Radius the beer consultants

THE BEER CONSULTANTS

John StoreyBeer Research Consultant, EMEA (Europe Asia Region)London: +44203-130-0713Mobile: +447453323623Direct: [email protected]

What are your key business issues in the beer market?

mailto:[email protected]


What do we do?

[email protected] +447453323623Radius Global EMEA 3







Differentiate the Decision PathwaysTM

Example

8%

18%

10%

10%

17%

8%

18%

11%

Cost and Competition

Focused on cost but also strong comparison with competing offers.

Internet and Cloud

Focused on Internet / Could services.

Retail Channel

Primarily driven by Retail Sales Professional’s recommendations.

Technology

Early adopter wanting to have the latest technology.

Online Channel

Primarily driven by marketplace and customer reviews.

Cost Only

Focused primarily on cost – free, service subscription, permanent license.

Loyalty

Focused on loyalty and familiarity with current solutions.

Negative Issues

Previous negative experiences dominate drivers – wanting to try something new.

Go beyond reporting the percent of people who take each step Derive the impact of each step at the individual respondent level

• Create a micro-level model using regression analysis with Hierarchical Bayes modeling Identifying the key pathways is essential to understanding the decision drivers and prioritizing actionable opportunities

• We use latent class cluster analysis to characterize the key types of pathways (example output below)

Pathways(% who use)


Stage 1Initial Contact

Stage 2Store Arrival/

Non–Beer Aisle

Stage 3Beer Aisle

Stage 4Checkout

Stage 5Post- Shopping

Detail: Example of What Defines Each Stage?

• Advertisements for beer on the radio, TV, online, billboard, etc.•Website•Recommendations•Promotional items•Sponsored events•Branded apparel

• Signs for beer • Beer display• Parking lot events

related to beer • Beer in digital kiosk • In-store beer

announcement

• On-shelf ads• Signs for beer• Beer display• Floor decals• New beer products• On-package instant

coupon

• Beer ads on cash register, magazine rack, etc.

• Beer ads on ice machine• Brand shown on

shopping bag

• Coupons in beer packaging

• Packaging promotions such as t-shirts, bottle openers, etc.

• Frequent beer purchaser program

• Mail-in rebate



What’s happening in the beer market?




Beer Category Overview- Usage and Attitudes

Volume Share of Past Month Beer Consumption

62%

38%At home

Away from home

Person For Whom Typically Buy Beer For At-Home Consumption

Self

Other adults (net)

From own household

Not from own household

86%

66%

58%

26%

Buy another brand of beer in the desired pack and type

Buy the same brand of beer in a different pack/type

Go to a different store to buy beer

Wait until next trip to buy beer

39%

43%

16%

2%

Brand/Package Type Loyalty(What Happens When Usual Brand/Package

Size/Type Not Available at Grocery)

Try new beer as soon as it comes out

Try new beer when someone recommends

Look for new beers in certain styles/breweries known and liked

None of the above

Willingness to Adopt New Beers

34%

47%

13%

7%

Past Month Beer Consumption

99%

1%Drank beer in past month Did not drink beer in past month


Type of Purchase

97%

3%

PlannedImpulse

Beer Category Overview- Last Purchase Experience

Intended Purchase(Among Planned Purchasers)

Actual Purchase

Package Size Bought*

12-pack

6-pack

18/20-pack

Single-serve

24-pack

53%

45%

20%

17%

17%

Beer Temperatureand Area Purchased*

Cold (net)

Cooler

Beer cave

Warm (net)

Shelf in the beer aisle

Display in the beer section

Display outside the beer section

78%

73%

12%

39%

24%

22%

12%

Package Type Bought*

Bottles

Cans

77%

70%

Grocery Purchase Details

65%

35%

Beer Only

Beer with Other Items78%

22%

Beer Only

Beer with Other Items

Snacksto have with

beer 49%


Likelihood to Recommend

33%

44%

53% 54% 56%61% 62%

ExtremelyLikely to

Recommend


"Best in Category” Perceptions

24%

34%

42% 44% 45% 46%

55%

Best InCategory



Building Affinity: What should Xbrand do?

If Xbrand were to put strong effort into improving perceptions of their “Frequent beer purchaser program” and their “Beer advertisement on TV”, “Best in Category” perception could increase to 76%.

44%

65%76%

Current “Best in Category”

Perception

Improved“Frequent beer

purchaser program”

+

Improved“Beer advertisement

on TV”

+


Brand positioning and matching consumers to beer brands


Competitive Landscape









Some key beer market questions?



How are the latest beer trends affecting your brands?




Are you developing craft beers?




What do you think of the pseudo craft beers?




What questions do you have?Ask use!


THE BEER CONSULTANTSJohn StoreyBeer Research Consultant, EMEA (Europe Asia Region)London: +44203-130-0713Mobile: +447453323623Direct: [email protected]

Mark VogelVice President Beer ConsultancyUSA RegionRadius Global Market ResearchUS Office: [email protected]




Entertainment & Humor

Radius the beer consultants