2.

4 Positioning/ strategy development

2.4.1 Positioning

We will have a positioning based on our users, having in mind that not anyone is inclined to
drink this kind of beer and only the true wanderers seek it. We will target them and suggest
that the our product is the ideal solution for that type of person they are and may even contribute
to their social self-identity.

2.4.2 Attributes, benefits and values

Product attributes come from the quality of ingredients: malt, hops, yeast. This ingredient is
different for every beer in the portfolio and are the key components that give a unique taste to
our beers. Another key attribute for the beer comes from the process of natural fermentation.

The first artisanal beer companies with 100% Romanian capital, the biggest artisanal beer
producer in Romania,

Benefits: everyone will know you are a real beer “connoisseur” when they will see you drinking
Zaganul. Another benefit of our product is the freshness of the beer.

Values: proud Romanian beer brewers made by beer drinkers for brink drinkers putting the
quality over the price because our consumers are the most important and we rather they enjoy
the product rather than us making a profit, that have pioneered the product in Romania,

2.4.3 Points of Differentiation

Imperial IPA is a recent blond beer invention and unique on the Romanian market which is
pushing the envelope with strong beers having 10 % alcohol with a strong malt back-bone and
a bitter taste.
 Zăganu Imperial Russian Stout is a 10.5% ABV stout, a dark and bitter beer with 10.5%
ABV, with intense and complex aromas of dark chocolate, cocoa, coffee and a hint of caramel-
nutty flavor. It is brewed with 6 different special malts, 2 types of hops and fermented for a
minimum period of 45 days.
2.4.4 Insight

Consumers are increasingly preferring new styles and flavors of craft beer rather than the
traditional taste of beer, therefore a daring, unique taste is best suited for bold, unconventional
people who like to take risks and live the moment.

2.4.5 Positioning market

In the current market Zaganu is the leader, if we take into consideration the market share and
the market sales , the market that we are situated is a dynamic one made of a lot micro-
breweries that have limited capacity of productions and sales while we have already partnered
with major supermarket and hypermarket stores in Romania and also are delivering our product
in all the big cities.

2.4.6 Brand
The brand name is inspired by the mountain peak Zăganu which can be found near Cheia and
is part of the mountain Ciucas. Our brand logo is in honor of the Bearded Eagle which is called
Zaganu in Romanian, this bird who used to live in the area, but was hunted to extinction more
than 80 years ago.

Our brand portfolio is composed of 13 types of beer from which 8 of them are produced at
mass scale. It is very to us to have a superior quality of beer and that the consumer will enjoy
the drinking experience. Our brand is for the people who drink to enjoy a good beer not for the
ones who drink to get drunk.

Our aim as brewers and as the owners of this bar, is to revive the craft brewing sector in
Romania, a sector that slowly disappeared right after 1990, when the local breweries were
either shut down or bought by big corporations.

2.4.7 Strategy tools

According to the Pareto analysis theory 20% of the products deliver 80% of the profits, this is
also true in our case where 3 beers out of the 13-beer portfolio make by far the largest profits
while the others are still niche beers that means about 23 % of the products. Those beer are:
blonde, brown and imperial IPA.