A sample report summarizing performance of one of Y2009 beer promo campaigns - Löwenbräu Oktoberfest national promotion.
This 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.
Unilever aims to double ice cream sales in Russia by 2015. To achieve this target, Unilever needs to increase its market share from 22% to 30.65%. It should focus on developing its own distribution system and increasing its share of modern trade sales channels, which allow for year-round demand. Unilever's actions over 2012-2015 should include expanding its retail presence in northern Russia, growing its modern trade business, enlarging retail branches, and potentially partnering with distributors.
An Overview and Lessons for other European countries
July 2015
Whereas many European countries are in the early stages of a FMCG price war, retailers in France have been battling it for two years. The reasons for the start of a price war differ from country to country, but there is useful insight to be gained - for retailers and manufacturers - by understanding the impact of events in France.
This Point of View report provides useful analysis and guidance on the paths for growth, despite this price war context, based on key learnings.
- See more at: http://www.iriworldwide.eu/Resources/EuropeanSpecialReports/tabid/262/Default.aspx#sthash.k7JZtxtW.dpuf
BEST PRACTICE: The social enterprise: increase the effectiveness of your soci...B2B Marketing
The document discusses how to increase the effectiveness of social media marketing through employee advocacy. It recommends appointing a social committee to drive social engagement across the organization. It identifies different types of advocates, from thought leaders to passive consumers. It provides a 5-step guide to implementing an employee advocacy program, including defining objectives, building a community, creating content, enabling employees, and measuring results. The overall message is that employees are underutilized influencers who can promote the brand if given the proper support and training through an opt-in social advocacy program.
While the public relations landscape seems to change at rapid speed, there are certain things that never change. With the exploding growth of social media, the need for strategic thinking has never been more important. Join the discussion and find out how to manage a social media campaign. Learn how your insight and deep understanding of strategy, paired with the skills and enthusiasm of technically savvy junior pros, can result in social media success.
Prove It! Tools and Techniques to Measure the Effectiveness of Social Media Kami Watson Huyse, APR
This document discusses various tools and techniques for measuring the effectiveness of social media. It outlines a "Trinity of Measurement" including measuring interest, attitudes, and actions/business results. Several case studies are presented showing how different organizations have successfully used social media and measurement to increase awareness, drive traffic, boost sales and engage stakeholders. Key metrics discussed include web traffic, comments, tonality, relationships, the net promoter score, and cost comparisons.
How to design more ethically engaging experiences (UCD 2016)Neil Turner
Hi. My name is Neil, and I’m an addict. I’ll admit it, I’m addicted to technology, and you know what, I suspect that you are too. We’re all addicts now aren’t we? We’ve all become addicted to a very modern drug called technology.
It’s not our fault that we’re addicted to technology, we're only human after all. You see technology is just too damn addictive. And why is it so addictive? Because it’s been designed to be so by designers like you and me. It’s been designed to engage, to demand our attention, to draw us in and to slowly but surely get us hooked.
In this talk which was originally delivered at UCD 2016, I’m going to argue the case for why we as designers should be helping to break this cycle of addiction. Why we should be focusing on making a positive impact on peoples’ lives, rather than chasing ever greater usage of our products and designs. I’m going to show you how to create products that are more ethically engaging; that let people get on with their lives without becoming a slave to the machine!
Unilever aims to double ice cream sales in Russia by 2015. To achieve this target, Unilever needs to increase its market share from 22% to 30.65%. It should focus on developing its own distribution system and increasing its share of modern trade sales channels, which allow for year-round demand. Unilever's actions over 2012-2015 should include expanding its retail presence in northern Russia, growing its modern trade business, enlarging retail branches, and potentially partnering with distributors.
An Overview and Lessons for other European countries
July 2015
Whereas many European countries are in the early stages of a FMCG price war, retailers in France have been battling it for two years. The reasons for the start of a price war differ from country to country, but there is useful insight to be gained - for retailers and manufacturers - by understanding the impact of events in France.
This Point of View report provides useful analysis and guidance on the paths for growth, despite this price war context, based on key learnings.
- See more at: http://www.iriworldwide.eu/Resources/EuropeanSpecialReports/tabid/262/Default.aspx#sthash.k7JZtxtW.dpuf
BEST PRACTICE: The social enterprise: increase the effectiveness of your soci...B2B Marketing
The document discusses how to increase the effectiveness of social media marketing through employee advocacy. It recommends appointing a social committee to drive social engagement across the organization. It identifies different types of advocates, from thought leaders to passive consumers. It provides a 5-step guide to implementing an employee advocacy program, including defining objectives, building a community, creating content, enabling employees, and measuring results. The overall message is that employees are underutilized influencers who can promote the brand if given the proper support and training through an opt-in social advocacy program.
While the public relations landscape seems to change at rapid speed, there are certain things that never change. With the exploding growth of social media, the need for strategic thinking has never been more important. Join the discussion and find out how to manage a social media campaign. Learn how your insight and deep understanding of strategy, paired with the skills and enthusiasm of technically savvy junior pros, can result in social media success.
Prove It! Tools and Techniques to Measure the Effectiveness of Social Media Kami Watson Huyse, APR
This document discusses various tools and techniques for measuring the effectiveness of social media. It outlines a "Trinity of Measurement" including measuring interest, attitudes, and actions/business results. Several case studies are presented showing how different organizations have successfully used social media and measurement to increase awareness, drive traffic, boost sales and engage stakeholders. Key metrics discussed include web traffic, comments, tonality, relationships, the net promoter score, and cost comparisons.
How to design more ethically engaging experiences (UCD 2016)Neil Turner
Hi. My name is Neil, and I’m an addict. I’ll admit it, I’m addicted to technology, and you know what, I suspect that you are too. We’re all addicts now aren’t we? We’ve all become addicted to a very modern drug called technology.
It’s not our fault that we’re addicted to technology, we're only human after all. You see technology is just too damn addictive. And why is it so addictive? Because it’s been designed to be so by designers like you and me. It’s been designed to engage, to demand our attention, to draw us in and to slowly but surely get us hooked.
In this talk which was originally delivered at UCD 2016, I’m going to argue the case for why we as designers should be helping to break this cycle of addiction. Why we should be focusing on making a positive impact on peoples’ lives, rather than chasing ever greater usage of our products and designs. I’m going to show you how to create products that are more ethically engaging; that let people get on with their lives without becoming a slave to the machine!
Trade Marketing Innovation in the Belgian Beer MarketTim Strik
The document provides background information on Anheuser-Busch InBev (AB Inbev) and describes the process for developing promotional activations in their trade marketing department. It defines key concepts in trade marketing such as points of sale, trade marketing plans, and the roles of different departments. The trade marketing department at AB Inbev develops promotional materials and activations to increase brand visibility and sales in stores, bars, and clubs in Belgium.
From Local Tradition to Global CapitalismRomel Soltero
As apart of the 2014 Holland America Case Competition, hosted in the Michael G. Foster School of Business at the University of Washington, we were tasked with providing a solution to address copycat festivals mimicking that of the iconic annual Oktoberfest celebration. This case was not only a demonstration of preserving a unique cultural tradition while also promoting global expansion.
Schutz brand presented strong growth over the past 2 years, doubling revenues. It expanded its monobrand stores with 46 openings since 2010. Changes in Schutz brand handbag strategy resulted in strong growth in that product segment, with handbags as a percentage of owned store revenues increasing from 5% to 9% between 2012 and 2013. The opening of a pilot store in New York enabled learning and continues to be an important laboratory for the brand internationally.
The document discusses several marketing programs and initiatives conducted by Pilsner Urquell in international markets, including:
1) An international bartender program that provided training to bartenders and ensured quality serving of Pilsner Urquell in outlets around the world.
2) A partnership with The Open Championship golf tournament to promote the brand at the event and in associated golf clubs.
3) An annual celebration in October to mark the anniversary of Pilsner Urquell's creation in 1842, including special brews and promotions.
4) Sponsorship of the yearly European Beer Bloggers Conference to build relationships with beer media.
This document discusses exporting blu e-cigarettes to Prague, Czech Republic. It begins with an introduction and background on blu e-cigs. Next, it provides a situation analysis of smoking rates and attitudes in the Czech Republic. It then estimates the target market size in Prague and provides a SWOT analysis. The document continues with sections on competition, product description, financial objectives, target markets, positioning, strategies, marketing mix, organizational structure, and conclusions. The overall aim is to analyze the viability and strategy for introducing blu e-cigs in the Czech market.
This document provides a 3-year roadmap and brand plan for Laser Beer to transform it from an underperforming brand into a sustainable premium beer brand in Vietnam. The plan sets objectives to significantly grow Laser's sales value and market share in 2006 through revitalizing the brand image, improving distribution nationwide, launching an integrated marketing campaign, and increasing brand activations and consumer promotions. Detailed execution strategies are outlined covering products, pricing, placement, promotion, public relations, sponsorships, and an event calendar. A situation analysis examines opportunities and challenges in the premium beer segment and issues with the current Laser brand.
Ecommerce - Presentation by Daniel Raab, Managing Director of Seven Ventures at the NOAH Conference London 2016, Old Billingsgate on the 10th of November 2016.
This report provides a detailed market analysis of the Norway beer industry. It includes historical and forecasted market data from 2007-2012, with insights into market trends, brands, brewers, packaging, distribution channels, and pricing. The 106-page report is available for purchase for $6688. Key findings include that the Norwegian beer market declined in 2011 due to higher prices from increased excise taxes and raw material costs, as well as poor summer weather. The report provides granular data and analysis not found elsewhere to give readers an in-depth understanding of the Norway beer market.
This document outlines a sale plan for Heineken beer in Vietnam from July 2014 to June 2015. It discusses Heineken's background as a global brewer and its presence in Vietnam since 1992. The plan aims to expand Heineken's target market and increase revenue through strategies such as distributing more widely, promoting during holidays, and offering prizes for codes on beer packaging. Financial reports show growing profits for Heineken in recent years. The document also analyzes Heineken's competitors, customer needs, and cultural factors to consider in the Vietnamese market.
The document proposes launching a premium vodka called "Iced Vea" infused with citrus and ice tea flavors in Ontario by summer 2011. It will be priced at $30.95. The target market is people aged 20-30 who will be advertised to online and through sampling. Regulations and the government monopoly on alcohol sales in Ontario are noted in the PEST analysis. The product will differentiate itself from competitors like Smirnoff through unique flavors.
1) James Thompson is the Chief Commercial Officer of Heineken, appointed in 2021. He has over 30 years of experience in consumer goods companies including Diageo and Unilever.
2) Heineken sees opportunities for growth in premium beer, non-alcoholic beer, and beyond beer categories like hard seltzers to meet evolving consumer demand. The company aims to lead premiumization and expand its total addressable market.
3) Heineken has led premiumization in many markets, growing the premium segment faster than the total beer category. The company is investing heavily behind its portfolio of premium brands including Heineken and Desperados and innovating in non-alcoholic beer led by
This document proposes strategies for Uniqlo Atrium to increase revenue by 13.6% in 2015. It recommends optimizing inventory, enhancing customer satisfaction, reducing staff turnover, and implementing a new marketing campaign. For inventory, actions include amending stock structures and purchase regulations to increase turnover while maintaining a balanced portfolio. To boost customer satisfaction, initiatives like a "Help me" button and satisfaction surveys aim to decrease negative feedback fivefold. Staff turnover is expected to drop from 70% to 30% through career development programs and motivational initiatives. The marketing plan includes discounts, collaborations and events that could contribute up to 7.6% of additional revenue. Overall, diversifying across these impact areas is projected to achieve the financial goal
This document summarizes several marketing campaigns for alcoholic beverage brands in airports:
- The Jameson campaign in Amsterdam airport increased sales by 22% through digital and social media engagement, sampling 800 cocktails. It gained over 8,000 entries in a competition and 800 new social media followers.
- The Ballantine's campaign in Zurich and Schiphol airports increased sales 15% and 12% respectively through photo sharing on social media for rewards. It engaged over 9,000 passengers on Instagram and gained 700 new social media followers.
- The luxury Martell pop-up shop in Paris CDG airport's luxury terminal capitalized on the brand's 300 year anniversary. It dramatically increased sales over 1,
Beer industry is characterized by the market share leaders in the business such as AB InBev, SABMiller, Heineken, and Carlsberg. Over the last decade, HEINEKEN has created incredible changes to become one of the beer giants in the competitive beverage industry.
The document summarizes a marketing plan presentation for a new beverage product called Bubble Buzz. The presentation covers the marketing objectives to create awareness and market share, the company profile, an analysis of the beverage industry and target market, and the marketing mix strategies around product, price, promotion, and place. It also includes financial projections, an implementation plan, and discusses the product's potential for export.
De bioscoop ROI van merken als Haribo, Coca Cola en Carlsberg volgens Dansk R...brightfish_be
In 2012 presenteerde Rasmus B. Andersen, Head of Research van het Deense Dansk Reclame Film een aantal specifieke econometrische cases op de Brightfish Research Day. Danks Reclame Film analyseerde de ROI van reclamecampagnes van Haribo, Coca Cola Zero en Carlsberg.
This document summarizes Farmy, an online marketplace for weekly grocery shopping in Switzerland that aims to connect customers, producers, and the environment in a sustainable way. Key points:
- Farmy allows customers to place grocery orders up until midnight that are then harvested/produced, delivered to their hub by morning, and delivered to customers within 15 hours.
- This model benefits customers with fresh, local products, producers with new revenue streams and access to customers, and the environment with reduced emissions.
- Farmy has seen strong growth and a positive customer net promoter score, with plans to expand to Germany and Austria.
Sabeco Corporation is the largest beer producer in Vietnam. It has over 37 years of experience and a 51.4% market share in 2014. Some strengths include its large production capacity, 15 branches across Vietnam reducing transportation costs, and collaborations with suppliers. However, weaknesses exist such as some beers not being as tasty as competitors' and less attractive packaging. Opportunities include Vietnam's large beer drinking population and potential foreign markets. Threats include unstable laws/taxes, increasing costs, and health concerns reducing consumption. The document provides a competitive analysis of Sabeco against other brands and recommendations around new products, promotions, distribution channels, and pricing strategies.
E3 International Agency Network- Best of International (BOI) Awards 2014E3network
Vodafone needed a consistent sales tool to help confidently present their story to customers. They developed an iPad app called iStory that provided rich content and visuals to guide engaging conversations. Initial results showed over 77% of salespeople adopted it and over 44% were active users.
Yara International sought to improve safety performance across its global operations. A branding agency recommended changing the safety culture through a massive communication campaign endorsed by top management and using storytelling to spark intrinsic motivation. The expected change in culture was to be confirmed in 2014.
Repsol needed to raise awareness among employees about risks of improper information usage. An agency created a top ten list of important topics with online and video content to make the
ISPO Academy Munich 2015 - International E-Commerce Strategies for BrandsHenning Heesen
Today´s brands are coping with traditional distributing agreements versus new channels like e-commerce and social media.
Salesupply supports over 350 brands and merchants globally with their e-commerce strategy, fulfillment and marketing activities.
In this presentation, that was presented at the ISPO 2015 in Munich we show the international challenges of brands, examples of good and bad web shops and 3 e-commerce strategies that brands can adapt to monetize their existing brand value or grow international.
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
More Related Content
Similar to Report on the effectiveness of Y2009 Lowenbrau national promo
Trade Marketing Innovation in the Belgian Beer MarketTim Strik
The document provides background information on Anheuser-Busch InBev (AB Inbev) and describes the process for developing promotional activations in their trade marketing department. It defines key concepts in trade marketing such as points of sale, trade marketing plans, and the roles of different departments. The trade marketing department at AB Inbev develops promotional materials and activations to increase brand visibility and sales in stores, bars, and clubs in Belgium.
From Local Tradition to Global CapitalismRomel Soltero
As apart of the 2014 Holland America Case Competition, hosted in the Michael G. Foster School of Business at the University of Washington, we were tasked with providing a solution to address copycat festivals mimicking that of the iconic annual Oktoberfest celebration. This case was not only a demonstration of preserving a unique cultural tradition while also promoting global expansion.
Schutz brand presented strong growth over the past 2 years, doubling revenues. It expanded its monobrand stores with 46 openings since 2010. Changes in Schutz brand handbag strategy resulted in strong growth in that product segment, with handbags as a percentage of owned store revenues increasing from 5% to 9% between 2012 and 2013. The opening of a pilot store in New York enabled learning and continues to be an important laboratory for the brand internationally.
The document discusses several marketing programs and initiatives conducted by Pilsner Urquell in international markets, including:
1) An international bartender program that provided training to bartenders and ensured quality serving of Pilsner Urquell in outlets around the world.
2) A partnership with The Open Championship golf tournament to promote the brand at the event and in associated golf clubs.
3) An annual celebration in October to mark the anniversary of Pilsner Urquell's creation in 1842, including special brews and promotions.
4) Sponsorship of the yearly European Beer Bloggers Conference to build relationships with beer media.
This document discusses exporting blu e-cigarettes to Prague, Czech Republic. It begins with an introduction and background on blu e-cigs. Next, it provides a situation analysis of smoking rates and attitudes in the Czech Republic. It then estimates the target market size in Prague and provides a SWOT analysis. The document continues with sections on competition, product description, financial objectives, target markets, positioning, strategies, marketing mix, organizational structure, and conclusions. The overall aim is to analyze the viability and strategy for introducing blu e-cigs in the Czech market.
This document provides a 3-year roadmap and brand plan for Laser Beer to transform it from an underperforming brand into a sustainable premium beer brand in Vietnam. The plan sets objectives to significantly grow Laser's sales value and market share in 2006 through revitalizing the brand image, improving distribution nationwide, launching an integrated marketing campaign, and increasing brand activations and consumer promotions. Detailed execution strategies are outlined covering products, pricing, placement, promotion, public relations, sponsorships, and an event calendar. A situation analysis examines opportunities and challenges in the premium beer segment and issues with the current Laser brand.
Ecommerce - Presentation by Daniel Raab, Managing Director of Seven Ventures at the NOAH Conference London 2016, Old Billingsgate on the 10th of November 2016.
This report provides a detailed market analysis of the Norway beer industry. It includes historical and forecasted market data from 2007-2012, with insights into market trends, brands, brewers, packaging, distribution channels, and pricing. The 106-page report is available for purchase for $6688. Key findings include that the Norwegian beer market declined in 2011 due to higher prices from increased excise taxes and raw material costs, as well as poor summer weather. The report provides granular data and analysis not found elsewhere to give readers an in-depth understanding of the Norway beer market.
This document outlines a sale plan for Heineken beer in Vietnam from July 2014 to June 2015. It discusses Heineken's background as a global brewer and its presence in Vietnam since 1992. The plan aims to expand Heineken's target market and increase revenue through strategies such as distributing more widely, promoting during holidays, and offering prizes for codes on beer packaging. Financial reports show growing profits for Heineken in recent years. The document also analyzes Heineken's competitors, customer needs, and cultural factors to consider in the Vietnamese market.
The document proposes launching a premium vodka called "Iced Vea" infused with citrus and ice tea flavors in Ontario by summer 2011. It will be priced at $30.95. The target market is people aged 20-30 who will be advertised to online and through sampling. Regulations and the government monopoly on alcohol sales in Ontario are noted in the PEST analysis. The product will differentiate itself from competitors like Smirnoff through unique flavors.
1) James Thompson is the Chief Commercial Officer of Heineken, appointed in 2021. He has over 30 years of experience in consumer goods companies including Diageo and Unilever.
2) Heineken sees opportunities for growth in premium beer, non-alcoholic beer, and beyond beer categories like hard seltzers to meet evolving consumer demand. The company aims to lead premiumization and expand its total addressable market.
3) Heineken has led premiumization in many markets, growing the premium segment faster than the total beer category. The company is investing heavily behind its portfolio of premium brands including Heineken and Desperados and innovating in non-alcoholic beer led by
This document proposes strategies for Uniqlo Atrium to increase revenue by 13.6% in 2015. It recommends optimizing inventory, enhancing customer satisfaction, reducing staff turnover, and implementing a new marketing campaign. For inventory, actions include amending stock structures and purchase regulations to increase turnover while maintaining a balanced portfolio. To boost customer satisfaction, initiatives like a "Help me" button and satisfaction surveys aim to decrease negative feedback fivefold. Staff turnover is expected to drop from 70% to 30% through career development programs and motivational initiatives. The marketing plan includes discounts, collaborations and events that could contribute up to 7.6% of additional revenue. Overall, diversifying across these impact areas is projected to achieve the financial goal
This document summarizes several marketing campaigns for alcoholic beverage brands in airports:
- The Jameson campaign in Amsterdam airport increased sales by 22% through digital and social media engagement, sampling 800 cocktails. It gained over 8,000 entries in a competition and 800 new social media followers.
- The Ballantine's campaign in Zurich and Schiphol airports increased sales 15% and 12% respectively through photo sharing on social media for rewards. It engaged over 9,000 passengers on Instagram and gained 700 new social media followers.
- The luxury Martell pop-up shop in Paris CDG airport's luxury terminal capitalized on the brand's 300 year anniversary. It dramatically increased sales over 1,
Beer industry is characterized by the market share leaders in the business such as AB InBev, SABMiller, Heineken, and Carlsberg. Over the last decade, HEINEKEN has created incredible changes to become one of the beer giants in the competitive beverage industry.
The document summarizes a marketing plan presentation for a new beverage product called Bubble Buzz. The presentation covers the marketing objectives to create awareness and market share, the company profile, an analysis of the beverage industry and target market, and the marketing mix strategies around product, price, promotion, and place. It also includes financial projections, an implementation plan, and discusses the product's potential for export.
De bioscoop ROI van merken als Haribo, Coca Cola en Carlsberg volgens Dansk R...brightfish_be
In 2012 presenteerde Rasmus B. Andersen, Head of Research van het Deense Dansk Reclame Film een aantal specifieke econometrische cases op de Brightfish Research Day. Danks Reclame Film analyseerde de ROI van reclamecampagnes van Haribo, Coca Cola Zero en Carlsberg.
This document summarizes Farmy, an online marketplace for weekly grocery shopping in Switzerland that aims to connect customers, producers, and the environment in a sustainable way. Key points:
- Farmy allows customers to place grocery orders up until midnight that are then harvested/produced, delivered to their hub by morning, and delivered to customers within 15 hours.
- This model benefits customers with fresh, local products, producers with new revenue streams and access to customers, and the environment with reduced emissions.
- Farmy has seen strong growth and a positive customer net promoter score, with plans to expand to Germany and Austria.
Sabeco Corporation is the largest beer producer in Vietnam. It has over 37 years of experience and a 51.4% market share in 2014. Some strengths include its large production capacity, 15 branches across Vietnam reducing transportation costs, and collaborations with suppliers. However, weaknesses exist such as some beers not being as tasty as competitors' and less attractive packaging. Opportunities include Vietnam's large beer drinking population and potential foreign markets. Threats include unstable laws/taxes, increasing costs, and health concerns reducing consumption. The document provides a competitive analysis of Sabeco against other brands and recommendations around new products, promotions, distribution channels, and pricing strategies.
E3 International Agency Network- Best of International (BOI) Awards 2014E3network
Vodafone needed a consistent sales tool to help confidently present their story to customers. They developed an iPad app called iStory that provided rich content and visuals to guide engaging conversations. Initial results showed over 77% of salespeople adopted it and over 44% were active users.
Yara International sought to improve safety performance across its global operations. A branding agency recommended changing the safety culture through a massive communication campaign endorsed by top management and using storytelling to spark intrinsic motivation. The expected change in culture was to be confirmed in 2014.
Repsol needed to raise awareness among employees about risks of improper information usage. An agency created a top ten list of important topics with online and video content to make the
ISPO Academy Munich 2015 - International E-Commerce Strategies for BrandsHenning Heesen
Today´s brands are coping with traditional distributing agreements versus new channels like e-commerce and social media.
Salesupply supports over 350 brands and merchants globally with their e-commerce strategy, fulfillment and marketing activities.
In this presentation, that was presented at the ISPO 2015 in Munich we show the international challenges of brands, examples of good and bad web shops and 3 e-commerce strategies that brands can adapt to monetize their existing brand value or grow international.
Similar to Report on the effectiveness of Y2009 Lowenbrau national promo (20)
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
In this dynamic session titled "Future-Proof Like Beyoncé: Syncing Email and Social Media for Iconic Brand Longevity," Carlos Gil, U.S. Brand Evangelist for GetResponse, unveils how to safeguard and elevate your digital marketing strategy. Explore how integrating email marketing with social media can not only increase your brand's reach but also secure its future in the ever-changing digital landscape. Carlos will share invaluable insights on developing a robust email list, leveraging data integration for targeted campaigns, and implementing AI tools to enhance cross-platform engagement. Attendees will learn how to maintain a consistent brand voice across all channels and adapt to platform changes proactively. This session is essential for marketers aiming to diversify their online presence and minimize dependence on any single platform. Join Carlos to discover how to turn social media followers into loyal email subscribers and ultimately, drive sustainable growth and revenue for your brand. By harnessing the best practices and innovative strategies discussed, you will be equipped to navigate the challenges of the digital age, ensuring your brand remains relevant and resonant with your audience, no matter the platform. Don’t miss this opportunity to transform your approach and achieve iconic brand longevity akin to Beyoncé's enduring influence in the entertainment industry.
Key Takeaways:
Integration of Email and Social Media: Understanding how to seamlessly integrate email marketing with social media efforts to expand reach and reinforce brand presence. Building a Robust Email List: Strategies for developing a strong email list that provides a direct line of communication to your audience, independent of social media algorithms. Data Integration for Targeted Campaigns: Leveraging combined data from email and social media to create personalized, targeted marketing campaigns that resonate with the audience. Utilization of AI Tools: Implementing AI and automation tools to enhance efficiency and effectiveness across marketing channels. Consistent Brand Voice Across Platforms: Maintaining a unified brand voice and message across all digital platforms to strengthen brand identity and user trust. Proactive Adaptation to Platform Changes: Staying ahead of social media platform changes and algorithm updates to keep engagement high and interactions meaningful. Conversion of Social Followers to Email Subscribers: Techniques to encourage social media followers to subscribe to email, ensuring a direct and consistent connection. Sustainable Growth and Minimized Platform Dependence: Strategies to diversify digital presence and reduce reliance on any single social media platform, thereby mitigating risks associated with platform volatility.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assets
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
Yes, It's Your Fault Book Launch WebinarDemandbase
From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.
Tired of the perpetual tug-of-war between your sales and marketing teams? Come hear Demandbase Chief Marketing Officer, Kelly Hopping and Chief Sales Officer, John Eitel discuss key insights from their new book, “Yes, It’s Your Fault! From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.”
They’ll share their no-nonsense approach to bridging the sales and marketing divide to drive true collaboration — once and for all.
In this webinar, you’ll discover:
The underlying dynamics fueling sales and marketing misalignment
How to implement practical solutions without disrupting day-to-day operations
How to cultivate a culture of collaboration and unity for long-term success
How to align on metrics that matter
Why it’s essential to break down technology and data silos
How ABM can be a powerful unifier
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
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