Denmark, the land where Céres beer was born.The name of the line, Kronb, refers as
well to Kronborg, Hamlet’s castle, where the main plot of the tragedy takes place.
The three beers are inspired to the three main characters of the tragedy.
Their specific characteristics, allow to target them for different typologies of consumers
but also to different consumption occasions.
THETHEME
OPHELIA
HORATIO
HAMLET

11. Hamlet’s best friend, and confident.Admired by Hamlet for his virtue and self control. He is the
only character able to win his strong emotions.
OUR UNCONVENTIONAL HERO: when Hamlet lies dying, Horatio is resolute and level-
headed, acting not out of uncontrollable emotion but a sense of honour and duty.
Lover of Hamlet, who at the end rejects her.After her father’s death, falls into insanity, finally killing
herself by jumping into a river. Despite her irreproachable behaviour, she fails into conquering Ham-
let’s love, having a sad and unexpected ending.
OUR UNCONVENTIONAL HERO: symbol of incorruptibility, innocence and purity, she dies
because she cannot find coherence in her beliefs.
Prince of Denmark; tries and accomplishes to revenge
his father, murdered by his uncle Claudius, sacrificing his own life.
OUR UNCONVENTIONAL HERO: he has strong values and aims which he is loyal to till
the end, even if he’s full of doubts and dilemmas. Doesn’t follow the “rules of the prince”, because
he just wants to revenge his father since he does not recognize the current king as legitimate.
HORATIO
OPHELIA
HAMLET

12. “E chi mai potrebbe
essere la migliore com-
pagna della bellezza se
non l’onestà?”
TIPOLOGY: Pilsner
FERMENTATION: High
ORIGIN: Denmark
ALCOHOL: 4,8 %
SIZE: 75 cl (single pack), or 66 cl (multipack)
COLOR: Golden
DESCRIPTION: The head is white and dense and the body is straw colored.The aro-
ma contains hops with a hint of graininess.The flavor is simple with light grain and hops
bittering.The finish is clean and refreshing.
CONSUMPTION OCCASIONS: Perfect to drink during appetizers
and Happy Hours.
ophelia

13. “Sappiamo ciò che
siamo, ma non
sappiamo ciò che
potremmo essere”
TIPOLOGY: Amber Beer
FERMENTATION: slow
ORIGIN: Denmark
ALCOHOL: 5,5 %
SIZE: 75 cl (single pack), or 66 cl (multipack)
COLOR: from Light Golden to Deep Red
DESCRIPTION: slow-fermenting beer which is richer than pale ales with its medium
body. Its flavor is determined primarily by hops that give it its amber color.
CONSUMPTION OCCASIONS: Perfect to be matched with Pasta and other main
dishes.
hamlet

14. horatio
TIPOLOGY: Trappist beer
FERMENTATION: warm
ORIGIN: Denmark
ALCOHOL: 8 %
SIZE: 75 cl (single pack), or 66 cl (multipack)
COLOR: Dark
DESCRIPTION: Tinge of fresh yeast is associated with a light rosy flowery touch, is
particularly pleasant.Its aroma,perceived as one enjoys it,only accents the delightful sen-
sations revealed by the odour, all revealing a light but agreeable caramelized note.
CONSUMPTION OCCASIONS: Perfect with meat and fish.
Basta una stilla
di male per gettare
un’ombra infamante su
qualunque virtù”

15. KRONB PACK
3 x 0,66l
We propose to launch the Kronb Line,a bundle of the three bottles,ideal to bring as a gift
in special occasions.

16. LAUNCH CHANNELS (only for single bottles)
• Winehouses
• À-la-carte Restaurants (it allows us to show how to match different dishes with our
new beers by suggestion written on the menu list (e.g.: Roastbeef, suggested with a
glass of Horatio Beer)
• Specialized Breweries
• Catering
LONG TERM
• Launch channels remain
• Supermarket (both for single bottles and gift pack) (no discount stores)
Catering and Restaurants were chosen to meet our target, so a price line per meal per
person should be considered (i.e. 20-40€)
DISTRIBUTION

17. SINGLE BOTTLE
• Training of waiters of affiliated caterings and restaurants to be sure they will offer their
customers all the info they need about our three beers (occasions of consumption,
matches with different dishes, flavors, kind of beer, etc.)
• Partnerships with food critics and restaurant reviewers to get high return on press.
• Product placement in cooking TV-shows such as MaterChef
GIFT PACK
Specialized magazines ads to make people aware of the existence of a special package to
be given as a gift to host house for dinner or events.
PROMOTION
PRICING
SINGLE BOTTLE (0,75 l) - € 6,50 per bottle
GIFT PACK (3 x 0,66 l) - € 13,50 per pack

18. TO BE(ER)
OR
NOT TO BE(ER)?
THAT IS THE QUESTION!
WELL,AFTER ALL THIS STUFF...
THANKYOU!