Transcript
communication & promotionlocal identity beer
Nadezda Morozova; Charlotte Naudin; Morgane Williot; Dmitrii Sytyi
TOUrISTsTarget:
*INSEE [Link]
3Millionannually
€2.6Billionspending*
gerardPrimary target:
Buys beer in a beach bar
40-50Y.O.
€60KIncome
€2-5KBudget
French tourist
Beer loverPleasure maximiser
Corsican Identity
Fresh & Tasty
Corsican-ish name
Good Value for €
Affordable Corsican Experience
Distribution
Beach Bars& Restaurants Campings Hotels
communication strategySCAGLIA’S
POINt OF Sale Promotion
Personnel Recommendationsbenefit from established partnershipspecial incentive campaign
Special Menu offersprice discounts for POS partners
drive penetration & trial
“Good Value/Money for local origin beer.”
partnership and SPoNsoRship
Events
Family activities
“Family oriented Corsican beer, that values Corsican tradition.”
brand placement
drive brand awareness
brand placement
Drive brand awareness & recognition.
BUzz campaign
Objects
“Local origin beer, that welcomes you everywhere.”
Beach Showers
Bottle-shaped changing rooms
Drive brand awareness & recognition.Drive sales among additional targets.
posm and print
in RHCBranded menu supportsCustomised POSM for bars & restaurants
Advertisement in MediaPage in “Corse Matin”Key tourist print media (leaflets, brochures)
“Good Value/Money for local origin beer.”
Drive brand awareness.
beach OuTDOORsOn the Beach
Radio
BillboardsBanners
Adjusted to weather
“Local origin beer, that welcomes you everywhere.”Drive brand awareness.
Sky ads
12 a.m. — 5 p.m.
Posters in beach bars
transportFerry
Plane
Banners
Promo in cantine (placement in menu)
Menu placement
Sponsored entertainment events
Bus & ShuttleExterior ads
Drive trial, penetration.Drive brand awareness.
“Local origin beer, that welcomes you everywhere.”
SOCial MedIaRequired minimumCrowdsourcing with local “experts” to create new beer tastes Information about events with partners Gain visibility with a « Like Ad » campaign
Targeted CampaignsTargeted ads on tourist sitesPartnership with bloggers
“Good Value/Money for local origin beer.”
Drive brand awareness & penetration.
incentive PlanMonetary
Non-Monetary
Bonuses
Share of sales
Trip to Ireland or Netherlands with brewery visits.
Drive corporate culture.
“Company appreciates initiative and wants you to grow.”
Thank You!Any questions?
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