internationalizing bulgarian rakia
DESCRIPTION
TRANSCRIPT
Introducing Bulgarian "Peshterska Grape”
rakia to the Swedish publics
Communication plan
Situation analysis: Internal
• The Company:
• The Product: "Peshterska Grape” rakia
What is the Unique Selling Point of Peshterska Grape rakia in Sweden?
Good after-dinner drink, reasonably priced and organically produced from pure Bulgarian grape.
Situation analysis: External analysisTarget country: Sweden
• Alcohol policy – restrictive national rules challenged by EU trade treaty
– Minimum age for shop sales is 20 years
– alcohol ads restrictions
– high taxation
– the Swedish alcohol monopoly – Systembolaget
This is Systembolaget
“Systembolaget, the Swedish Alcohol Retail Monopoly, exists for one reason: To minimize alcohol-related problems by selling alcohol in a responsible way, without profit motive.”
Market trends Economical trends
• More homogenous alcohol
consumption in Europe
• Alcohol consumption has recently
declined in Sweden
• More alcohol purchased at
Systembolaget
– Sales of spirits increased at 6.6
percent
• Recession has worsened in 2009
• Household consumption down
• Increased advertising in the
wine and spirits industry
• Consumers increasingly difficult
to interpret
Social trends
• More single person households• Swedes are becoming increasingly individualistic
and anti-authority• Rising demand for individually tailored products
and services• Consumer preferences less dependent on
geographic location• Increased focus on luxury and pleasure• Increased awareness of health and wellbeing
Cultural dimensions Hofstede
Technology, the environmentand social responsibility
• Awareness of climate change • CSR issues important• Fair Trade products more popular• Growing interest in organic products• Growing interest in locally produced products• Increased social conscience
Competitors &entry barriers:
• Sales trends − spirits– In Europe, sales of brandy, gin and other spirits by
volume are declining– Vodka and rum, which are often used as cocktail
ingredients, experienced most growth in the period 2003-2008
– Sales of whisky will increase
Segment trends - spirits
Aperitif Spiced distilled spirits Clear spirits Liqueurs Avec Whisky Malt whisky
1%
7%
39%
10%
5%
33%
5%
Market share*
Systembolaget sales trends – spirits
Aperitif Spiced distilled spirits Clear spirits Liqueurs Avec Malt whisky
3
1
2 2
3 3
New entries 2010
SWOT analysis: Vinprom Peshtera• Strengths:
the most popular brands on the Bulgarian alcohol market target in organic alcohol market Middle priced
• Weaknesses: Weak national brand No rand awareness in Sweden
• Opportunities: Premium pricing (compared to home market) Big market High bargain power of customers First-mover (the product doesn’t exist on the Swedish market)
• Threats: Strong competitors (vodka) Monopolistic retail system Cultural unacceptance
Target groups
• Drinking patterns in Sweden
only eatingmainly eatingmainly not eatingonly not eating
Target group
• Mature men and women with professions, single or with family, middle class, modern and busy life, enjoying nice healthy food with friends accompanied with a pure distinguished drink, don’t use a lot of media, online active though(reading also newspapers internet editions), do care for culture and art.
Communication objectives
• Knowledge: Brand awareness– After the campaign 30 % of the target group will
know about the new Peshterska rakia from Bulgaria
• Action– After the campaign 10% of the target group will
try the product
Communication strategy: Positioning & Message
• Positioning: Qualitative after-dinner drink with pure
organic ingredients, reasonably priced.
• Message:Enjoy Pure Alcohol !(in the home market: “From a good grape
– a good rakia”)
Media
• Webvertising in online editions of big newspapers:– http://www.aftonbladet.se/ (the most visited daily) – http://www.stockholmnews.com/ (in English)– http://www.thelocal.se/ (family readers)– http://op.se/ (economics)
• Print adverts in magazines:• http://www.hennes.egmont.se/(lifestyle, politics)
Website of the Peshterska Grape Rakia in Swedish
• www.rakia.se – Enjoy pure alcohol!– focus on organic origins and products– Rakia placement – Systembolaget; bars and
restourants
Labeling and Packaging
• Including a shot of the bottle in the print and internet ads will enhance brand awareness.
• The bottle of Pesterska Grape rakia is just as interesting as the rakia and this makes it an attractive gift.
• Ads and label focused on the healthy benefits of the drink.
Activity Plan
• Summer 2010 – sending a sample for testing to Systembolaget
• April 2011 – starting the communication campaign:– Consulting a local advertising agency – Producing the print and online adverts– Launching the adverts in the selected media
channels• Evaluation – June 2011