b4 u drink
Post on 20-Aug-2015
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B4UDrink
FOR UKRAINE
BRAND MANAGEMENTFINAL PROJECT
About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension CRM
ABOUT UKRAINECOUNTRY PROFILE
Kiev(CAPITAL)
Developing Country
45 MillionInhabitants
Speak Russian& Ukrainian
About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension CRM
ABOUT UKRAINECOUNTRY PROFILE
Agriculture Industry
About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension CRM
ABOUT UKRAINETELECOMMUNICATIONS
14.1 MillionMobile Subscribers
45 MillionInhabitants
About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension CRM
ABOUT UKRAINECollapse of the Soviet Union
Union of Soviet Socialist Republics Ukraine
Before 1991 After 1991
About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension CRM
ABOUT UKRAINECollapse of the Soviet Union
A traditional spirits-drinking country
In Ukraine, beer is regarded more as a soft drink, akin to Coca-Cola, under the law.
About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension CRM
NEEDURGENT ISSUE: Teenage Alcohol Consumption
Ukraine takes the first place in the world ratings of alcohol consumption among children and youth.
—the World Health Organization research
“Alcohol consumption and availability of drugs among Ukrainian school-aged children is increasing annually.”
—UNICEF, April 2009
About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension CRM
NEEDURGENT ISSUE: Teenage Alcohol Consumption
An Important Public Health Threat
A Driver of Mortality Rates
About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension CRM
SOLUTION
Teenage Alcohol Overconsumption
Negative
Consequences
About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension CRM
SOLUTIONFEATURESTrack consumption over time
Track percentage of alcohol
Set limit for your own alcohol consumption or a time limit at the beginning of the night
Drinking trigger
Behavioral trends over a period of time with a graph
About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension CRM
UKRAINIAN TEENAGERS
AGE 17-24
About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension CRM
PAUL
About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension CRM
“Think of us before you drink !”
About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension CRM
About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension CRM
About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension CRM
On-Campus Online & Social Medias
About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension CRM
25 %of our target audiences
APP DOWNLOAD
About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension CRM
About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension
“Think B4U Drink” Launch
• Guerrilla marketing• Events
Internet
Below-the-Line Marketing
Kiev
About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension
“Think B4U Drink” Launch
Partnership European Youth Parliament-Ukraine (EYP-Ukraine)
About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension
“Think B4U Drink” Launch
Guerrilla marketing
About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension
“Think B4U Drink” Launch
Events
• On-campus free film show
About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension
“Think B4U Drink” Launch
Internet
Campus Website Vkontakte
About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension CRM
Kiev
Geographic Expansion
About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension CRM
KievLvivKharkiv
Geographic Expansion
Dnipropetrovsk
Odessa
About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension CRM
KievLvivKharkiv
Geographic Expansion
Odessa
Dnipropetrovsk
About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension
Geographic Expansion
UkraineRussia
• Same language• Similar Drinking Culture
About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension CRM
Brand Extension
Do
About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension CRM
Customer Relationship Marketing
• Lifetime care
• Personalized features
About Ukraine Need Solution Target Audience Positioning Ingredient Branding Message Distribution BTL Geographic Expansion Brand Extension CRM
QUESTION?
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