SlideShare a Scribd company logo
INSIGHT
INSIGHT
Medical students are unaware of the
shortage of child psychiatrists and prefer a
specialty that appears to be more financially
beneficial.
Child psychiatry is considered low prestige
with no recognition by both medical
students and the public.​
DOUBLE HERO
DOUBLE HERO
NON ALCOHOLIC DOUBLE HOPPED MILKSHAKE IPA
NON ALCOHOLIC DOUBLE HOPPED MILKSHAKE IPA
TARGET AUDIENCE​
TARGET AUDIENCE​
STUDENTS OF MEDICAL SCHOOL
Medical students that has yet
not decided what specialty they
want to pursue.​
GENERAL PUBLIC​
25 –50 years old​
Care about society​
Higher income​
Drink beer at least occasionally
#BEDOUBLEHERO #SUPPORTDOUBLEHERO
BE DOUBLE HERO
BE DOUBLE HERO
SCHOLARSHIP MAJÁLES
UNIVERSITIES
ON TRADE
SUPPORT DOUBLE HERO
SUPPORT DOUBLE HERO
OFF TRADE
Be at the right place at the right time​
.
Target medical students before they choose a
specialty.​
​
Use the on trade, off trade and event
opportunities to reach bigger audience.​
MENTAL HEALTH AWARENESS MONTH​
MENTAL HEALTH AWARENESS MONTH​
MAY
MAY
TIMING
TIMING
7 YEAR PLAN
7 YEAR PLAN
3 DOUBLEHEROES EVERY YEAR
Positioning
Scholarships
Awareness
#SUPPORTDOUBLEHERO
#BEDOUBLEHERO
Be #DoubleHero by
choosing child
psychiatry.
GENERAL PUBLIC
Buy Volba Sládků beer
and support Double
Heroes fund.
Inform medical students
Raise awareness
Create funding
Build brand equity
MEDICAL STUDENTS
DOUBLE HERO
DOUBLE HERO
Advocate for support and funding
Motivate through scholarships GOALS
GOALS
On trade
Off trade
Events Vending machines
CHANNELS
CHANNELS
DoubleHero is a double hopped nonalcoholic funky beer brewed to celebrate
students of medicine that are not only being heroes as doctors but are doubling
it by choosing to study child psychiatry.
Volba Sládků is a brand creating unique beers every month. During the month of May focuses on spreading awareness about the massive lack of
psychiatrists and improving their social status by putting them in role of DoubleHeroes.

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Young Lions CZ 2023 | MARKETERS 02 - 2nd PLACE

  • 1.
  • 2. INSIGHT INSIGHT Medical students are unaware of the shortage of child psychiatrists and prefer a specialty that appears to be more financially beneficial. Child psychiatry is considered low prestige with no recognition by both medical students and the public.​
  • 4. NON ALCOHOLIC DOUBLE HOPPED MILKSHAKE IPA NON ALCOHOLIC DOUBLE HOPPED MILKSHAKE IPA
  • 5. TARGET AUDIENCE​ TARGET AUDIENCE​ STUDENTS OF MEDICAL SCHOOL Medical students that has yet not decided what specialty they want to pursue.​ GENERAL PUBLIC​ 25 –50 years old​ Care about society​ Higher income​ Drink beer at least occasionally #BEDOUBLEHERO #SUPPORTDOUBLEHERO
  • 6. BE DOUBLE HERO BE DOUBLE HERO SCHOLARSHIP MAJÁLES UNIVERSITIES
  • 7. ON TRADE SUPPORT DOUBLE HERO SUPPORT DOUBLE HERO OFF TRADE
  • 8. Be at the right place at the right time​ . Target medical students before they choose a specialty.​ ​ Use the on trade, off trade and event opportunities to reach bigger audience.​ MENTAL HEALTH AWARENESS MONTH​ MENTAL HEALTH AWARENESS MONTH​ MAY MAY TIMING TIMING
  • 9. 7 YEAR PLAN 7 YEAR PLAN 3 DOUBLEHEROES EVERY YEAR Positioning Scholarships Awareness
  • 10. #SUPPORTDOUBLEHERO #BEDOUBLEHERO Be #DoubleHero by choosing child psychiatry. GENERAL PUBLIC Buy Volba Sládků beer and support Double Heroes fund. Inform medical students Raise awareness Create funding Build brand equity MEDICAL STUDENTS DOUBLE HERO DOUBLE HERO Advocate for support and funding Motivate through scholarships GOALS GOALS On trade Off trade Events Vending machines CHANNELS CHANNELS DoubleHero is a double hopped nonalcoholic funky beer brewed to celebrate students of medicine that are not only being heroes as doctors but are doubling it by choosing to study child psychiatry. Volba Sládků is a brand creating unique beers every month. During the month of May focuses on spreading awareness about the massive lack of psychiatrists and improving their social status by putting them in role of DoubleHeroes.