Scaglia Corsican Beer
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The document outlines a marketing strategy for a Corsican beer brand targeting tourists visiting the island. The strategy includes point-of-sale promotions, partnerships with local businesses and events, an outdoor advertising campaign using billboards and banners, promotions on transportation like ferries and planes, social media campaigns, and an incentive plan for sales partners. The overall goals are to drive brand awareness, trial, and sales of the Corsican-style beer among the millions of tourists visiting the island annually and position it as a quality, locally-made option.
![TOUrISTs
Target:
*INSEE [Link]
3Million
annually
€2.6
Billion
spending*](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Scaglia Corsican Beer
- 1. communication & promotion local identity beer Nadezda Morozova; Charlotte Naudin; Morgane Williot; Dmitrii Sytyi
- 3. gerard Primary target: Buys beer in a beach bar 40-50 Y.O. €60K Income €2-5K Budget French tourist Beer lover Pleasure maximiser
- 4. Corsican Identity Fresh & Tasty Corsican-ish name Good Value for € Affordable Corsican Experience
- 7. POINt OF Sale Promotion Personnel Recommendations benefit from established partnership special incentive campaign Special Menu offers price discounts for POS partners drive penetration & trial “Good Value/Money for local origin beer.”
- 8. partnership and SPoNsoRship Events Family activities “Family oriented Corsican beer, that values Corsican tradition.” brand placement drive brand awareness brand placement Drive brand awareness & recognition.
- 9. BUzz campaign Objects “Local origin beer, that welcomes you everywhere.” Beach Showers Bottle-shaped changing rooms Drive brand awareness & recognition. Drive sales among additional targets.
- 10. posm and print in RHC Branded menu supports Customised POSM for bars & restaurants Advertisement in Media Page in “Corse Matin” Key tourist print media (leaflets, brochures) “Good Value/Money for local origin beer.” Drive brand awareness.
- 11. beach OuTDOORs On the Beach Radio Billboards Banners Adjusted to weather “Local origin beer, that welcomes you everywhere.” Drive brand awareness. Sky ads 12 a.m. — 5 p.m. Posters in beach bars
- 12. transport Ferry Plane Banners Promo in cantine (placement in menu) Menu placement Sponsored entertainment events Bus & Shuttle Exterior ads Drive trial, penetration. Drive brand awareness. “Local origin beer, that welcomes you everywhere.”
- 13. SOCial MedIa Required minimum Crowdsourcing with local “experts” to create new beer tastes Information about events with partners Gain visibility with a « Like Ad » campaign Targeted Campaigns Targeted ads on tourist sites Partnership with bloggers “Good Value/Money for local origin beer.” Drive brand awareness & penetration.
- 14. incentive Plan Monetary Non-Monetary Bonuses Share of sales Trip to Ireland or Netherlands with brewery visits. Drive corporate culture. “Company appreciates initiative and wants you to grow.”