Group Presentation

NON-ALCOHOLIC LAGER:

KEEP YOUR COOL WITH VERGE

Temitope Adedayo, Gianluca Di Natale, An Dinh, Justice James

MARKET ANALYSIS

Beer consumption trends Market challenges and opportunities Market competiton

BEER CONSUMPTION TRENDS

Largely driven by males Lager is the most popular type More drinkers think beer should

remained unflavoured Under 25 year-old drinkers tend to be

drawn by packaging aesthetics rather than brand name visibility

Beer brand is important but drinkers are willing to experiment new products

Source: Mintel (2013)

MARKET CHALLENGES & OPPORTUNITIES Decline in beer consumption, driven

by health conscious and financial issues

Meanwhile, lower and non-alcoholic beers is showing high growth (40% increase annually in retail outlets)

Tax breaks for drinks with 2.8% and below alcohol content

30% of non-alcoholic beer drinkers have increased consumption of this type of beer

Source: Mintel (2013) & Smithers (2012)

MARKET COMPETITION

Tax break for lower-strength beverages set the market on fire.Many beer brands have introduced their lower / non-alcoholic beers. Top

sellers: Bavaria, Becks, Erdinger and CobraTaste to follow the traditional beer taste or add fruity flavours; packaging

mimics regular beer design

Cider and wine brands also entered the market. Non-alcoholic cider is growing in popularity among women.

Source: Mintel (2013) & Tesco (2012)

TARGET AUDIENCE

ACORN Classification Consumer Involvement Theory

ACORN: GROUP K, STUDENT LIFE / AGE

Source: ACORN

ACORN: GROUP K, STUDENT LIFE / WORKING STATUS

Source: ACORN

ACORN: GROUP K, STUDENT LIFE / INTERNET FREQUENCY

Source: ACORN

ACORN: GROUP K, STUDENT LIFE / INTERNET BUYING

Source: ACORN

ACORN: GROUP K, STUDENT LIFE / FOOD SHOPPING

Source: ACORN

ACORN: GROUP K, STUDENT LIFE / INTEREST & HOBBIES

Source: ACORN

CONSUMER INVOLVEMENT THEORY

Low involvement/Emotional

- Emotional Gratification

- Little time spent in decision making

- Refreshing taste without negative effects of alcohol

Source: Adcracker (2014) & McNamara (2013)

VERGE: THE BRAND

BRAND PROPOSITION

“FOR 18-24 YEAR OLD DRINKERS, VERGE IS THE BEST CHOICE OF DRINK TO KEEP YOUR EVERY MOVE COOL, COLLECTED AND SMOOTH IN SOCIAL SETTINGS, NO MATTER HOW LONG THE NIGHT IS”

ADVERTISING STRATEGY

COMMUNICATION OBJECTIVES

Gain awareness about VERGE amongst the target audience by 60% by the end of March 2015

Increase brand preference towards VERGE by 40% by the end of March 2015

MEDIA CHANNELS & CREATIVE CONCEPTS

Online Advertising– Video banners on websites: Sun,

Cosmopolitan, Top Gear, Men’s Health– Pre-rolled video on You Tube /

VERGE’s channel– Sponsored Facebook posts & tweets – VERGE’s Fan page & Twitter

Outdoor Advertising

MEDIA CHANNELS & CREATIVE CONCEPTS

“DODGE THE DRUNK”FEATURING DIFFERENT TACTICS GIRLS USE TO GET RID OF DRUNK MEN

CONCEPT

VERSION 1: THE COBRA

VERSION 2: THE MOTHER HEN

Promotions

- 6-bottle packs with 2 free Limited Edition bottles

- VERGE club nights

- VERGE Traveling Lorry

MEDIA CHANNELS & CREATIVE CONCEPTS

LIMITED EDITION BOTTLE

VERGE TRAVELING LORRY

Mobile Phone App

- Stores home address and payment information

- Can be used to call a cab on a night out

- Lets you get home safely

MEDIA CHANNELS & CREATIVE CONCEPTS

VERGE MOBILE APP

COMMUNICATION FINGERPRINT

BUDGET AND TIMELINE

REFERENCESAcorn, 2013a. Understanding Consumers and Communities [online]. United Kingdom: CACI. Available from: http://acorn.caci.co.uk/what-is-acorn [Accessed 9 January 2014]. Acorn, 2013b. Acorn User Guide. Group K: Student Life [online], 60-61, In Press. Available from: http://acorn.caci.co.uk/downloads/Acorn-User-guide.pdf [Accessed 9 January 2014]. Clifford, E., 2013. Food and drink packaging trends - UK - February 2013 [online]. London: Mintel Group. Cosmopolitan, 2013. Cosmopolitan website rate card [online]. London: Hearst Magazines UK. Available from: http://www.hearst.co.uk/magazines/011-181-Website-Rate-Card.html [Accessed 6 January 2014].  Deloitte, 2013. Media consumer survey 2013: Love in a cold climate [online]. London: Deloitte LLP. Guardian, 2011. Guardian.co.uk advertising rates [online]. London: Guardian News & Media Limited. Available from: http://image.guardian.co.uk/sys-files/Guardian/documents/2011/02/22/ratecard.pdf?guni=Article:in%20body%20link [Accessed 6 January 2014].

REFERENCESMcNamara, S., 2014. Consumer Involvement Theory [online]. Oregon: Ad Cracker. Available from: http://www.adcracker.com/involvement/Consumer_Involvement_Theory.htm [Accessed 9 January 2014]. MediaTel, 2014a. Television- Monthly- Hours & share [online]. London: MediaTel Limited. Available from: http://mediatel.co.uk/television#application [Accessed 6 January 2014]. MediaTel, 2014b. Press- NRS: Demographic breakdowns [online]. London: MediaTel Limited. Available from: http://mediatel.co.uk/press/#application-reports [Accessed 6 January 2014]. MediaTel, 2014c. Online: Report: Internet activities by age [online]. London: MediaTel Limited. Available from: http://mediatel.co.uk/online/report/internet-activities/ [Accessed 6 January 2014]. Smithers, R., 2012. Improved taste leads to surge in sales of low-alcohol beers. The Guardian [online], 27 January 2012. Available from http://www.theguardian.com/lifeandstyle/2012/jan/27/low-alcohol-beers-sales [Accessed 10 January 2014]. 

REFERENCES

Tesco, 2012. Health conscious Brits create record growth for low alcohol beer [online]. Hertfordshire: Tesco. Available from http://www.tescoplc.com/index.asp?pageid=17&newsid=591 [Accessed 10 January 2014]. Wisson, C., 2013a. Beer - UK - December 2013 [online]. London: Mintel Group. Wisson, C., 2013b. Lower-alcohol drinks are well placed to succeed in the on-trade [online]. London: Mintel Group.