The document discusses Kloster beer, a beer originally brewed in Germany that was later produced and marketed in Thailand under license. It was not well received by Thai consumers who perceived it as too expensive and similar to local beers. When other international beers were introduced, Kloster lost market share and was eventually withdrawn from Thailand and other markets. The document then provides details on Kloster's brand identity, marketing strategy, distribution approach, and sponsorship opportunities to help relaunch the brand in Thailand.

1. Presented by
• Chanchal Malohtra
• Nene Diallo
• Monalisa Ghosh
• Mayank Choubey
• Rebecca Ndiritu
• Truls Kjellberg

2. • Kloster Bier – Kloster Brauerei Neustadt(German).
• Monastery brewery established approx. 400 years
ago.
• Kloster was brewed in Thailand under license and
"close supervision" of Kloster Brauerei in Germany.
• Kloster was an InBev brand ("Third most
importand brand in the Beck & Co. portfolio.")
brewed in Thailand, first by Thai Amarit (from
1975-2002), then by Boon Rawd (2003+).
• The original brewery does not currently exist.

3. • In 2003 Boon Rawd Brewery started producing Kloster in
partnership with InBev.
• Boon Rawd is Thai and also produces Singha and Leo.
• Kloster beer was competing with Carlsberg beer which was a beer
that penetrated market into an upper target level and made it a
premium beer.
• Marketing made it unclear whether Kloster was really
European or not and perception was that it was more
expensive Thai beer?
• Complaints over the blend and watery taste “like drinking
water”.
• When other beers like Heineken and Asahi was introduced
it lost its market share due to its perception as Thai or fake
European.
• The beer was withdrawn from the Thai market as well as
from the global markets as well.

4. Brand Identity was first mentioned by Kapferer
in 1986.
Quote: “Products are created in the factory but
brands are created in the mind” Jason Kilar
.Definition
-Brand is more than a logo or label, it is the
most valuable asset of a company. Customers
recognize , get emotionally attached, royal and
differentiate you from competitors through
your distinct brand.
- Brand identity define who we are or our DNA.

5. PHYSIQUE
Green bottle.
White wrap ,gold band.
Lion head
SELF IMAGE
Sophisticated.
Smart.
Educated.
RELATIONSHIP
Caring.
Feel good
Next generation drink.
PERSONSALITY
Rich &famous.
Young /Adult.
Trendy.
CULTURE
German beer.
Sustainable.
Vibrant.
REFLECTION
Premium quality.
Health conscious.
Youthful.
Reliable.

7. 1. A detailed situation analysis
2. Specific marketing objectives
3. A marketing strategy and program
4. A program for implementing the strategy
5. A process for monitoring and evaluating performance
1. A detailed situation analysis
3. A marketing strategy and program
4. A program for implementing the strategy
2. Specific marketing objectives

8. S W
O T
STRENGTHS
o High quality
o High level of brand
recognition
o Premium brand
o Alliance with Thailand‘s
leading breweries.
WEEKNESS
o High transaction cost
o Poor local distribution
o Lack of availability
o Recognised as Thai brand
o Lack of marketing and
advertising skill.
OPPORTUNITIES
o Growing demand
o Organic and health
conscious.
THREATS
o Variation in market on the
basis of per capita
consumption
o Local companies creating
threat

11. Direct
Response
Advertising
Direct
Response
Advertising
Direct
Mail
Catalogs
Telemarketing
Internet
Sales
Shopping
Channels
Direct
Mail
Telemarketing
Catalogs
Shopping
Channels
Direct
Marketing

12. Builds and
maintains
customer
relationships
Obtains
customer
database
information
Communicates
and interacts with
buyers
Provides
customer
service and
support
Educates or
informs
customers
A persuasive
advertising
medium
A sales tool or
an actual sales
vehicle
Obtains
customer
database
information
Communicates
and interacts with
buyers
Provides
customer
service and
support
Educates or
informs
customers
A persuasive
advertising
medium
A sales tool or
an actual sales
vehicle
The
Internet

14. • Sold as draft beer in pubs
• Served out of special controlled temperature tap to
guarantee the lowest possible temperature
• Special Kloster Beer fridges where chilled glasses are
kept
• Lighting and design of the taps and fridges are crucial
and should embody and promote the identity of Kloster
beer

15. » Fully embodies the Kloster spirit:
» The locations serving Kloster have to through a rigorous selection
process to ensure they embody the Kloster spirit; the identity of
the brand. This includes the physical location, design of interior,
staff, clientele, music etc. Suggestions are a few bars and clubs in
the areas of thong lo,sathorn, and clubs in soi 11. Also a few 5
star hotels might be suitable.
» Only a very limited number of locations:
» This is due to the rigorous selection process to ensure only the
upmost prime locations are selected. The limited number of
places will also contribute to a feeling of uniqueness and luxury.

16. • Consumer-oriented
• [For end-users]
• Trade-oriented
• [For resellers]
EventsEvents
Loyalty ProgramsLoyalty Programs
Bonus PacksBonus Packs
Refunds/RebatesRefunds/Rebates
Contests/SweepstakesContests/Sweepstakes
PremiumsPremiums
SamplesSamples
CouponsCoupons
Coop
Advertising
Coop
Advertising
Trade
Shows
Trade
Shows
Training
Programs
Training
Programs
POP DisplaysPOP Displays
Trade
Allowances
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

17. • Publicity:
Kloster will actively project positive publicity through sponsoring RBSC
and special events. Free marketing of Kloster and its logo in RBSC monthly
publication.
• CSR:
It will be such an important part of Klosters positive publicity that it had to
constitute a separate point. Kloster is an ethical brand and accordingly it
undertakes numerous CSR activities. PR departments role will be to get
these activities published in media.
• PR management:
This is achieved through establishing a robust pr department who will
monitor the firms conduct as well as the various forms of media and
always try to be proactive rather than reactive. Important with finding a
trustworthy and competent spokesperson.

18. » Choose a brand ambassador wisely who will portray
strong brand image
» sports sponsorship
» One on one interaction with the customers through
specific campaigns
» Social media interaction these networking changes
the way people interact with the brand

19. Media Advertising
TV- Use comical commercials to feature a famous person like Petchai to illustrating the true
happiness of Kloster beer in sports ,lifestyle and news channels which will include (channel 3, channel
7, Nation TV, NBT, Channel V , True Sports) will be used to capture customers who watch TV
Magazines- Select magazines having a digital edition in order to reach the exclusive targeted
audience .( men’s world, society, attitude, her world, vogue, prestige)
Displayed Advertising- VGI global media, facebook.com, Google sites, Siam sport.co.th, true
life.com are some of the selected website will use to capture the targeted customers using messages such
as text, flash, video or audio
Company Website- Create a website .The customers will use the websites as a hub for online
initiatives. The consumers will use the Kloster beer .com website to create a profile also participate in
contests. The customers can also use the website to blog on how they view the beer. We can also get a
feedback of what the customers think of our brand
Social Media- keep the customers engaged using owned channels such as face book and
instagram where we post ongoing events also invite the customers to post pictures and offer
prizes to stimulate customers interactions with the brand. On YouTube upload videos of fans
during their premium moments to stimulate the audience to create their own ads and feature
them on Kloster Channel. Twitter will be used gives the brand voice and personality , in
commenting on the spots events.

20. » Official sponsor of Royal Bangkok Sports Club:
This offers Kloster the opportunity to sponsor numerous golf, soccer,
basketball, squash, car racing tournaments held in Thailand. It also offers
the brand the opportunity to be associated with the monarchy, highly
successful and influential business people, and successful athletes
(remember identity: successfulness)
» Large and preferably international sporting events and tournaments:
Kloster will select tournaments and events in sports that embodies the
Identity of Kloster to sponsor. Golf, luxury car racing, sailing
» International Artists:
Artists should be relatively mainstream and preferably embody Kloster
identity or attract the target segment
» Upscale special club/DJ events:
Bangkok has seen an explosion of hi-so pool parties and international Dj
events. This will present a great opportunity to reach younger target
segment.

21. KLOSTER BEER
Behind
every
happy man
there is a
KLOSTER