Post on 22-Nov-2014
description
Beck’s Sales & Marketing Activities
Location: Domestic Market, Turkey
Time period : 2006 & 2007
Initiated & conducted by: Ates Eraktan
ACTIVITIESACTIVITIESPromotional MarketingBeck’s Off-trade teams
Target: To increase brand awareness, trial and purchase rates, distribution and stock share, consumer pull and visibility in the off-trade outlets.
Period: November & December 2007
Mechanism: Trade promotion to outlet owners for each purchase of Beck’s, merchandising activities to increase visibility and end-consumer promotion with special gifts to reward the consumer
Applied in: Off-trade
ACTIVITIESACTIVITIESPromotional MarketingTrade & Consumer promotion in the off-trade
Target: To increase brand awareness, trial and purchase rates, distribution and stock share especially in off trade
Period: July & August 07
Mechanism: Trade promotion with scratch cards and merchandising activities for increasing visibility & rewarding the consumer
Applied in: Off-trade
ACTIVITIESACTIVITIESPromotional Marketing
Beck’s draught outlets trade promotion
Target: To increase draught sales in Beck’s draught outlets and reward the outlet owners
Period: February – June 07
Mechanism: During the campaign every keg is one point. Outlets gain different presents due to the number of kegs they bought.
Applied in: Beck’s draught on-trade
ACTIVITIESACTIVITIESPromotional MarketingBeck’s pre-paid minute trade promotion
Target: To increase numeric distribution & sales in the on&off trades. To reward the outlet owners.
Period: March – May 07
Mechanism: Every outlet gain various number of minutes/pre-paid minutes for a single purchase of Beck’s
Applied in: On & off trade
ACTIVITIESACTIVITIESPromotional MarketingBeck’s barstaff promotion
Target: To motivate barstaff to offer the product to consumers, to increase brand awareness & trail rate.
Period: May – September 07
Mechanism: Barstaff collecting Beck’s lids are rewarded by pre-paid minutes.
Applied in: On trade
ACTIVITIESACTIVITIESEvent MarketingOn-trade Activities
Target: To increase brand awareness, trial rate and indicate premium positioning of the brand
Period: December’07
Mechanism: Beck’s drinkers are rewarded by various presents in the on-trade outlets
Announced by: Printads in the outlets before the organizations
ACTIVITIESACTIVITIESEvent Marketing Beck’s Draught Master Consumer Sessions
Target: To make the consumers experience the beer serving ritual with Beck’s
Period: March - June 07
Mechanism: Training days for consumers in selective outlets in Istanbul, Ankara & Izmir. Consumers ordering Beck’s draught, serve their own beer. Certificate, special Beck’s glass in a metal box & photo at the end of session
Announced by: Printed materials & promo girl activities in the outlets
ACTIVITIESACTIVITIESEvent MarketingBeck’s Draught Master Competition
Target: To train the barstaff about ideal beer serving ritual, to build emotional bond with barstaff, to create brand ambassadors
Period: May 07
Mechanism: Pre-eliminations done in 3 big cities; İstanbul, Ankara & İzmir. 5 best performance from each region are invited to final competition held on 16th May in shopping center Kanyon. Attending ones are trained and asked to make the ideal beer serving ritual in 7 minutes.
Announced by: Printads in Kanyon.
ACTIVITIESACTIVITIESMerchandisingPOCM kits
Target: To increase brand awareness and brand visibility in the outlets
Period: April - September 06
Mechanism: POCM kits are prepared due to outlet’s type and needs, are sent in a special package. These kits contain service equipments as well as visibility materials
Applied in: On-trade
ACTIVITIESACTIVITIESMerchandising - Sales Incentive PromotionBeck’s merchandising contest – Sales team
Target: To increase the visibility & stocks in the on&off-trade outlets. To motivate the sales force.
Period: October 07
Mechanism: Sales representatives building the most creative city concept with the kits they are sent are rewarded by Germany trip.
Applied in: On & Off-trade, KA’s
ACTIVITIESACTIVITIES
Winners of “Beck’s Merchandising Competition” are rewarded by a Germany visit
Target: To motivate the sales force for the brand. To make them experience international beer markets.
Period: November 07
Mechanism: Sales representatives building the most creative city concept with the kits they are sent are rewarded by Germany trip including an introductry visit of Beck’s brewery in Bremen.
Applied in: On & Off-trade, KA’s
Merchandising- Sales Incentive PromotionBeck’s merchandising contest – Sales team
ACTIVITIESACTIVITIESSponsorshipWorld Cuisine with Beck’s
Target: to communicate Beck’s’ gourmet aspect & city life lifestyle
Period: December’07
Mechanism: Sponsoring “World Cousine Workshops” held by Mutfak Sanatları Atölyesi, 1 workshop in a month, 2 free attendants for each workshop selected through becks.com.tr / Beck’side. Each month a different cousine, free Beck’s serving for the attendants
Announced by: becks.com.tr / Beck’side show