The document discusses plans to update branding and marketing strategies for Stock 84 brandy and Keglevich Fruit Vodka in various Balkan markets. A convention was held in May 2005 where a new concept was presented for Stock 84 to refresh its image. Keglevich's international concept of portraying the drink as something "men won't understand" would be adopted in Croatia and Serbia, with less sophisticated new visuals. Both brands aimed to take advantage of opportunities to represent an "Italian style" and reach female consumers.

1. *** STOCK 84 BRANDY ***
Way of drinking:
Straight or mixed with Cola (old approach)
Stock consumers habits have now
significantly changed:
- "on the rocks" (Croatia, Serbia, BiH)
- well chilled, directly from refrigerator (Kosovo) NEW GLASS,
NEW WAY OF
CONSUMPTION

2. *** STOCK 84 BRANDY ***
Concept:
a) “For pleasures to come”,
successfully implemented in Serbia
now adopted in BiH and Croatia
b) New concept in development, for
implementation in
last quarter 2005 and in 2006, on
all markets at same time and in
same way!

3. Opatija / 12th-14th May 2005:
Brand Managers Convention
Presentation & finalization of the
new unique concept for Stock 84 Brandy
for the Balkan area

4. Opatija / 12th-14th May 2005:
Brand Managers Convention
Attending representatives of 9 markets:
- Slovenia
- Croatia
- Macedonia
- Bosnia & Herzegovina
- Serbia
- Kosovo
- Montenegro
- Romania
- Albania
plus the Croatian brand manager of Keglevich
Implementation of new concept:
already started in Kosovo

5. Opatija / 12th-14th May 2005:
Brand Managers Convention
Campaign aims

6. Opatija / 12th-14th May 2005:
Brand Managers Convention
+ new unique
slogan
Campaign idea

7. Opatija / 12th-14th May 2005:
Brand Managers Convention
Campaign channels
+ production of branded POS materials

8. Opatija / 12th-14th May 2005:
Brand Managers Convention

9. *** STOCK 84 BRANDY ***
Threats Opportunities
Decreasing consumption of dark spirits Refresh image of brand (new concept)
towards white spirits Upgrade brand by means of a more attractive packaging (BiH)
Increasing protectionism (whole ex-Yugo area) Increase consumption by promoting new ways
Increasing competition of domestic brands (esp. no Gift-sector (Croatia, BiH, Albania, Romania)
brands) Increase volumes with new sizes such as 0,375L
Financial instability of partner (Croatia/Badel) New markets/investment (Romania, Albania)
Unstable political situation (Serbia&M, BiH) Switch to export from Italy (BiH)
Revival of illegal productions (BiH)
Weaknesses Strengths
Advertising ban (Croatia, Romania, Albania) High brand awareness
Import bareers (Romania, Serbia, Albania) Category in itself
Suddenly changing taxations (BiH, Serbia, Kosovo, Stock 84 covers all categories, male & female, and any social status
Romania) Consumption of Stock 84 on parties and cheerful occasions
Gift-sector (Serbia)

10. *** KEGLEVICH FRUIT VODKA ***
Category: flavoured liqueur with excellent vodka
Competitors:
- Vigor Vodka
- Puschkin Vodka
- Fjodowka Vodka
- Cheap domestic brands
Target Group:
Keglevich is targeting the young generation (18-35, 70% female +
30% male, medium/high income) who:
- like to have fun & be seen drinking trendy & upscale quality brands
- prefer drinks with low alcohol content, but stylish & trendy
- consider outdoor night life as an important way of socialization.

11. *** KEGLEVICH FRUIT VODKA ***
Positioning:
After ADA:
- In Croatia: re-positioning thanks to MULTIPROM
- In Serbia: re-positioning thanks to ECOMEX
Now significantly costly in comparison with
domestic produced flavoured vodkas
(30% higher or more)
Market share:
Increasing (Croatia, where main competitor decreasing 10%)
Double volumes 2004 vs. 2003 and further increase in 2005 (Serbia)

12. *** KEGLEVICH FRUIT VODKA ***
CROATIA - Shelf price (1 Euro = 7,4 Kn)
Price positioning 0,70L in Kn
products supermarkets hypermarket
cash & carry
Billa Konzum Mercator Metro Getro
Keglevich 68 67 58 58 64
Vigor 60 50 52 45 46
Puschkin x 63 65 58 55
Fjodor x x 36 25 x
positioning Billa Konzum Mercator Metro Getro
top x
best x x
midlle x x x
above floor x
floor
Shelves positioning

13. *** KEGLEVICH FRUIT VODKA ***
Way of drinking:
Well-chilled over ice
Straight
Mixed with fruit juice or sparkling wine
Cocktails (fruit & colour)

14. *** KEGLEVICH FRUIT VODKA ***
Concept:
a “modern drink” (unique, fresh, natural, versatile)
also representing the “Italian style”
a) In the past: “Fruit & Sexy”, no longer suitable
b) Now: in Croatia and Serbia application of the new
international concept successfully implemented
in the Baltics, Russia and Poland:
“Men won’t understand it”

15. Implementation of
Keglevich international concept
Maintain slogan “Men won’t understand it”
but
change visuals -> less sophisticated
Implementation in:
- Croatia
- Serbia
…. and in parallel:
- development of new gift-box for KFV + glasses
& P&F

16. Implementation of
Keglevich international concept
new visuals

17. *** KEGLEVICH FRUIT VODKA ***
SWOT ANALYSIS
Threats Opportunities
Increasing competition (also cheap vodkas) Increasing trend worldwide
Increasing protectionism (whole ex-Yugo area) Representing the "Italian style"
Unstable political situation (Serbia, Kosovo, BiH) Female consumers are becoming more&more important
Ladies' gift-sector
Weaknesses Strengths
Advertising ban (Croatia, Romania, Albania) Category increasing worldwide
Import bareers (Romania, Serbia, Albania) Keglevich has very good awareness in the category
Suddenly changing taxations (BiH, Serbia, Kosovo) Keglevich is a modern drink for modern women
Parties need to be "educated" Keglevich has good and appropriate marketing approach