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2) To identify this opportunity, market research such as Habits and Attitude Study, Concept

Tests and Advertising Tests had to be used. They needed to study young adults habits and
attitude to see how they behaved in their small and close social circles of friends after leaving
work. They needed to know where did they go, how did they interact with one another, what
kind of beer they drank when they went to bars or what other drinks they had. They needed to
test the concept to see if it appeal to the target segment they were directing the advertising
campaigns, to see if the young adults responded well. They also needed an advertising test to
see if the advertising they were doing was communicating well the concept they were trying to
position.
4) Functional Benefits: Being refreshed by the beer and getting slightly to moderate to heavily
intoxicated, depending on how much beer you have.
Emotional Benefits: People felt they were social, good friends and part of their friends social
circles when they bought Pilsen and drink with them.
Self-expressing benefits: People expressed themselves as social and fun when buying and
drinking beer.
Before:
Central Product: Refreshment and fun of having an alcoholic drink.
Real Product: 620ml beer bottle with Pilsner style beer that have a Pilsen label with green
and white motives.
Increased Product: None
Potential Product: Being seen as a young adult which like traditional beer drinks.
After:
Central Product: Refreshment and fun of having an alcoholic drink.
Real Product: 620ml beer bottle (with a new form) with Pilsner style beer that have a new
Pilsen label with green and white motives.
Increased Product: If people gave 3 bottles of Pilsen + S/.1 they received a collectable glass
(6 models with labels and historical events).
Potential Product: Being seen as a young adult which like traditional beer drinks. Being seen as
social, fun and a good friend. Being able to show to other friends that they are in their close
social circle.
Changes:
Input attributes: pilsner beer and bottle, refreshment and fun of having alcoholic drink.
Differential attributes: Sales strategy of giving collectable glasses, Pilsen label, being able to
show your friends that they are close friends, being seen as a young adult which like traditional
beer drinks
There was no changes in the central product, in the real product what changed was the
Pilsen label and shape of the bottle, in the increased product what changed was that Backus
launched a sales strategy of giving collectables glasses for Pilsen bottles plus 1 sol and what

changed in the potential product was being able to be seen as a social, fun and a good friend;
and being able to show your friends that they are close to you.

6) Concept of current brand positioning-----

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