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![Marketing Report
General Overview of Criale’s Marketing and Communication
Performance in Brazil [so far]
September/2014](https://image.slidesharecdn.com/95aeb034-5a65-4433-85d5-22399a800eeb-160725191739/85/Marketing-Report-1-320.jpg)
Marketing Report
- 1. Marketing Report General Overviewof Criale’s Marketing and Communication Performance in Brazil [so far] September/2014
- 2. We are Crialeand we have a very clear mission: to connect passionate producers who love the beers they make, to consumers whom recognize and share that same passion. Only a strong company with consolidated contacts and distribution channels like Criale has the expertise to not only drill down and select the best labels, but also to ensure that these jewels of world's best craft breweries arrive safe and sound to the tables of those who now enjoy them in all their fullness. That's our job, which we do with perfection. We investigate and look in small and hidden places for our treasures. For the best! And that's what makes us proud. Cheers! About Criale
- 3. Beer Market Scenarioin Brazil 2% 6% Imported beer market grew 101% in 2011 alone, according to data from the Ministry of Development. The premium beer segment increased its share over the last yearsfrom 2% to 6% in total consumption of beer in Brazil - and continuesto grow (Sindicerv); Brazil is the world's third largest beer market;
- 4. Developed Marketing Actions 1-Investmentsin Media and Publicity; 2- Promotional materials; 3- Communication Tools; 4- Launching Event.
- 5. Investments in Media andPublicity
- 6. Half page adin the craft beer section "Guia da Cerveja Artesanal" of local newspaper "Zero Hora" Investments in Media and Publicity • 801 000 readers • 183 228 total circulation • Publishingdate: 07.25.14
- 7. •Duble page adin the beer magazine "Revista da Cerveja", the segment's largest and most important publication, of national circulation –Bimonthly editions, with a circulation of 10,000 copies and over 350 distribution points in 21 Brazilian states; –Winner of the " 1º Prêmio Brasil Brau em Gestão de Negócios em Cerveja", in 2013, 1st place in the category of Brewing Culture Communication; –Publishing edition: Issue nº 12, September/October. Investments in Media and Publicity
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- 9. Sales menu/catalog ofall available beers: Promotional itens
- 10. Coasters - 7models, each with the logo of one of the breweries, used as favours to bars, restaurants and specialty stores: Promotional itens
- 11. Sales TrainingCatalog -to train Criale's vendors as a selling argument. Due to the success, this catalog is being delivered to each of Criale's customers as well (pub owners, store managers, etc) with technical explanations about each label, history of the breweries and glossary of beer terms. It's one of our strategies to increase beer sellings on the sales points: Promotional itens
- 12. Discount Tags –“Buy2, Get the 3rd bottle for 1 Real” sales promotion for Criale’s Lounchin Event. Because of the huge success we are still choosing a few important clients to continue this promotion (only for beers with expiration date problems): Promotional itens
- 13. Photos of eachbeer bottle: – We hired a photographer to take pictures and photoshop each beer bottle to use on the catalog,site, banners, etc. Other materials: – Banners, business cards, folders. Promotional itens
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- 15. Today our digitalmarketing strategy is composedof three tools: Website:provides informationabout all labels available on Criale's catalog. Future will includea space for e- commerce; Blog: tips on how to match beer and food,news about the brewing world, information about Criale; Facebook Page: news, information about Criale, tips and disseminationof our mkt material. Communication Tools
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- 20. Date: 18/08/2014 Time: 20h Place:Malt Store Padre Chagas St., 339 - Moinhos de Vento / Porto Alegre Launching Event
- 21. Save the Dateand Invitation sent by mail and email to main potential clients, distributors, store owners, pub owners, sommeliers, journalists, coulumnists, etc. Launching Event
- 22. Beer Tasting – 7labels (one of each brewery) were sampled. For each one we had an oral presentation and handed a card with pictures and explanations, so our guests could make notes and take them home; Sale – A special sales promotion was implemented for the day of the event: “Buy two bottles of any beer from Criale’s catalog, get the third one for only 1 Real” (options limited to one of the beers with expiration date problems); Live Music – We hired a Bagpipe Player to welcome our guests and to announce each round of tasting. Watch the video of the Bagpipe Player: https://www.youtube.com/watch?v=8hG_09hiCRA&feature=youtu.be Launching Event
- 23. Stickers – Personalized stickerswith flags of England and Scotland were produced to put on each bottle. Through market research we identified that the country of origin of the beer is one of the criteria for consumer choice and motivates the purchase! Details – We arranged a compilation of institutional and commercial videos of the breweries to show on the TVs of the store; – We had personalized bags made specially for purchases made on the event; – We hired a photographer to take beautiful pictures of the event; – Supporting materials were purchased, such as water jugs, beer glasses, napkins, etc, besides hiring waiters and a hostess for the event; – We invited an important beer-sommelier to the event, and helped her with coasts of transportation and accommodation. Launching Event
- 24. Press Coverage –Post Event – News Report Video by local TV Chanel ‘News RS’, 9m30s (aired on TV and on the Internet); – Note on an important local newspaper “ Jornal do Comércio”; – 3 posts on important national beer blogs; – 2 news reports on national news websites. Press Coverage – Pre Event – Note on the newspaper’s website “Jornal do Comércio”; – Note on Ucha’s blog, na important local columnist; Launching Event
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