Stock 84 Brandy e Keglevich Vodka nei Balcani 2006

*** 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


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!

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

Presentation & finalization of the new unique concept for Stock 84 Brandy

for the Balkan area


Attending representatives of 9 markets:- Slovenia- Croatia- Macedonia- Bosnia & Herzegovina- Serbia- Kosovo - Montenegro- Romania- Albaniaplus the Croatian brand manager of Keglevich

Implementation of new concept: already started in Kosovo


Campaign aims


Campaign idea

+ new unique

slogan


Campaign channels

+ production of branded POS materials


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 waysIncreasing competition of domestic brands (esp. no Gift-sector (Croatia, BiH, Albania, Romania) brands) Increase volumes with new sizes such as 0,375LFinancial 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 awarenessImport bareers (Romania, Serbia, Albania) Category in itselfSuddenly 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)


*** 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.


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)

CROATIA - Shelf price (1 Euro = 7,4 Kn)


hypermarketBilla Konzum Mercator Metro Getro

Keglevich 68 67 58 58 64Vigor 60 50 52 45 46Puschkin x 63 65 58 55Fjodor x x 36 25 x

positioning Billa Konzum Mercator Metro Getrotop xbest x x

midlle x x xabove floor x

floor

Shelves positioning

Price positioning 0,70L in Kn

productssupermarkets cash & carry

Way of drinking:

Well-chilled over iceStraight Mixed with fruit juice or sparkling wineCocktails (fruit & colour)


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”


Implementation of Keglevich international concept


Maintain slogan “Men won’t understand it”butchange visuals -> less sophisticated

Implementation in: - Croatia - Serbia

…. and in parallel:- development of new gift-box for KFV + glasses & P&F



new visuals

SWOT ANALYSIS

Threats Opportunities

Increasing competition (also cheap vodkas) Increasing trend worldwideIncreasing 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 worldwideImport bareers (Romania, Serbia, Albania) Keglevich has very good awareness in the categorySuddenly changing taxations (BiH, Serbia, Kosovo) Keglevich is a modern drink for modern womenParties need to be "educated" Keglevich has good and appropriate marketing approach


Food

Stock 84 Brandy e Keglevich Vodka nei Balcani 2006