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