marketing communications plan for o doul s non alcoholic beer l.
Download
Skip this Video
Download Presentation
Marketing Communications Plan for O’Doul’s Non-Alcoholic Bee

Loading in 2 Seconds...

play fullscreen
1 / 29

Marketing Communications Plan for O’Doul’s Non-Alcoholic Bee - PowerPoint PPT Presentation


  • 269 Views
  • Uploaded on

A well researched and developed marketing Communications Plan for O'Doul's Non-Alcoholic Beer

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Marketing Communications Plan for O’Doul’s Non-Alcoholic Bee' - Temi


Download Now An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
marketing communications plan for o doul s non alcoholic beer

Marketing Communications Plan for O’Doul’s Non-Alcoholic Beer

Temitayo Adeyemo

Roosevelt University (2011)

why are you here

Why are you here.

To learn about a new strategy with which we can build brand impact, relevance and ultimately generate sales for O’Doul’s.

what we are going to talk about

What we are going to talk about

Situation analysis

Brand problem

Insights

Opportunity

The Objective – marketing, communication,

target

Our strategy

Key idea

Examples

brand situation
Brand Situation
  • “What beer drinkers drink when they are not drinking beer”
  • 14th year as Official Non-Alcohol Brew of the PGA TOUR, Champions Tour and Nationwide Tour
  • 1991-28% market share (Schnaars 2002)
  • 2010- less than 9%
  • O’Doul’s Original & Amber
industry situation
Industry Situation
  • Beverage industry
  • Increased competition, shift to healthy lifestyle
  • Industry grew 7.2% in 2009(world class beverages 2010)
  • 3.1% decline in sales volume compared to the previous years (Zmuda 2010)
category situation
Category Situation
  • High level of product parity
  • Usage spikes in the summer and drops in the winter
category situation cont d
Category Situation cont’d
  • More attention is being given to the category, this can be attributed to the healthy lifestyle trend consumers are adopting and responsible beverage consumption that is being greatly emphasized
competitive situation
Competitive Situation
  • Direct competitors:

Miller Coors-Sharp’s: “keep your edge”

Joe. Schlitz Brewing Co.-–Old Milwaukee: “All the flavor without the alcohol”

  • Secondary competitors:

St. Pauli Brauerei – St. Paul Girl Non – Alcoholic (Germany)

Paulaner Brewery – Paulaner Non – Alcoholic ThomasBrau Lager (Germany)

market situation
Market Situation
  • Current users of NA beer are consumers who enjoy the taste of beer but want to limit their alcohol intake (Euro monitor 2007).
  • Socioeconomic trends affecting the NA beer is societal concerns over intoxication, drunk driving and health issues
  • Change in demographic has also had affected the market for NA beer. A rise in the aging population has spurred an increase in demand as the aging population wants healthier options
brand problem
Brand Problem
  • Flat sales for 15 years
  • No marketing communication support for the past 15 years
  • High level of product parody
insight
Insight
  • In-depth searches revealed that consumers have caught on to the healthy lifestyle trend. They are exercising more, counting calories, eating healthier and demanding for healthy beverages.
  • “An aging population is believed to be contributing to reductions in per capita consumption of regular beer, since in some cultures, consumption of beer has been shown to decline with age” Smith (2010)
what s the opportunity
What’s the Opportunity

O’Doul’s with all its health benefits, can help aging males (+45) have the beer taste they want and still keep them healthy

marketing objective
Marketing Objective

Increase sales of O’Doul’s non-alcoholic beer by generating trial and encouraging use among male beer drinkers

marketing communication o bjective
Marketing Communication Objective

Generate awareness and spread new news about the health benefits of drinking O’Doul’s.

who s the target
Who’s the Target

“Trailing Baby Boomers” males (45+), Suburban Style, “Upbeat Enjoyers” who don’t accept being tired or suffering from a little bit of pain as a natural part of aging, rather have higher expectations. Looking for ways to improve their health and live longer. Have not tried O’Doul’s and don’t consider it a healthy non-alcoholic drink.

why trailing baby boomers
Why “Trailing baby boomers”
  • Dominate 1,023 out of 1,083 consumer packaged goods categories. Nielsen wire (2010)
  • Baby boomers spend 38.5% of CPG dollars. Nielsen wire (2010)
  • Age 50+ individuals own 80% of U.S. Financial assets & dispose of 50% of discretionary income. AARP (2003)
  • Baby boomers represent 50 percent of total US spending power. The oldest among the group are now turning 60 years old at the rate of approximately 8,000 people per day. Heller (2006)
our strategy is
Our Strategy is

Convince “Trailing Baby Boomers” that O’Doul’s is the choice brand that gives you the beer taste you want and still feel confident about your health

key idea
Key Idea

Think health, think O’Doul’s

slide20

Amazingly, my doctor said I can add beer to my healthy diet plan

You can add beer to your meal plan if it’s filled with antioxidants, is only 70 calories and can help reduce the risk of cancer and heart disease

slide21

Why do you drink beer? To relax, to have fun?

How about to stay healthy

O’Doul’s non-alcoholic beer allows you to enjoy your beer and stay healthy with antioxidants in every sip

slide22

People say real men drink beer, have you thought of what real healthy men drink?

O’Doul’s knows the importance of staying true to your

health and masculinity. So we are

facebook
Facebook

Original Content:

  • Would have information on history and development of the O’Doul’s brand.
  • A description of the brewing process of O’Doul’s, also a nutritional information about O’Doul’s. Benefits of the listed nutrients.
  • List of stores or locations where O’Doul’s can be purchased.
  • Page will provide a “O’Doul’s Notes” which is a daily encouragement to our fans. It will be posted every morning, to help get them through the day.
  • Schedule of PGA games and other National gaming tournaments
interaction
Interaction:
  • Wall will provide tips from health and fitness from professional and fans on how to remain active and healthy as they age. An example of this will be “special guest post” from Dr. Oz.
  • There will be discussions on ongoing research and development in the field of prostate cancer, since it is the leading cancer found in men. Discussions would also include other health issues that concern men.
  • A discussion platform would be created for fans to share their day to day activities, things they do to stay in shape and remain healthy.
interaction cont d
Interaction cont’d:
  • Regular post on the “Pleasures of Aging.” Page will provide valuable and funny reasons/benefits of aging to fans.
  • Discussions on current happenings in the Business world, Politics, Sports
  • Fans will be asked to comment or like a post and every 49th like or comment will win tickets to ongoing champion’s games e.g. the PGA tour, NFL games, US Open, NBA
facebook links
Facebook Links
  • O’Doul’s website,
  • Menshealth.com
  • PGA,
  • NFL
  • CNN
  • Doctoroz.com
twitter promo message
Twitter promo message

Growing up we were limitless, so why should aging limit us. Visit the O’Doul’s Facebook page to learn how to age with grace and good health.