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Presented to Paulaner HP USA
Marketing and Promotion Blueprint
Copyright December 2009
Presented by
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Objectives Maintain sales during transition while posturing for future
growth
Awareness - move Paulaner into consumer brand set
Relate brand image to the U.S. market while retaining heritage
Capitalize on growth segments of U.S. beer market
Execute a marketing campaign that directly supports mission critical distributors and markets
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Brand Strategy
Differentiation Strategy: Differentiate Paulaner from leading German import beers (negative perceptions)Segmentation Strategy: Target the fast growing craft beer market (specific demographics) and achieve “super premium” statusRelate brand to U.S. consumersPosition Paulaner as super premium brand that offers craft beer appealUtilize a combination of promotions and new media to stimulate trial and drive sales
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Target AudienceMedia Demographic Cells• Primary Core
• Men 25-44• Secondary Core
• Adults 25-44Qualitative Demographics• Affluent and Affluent Blue-Collar• 60% have a college degree and/or some college or technical
training• Annual HHI - $100k+
Psychographics• Internet and technical savvy• Opinion leaders in social circles• Considered to be “open-minded”• Active lifestyles• Tend to be more socially conscious
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Creative StrategyCreate a recognizable theme to be utilized as a long-term creative platform• Character/iconic image• Consistent creative environment
Develop a look and feel that denotes quality, fun and “craft brew” appealApplicable in all traditional media and social media platformsAppeals to a wide range of demographicsSeparate Paulaner from negative perception of German beers (“skunky”, pilsners only, green bottle)Utilize consistent theme for on and off premise
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Media StrategyThe internet will be the cornerstone media platform. A combination of social network media and internet advertising will be utilized to build brand image and drive traffic to the website, with the goal of increasing long-term consumer brand support and salesA robust and interactive website serves as a hub to execute promotions, deliver branding messages, communicate with beer drinkers, and align the brand with the U.S. market. Access local market mass media exposure through sponsorships of events that are media driven with built in activation (i.e. KBCO Radio Kinetics, Channel 4 Coats for Colorado), Supplement with outdoor advertising and electronic mass media as needed
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Media & Promotion TacticsInternet/Digital Marketing
– Develop an interactive website that serves as the marketing hub– Create viral interactive campaigns– Utilize targeted internet advertising– Heavy social networking presence – Twitter, Facebook, You Tube, blogs– Create a platform for proactive and ongoing consumer communication– SEO– Mobile phone marketing/data mining
Umbrella National Promotion– Create a broad-based consumer promotion that builds awareness and brand
adoption– Executable in local markets and online– Can be merchandised on and off premise
Leveraged Local Mass Media - Event Sponsorships & Promotions with Media Outlets
– Work closely with Paulaner HP USA sales managers and distributors to develop programs based on the individual market needs
– Ability to bring in retail/on-premise partners – Must have mass media or strong internet component– Demographic targeted– On-site product component to induce trial– Opportunity to gain pouring rights and/or expand off-premise case movement
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Creative Concept Tactical Integration
WebsiteAudioTwitter exampleP.O.S• On-premise• Off-premise
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Point of Sale –Table Tent
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Point of Sale - Off-Premise
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2010 Budget Allocation
5%25%
15%25%
5%
15%
10%
WebsiteDevelopmentLocal MarketPromotionsNationalPromotionsSales/DistSupportProduction
MarketingManagementSupplementMedia
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KMG ServicesComplete Marketing Plan Development
– Second Stage of Plan Development• Internal S.W.O.T analysis• Paulaner HP USA Executive development and integration
– Final planning– Creative testing– Timeline– Develop individual market promotions plan
Trade Presentations and Promotion DevelopmentComprehensive Campaign Implementation
– All creative development and production management for radio/Internet Audio, TV/Internet TV commercials
– Local market promotions/media negotiations and execution– All graphic design for website, collateral, internet ads, merchandising, promotions, P.O.S., etc.– Social network platforms development
Comprehensive Campaign Management -– Ongoing design and production support as needed– Promotion creation and follow-through– Social network campaign ongoing weekly viral efforts, updates, blogs, SEO, etc– Local sales and distributor support as needed– Tracking and billing reconciliation
Suggested Fee Structure– 15% of annual budget that is managed by KMG – Flat monthly fee, no surprises!– NO MARK UPS! All hard costs are billed NET to the client
• Hard Costs examples: TV facility and equipment, printing, technical website infrastructure, merchandising, promotion expenses, etc.
– Guaranteed 20%+ of value added: under-buying, posting, reconciliation, aggressive negotiation of hard costs
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KMG Tangibles• Extensive brand and advertising/promotions experience:
– Lexus Dealers, Land Rover, Red Robin Restaurants, Honda Motor Sports, Miller, Jim Beam, Ford, Denver Broncos, Denver Nuggets, Comfort Dental, Signs By Tomorrow, Snapper Power Equipment, Total Beverage, Woodley’s Fine Furniture…to name a few.
• Your account is managed by agency principals who have over 50+ years of combined marketing expertise, not junior level account executives
• Integrated Marketing Approach– Understanding of how to meld promotions, mass media and, internet
and digital marketing, together to develop awareness and increase sales
– Strong understanding of retail environment– Excellent graphics and creative capabilities
• Function as a marketing director combined with an in-house agency• Results driven• Over 20+ years of buying and selling media, creating advertising
campaigns and getting results!• Finally…we love beer!
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Market FactsOverall US beer sales are down 1.3% in the first 6 months of 2009. Growth of the craft brewing industry in 2008 was 5.9% by volume and 10.1% by dollars. Import beer sales are down 9.5% in the first 6 months of 2009 Craft brewers sold an estimated 4.2 million barrels of beer in the first half of 2009, up from 4 million barrels in the first half of 2008. Generation X (1965-1984) will be giving way to the largest generation in US history of 79 million persons, Generation Y (1985-2004)Weihenstephan Brewery of Germany has teamed up with Boston Beer company on collaborative brand that will target the super premium market segmentGrowth of the craft brewing industry in the first half of 2009 was 5% by volume and 9% by dollars. Currently, the microbrewery share of U.S. beer sales stands at 6%, imports account for 14%, and the large U.S. breweries hold 80%
Kevin Medina Group
13900 Turnberry Point
Broomfield, CO
303.650.1765
Kevinmedinagroup.com
