Internationalizing Bulgarian Rakia
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Transcript of Internationalizing Bulgarian Rakia
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Introducing Bulgarian "Peshterska Grape”
rakia to the Swedish publics
Communication plan
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Situation analysis: Internal
• The Company:
• The Product: "Peshterska Grape” rakia
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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.
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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
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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.”
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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
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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
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Cultural dimensions Hofstede
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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
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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
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Segment trends - spirits
Aperitif Spiced distilled spirits Clear spirits Liqueurs Avec Whisky Malt whisky
1%
7%
39%
10%
5%
33%
5%
Market share*
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Systembolaget sales trends – spirits
Aperitif Spiced distilled spirits Clear spirits Liqueurs Avec Malt whisky
3
1
2 2
3 3
New entries 2010
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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
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Target groups
• Drinking patterns in Sweden
only eatingmainly eatingmainly not eatingonly not eating
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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.
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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
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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”)
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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)
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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
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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.
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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